Malaysians’ Continued Consumption of Japanese Tokusatsu without Official Distribution
DOI:
https://doi.org/10.22452/IJEAS.vol14no2.7Keywords:
Tokusatsu, Official Distribution, Limited Distribution, Fandom, Fans, MalaysiansAbstract
The Japanese brand of special effects otherwise known as 'Tokusatsu' encompasses a genre of filmworks characterized by the usage of special effects techniques. Tokusatsu is associated with consumerism, with most productions being vehicles for the sale of children’s toys. Officially distributed from the 1970s, the official distribution of Tokusatsu in Malaysia came to an abrupt halt in the mid-2010s. Even still, Malaysia’s community of Tokusatsu fans curiously persists to this day in spite of the lack of official distribution. Through qualitative interviews carried out with self-proclaimed Malaysian fans of Tokusatsu, the reasons behind the continued consumption of Tokusatsu in Malaysia were identified; their level of engagement to Tokusatsu, their attitudes toward Tokusatsu, and their perceived control over the means they utilized for accessing Tokusatsu. Additionally, these fans were found to not be affected by the lack of official distribution and in fact viewed the industry as too passive.
Downloads
References
Abdullah, N., Hanafi, H., & Nawang, N. I. (2021). Digital Era and Intellectual Property Challenges in Malaysia. Pertanika Journal of Social Sciences and Humanities, 29, 205–219. https://doi.org/10.47836/pjssh.29.s2.14
Amirullah, A., & Ravindran, M. (2018). Digital Piracy in Malaysia. International Property Rights Index 2018. https://www.ideas.org.my/2018-international-property-rights-index-released-the-global-index-ranks-property-right-protections-in-125-countries-covering-98-of-world-gdp-and-93-of-the-world-population/
Arli, D., Tjiptono, F., & Porto, R. (2015). The impact of moral equity, relativism and attitude on individuals’ digital piracy behaviour in a developing country. Marketing Intelligence & Planning, 33(3), 348-365. https://doi.org/10.1108/MIP-09-2013-0149
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In Kuhl, J., Beckmann, J. (eds) Action Control. SSSP Springer Series in Social Psychology. https://doi.org/10.1007/978-3-642-69746-3_2
Chua, K. I. U. C. (2021). Revisiting "Cool Japan" The Southeast Asian Gaze toward Japanese Manga and Anime. In J. D. Ciorciari & K. Tsutsui (Eds.), The Courteous Power: Japan and Southeast Asia in the Indo-Pacific Era (pp. 248-276). University of Michigan Press. https://doi.org/10.3998/mpub.11859489
Finlay, N. M., & Furman, D. (2014). Intellectual Property Piracy: The Case of Manga and Anime in the US. Business Journal for Entrepreneurs, 2014(3), 106-118
Funk, D. C. & James, J. (2001). The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport, Sport Management Review, 4(2). 119-150. ScienceDirect. https://doi.org/10.1016/S1441-3523(01)70072-1
Guerra, P. & Sousa, S. (2021). Ultimate bias: Memorabilia, K-pop and fandom identities. CIDADES Comunidades e Territórios, 2021, 1-25. 10.15847/cct.23948
Hao, A. (2019). Understanding Consumer Fandom: Literature Review and Conceptual Framework. In C. L. Wang (Ed.), Handbook of Research on the Impact of Fandom in Society and Consumerism (pp. 18-37). IGI Global. 10.4018/978-1-7998-1048-3.ch002
Haraguchi, K. (2021). Effects of Enduring Involvement on Intention toward Digital Piracy: The Case of Japanese Anime. Journal of Student Research, 10(4), 1-13. https://doi.org/10.47611/jsr.v10i4.1403
Hashimoto, K. (2018). Cool Japan and Japanese Language: Why Does Japan Need “Japan Fans”?. In Hashimoto, K. (eds), Japanese Language and Soft Power in Asia (pp. 43-62). Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-10-5086-2_3
Iwabuchi, K. (2015). Pop-culture diplomacy in Japan: soft power, nation branding and the question of ‘international cultural exchange’. International Journal of Cultural Policy, 21(4), 419-432. https://doi.org/10.1080/10286632.2015.1042469
Kangas, C. (2023). 'Power Rangers' at 30: How a show with Japanese monsters and teen drama captured a generation. Los Angeles Times. https://www.latimes.com/entertainment-arts/tv/story/2023-08-28/power-rangers-30th-anniversary
Kevin, N, K. (2024). Shinichiro Shirakura on Brand Strategy and Globalization – The Tokusatsu Network. The Tokusatsu Network. Retrieved September 9, 2024, from https://tokusatsunetwork.com/2024/07/shinichiro-shirakura-on-brand-strategy-and-globalization/
Koay, K. Y., Tjiptono, F., & Sandhu, M. S. (2022). Predicting consumers' digital piracy behaviour: does past experience matter? International Journal of Emerging Markets, 17(9), 2397-2419. https://doi.org/10.1108/IJOEM-09-2020-1067
Koyama, H. (2022). “ウルトラマンの中国人気。20、30代の心を掴む理由とは？ ヒーロー像や精神性に惹かれるファンの声”, [Ultraman's Popularity in China: Why Does It Captivate Those in Their 20s and 30s? Fans Speak: Attracted by the Hero's Image and Spirituality]. Cinra. https://www.cinra.net/article/202206-ultraman_gtmnmcl
Laffan, D.A. (2020). Positive Psychosocial Outcomes and Fanship in K-Pop Fans: A Social Identity Theory Perspective. Psychological Reports, 124(5), 2272-2285. https://doi.org/10.1177/0033294120961524
Lavidge, R.J. & Steiner, G.A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal Of Marketing, 25(6), 59-62. https://doi.org/10.2307/1248516
Litt Tak Sdn. Bhd. (n.d.). Home [Litt Tak Sdn. Bhd.], Facebook. https://www.facebook.com/litttaksdnbhd/?locale=ms_MY
Longo, A. (2023). The remaking of tokusatsu monsters. Journal of Adaptation in Film & Performance, 16(1+2), 81-99. 10.1386/jafp_00090_1
Longo, A. (2024). Engaging the present, embracing the past: Pop culture museums and cultural continuity in Fukushima. International Journal of Culture Studies, 27(7), 1-14. Sage Journals. https://doi.org/10.1177/1367877924124440
Malay Mail. (2025). Godzilla looms over Malaysia’s Petronas Twin Towers in 70th anniversary tribute to SE Asian fans (VIDEO). MalayMail. https://www.malaymail.com/news/showbiz/2025/05/11/godzilla-looms-over-malaysias-petronas-twin-towers-in-70th-anniversary-tribute-to-se-asian-fans-video/176328
MasterClass. (2021). Special Effects in Film: A Brief History of Special Effects - 2024. MasterClass. Retrieved July 20, 2024, from https://www.masterclass.com/articles/special-effects
Patrick, I. J. (2024). For the love of tokusatsu — Malaysia's growing fandom of Japanese practical effects productions. Malay Mail. https://www.malaymail.com/news/life/2024/06/20/for-the-love-of-tokusatsu-malaysias-growing-fandom-of-japanese-practical-effects-productions/140608
Schroff, S. (2020). Where to draw the line: the difference between a fan and a pirate in Japan. International Journal of Cultural Policy, 26(4), 433-455. https://doi.org/10.1080/10286632.2019.1604694
Tajfel, H. & Turner, J.C. (1986). The Social Identity Theory of Intergroup Behavior. In Worchel, S. & Austin, W.G., Eds., Psychology of Intergroup Relation (pp. 7-24). Hall Publishers. https://doi.org/10.4324/9780203505984-16
Thee, M. (2020). Why tokusatsu, Power Ranger style shows, became so huge in Indonesia, and the diehard fans who made their own series. South China Morning Post. https://www.scmp.com/lifestyle/travel-leisure/article/3094570/why-tokusatsu-power-ranger-style-shows-became-so-huge
The Star (2014). Kamen Rider marks presence in Malaysia. TheStar. https://www.thestar.com.my/lifestyle/entertainment/2014/03/05/kamen-rider-marks-presence-in-malaysia-japanese-action-character-to-debut-in-tv-series-and-toys
Todd, B. M., & Armstrong, C. A. (2019). Brands, Fans, and Exchanges: Differentiating Between Fandoms, Transactional and Social Brand Communities, and Brand Publics. In C. L. Wang (Ed.), Handbook of Research on the Impact of Fandom in Society and Consumerism (pp. 62-80). IGI Global. 10.4018/978-1-7998-1048-3.ch004
Yamato, E., Eric Krauss, S., Tamam, E., & Hassan, H. (2011). It's Part of Our Lifestyle: Exploring Young Malaysians' Experiences with Japanese Popular Culture. Keio Communication Review, 33(2011), 199-223.
Yamato, E. (2014). Cultural Proximity and Reflexivity in Interpreting Transnational Media Texts: The Case of Malaysians Consuming Japanese Popular Culture. The Qualitative Report, 19(47), 1-20. https://doi.org/10.46743/2160-3715/2014.1202
Yang, B. C. (2017). Why Godzilla? The Factors for Global Fame of Tokusatsu Giant Monsters. International Journal of Liberal Arts and Social Science, 5(5), 7-16.
Zohdi, B. M. (2021). “Nostalgia TV hitam putih”, [Black and White Television Nostalgia], Sinar Harian. https://www.sinarharian.com.my/article/117724/khas/pendapat/nostalgia-tv-hitam-putih
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 WILAYAH: The International Journal of East Asian Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright
Submission of a manuscript to the WILAYAH implies that the submitted work has not been published before (except as part of a thesis or report or abstract), that it is not under consideration for publication elsewhere; that all co-authors have approved its publication. The WILAYAH : International Journal of East Asian Studies adopts CC BY license. As such, we would be grateful if an acknowledgement accompanies the republication that the work was originally published in WILAYAH. The editors will ensure digital preservation of access to the journal content by the Journal depository section.
Disclaimer
Although the Department of East Asian Studies is the publisher of the WILAYAH : International Journal of East Asian Studies, the views presented in the WILAYAH are entirely those of the contributors and do not reflect the official stand of the Department of East Asian Studies. The Department does not hold itself responsible for the accuracy of any article published. Publisher and co-publishers assume no responsibility, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libellous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
