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The Diffusion of Foreign Cultural Products: The Case Analysis of Japanese Comics (Manga) Market in the US


  • Takeshi Matsui

    (Hitotsubashi University and Princeton University)


Matsui outlines the historical development of the U.S. manga (Japanese comics) industry from the 1980s through the present in order to address the question of why foreign cultural products become popular in offshore markets in spite of cultural differences. He focuses on local publishers as "gatekeepers" in the introduction of foreign culture. Using complete data on manga titles published in the U.S. market from 1980 to 2006, he shows what kinds of manga have been translated, published, and distributed for over twenty years and how the competition between the two market leaders, Viz and Tokyopop, created the rapid market growth.

Suggested Citation

  • Takeshi Matsui, 2009. "The Diffusion of Foreign Cultural Products: The Case Analysis of Japanese Comics (Manga) Market in the US," Working Papers 1138, Princeton University, School of Public and International Affairs, Center for Arts and Cultural Policy Studies..
  • Handle: RePEc:pri:cpanda:37

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    Cited by:

    1. Wojciech Hardy, 2020. "Effects of piracy on the American comic book market and the role of digital formats," IBS Working Papers 01/2020, Instytut Badan Strukturalnych.

    More about this item


    Manga; comics; foreign influences; Japan;
    All these keywords.

    JEL classification:

    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • N85 - Economic History - - Micro-Business History - - - Asia including Middle East


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