Attitudes towards hobbyists of Japanese popular culture have changed over the years. In the early 2000s, the hobby was still quite stigmatized, and many were bullied because of it. The vibrancy and uniqueness of Japanese popular culture compared to Western culture often turned heads. In many smaller towns, prejudices were common, and hobbyists might have been completely alone with their hobby. Online communities and online friends were especially important.
Today, there are fewer prejudices and many feel that the hobby is accepted. However, there are still hobbyists who feel that the hobby is not fully understood or accepted, and who do not be open about it, for example at work. Of course, there are also many hobbyists who have not encountered prejudices, but have received admiration for their style and fashion instead. Some old hobbyists have turned their youth’s “different” identity into a strength. For example, the word “ernu” (erilainen nuori, different youth) which used to be used as an insult may now evoke important memories and a sense of belonging for those of a certain generation.
