Marketing Japan: Manga as Japan's New Ambassador

Prough, Jennifer
March 2010
ASIANetwork Exchange;Mar2010, Vol. 17 Issue 2, p54
Academic Journal
The article focuses on the distribution of manga (Japanese comics) in the U.S. and the significant implications for the worldwide market. It states that the sales of manga in the U.S. have increased from 60 million dollars in 2002 to 200 million dollars in 2007. It also mentions that manga's popularity, along with the cross-endorsement of American comics through the Hollywood film industry, drives the prominence of U.S. graphic novels. The author examines the means of Japanese manga translation and marketing to determine how publishers conceal or promote the Japanese popular culture. She finds that due to the firmly established market of the U.S., companies from Europe and France tend to translate manga's English version rather than the original Japanese.


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