“Cool Japan?”

Editorial by Bocchan, J-Subculture Staff

Sometimes, I worry that we at J-Subculture aren’t living up to our promise of “introducting you to the subculture of Japan.” Sure, we sell great products, but the people who buy them (you guys) probably know way more about the subculture of Japan than we do at this point. With one notable exception, ask anyone in this office (Japanese or otherwise) if they watch anime, do cosplay, attend conventions or anything like that, the answer is either “nope” or “I used to a bit but not recently?”

Although I realize I’m living the dream of many, Japan for me these days is work. When I studied at Sophia University in Tokyo about four years ago, Akihabara was a stop between the school and my homestay and I was there every day. That was around the time Haruhi and Lucky Star were big, and I’ve tuned out since. I think Hetalia was the last nail in the coffin. When you deal with issues of race and nationality every day, that kind of hee-haw stereotypical humor loses its appeal fast.

But there’s no question Japanese culture (and subculture) is popular overseas, and with good reason. The products are fantastic, and many of them represent anime series or games of huge creative power. I get a smile on my face when I review so many of the orders we ship out, either because they remind me of series I used to like, or make me want to check out something new (although I know I won’t have time). For example today a real human being purchased this thing.

What’s strange is, Japanese popular (e.g. otaku) culture and Japanese industry have an uneasy relationship. Their power is mutually beneficial, for example with companies able to produce high-quality toys on a large scale based on the work of writers and animators. But it’s funny to hear salarymen on the train talking about “cool Japan,” Japan’s “soft power” or other terms they invented themselves to describe popular culture, as if it were something they could brag about, when most of them would sooner be caught in adultery than cosplay.

In short, I sincerely hope you guys (and statistically some girls) keep enjoying our products and the amazing culture that inspires them, but sometimes it’s interesting to think about the society behind it, too.

Anyway, I’ll leave you with this thought...