UNIQLO x Manga & Anime: Cultural Globalization and Community Acceptance in Indonesia

Novi Amalia Putri; Hamdan Nafiatur Rosyida; Havidz Ageng Prakoso

doi:10.55942/pssj.v5i8.582

Authors

Novi Amalia Putri Universitas Muhammadiyah Malang
Hamdan Nafiatur Rosyida Universitas Muhammadiyah Malang
Havidz Ageng Prakoso Universitas Muhammadiyah Malang https://orcid.org/0000-0001-7346-0591

DOI:

https://doi.org/10.55942/pssj.v5i8.582

Keywords:

UNIQLO, manga, anime, cultural globalization, Japanese culture, consumer behavior

Abstract

This research aims to examine the role of UNIQLO's collaboration with manga and anime in the globalization of Japanese culture and the global community's acceptance of products with a Japanese cultural identity. This study uses a qualitative method with an in-depth interview approach with 51 respondents involved in the consumption of manga- and anime-themed UNIQLO products. The data obtained were analyzed using NVivo software to identify the main themes in the public acceptance of the product. In addition to the interviews, this research is also supported by a literature review of various studies. The results show that the majority of respondents agree that manga and anime play an important role in people's acceptance of Japanese culture, especially through UNIQLO's collaboration, which integrates popular characters in their product designs. This collaboration not only increases interest in the product, but also introduces broader elements of Japanese culture into consumers' daily lives.

Author Biographies

Novi Amalia Putri, Universitas Muhammadiyah Malang

Novi Amalia Putri is a final-year student in the International Relations program at Universitas Muhammadiyah Malang. She had a strong interest in cultural diplomacy studies, particularly those related to Japan. Her work, titled A Bibliometric Study of Japanese Anime and Manga as Tools of Cultural Diplomacy in Indonesia: From Astroboy to Haikyuu, was published in Jurnal Kelitbangan.

Hamdan Nafiatur Rosyida, Universitas Muhammadiyah Malang

Hamdan Nafiatur Rosyida, is a lecturer specializing in Japanese Area Studies, Japanese Cultural Studies, and Gender in International Relations. She actively wrote and published scholarly works on Japan-related topics in reputable journals. Among her notable publications are Representation of Remilitarization and Nationalism under Shinzo Abe’s Regime in “Kamen Rider Build” Series (2023), published in Kiryoku: Jurnal Studi Kejepangan, Universitas Padjadjaran, and Tokyo Zentai Club: Subculture or Identity Crisis over Youth in Japan Urban Area? (2021) published in the International Journal of Social Science and Human Research. Before pursuing an academic career, she served as a Technical Assistant at the ASEAN Secretariat from 2015 to 2017. Known affectionately by her students as Novi Sensei, her professional and research experiences have enriched her perspective on international relations, particularly concerning issues in East Asia.

Havidz Ageng Prakoso, Universitas Muhammadiyah Malang

Havidz Ageng Prakoso, is a lecturer specializing in International Economics and International Politics. Known for his community service initiatives, particularly in empowering local communities in Amandanom Village, Malang, he integrated practical business experience into his teaching, notably in courses such as International Business. Actively engaging students in export-import industry insights, he facilitates research projects, including mapping regional resources with export potential. His scholarly contributions have been published in various international journals, including the Harmonization of Indonesia’s Tourism Policies in 2015–2018 (2023) in Jurnal Partisipatoris and the Dilemma of Indonesia in Ratifying the Framework Convention on Tobacco Control toward the National Cigarette Industry (2023) in Jurnal REFORMASI.

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