Publication Date
Spring 4-2016
School
School of Business
Major
Business: International Business
Keywords
Douglass McGray, Japan's Gross National Cool, anime, cultural export, Japan, Crunchyroll, piracy
Disciplines
International Business
Recommended Citation
Wentz, Joseph P., "Revisiting Japan’s Gross National Cool: Exporting Japanese Animation in the International Marketplace" (2016). Senior Honors Theses. 584.
https://digitalcommons.liberty.edu/honors/584
Abstract
In 2002, writer Douglas McCray coined the term “Japan’s Gross National Cool,” which was used to describe Japan’s distinct cultural exports. More specifically, though a recent phenomenon, the current academic consensus indicates that Japanese animation, or anime, is a unique Japanese cultural export based on McCray’s concept. However, from McCray’s article in 2002 to 2015, the anime industry globally has changed in several key ways: popular consumption has grown, Internet and streaming use has increased, and Internet piracy has increased. This leads to necessitating a change in business concepts for marketing the medium worldwide by analyzing specific marketing mechanisms, but primarily anti-piracy precedents in Taiwan and the streaming company Crunchyroll.
