Table 1:
Summary of interview participants
| Group | N | Description |
|---|---|---|
| Event organisers | 3 | Organisers of three major Japanese pop culture events in Portugal (Iberanime, Umi Fest, Anisama). |
| Other event stakeholders | 7 | Professionals from sectors linked to Japanese pop culture, including publishing, retail, media, content creation, artisan production, the Portuguese Cosplay Association, and the Embassy of Japan. |
| Active participants | 12 | Cosplayers (6) and general participants (6), categorised as enthusiastic, core fans, and casual fans. |
Table 2:
Summary of key themes from event organisers’ interviews
| Category | Iberanime | Anisama | Umi Fest |
|---|---|---|---|
| Japanese pop culture boom | Growth after 2010, driven by Dragon Ball. | Naruto marked the rise of Japanese pop culture. | Growth post-2010, following European trends. |
| What makes it special | Inspiring stories, positive messages, cultural complexity. | Creative freedom, diverse themes for all audiences. | Mix of tradition, modernity, and novelty. |
| Distinctive features | Immersive experience in exotic and distinct culture. | Focus on active participation and fan connection. | Cosplay as a unique element, connecting fans to the culture. |
| Tourist attraction | Growing international tourism, driven by cosplay and artists. | Mostly local tourism, gathering national community. | Mainly national tourism, with increasing international interest. |
| Participant motivations | Interaction with Japanese culture, cosplay, and panels. | Socialising and interactive anime activities. | Fan community, activities like cosplay. |
| Reasons to organise | Growth of Japanese pop culture in Portugal. | Decentralise events, create alternatives outside the capital. | Bring Japanese culture to Aveiro, diversifying event offerings. |
| Goals and experiences | Promote Japanese culture, cosplay, anime, and contests. | Foster fan community with participatory and dynamic events. | Provide unique cultural experiences in Aveiro, focus on cosplay. |
| Promotion methods | Social media, media coverage, and word of mouth. | Social media, universities, and direct marketing. | Social media, direct outreach in schools and universities. |
| Participant growth | 30% annual growth, expanded to Lisbon and Porto. | Steady growth, four editions held by 2019. | Gradual growth since 2017, loyal fan base. |
| Perceived impact on destinay | Local economic impact, hotels and restaurants filled. | Creates cultural and economic opportunities for the community. | Boosts tourism in Aveiro, attracting new visitors. |
| Perceived event audience profile | Youth aged 18-34, connected to Japanese pop culture. | Young adult, national audience, mostly anime fans. | Youth aged 13-34, many engaged in cosplay. |
| Future outlook | Continuous growth with innovation and shared best practices. | Possible growth with new attractions and innovations. | Expansion possible with rising national and international interest. |
| Limitations | Difficulty attracting Japanese artists; costs. | Financial and space limitations; need for more support. | Limited budget, difficulty attracting major sponsors. |
| Suggestions for Japan relationship | Partnerships with Embassy and cultural exchanges with Japanese artists. | Build relations with Japanese entities and Embassy for exchanges. | Cultural partnerships with Embassy and travel agencies. |
| Event effectiveness | Essential for expanding and promoting Japanese culture. | Events are powerful tools to expand awareness of the culture. | Events effectively promote Japanese culture. |
| Japan image | Positive but limited to Japanese pop culture. | Partial, but sparks curiosity about Japan. | Positive mix of pop and tradition; positive introduction to Japan. |
Table 3:
Summary of key themes from Embassy of Japan interview
| Category | Embassy of Japan |
|---|---|
| Promotion of Japanese pop culture in Portugal | Key tool for fostering cultural ties and diplomacy. |
| Japan’s strategy for promoting its culture | Soft power through pop culture to engage foreign audiences. |
| Effectiveness of events to promote Japan | Highly effective for public diplomacy and cultural engagement. |
| Main promotional policies | Focus on social media, targeting younger audiences. |
| Potential of Japanese pop culture abroad | High potential due to the appeal of cultural differences. |
| Future outlook for these events | Optimistic, with growing interest and potential in Europe. |
| Strengthening Japan-Portugal ties | Events help deepen cultural ties and promote tourism to Japan. |
| Impact on Japan’s image | Risk of overemphasising pop culture; balance with traditional aspects needed. |
Table 4:
Summary of key themes from other event stakeholders’ interviews
| Category | Publisher | Retailer | Media platform | Online content creator | Artisan | Cosplay association |
|---|---|---|---|---|---|---|
| Effectiveness of events for promoting Japan | Effective for cultural promotion | Engages niche markets | Events drive global cultural interest | Helps spread Japan’s culture globally | Effective for promoting pop culture | Engages youth and spreads culture globally |
| Main promotional channels | Social media, traditional media | Social media, store-based marketing | Social media, digital platforms | Social media, blogs, and websites | Social media, direct engagement | Social media, cosplay networks |
| Key elements attracting audiences | Creativity, stories in anime | Cosplay, gaming, merchandise | Anime and gaming across generations | Nostalgia for classic and modern anime | Visual and creative appeal | Strong visual appeal through cosplay |
| Characteristics of audience | Young, mixed-gender, diverse | Tech-savvy, gamers, cosplayers | Young, techsavvy anime fans | Youth, participatory, curious about Japan | Creative, social, tech-savvy | Young, social, participatory |
| Potential for travel to Japan | Fans interested in Japan's culture | Travel interest driven by pop culture | Pop culture sparks interest in visiting Japan | Fans motivated by anime to visit Japan | High travel interest through fan culture | High travel interest due to pop culture |
| Main attractions at events | Anime narratives, iconography | Cosplay, merchandise, gaming | Cosplay, interactive experiences | Fan engagement, interactive activities | Cosplay, workshops, fan activities | Cosplay and creative engagement |
| Type of tourism | Primarily domestic, growing global interest | Mostly domestic, some international | Primarily local/national attendees | Primarily domestic, limited international | National tourists, rising international interest | Mostly domestic, but international interest increasing |
| Motivations to attend events | Social interaction, creative storytelling | Socialising, cosplay, gaming | Fandom engagement and interaction | Socialising and immersion in fandom | Cosplay, interactive workshops | Cosplay and social engagement |
| Key experiences offered | Cosplay, creative storytelling | Merchandise, gaming, cosplay | Interactive activities, fan engagement | Panels, cosplay, workshops | Cosplay, interactive experiences | Cosplay, fan-driven activities |
| Perceived impact on the host economy | Increases local business visibility | Boosts sales and brand recognition | Boosts local economic activity | Boost to tourism and local businesses | Economic benefits, increased tourism | Boosts local economy and tourism |
| Future growth of events | Gradual growth through diversification | More investment needed for event content | Innovation needed for future growth | Gradual growth, more opportunities ahead | Growth through innovation and diversification | Support for smaller events needed |
| Do events promote a fictional or real image? | Fictional, but resonates with audiences | Mix of real and fictional aspects | Pop culture creates a fictionalised image | Mostly fictional, but authentic aspects exist | Mix of real and fictional Japan | Fictional but some authentic elements |
Table 5:
Summary of key themes from event participants’ interviews
| Category | Cosplayers | Enthusiastic fans | Core fans | Casual fans |
|---|---|---|---|---|
| Frequency of Event Participation | Attend major events; some participate internationally. | 2-5 events/year; some with Japan experience. | 2 events/year; focus on Iberanime and Comic Con. | 1-2 events/year; mainly Iberanime and Comic Con. |
| Motivations for Participation | Cosplay, competition, socialising, creative self-expression. | Anime, manga, cosplay, and workshops. | Socialising, discovering new anime/manga, community bonding. | Curiosity, new cultural experiences, anime-related shopping. |
| Motivation to Travel to Japan | Strong desire to visit, some already have. | Interested in visiting or returning to Japan. | Strong interest due to anime/manga. | Interested in Japan for culture and exploration. |
| Evolution of Japanese Pop Culture in Portugal | Boom post-2010; cosplay grew significantly after 2010. | Growth driven by internet, social media, and events. | Significant growth post-2010 with broader acceptance. | Slow start, but growth surged post-2010. |
| Elements Making Japanese Pop Culture Special | Cosplay, anime, manga, creative community. | Unique art style, deep narratives, variety of themes. | Depth and variety in anime/manga attract broad audience. | Anime/manga’s unique, exotic appeal. |
| Interviewees’ Perceptions of the Event Audience | Young, creative, passionate, involved in cosplay. | Enthusiastic, tech-savvy, deeply invested in pop culture. | Diverse group, mainly aged 13-25, strong community bonds. | Younger, casual fans exploring with curiosity. |
| Differentiation from Other Event Types | Highly interactive, encourages active participation and creativity. | Interactive workshops, cosplay, unique experiences. | Strong fan interaction and community engagement. | Diverse activities, merchandise, cosplay interactions. |
| Type of Tourism | Primarily national, but international visitors for competitions. | Mostly national, growing international attendance. | Primarily national, with limited international visitors. | Predominantly national, limited international presence. |
| Main Motivations of Participants | Passion for cosplay, competition, and Japanese culture. | Anime, manga, cosplay, community engagement. | Socialising, discovering new content, community bonding. | Curiosity, exploring unique cultural experiences. |
| Promotion and Marketing Channels | Social media, fan networks, event promotions. | Social media, niche online communities. | Social media, TV, radio, outdoor ads for large events. | Social media, word-of-mouth, limited TV promotion. |
| Potential Impacts on Host Destinations | Boosts local economy, promotes Japan-related businesses. | Positive social, economic, and cultural exchange impact. | Economic benefits for local businesses and tourism traffic. | Economic boost, increased exposure, slight concern about overcrowding. |
| Perceived Profile of Event Attendees | Predominantly young, creative, balanced gender representation. | Varied, from young students to professionals. | Mostly young, increasing presence of older attendees and families. | Younger, casual fans interested in Japanese culture. |
| Future Perspectives on Japanese Pop Culture Events | Positive, with hopes for traditional Japanese culture integration. | Optimistic, room for growth by diversifying content. | Hopeful but concerned about commercialisation and authenticity. | Hopeful for continued expansion and variety. |
| Effectiveness of Events in Promoting Japanese Culture | Highly effective for promoting pop culture and tourism. | Effective but needs more traditional culture integration. | Good promotion tool but needs authentic representation. | Effective for raising interest in Japan, especially among youth. |
| Do Events Promote a Real or Fictional Image of Japan? | Mostly fictional, focused on anime, manga, cosplay. | Blend of real and fictional, balanced portrayal. | Blend of real and exaggerated elements; pop culture focus overshadows tradition. | Mostly fictional but creates curiosity for authentic culture exploration. |
Table 6:
Summary of benefits, opportunities, and corresponding strategies
| Perceived benefits and opportunities | Corresponding strategies and actions |
|---|---|
| Promotion of Japanese culture and tourism | Strengthen Embassy involvement, feature Japanese artists and representatives. |
| Stimulus for entrepreneurship | Support new businesses, encourage smaller-scale events, reduce participation costs. |
| Business opportunities | Affordable participation for small businesses, diversified merchandise offerings. |
| Enhanced local cultural offering | Diversify event activities, emphasise traditional cultural content. |
| Educational and social value | Expand intercultural workshops and seminars, balance entertainment and education. |
| Potential visitor flows and economic contribution | Plan events during off-peak tourism seasons, geographically spread events. |
| Stakeholder promotional differentiation | Use exclusive content, media partnerships, leverage influencers. |
| Contribution to mitigating seasonality | Spread events across different times of year, regional distribution. |
| Encouragement of consumption | Feature limited-edition merchandise, unique collectables. |
| Participant involvement | Increase participant interaction, maintain community-organiser connections. |