The Evolution of Otaku and the Global Impact of Genshin Impact

At 21:45, we reflect on the same government that, 25 years ago, waged a witch hunt against otaku content. Now, it celebrates the growth and joy in otaku culture. This is the view of Daisuke Okada, a critic and manga author, who highlights the government’s hypocrisy and refuses to be complicit in the mockery endured by true otaku. The otaku officially recognized by the state and industry, and those creating erotic manga who face legal penalties, are essentially the same. Moreover, some otaku resent that most Japanese people only engage with the surface level of their universe, with hits like “Kimetsu no Yaiba” and “Detective Conan” dominating the box office year after year. Yes, they are anime, but they are highly polished to appeal to the masses.

We need something that combines elements of anime, video games, music, idol culture, and even cosplay into an ultimate otaku product that still appeals to the general public. Well, such a product has arrived in Japan, but it wasn’t created by the Japanese. Enter “Genshin Impact”—tech otaku save the world. If you haven’t heard this phrase, it’s the slogan of the company miHoYo, or rather HoYoverse, the creators of the game “Genshin Impact.” They proudly identify as otaku because the game was developed by creators steeped in late ’90s Japanese pop culture, including anime and video games. They witnessed Japanese successes and decided to reverse the roles, exporting their culture back to Japan.

“Genshin Impact” is an action RPG that blends anime with voice acting and cosplay, featuring references to other universes like Miyazaki, Zelda, and Final Fantasy. The game was designed to appeal to Japanese players. However, upon its late 2020 release in Japan, there was a catch—being developed by a Chinese studio, Japanese players were initially reluctant. But HoYoverse didn’t give up. By version 2.0, they introduced a whole region, Inazuma, to captivate Japanese players.

Unveiled on July 21, 2021, Inazuma depicts Japan during the early Edo period. The portrayal isn’t entirely positive, showcasing a closed and xenophobic country shrouded in an electric fog. However, for Japanese players, these negative aspects are overshadowed by the positive representations of Japan—cherry blossoms, samurai, grand temples, and shrines. The character Raiden Shogun from this region garnered 7 million views, indicating the Japanese love to celebrate themselves.

HoYoverse went all out, creating an OST for the region and launching a marketing campaign that plastered “Genshin Impact” everywhere—from TV ads to subway posters in Tokyo. The game was omnipresent, resulting in 5 million downloads in Japan alone during 2021. Why was HoYoverse so determined to win over the Japanese market? It’s all about the revenue per download. Japan led with an impressive $95.46 per download, representing 27% of all “Genshin Impact” revenues, equating to $486 million in 2021. Not bad for a free game!

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By 2024, over 13 million Japanese players log in at least once a month, showing the game’s massive success. HoYoverse has broken into the Japanese video game market, where in 2018, Japanese studios held a total monopoly. Today, since 2022, a third of the top games in Japan are from Chinese studios. Shockingly, “Genshin Impact” rivals Nintendo in hype on Japanese YouTube, thanks to HoYoverse’s understanding that to reach the masses, the game needs to be on a device everyone always has with them—a smartphone.

So, why is “Genshin Impact” so special? Beyond being a comprehensive otaku product, it succeeded where few Japanese games have—by engaging female players. While games like “Animal Crossing” are popular among Japanese women, none have the depth of “Genshin Impact.” In Japan, it’s not just a game; it’s animation, music, and voice acting. HoYoverse knows how to leverage this, evident in the popularity of characters like Sangonomiya Kokomi, voiced by idol Suzuko Mimori, and the beloved Raiden Shogun, ranked 27th among Japan’s most popular game characters.

The cosplay and YouTube communities keep the game alive beyond the screen. The regions within the game, from Mondstadt to Natlan, continue to expand, each paying homage to real-world regions—Fontaine to France and England, Natlan to Latin America. By 2024, the game has reached version 4.7, and in Japan, it’s more than just a game. Collaborations with landmarks like the Skytree and 13 pop-up stores across Japan show “Genshin Impact” as a manifestation of global love for Japanese culture and soft power.

Finally, I am a product of this otaku movement. Without it, some excellent anime wouldn’t have been created or reached France, influencing the first generation of French fans who fell in love with Japanese culture. So, even if you find otaku socially awkward or cringe-worthy, remember it’s thanks to people like them that Japan is so popular today. Thank you for watching this video. It was a big research effort, but I’m happy with the logical flow throughout. If you enjoyed it, please give it a thumbs up and subscribe.