The trend of Japanese pop culture and its differentiating approach through event tourism

Abstract

PurposeThis study focuses on analysing Japanese pop culture events to determine whether they may be useful marketing tools for a location with a distinctive culture from where they are organized. It also examines how the popular culture events differ from other events and what impacts they have on these destinations.Design/methodology/approachA mixed-method approach is used to analyse data from a questionnaire provided to 364 participants from these events and seven semi-structured interviews with event organizers or their representatives from events on this topic in Portugal, France, Spain, Denmark and North America.FindingsAccording to the research, these events are regarded as unique and unusual from the perspective of the customer due to the variety of activities they offer, the use of imagination they inspire and the engaged fan participation. These occasions have been found to strengthen and propagate Japanese popular culture outside of its place of origin and arouse interest in it.Originality/valueSeveral studies have examined the appeal of Japanese pop culture, but few have investigated the impact of events to enhance the destination's image where they are held, as well as their potential outside of Japan. With already over a hundred official events of this theme held annually, with a sizable number of participants, a study of this paradigm exposes its potential for promoting a culture that is growing in popularity outside of its place of origin and understanding the effects it has on these various regions.

Impact of the Pandemic on Event Tourism: The Resilience of Japanese Pop Culture Events

“…Popular culture events in Japan are characterised by a unique thematic element and active participation from individual attendees (Severino and Silva, 2023). Furthermore, these occasions serve as ideal settings for their admirers to manifest their passion by participating in contests, attending workshops, "cosplaying", and casual admiring the recreated environment, among numerous other activities (Kawamata et al, 2017).…”

“…Japanese pop culture events are fan meetings within a cultural event, like festivals or conventions (Severino & Silva, 2023). Nevertheless, the findings derived from these events have the potential to be extrapolated to other domains encompassing community participation, celebration of a particular occasion, and active involvement in the festivities.…”