In the book, Alt draws a very clear link between how the social conditions in post-war Japan led increasingly to young people tying their identities to the products and media they consumed. Many of us who grew up with video games can identify with that to an extent, especially in our youth. Overall, does he feel it’s a healthy attachment to make?
"You are what you eat, as the old saying goes, and so it's only natural that we will be shaped by the things we consume. But it's key to remember that fantasy-delivery devices are more than just products. They're tools for navigating modern life, with all of its complexity and weirdness. From that standpoint they're less "attachments" and more roadmaps or even lifelines. It's hard to imagine going back to a life where we can't listen to music on the go, or play games on the go, isn't it?"
In the Game Boy section of the book, one phrase in particular caught our attention when Alt was discussing how that console overcame more technically sophisticated rivals: “Convenience and content trumped all else” - a phrase that could equally be applied today to the success of Switch, Nintendo’s most recent modestly powered, plucky handheld console. Are convenience and content always the most relevant criteria when it comes to successful products?
If [a product]'s novel and interesting and stimulating, people will overlook the shortcomings. It's something that I saw again and again
"They certainly don't hurt," Alt says. "The Walkman is another example. It wasn't a particularly high-fidelity tapedeck and it couldn't even record, in its initial incarnation (which is, incidentally, the one you see Peter Quill carrying around in the Guardians of the Galaxy movies.) So is the Famicom, as it wasn't anywhere near the peak of computing power when it first came out. Unless you're a luxury maker whose market consists of people willing to pay any price, the trick for any company is making something that's just good enough to do the job. If it's novel and interesting and stimulating, people will overlook the shortcomings. It's something that I saw again and again with the products in Pure Invention. Very few of them were what we'd think of as cutting edge. Most were existing technologies or genres of entertainment that were repurposed in some new way." It would seem that Gunpei Yokoi's theory of 'Lateral Thinking of Withered Technology', that Nintendo took to heart back in the Game & Watch days, applies to successful products across the board.
Creative thinking is often the key to getting around restrictive technological or budgetary issues. There are times, though, when something's got to give. One of the most fascinating sections of the book details how legendary manga artist and animator Osamu Tezuka’s enthusiasm to make an animated version of Mighty Atom (better known in the West as Astro Boy) led to him securing funding by accepting what he knew to be a stiflingly small production budget. The end product would go on to be hugely successful, but Tezuka had set a damaging precedent that affected animators and the burgeoning medium of anime itself.
"Hayao Miyazaki famously penned a furious obituary when Tezuka died, accusing him of just that," Alt says. "But while nothing is created in a vacuum, creators also have the ability to change things if they want." We wondered if there were any examples of precedents set in the early gaming industry which adversely affected the medium as a whole. Alt believes Nintendo's bullying treatment of developers in the '80s and early '90s might qualify.
"When Nintendo ruled the game industry in the Eighties, President Yamauchi compelled developers to sign non-compete agreements, pay big licensing fees, and manufacture products in Nintendo factories with daunting minimum order quantities. This really put the squeeze on smaller developers in particular, and is one of the big reasons why Sony was so successful in convincing companies like Squaresoft to jump ship from Nintendo to their PlayStation — the terms were better, and CD-ROMS are much cheaper to make than cartridges. So where there's a will, there's a way." PlayStation offered game makers a welcome alternative, and although it's taken much longer, evolving technology has opened up avenues for Japanese animation studios to explore. "The anime industry is changing now, too, finally, thanks to the advent of streaming services like Netflix that let studios bypass the old business models."
AltJapan, the company Matt runs with his wife and collaborator Hiroko Yoda, is behind a large number of game localisations and has expanded into other media over the years. We wonder if there is a particularly special project that jumps to mind in his back catalogue of work.
"Some of my favorite projects were either sequels or reboots of stuff I played as a kid," he tells us, "like when we worked on Dragon Quest VII or the 2014 reboot of Strider. I also love it when multiple streams of our interests converge in a project, such as when we were hired to localize Nioh because we'd written so much about yokai monsters."
Overall, Pure Invention suggests that Japan, through economic and social ups and downs, has been well ahead of the (pop) cultural curve; over the past century or so it has repeatedly given the rest of the world a taste of what’s to come. We wonder, does that remain true in 2020? What about in gaming?
“Japan was ahead of the curve, but now the world has caught up: demographically in the way the advanced world is aging, politically in the chaos unfolding everywhere, and economically in the post-Lehman shock Great Recession we've all been experiencing for the last decade. But that doesn't mean Japan has fallen behind — what it means is that our tastes and lifestyles have largely synchronized. I think we're going to be seeing a lot more stuff made outside of Japan, but with Japanese sensibilities, fusion products like Pokémon Go, for instance. Made in Silicon Valley but with Japanese characters."
These days, Alt finds himself playing fewer games. "Confession time: I'm not much of a gamer anymore. I often find myself playing games in the course of my work, so it isn't nearly the restorative, relaxing activity it used to be for me. That said I enjoyed the first several hours I've played so far of Death Stranding, and am looking forward to checking out Ghost of Tsushima."
A Japanese-developed game and a game steeped in Japanese history and folklore (albeit Hollywood-ised)? You might say that Alt is very on-brand with his game picks, but — come on — what PS4-owning gamer hasn’t played those two in the past year? As a time-travelling teen from the mid-‘80s once said, all the best stuff's made in (or about) Japan.
Our thanks to Matt for taking the time to speak with us. You can find out more about him on his website, and follow him on Twitter.
Pure Invention: How Japan's Pop Culture Conquered the World is available from all the usual outlets - we listened to the audiobook (read by the author). It's a fascinating jaunt through 20th and early 21st century Japanese history that ties together pop cultural threads in a thoroughly entertaining and illuminating way. It comes highly recommended.
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Comments 34
Nice! When does the book come out?
Ahhh, I've seen that young man, Matt Alt on NHK World - My FAVORITE CHANNEL!!! It's so peacful & interesting at the same time. It's amazing. Love that Science View show, Trails to Oishii, Somewhere Street... and a bunch of others<333333 haha
It’s nice getting articles like these.
Just got the book. Excited to read through it.
This was a great article! Wonderfully written. It's interesting to analyze the perspective of an outsider who will get as "in" as someone ever will.
Sounds like a fascinating read.
While Japan dominate the games market and have many electronic companies. They don't really dominate other product markets. Phones, Cars, white goods, software are just a few examples.
Really does sound like a fun read. Surprised that certain faces on this site aren’t here saying that NLife only writes clickbait about leaks 🤔
@nessisonett You didn't see this feature, it's an optical illusion.
Great article and I'd love to check out the book someday. More like this, please!
@Marioman2020 already out. Just bought it on kindle.
Thanks for highlighting the book on the website! I hadn't heard of it
@Goat_FromBOTW that's a new one. Where did she get that?
@Goat_FromBOTW Oh man, that’s incredible. The reasoning is so insane that it defies all logic! Plus, I really really dislike the horrible queerbait shows like most sports animes, they’re completely made for female fans. If anything, anime makes me less gay 😂😂
@zool Title of the book includes the words "Pop Culture". I don't think it's about world domination, just that Godzilla is as well known as Mickey Mouse. The idea is good, the title less so, I'd still wager US dominates the world in pop culture, Japan may be 2nd though.
USA and Japan dominates the culture around the world.
Mickey and Mario together!😊
@rjejr pop culture that was invented and is dominated here in the UK.
@Goat_FromBOTW oh jeez, I thought this happened like 20 years ago. Haha
@Mando44646 I have to admit I was somewhat surprised by that. And here was me thinking attitudes had somewhat changed 😂
This rings very true to me, as most of my favorite stuff comes from the land of the rising sun. Games, anime, manga, cars, motorcycles, food... so many things to like...
It is said that atop Mt. Fuji sits a stone, under which lies the entire earth... woah...
@zool
Isn't that pretty much the case with every country and their respective movies, music, books, etc.?
Bollywood movies make big bucks in India and its surrounding countries. Chinese media tends to make more than overseas stuff.
I have to agree with @rjer US and Japanese media seem to be pretty universal from what I've observed. Everyone knows who Mario, Godzilla, or Goku and even if you haven't watched much anime you know the tropes.
@Toy_Link pop culture, originated in the UK and travelled worldwide. Beatles, Stones, Who, and many other Bands from the swinging sixties.
@rjejr Hey there! Been a long time. I presume you are gaming/commenting on the PS4 more, lately? We finally got one and I carved out enough time to play through Jedi Fallen Order a few times which I really enjoyed. Kids loved Spiderman and Horizon Zero Dawn. PC games and VR are in the house, as well. Occupational benefit.
I'm still a — I hope rational — Nintendo fanboy. Finally got my hands on Wargroove and that is very nice. Pixel art (your favorite! ) but very appealing and much more polished than I expected. They really aimed for Advance Wars quality.
Things are crazy with the wife and I both teachers during this time. Hoping you weren't hit too hard. Fortunately the college I teach at has been on top of preparing for continual changes since end of April amazingly and iterating along keeping. Money to keep running is a problem, though! My wife's school is finally figuring things out and the plan is changing/improving daily. Kindergarten, though, right? During a pandemic. Fun times
Great idea for a book!
I clearly remember not being able to put my finger on why Super Mario Bros. was so odd and so appealing. Then I watched it being played (in an arcade first!) and played it and the gameplay sucked me right in.
Same with Anime, kind of. Robotech (the American dub/rework of those 3 anime series) was so odd and yet had this craft to it that was unmistakable. Then, Nausicaa (actually the hacked up Warriors of the Wind, at first) completely transported me and that was artistry - Hayao Miyazaki. Then Akira. The first encounters with these exports really shaped my taste.
(Never did get into the wider anime / manga scene much, though. It just wasn't nearly as good and some of the tropes and norms just never appealed.)
Just picked this up on Kindle. Matt Alt and his wife, Hiroko Yoda, have also written some fantastic books on Yokai and Ninja that are well worth a look!
https://www.amazon.co.uk/Yokai-Attack-Japanese-Monster-Survival-ebook/dp/B00E257W46/ref=sr_1_1?crid=22VE4W6BC3KUN&dchild=1&keywords=yokai+attack&qid=1598104071&s=digital-text&sprefix=Yokai+atta%2Cdigital-text%2C177&sr=1-1
More articles like this please!
I had a Tamagochi and it was awesome!
I must admit I do not enjoy Japanese things like Anime, Manga etc. but their games targeted for the west are just amazing.
Pokemon, Mario, Monster Hunter are the best of the best.
And the GREATEST franchise ever created (at least for me) Castlevania is made by Japanese masterminds. They just know what would appeal to us!
Japan wants to have the Culture Victory in Civilization
I heard Alt talk about his book on Retronauts. Great episode. I have this book on my Amazon wishlist.
Japanese pop culture is distinctly different than most western nations' pop cultures. It provides an alternative for people in the west who don't enjoy the "traditionally popular" things. Western cultural imperialism has spread to and warped most countries - and yet Japan has still managed to develop a lot more of their own content and I for one consider that an absolute blessing. Japan has managed to retain their own identity very well and not only that but also appeal to people outside their nation like no other nation aside from America and Western Europe.
And it's not as though people in Japan don't also like western pop culture. There are people there who enjoy western media too. But Japan in general has done a far better job than much of the world in enjoying the best of both worlds. Retaining their own uniqueness and still enjoying things from outside. It hasn't become dominated the way so many other places have.
I hope more of Japanese culture would be integrated into the U.S. Like onsens, more (actual) Japanese style cuisine, and games.
@zool i was going to say this.
They are actually behind in quite a few areas, the ones you mentioned being their foremost shortcomings in technology, but they also lack in many other business areas, like for example, they are not good with finances, their banks are not world renowned, they lack many natural resources, at their core, they would be a very poor country if not for international trade.
@Razer maybe that is true but if they didn't come out with the NES in 1985 we wouldn't see gaming console as they are now. The NA gaming industry crashed and was saved with by Nintendo NES. That's something alot of people forget or tend to forget. NES rejuvenated the console industry.
@SwitchForce no actually nobody really forgets that, it gets mentioned plenty of times. Every conversation or topic that involves Japan and Gaming, mentions the fact that Nintendo saved Gaming at some point, I've used it hundreds of times myself.
But that doesn't mean we need to be at awe at everything Japanese, yes they've made some great things. And did Gaming better than anyone.
But they are terrible at taking advice from other countries and they are failing in a crazy amount of other area's which they honestly need to swallow their ridiculous pride and start looking to foreign investment for help with some of their domestic short comings.
They are ridiculously Conservative and the way women and minorities are treated sometimes is straight out of the 1960s.
Yes, they've saved gaming, yet because of their biggest failure, their financial failings, they lost nearly a decade of progress, with their economy even shrinking in the late late 90s.
Great at making video games but terrible at counting money. We can look to them for inspiration when it comes to the fun in your life, games, anime ect... but when it comes to everything else.
Look elsewhere.
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