The Impact of Cultural Code on Communication Promotion of Japanese Animation in the USA

Author: Anastasiia Krutiakova, High School of Journalism and Mass Communications, Saint Petersburg State University
Published: July 5, 2023

Citation: Krutiakova, A. (2023). The Impact of Cultural Code on Communication Promotion of Japanese Animation in the USA. IAFOR Journal of Cultural Studies, 8(1).


For the last eight years, the anime market in the USA has shown record growth rates, which is related to the epistemological relevance of the study. This leads to the fact that the studios are expanding their capabilities and looking for new ways to promote new products, which determines the pragmatic relevance of this study. The purpose of the research is to identify the influence of cultural characteristics on promotional campaigns of Japanese animation in the United States and determine the reasons for their effectiveness. The research was undertaken on the examples of the American promotional campaigns of Attack on Titan and Demon Slayer. The promotional materials that have been analyzed related to the content from streaming services (Crunchyroll, FUNimation), linear networks (Adult Swim), and anime events both global such as Anime Expo, FunimationCon and organized by the studios. Furthermore, the research was conducted using materials from internet publishers such as CBR, Anime News Network, and supported by data provided by Parrot Analytics. Methods that have been used during the research include synthesis and analysis, ideal-typical reconstruction of social reality, case study, non-formalized content analysis method, and indirect analysis of expert statements. Based on research results, it was inferred that, regardless of the consolidation of the international animation society, it is still crucial to take audience’s cultural background into the consideration and thoroughly calculate the promotion strategy when launching new products. This would help minimize the risks and avoid serious losses both in terms of profit and reputation.


American market, anime, anime promotion, Japanese animation