Longing for Japan: The Consumption of Japanese Cultural Products in Thailand

Abstract

Scholars of media and cultural studies have theorized about the popularity of Japanese cultural products in Asia from the viewpoint of globalization but they have tended to avoid approaching the issue empirically. This article is an attempt to delineate the consumption of Japanese cultural products in Thailand. Questionnaire results of 677 secondary school students in Thailand and field notes from my participant observations in cultural events in Bangkok are provided to support the discussion. By looking at each cultural product closely, we may gain deeper understanding of the mechanism by which Japanese cultural products are popularized in Thailand.

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