Many are attracted to Japanese popular culture because of its unique style, values, and content, which many feel are different to those of Western popular culture. Japanese popular culture features, for example, many female heroes as well as the breaking of gender norms, and everyone can find something that they find interesting in it. There are as many paths into Japanese popular culture as a hobby as there are hobbyists. People often start with a specific area (e.g., manga or anime), and their interest spreads to others. Many have discovered anime through series shown on TV, Ghibli movies, Netflix, YouTube, or illegal streaming sites. Manga may be picked up from the manga section at libraries or from magazine racks at convenience stores and supermarkets. Interest in J-pop (Japanese pop music) might start with theme songs from anime series, and the fashion of J-pop idols may lead to an interest in Japanese street fashion. Friends or relatives, hobbyist forums on the internet, or YouTubers and other content creators (like Namikolinx) may have also introduced fans to this hobby.
Japanese popular culture as a hobby can be a source of empowerment or comfort, and for many, the hobby is an important part of their identity. Some have also found support in the formation of their sexuality and gender identity by seeing and identifying with characters or idols who break heteronormative norms. The hobby can carry fans through difficult times and strengthen their self-esteem. For many, the hobby also involves creativity and the creation of things, such as making lolita dresses, cosplay costumes, and fan art. Volunteer work, such as organizing conventions, is a cornerstone in many people’s lives.
Read photographer Ninni West’s blog post Why Japan? (in Finnish)
