Manga and Anime Captivating U.S. Audiences

The popularity of manga and anime in the United States is continuing to grow as Americans discover the wealth of engaging stories within the two entertainment forms. Major bookstores have started to expand their shelf spaces to make room for a flood of new translated manga titles, including best sellers Naruto and Full Metal Alchemist; while at the same time anime programs, like Pokémon and Yu-Gi-Oh!, have made their way onto mainstream American television networks. The response from fans has been equally impressive with record numbers flocking to anime and manga conventions, which are taking place all across the U.S. on any given weekend.

The appeal of these imports has been so far reaching that they have even inspired some of Hollywood’s blockbusters, like the Matrix and Transformers. And recently, Akira, the manga and anime classic from the 1980s, gained renewed attention when Warner Brothers announced that it would release a live action film version set in New York with a Western cast. As hugely influential imports, the two deserve a close examination, and in this first article on manga and anime, JETRO will provide overview information on the two industries.

What are manga and anime?
Manga, which translates to “whimsical pictures,” are Japanese comics that feature a wide range of complex stories and subject matter. Unlike their American comic counterparts, manga titles span vast genres and storylines, and have an appeal that transcends age and gender—60% of manga readers are female. Anime, short for “animation”, refers to the distinct Japanese style of animation that is closely related to manga, from which it was derived. The two entertainment mediums share artistic and thematic similarities, having numerous overlaps and crossovers: in many cases successful manga titles go on to have anime versions (as was the case for Naruto, Full Metal Alchemist, and Yu-Gi-Oh!), and on a few rare occasions, successful anime are remade into manga. This interplay between the two has contributed to a mutually supportive relationship in which each industry encourages the growth of the other.

A closer look at the two industries in the United States
Manga
At a time when print materials are struggling to increase in sales, the American manga industry is enjoying steady growth in revenue. According to ICv2, a news source for pop culture trade information, manga sales for North America (the United States and Canada) tripled from $60 million in 2002 to $180 million in 2005 and reached $200 million in 2006.

Recognizing this burgeoning market, large bookstore chains, like Barnes & Noble and Borders, have begun to devote entire sections of their stores to manga. The popularity of the medium has also led to the domestic production of works in English, called Original English Language (OEL) manga. OEL manga are being produced outside of Japan, demonstrating that manga is not just a Japanese creation, but also a domestically viable literary art form. In another example of the localization of the import, manga strips have even sprung up in the comic sections of newspapers, a sign that they are working their way into the American mainstream.

Anime
Although anime, like manga, is growing in popularity, sales of anime DVDs have suffered as a result of illegal downloading. According to ICv2, sales of anime DVDs in North America (the U.S. and Canada) fell to $375 million in 2006 from $450 million the previous year. Currently, due to a time lag between Japan and U.S. releases of anime titles, many avid American fans are forgoing the wait for official releases and instead downloading pirated versions. To address this issue, the anime industry is working to come up with solutions that will allow American fans to access high quality legal versions shortly after their Japan releases. Perhaps one such solution might be modeled after Toonami Jetstream, the joint effort of VIZ Media and the Cartoon Network. Toonami Jetstream, an ad-supported site launched in 2006, makes anime programs available online, including those that are otherwise unavailable in dubbed format anywhere else.

In spite of losses in sales, the anime industry is building a dedicated following in the U.S. through increased exposure to television programs and feature length films. In 2002, A.D. Vision launched the Anime Network, a cable network devoted exclusively to anime programming, which currently reaches over 40 million households. And in 2003, Hayao Miyazaki received an Academy Award for Best Animated Feature for Spirited Away, helping transform anime into a respected entertainment form. These events have increased America’s exposure to anime, building an appreciation for the artistry and creativity behind the works.

Future Outlook
Together, manga and anime are transcending cultural barriers to become prominent forms of entertainment outside of Japan. The two are making such a huge impression on the U.S. audience that their artistic and thematic styles are inspiring local creations. Manga and anime will continue to find American fans as new and older generations discover their world of offerings.