From Shibuya to Kuantan: Jujutsu Kaisen as a Lens into Cool Japan’s Footprint in Malaysia
摘要
This research explores Malaysian reactions to the representation it garnered in the anime series Jujutsu Kaisen to study the possible effects of Cool Japan in Southeast Asia. Nanami Kento, a beloved character in Jujutsu Kaisen, expressed his lifelong dream of settling in Kuantan, Malaysia in his last moments. This has sparked many Malaysian and international fans to pay tribute to the fictional character after his passing in the series, both online and offline. The tribute went as far as having a Google Maps’ landmark in Pantai Kempadang beach (though it is now removed), where it has been visited and reviewed many times by fans. The article utilizes media analysis to understand how international fans and Malaysians reacted to the mention of their country by posting fan-related content such as fanart, fanfiction, and forums in social media spaces such as Facebook, TikTok, X, and Archive of Our Own (a fanfiction website). Through the discussion of soft power and public diplomacy, Cool Japan’s influence in Malaysia will be analyzed in this paper. The conclusion drawn from this sensation addresses how Cool Japan has triumphantly managed to exert its influence to the extent that it impacts the patriotism of members of another nation, cementing its power on the international stage. However, it also brings up the question as to how this cultural consumption differs from political and historical views, and whether the globalization of anime can truly erase the negative views of other countries towards Japan.