
MANGA IN AMERICA:
FROM YESTERDAY TO TOMORROW
By Mari Morimoto, manga translator
Manga, or Japanese comics, have definitely come a long way in the United States. Although translated anime television series were already airing in the 1960’s, other than the one-shot American-drawn Astro Boy in the mid-1960’s, the print medium lagged behind. The first direct-from-Japan title appears to have been Keiji Nakazawa’s semi-autobiographical Barefoot Gen, about the Hiroshima atomic bombing, in 1978.
The mid-1980’s saw the first wave of translated manga, with the birth of full-time manga-publisher VIZ [Naruto] and translation company Studio Proteus [Ah! My Goddess]. Their early works were printed in American format: thin single-story “flipped” issues which read left to right, in collaboration with each other [Nausicaä] and American publishers such as Dark Horse [Appleseed] and Eclipse Comics [Area 88]. They also competed with lots of anime- and manga-based and/or inspired American comics (dubbed “Amerimanga”) [Ninja High School, Elfquest]. The explosive growth of licensed translated anime and the comics industry slump in the early 1990’s allowed manga to grab a bigger piece of the market and a fresh, younger audience eager for more product.
Thus, the mid-1990’s led to manga’s second wave, with several new publishers popping up. One in particular, TOKYOPOP [Fruits Basket], drastically transformed the industry by only publishing in the original (right to left) Japanese format, directly releasing graphic novels, and marketing to female readers by licensing shojo or girl’s titles, forcing other publishers to hastily follow suit. Other new phenomena were “how to” books on drawing manga-style, and bilingual manga that contained both Japanese and English text, some aimed [Mangajin magazine] at English-speakers (mostly businessmen) trying to learn Japanese, but others [The Tale of Genji, Kodansha International] reflecting a wise marketing strategy by Japanese publishers.
The Latest Trends
The third and latest wave began about five years ago with another surge in new publishers, including divisions of existing anime, comics, and prose publishers such as ADV Manga [Azumanga Daioh] and Media Blasters [Pilgrim Jäger], CMX/DC Comics [Emma], and Del Rey Manga [Negima!] and Yen Press [Soul Eater], respectively. More Japanese publishers, such as Broccoli Books [Di Gi Charat Theater], got directly involved in the American market as well, with Kodansha USA the latest, announcing this July that it would launch a manga line.
Imported titles are also reflecting a wider range of genre and decreasing lag time from their original Japanese publication date. Both boutique and mainstay publishers tap into the yaoi or “Boy’s Love” craze [Antique Bakery] that went from fan-fiction subculture to mainstream in Japan in the 1990’s: manga with gay male content, from platonic to graphic, drawn by women for girls and women. Yuri or “Girl’s Love” material [Rica ‘tte Kanji!?], manga with lesbian content aimed mainly towards women (not to be confused with pornographic manga targeting a straight male audience), also hits American bookshelves.
As it has gone mainstream, there is increasing crossover between manga and American comics, with giants Marvel and DC Comics commissioning works from Japanese artists [Uncanny X-men], and transplanted Japanese and/or non-Japanese creators collaborating on “Amerimanga”, now called OEL or Original English-Language manga, for a growing list of publishers [Boys of Summer, Dramacon]. There are even a few non-Japanese artists whose works are being printed in Japanese serials. The newest bicultural partnership announced in April involves legend Stan Lee working with Shaman King creator Hiroyuki Takei on an original Japanese title [Ultimo]. And in addition to previous tie-ins between manga and other media such as video games and anime in Japan, there are a rising number of manga-based live-action television series and especially movies in both countries [Speed Racer, Dragonball].
The Future of Manga & Anime in the U.S.
So what’s next? The internet, in the form of illegally uploaded material, has dealt the anime industry a severe blow in both Japan and America. However, it does not seem to be affecting the manga market as much yet, perhaps because readers still prefer flipping through actual pages. It has even provided the industry with new opportunities in the form of on-line manga, and manga for cell phones and portable game systems. I just hope that American publishers will take care not to glut the market or succumb to a “quantity over quality” philosophy. Further streamlining the adaptation process to allow for near simultaneous releases in both countries may help with sales, too.
In Japan, manga represents a third of the entire publishing market, if not more. There are manga aimed at all genders and age groups from preschoolers to the elderly, and covering every prose genre including everyday life [Maison Ikkoku], business and politics [Sanctuary], and even sports [Prince of Tennis], games [Hikaru no Go], and cooking [Kitchen Princess], in addition to categories such as comic strips [Azumanga Daioh] and adaptations of prose literature [The Tale of Genji]. While still behind compared to Japan, I am happy to see regular folks reading translated manga on New York City subways, more books and manga-related events at both local libraries and bookstores, and classic, older manga [Osamu Tezuka’s works] released in English.
[NOTE: For those of you curious to explore manga further, there are growing manga tracks at comics and anime conventions everywhere, including local ones such as New York Comic Con, New York Anime Festival, and Anime Next, plus the first manga-focused American convention, Manga Next. Please check out the suggested reading list on the first page as well.]

Barefoot Gen is one of the translated manga. It was first released in 1972 in Japan and came to the US in 1978.

Atsushi Okubo’s popular fantasy manga, Soul Eater, is somewhat like a darker version of Harry Potter. The anime series still currently airing on Japanese television.


American Comics legend Stan Lee and Japanese manga artist Hiroyuki Takei pair up to collaborate on the manga Ultimo. It will debut in North America in the September issue of English SHONEN JUMP magazine.

Culinary manga is a popular genre in Japan. Oishinbo, one of the vanguards of this genre, is still going strong even after 25 years. The English edition will finally be released in the U.S. from VIZ Media later this year.
| Best (Translated) Manga You Ought to Read | ||||
|---|---|---|---|---|
Title |
Author |
Publisher |
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...and all titles by “Father of Anime and Manga” Osamu Tezuka (Dark Horse, Vertical, and VIZ Media). |
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T.M. RevolutionWould you tell me about the specific manga and anime that drew you in so much?
Living in Japan naturally provides numerous chances to watch anime and read manga, and I have enjoyed such an environment. Among a tremendous number of titles, I’d say I’ve gotten the strongest impact from the “Mobile Suit Gundam” series, which I believe has attracted an American audience as well. When I was a kid, I never dreamed that I would be able to get involved in the project such an intense way. If my childhood self could know this, he would be blown away. I can easily imagine that.
Can you pick three titles you like best?
Hmm, you are torturing me. Well, now I’m invited to do live performances at Comic Conventions in the US, so if I think from this perspective, the one that opened the door for this big chance I think is “Rurouni Kenshin (The Wandering Samurai).” It’s really hard to rank them, but again I must pick the “Mobile Suit Gundam” series. I generally have a strong attachment to the projects that I work for, so the series from the beginning to the latest episode occupies a huge part in me.
What kind of manga and anime do you recommend to US readers?
There must be many that require a certain knowledge of Japanese culture in order to truly appreciate their contents. But it is also true that there are many Japanese anime, such as the Gundam series, that deal with universal themes. So it would be easier to find some works that are thematically universal. On the other hand, I was surprised to see that many non-Japanese in the US enjoyed the ones which have completely traditional Japanese backgrounds. A good example is “Naruto.” Considering this, I guess my previous suggestion sounds somewhat shaky. [laughs]
Defining what is universal and what is unique is difficult, indeed.
You are right. I think of the anime that started earlier this year in Japan that I provide the opening theme song “Soul Eater” for. It depicts a completely fictitious world, neither Japan nor America. There are gunslingers, sword fighters, etc. That’s a true fantasy. I think this anime contains a lot of factors that each viewer who has a different background can relate to. So I recommend it to non-Japanese audiences, too. Alternately, the anime “Darker Than Black,” which I also provided the song for last year, created the atmosphere of contemporary Tokyo. So it might look interesting to people living outside of Japan.
“Soul Eater,” “Darker Than Black”--both titles sound scary. What age range is their target audience?
It cannot be summarized so easily, to tell the truth. “Soul Eater” is broadcast in the evening slot and aims to attract a younger audience. But “Darker Than Black” is created to appeal to both the younger fan and the anime-savvy audience like us, who have grown up with anime and manga. So they intentionally put this anime in the midnight broadcasting slot.
Anime in the midnight broadcasting slot?
Yup! Just for your information, “Soul Eater” runs in the evening slot as I said, but after a few days, a midnight re-run version with new additional scenes is on air. It’s a new programming strategy.
You won’t do voice acting any more like you did in the “Gundam SEED” series?
Oh, that was a truly exciting experience. I feel honored to have been able to do that, really. But what made me most happy is that the director and the production staff enjoyed collaborating with me. In the beginning, the director was a fan of my music, and he gave me a chance to sing the opening song. Then things developed into those collaborations. (The director created a role specifically for T.M.Revolution in “Gundam SEED Destiny.”) It’s great to know that my music was a driving force for their creativity, and I wanted to return something to them. This is why I accepted the offer of voice acting. But to be honest, I feel a little embarrassed.
I see. Everything is connected like a chain.
In my creation process, I often work with friends and people I got to know through jobs and music projects. And, most of the time, something springs out from there naturally, like “Let’s do that,” or “Try this out.” It’s not limited to the music field. It could be craft design or graphic design. It is fun and fulfilling that my output leads to something new. It’s hard, but I enjoy that.

©DIESEL Corporation
T.M.Revolution Born in Shiga, Japan, Takanori Nishikawa made his debut in the pop music world as T.M.Revolution (short for Takanori Makes Revolution) in 1996. Over next six years, he would develop a massive following in Japan, with his fanbase turning international in 2002 with the release of “INVOKE,” the theme song to the epic anime series Gundam SEED. T.M.Revolution has built a global funbase and performed at major anime conventions in America.
HALCALITell us about your favorite manga and anime.
Halca: I used to love watching “Sailor Moon” when I was little. I was not even in elementary school when I started watching it. It was a part of my childhood. I used to think she was so cute.
Yukali: Yeah. She was like our idol.
Halca: Yup. She was cute, but also had this power to save the world, sort of… that was the story of “Sailor Moon”, right? (laugh)
Yukali: Yup. (laugh)
Halca: (laughing) They all had the same uniform but in different colors. It was adorable. I used to enjoy cosplaying, wearing the Sailor Moon dress when I was younger. In terms of manga…
Yukali: …Maybe “Azuki-chan”?
Azuki-chan? What kind of character is she?
Yukali: She’s not very cute. Most main characters in manga are really cute, but not Azuki-chan. She was sort of clumsy.
Halca: Azuki-chan was the first manga I owned. I gave my grandpa chocolate for valentines day when I was in elementary school. In return, he bought me manga. That was the first time I came across Azuki-chan. At the time, I was very little, so I saw Azuki-chan as sort of like an extension of a children’s picture book.
Yukali: As for manga… Let’s see…
Halca: Maybe Gokinjo Monogatari? (Neighborhood Story)
Yukali: “Gokinjo Monogatari” was an animation written by the same author of “NANA”. I also loved watching Anpanman. (A story about a hero whose face is made of bread stuffed with sweet beans) I mean he tears his face off to save a hungry kid! In retrospect, it was a really surreal story, but as a kid, I used to think he was so heroic. He was really kind, too.
Halca: Well, what do you expect? His “only friend is love and courage.” (Quoting from the theme song)
Yukali: Still, I was really taken with it when I was a kid. I also used to go see “Doraemon” movies. I used to sob so bad watching it. If I saw it now, I think I still would.
How about manga?
Yukali: I read lots of manga, but I’m trying to think what I read most recently. Maybe “Solanin?” It’s a story about just ordinary day-to-day life, but there are subtle sentiments in the story. But I really like the author Ai Yazawa who wrote both “NANA” and “Gokinjo Monogatari”. I think I’ve read all of her work.
If you were an anime character, who would you be?
Yukali: Geese, that’s a hard one. I’m not a very dramatic person. I’ve been called Jaiko, actually because I love barrett caps, and because of my hairstyle. They actually call me Jaiko a lot.
Manager: Jaiko has a very kind heart, too.
Yukali: That’s right! She’s an artist. That’s why she wears a barrett.
Halca: For me…
Yukali: What about Benzo-san in “Kiteretsu”? Because you have terrible eye-sight.
Halca: Benzo-san? But it’s kind of hard for the readers to picture.
Yukali: That’s true. Benzo-san is probably not a major character in the U.S. You’d have to really be an anime geek to know him.
Halca: Oh yeah! I think I’d go with Arare-chan (from Akira Toriyama’s “Dr. Slump”).
Yukali: KEEEEEN! (Making Arare-chan’s SF) There you go!. You have a similar energy.
What are some of the similarities between HALCALI and animation?
Halca: I think it’s the comical, small animal-like movements. The gestures that seem easy to imitate but are not when you actually try it.
How did you feel performing at anime convention?
Yukali: Because it was an Anime Fest, lots of people didn’t know us. And many people were cosplayers, so we had lots of fun. It was like we were the audience watching all these crazy cosplayers.
Halcali A female hip-hop duo from Tokyo who debuted in 2003. Combining their first names, they named their unit Halcali. They have released three albums in Japan, and have been participating in International events and shows in the USA and France. Their single, “Tip Taps Tip” is the theme song for the anime, “Psalm of Planets Eureka Seven.”
www.halcali.com
From Enthusiasts to General Users
The Computer Game Market in Japan
The computer game market in the US seems headed towards high-end games and mixed media distribution, but its Japanese counterpart does not exactly mirror this trend. Video games in today’s Japan are shifting to attract a variety of users that includes elderly people, females, and younger children--all groups who have typically not cared about video games very much.
Look at the latest hardware sales in Japan. According to the data released from the Japanese game magazine publisher ENTERBRAIN, INC. (www.enterbrain.co.jp), domestic sales of game platforms in July were led by the Sony PlayStation Portable (PSP), which sold 256,700 units, and followed by the Nintendo DS Lite, which sold 217,600 units. The Nintendo Wii sold 171,800 units, and in fourth place was the Sony PlayStation 3 (PS3) at 54,800 units. The Sony PSP has been the winner for five consecutive months. As this implies, the portable handheld platform prevails against the desktop-type platform. This portable platform definitely fits the Japanese commuting lifestyle (reading manga and playing with cell phones on subways and trains, for example). Nintendo’s DS Lite is notable for its “touch pen function,” which allows the player to use a pen to navigate and participate in the game. This has not only made it easier to handle the console but has also created new types of content such as “Bimoji Training,” a surprising hit for DS Lite that teaches users how to write Japanese and Chinese characters beautifully. DS Lite has lots of educational software, and this has naturally led to expanding user demographics.
Although high-end products for enthusiastic gamers still dominate the weekly software sales rankings, the highest ranked titles in 2007 included non-regular games: “Wii Sports,” “Wii for Beginners,” and “DS Brain Training.” This year has already seen many unique new titles such as “Daigasso! Band Brothers DX,” which allows the user to orchestrate and even compose music; and “Derby Stallion DS,” which allows players to raise their own horses and race. With such variety and high quality, Japanese games continue to offer fun surprises.

"J-Culture" Strikes!A medium-bodied sake with layers of flavors. It is satiny and fruity yet dry with Asian pear, honeycomb and anise aromas.