Popular Culture Export

In the old days, many people used to associate the term of exports with commodities like steel, oil or manufactured goods. But in recent few decades, there is rise of a new sort export. That export is a country’s culture and none have been as big as recent years as Japanese anime.

With the rise of the Internet, more and more people are exposed to anime. As children, many of the current generation of anime viewers saw their anime on the television screen, be it Neon Genesis Evangelion or Gundam Wing. This generation was also the same generation that experienced first hand the birth of the Internet as a mass media.

Neon Genesis Evangelion Opening

Gundam Wing Opening

Back in their home countries, many of these fans in this point, thanks to licensing companies, enjoy the import of certain popular series like Love Hina, on both print and video form. Many of these fans were content with they had but it was not until 2002 when Bandai announced the latest series in the hugely popular Gundam franchise, Gundam SEED, before anime really took off outside of Japan, thanks to a new Internet distribution technology know as bit torrent.

Gundam SEED Opening

Since then the growth of Japanese culture has grown quite tremendously around the world. Across the United States, anime conventions are held quite often around the country, the biggest Anime Expo (AX) in Los Angeles. So important is AX to the Japanese market, that companies send over their biggest and brightest stars to promote their wares. To promote the US release of The Melancholy of Haruhi Suzumiya, Bandai Visual collaborated with Kadokawa to invite over the three main female voice actresses, Aya Hirano, Yuko Goto and Minori Chihara, to hold a panel and perform the signature dance from the show’s ending theme, Hare Hare Yukai, at last year’s event. Another notable attendee to the event was Momoi Haruko, a big music star amongst anime Otaku in Japan.

Hare Hare Yukai full dance edition

Momoi Halko’s performance at AX (filmed without the organiser’s knowledge )

 

Another notable indicator is the rise of cosplaying. Cosplay (short for costume play) is the simple act of dressing as an character from popluar media. Cosplay is by not any means a Japanese invention. But the fact that many fans are starting to move into this sub-culture is an indicator of the anime culture’s diffusion. Cosplay events are mostly held concurrently with anime conventions. Right here in Singapore, there are two major cosplay events every year, Cosfest in July and EOY in December. Cosplayers choose to make their own costumes or rarely, buy from official licensed manufacturer’s like Cospa. Popular cosplay subjects that are cosplayed are characters from popular shows and games like Bleach, Final Fantasy VII and Gundam SEED. However, cosplaying is not limited to Japanese subjects. Commonly seen cosplays in Singapore include Star Wars, Star Trek and military subjects.

 

C.C from Code Geass

Tifa from Final Fantasy VII (Advent Children version)

Suigintou from Rozen Maiden

Various Star Wars Imperial charactes

 

 

 

Product placement

I’m sure most, if not all, of you have seen the Transformers movie last year. I’m sure we all oooo-ed and ahhhh-ed at all the glorious fighting and the pretty vehicles being paraded around. I’m sure most of us stared in awe as Bumblebee turned in from a run down late 60′s Chevrolet Camaro into the brand spanking new 2008 incarnation. Or when we laughed at the Mountain Dew drinks machine or an Xbox 360 transforming.

These are all just small (but big money) examples of product placement in visible media. General Motors Corporation paid 3 million US dollars for the honour of having just some of their vehicles in the Transformer’s movie.

 

Out of the six motor vehicles depicted in the above picture, four are GMC vehicles.

This is by no means anything new. This concept of product placement has been around since the film was introduced. Many corporations understand that being visible in the popular media would bring their brands far and wide. Just being seen or mentioned can bring much benefits to their brand.

Cars have always featured in James Bond movies as the British superspy’s personal ride, ever since the Aston Martin DB5 made it’s appearance in Goldfinger. The Aston Martin line of cars are so important to the Bond franchise that when the producers faced a huge backlash when they featured Bond driving BMW vehicles in Goldeneye, Die Another Day and Tommorrow Never Dies. Ironically, Goldeneye’s placement of the BMW Z3 was voted product placement of the year by several publications. Pretty impressive for a car that did not do Bond-like in the movie. I do agree with the award though. Up to this day, I do lust after a Z3 in the same green Bond had his in. Also starting with Goldeneye began the endorsement of Omega watches. Ford, then owner of Aston Martin, also made use of its connection with Aston Martin to feature it’s upcoming Ford Mondeo in Casino Royale.

Aston Martin DB5

 BMW Z3

Aston Martin DBS

Ford Mondeo

Omega Seamaster

This isn’t just limited to the Western world. In Japan, it is quite the norm. Last year, in the anime Code Geass: Lelouch of the Rebellion, one character, C.C. was seen chomping down on pizza. But this wasn’t just any normal pizza. THIS WAS PIZZA HUT PIZZA! PIZZA HUT SUPPORTS THE REBELLION. In fact, in many outdoor scenes, signs and billboards of Pizza Hut logos could be seen.

Delicious pizza is delicious.

Oh gawd, I want a Cheese-kun as well.