America’s Pop Culture Looks Toward Japan

(ARA) - Have you ever been watching “Star Wars” and thought Darth Vader’s mask looked a little familiar? Perhaps, say -- like a Samurai’s helmet but with a faceplate? It’s no coincidence. Writer/director George Lucas was heavily influenced by Japanese filmmaker Akira Kurosawa while working on the first film in the series. He’s not alone. Go to the movies, walk down a toy aisle, or turn on Saturday morning cartoons and you’re more than likely to find all sorts of Japanese influence on current American pop culture.

A prime example of this trend is Power Rangers, the colorful taskforce of teen do-gooders that recently celebrated its 10th anniversary in the United States. But the folks in Japan have known about the Power Rangers for far longer than that. Since 1975 in fact, when “Himitsu Sentai Goranger!” first premiered on Japanese television and started the Ranger craze. It would take 18 years before Haim Saban would import the hit live action show for American audiences, replacing the scenes of Japanese actors with a cast as ethnically diverse as the colors of their uniforms. Today in the United States, the Power Rangers craze has taken various forms of entertainment, including a wildly popular television series and a top-selling toy line followed by numerous licenses such as Halloween costumes, books, video games and more. Master toy licensee Bandai America Incorporated introduced Power Rangers action figures, megazords, vehicles and playsets to American kids more than a decade ago, earning the distinction of “best selling action figure brand of all time.” Today, enough Power Rangers action figures have been produced to fill toy chest space in two thirds of U.S. households.

Another embodiment of Japanese influence, and extremely popular import fodder are robots. From Astro Boy to Voltron, robotic heroes of all forms have translated well from their native country to the United States. Most recently leading that trend is “Gundam” (and its various incarnations), an animated series and toy line with a rich, 25-year history in Japan that is attracting an increasing, loyal American fan base. Gundam features giant robots controlled by human pilots battling each other in stories set in the future. Sometimes the fighting is more of a competition -- think of robots fighting in a galaxy-wide Olympic tournament. Other times more is at stake as tales of civil war and corruption within governments are told.

In terms of collectibles, what sets Gundam apart from others is its focus on customization. “Action Figure Model Kits” are the core staple of the toy line, where fans assemble a highly articulated action figure from various parts, and are given an array of decals and paint schemes to truly make it their own.

And, the trend continues to make its way to the United States year after year. On the horizon is Knights of the Zodiac, an animated property with a rabidly loyal global following. Originating in Japan in 1986 where it was known as Saint Seiya, the show made its way to Europe and South America where it became extremely popular -- translating to other forms of entertainment such as comics and toys. The action follows the adventures of the Bronze Knight Seiya, as he leads his team in battle against Phoenix and the Black Knights for control of the Golden Armor of Sagittarius. Knights of the Zodiac is just now coming to U.S. television and an action figure line is expected to soon follow.

With giant robots, megazords and black knights, it’s easy to assume that it’s boys who are leading this trend. But girls, too, gravitate toward the toys, movies and TV shows that bring these Japanese characters to life. For example, girls of all ages are attracted to the feline phenomenon known as Hello Kitty. Starting out as a greeting card character for the Japanese company Sanrio in 1974, Hello Kitty proved so popular she quickly adorned everything from backpacks to toasters. She made her way to the United States just two years later, and now you can find a Sanrio Surprises store in almost any mall filled with dolls, T-shirts, stickers and more. She was even part of a corporate sponsorship with Target, serving as a company mascot and appearing in print advertisements for the discount giant.

So what’s the fascination with Japanese influences and how do they crossover to American pop culture? Besides the unique appearance of the characters and toys, and the appeal of complex action sequences, what is so special about these imports that make audiences respond with such fervor? Some say it’s the underlying message that accompanies the stories and images.

“There’s always a unique subtext to a majority of the Japanese characters,” says collector and fan Dan Goldberg. “I grew up watching Godzilla movies on Saturday afternoons, and while the initial appeal was watching these giant creatures battle one another, what you had underneath the surface was a parable about messing with Mother Nature and overarching lessons about good guys and bad guys.”

Following that same ideology, the Power Rangers often spend much of their time battling villains with less than noble intentions who attempt to wreak havoc with the delicate eco-system of the Earth and its inhabitants. And while themes of teamwork, camaraderie and victory over evil are constant among the Power Rangers storyline, the franchise is constantly reinventing itself each season with a new cast, new plot and a whole new line of “megazords,” motorcycles and action figures.

Reinforcing the message that Power Rangers are Earth’s heroes, while showcasing the characters and action figures in new adventures and different environments, keeps the TV show and toys fresh and it gives new viewers an easy starting point to jump aboard -- a good formula for remaining popular among kids for more than a decade.

Bandai America, which produces toys for both Power Rangers and Gundam properties in the United States, is more than happy to quench American audiences’ thirst for this recent cultural explosion. “Power Rangers is a proven phenomenon that works in the United States because the toys and the TV show work together to translate the brand’s theme of teamwork and good versus evil,” said Bill Beebe, senior vice president of sales and marketing at Bandai America.

“Gundam is as big in Japan as Star Wars is in the United States. We introduced the action figure model kits in the United States four years ago, and together with the animated TV series on Cartoon Network, Gundam consistently finds new die hard fans in this country who carefully follow the brand’s storyline each season.”

Translating philosophical, ethical or insightful messages into a toy line or TV show is not an easy task. However, it is that message that seems to be translating loud and clear from Japanese to American cultures, creating a whole new breed of entertainment in the United States.

Courtesy of ARA Content