Why Do Americans Hate Moe Anime?

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Question:

Why do Americans hate moe anime so much? Sometimes I wonder if I'm the only one who likes it.
Answer:

There's always a danger in making broad generalizations, so I'll do so with caveat. There are definitely American anime fans that are ambivalent toward "moe" anime, and American anime fans that like moe anime. But I do believe that the majority of American viewers with an interest in anime have a mild to strong distaste for cute and moe anime. I need to distinguish some difference between "cute" and "moe" because the two characteristics are often related, but are not necessarily the same. For example, anime series like Risky Safety, Hello Kitty, Villgust, Tenshi ni Narumon, and Di-Gi-Charat are cute, but not "moe." Similarly, The Melancholy of Haruhi Suzumiya and Shakugan no Shana are "moe" anime that aren't conventionally cute. As it pertains to anime and American anime fans, "cute" is self-explanatory: something adorable looking. "Moe," in its contemporary definition, describes anime or anime characteristics that arouse feelings of possessive adoration and fanatic obsession. There are cute anime that have been mildly successful in America, including Card Captor Sakura and Kamichu. Titles like Haruhi Suzumiya, Shakugan no Shana, Rozen Maiden, and Lucky Star are "moe" anime that have proven reasonably popular in America. But cute moe titles like Kamichu, Ichigo Marshmallow, and Tsukuyomi ~Moon Phase~ have not been highly popular or successful in America; extremely cute moe anime series like Petopeto-san, Fushigiboshi no Futago Hime, Manabi Straight, and Moetan have almost no chance of being licensed for American distribution because American consumers generally dislike these sweet and adorable series designed to evoke protective and affectionate feelings from hardcore anime otaku.

Upon first impression, a comparison between anime and a family pet may sound absurd, but the analogy may not actually be invalid. I think that Japanese otaku have a comfortable, familiar, and affectionate relationship to anime. Like a pet or a younger sibling, anime is sometimes aggravating, but Japanese otaku may harbor a protective, possessive sense of love for anime. An affection for particular types of anime characters or the soft, delicate, feminine characteristics of anime creates the same sense of joy that one gets from observing a kitten or puppy. In fact, an adoration of anime similar in tone to loving a pet may explain some of the popularity of anthropomorphic anime characters like cat girls.

Anime is something close, familiar, and personal to Japanese fans. On the other hand, anime is something strange and foreign to Americans. Anime doesn't look like typical American cartoons, nor does anime typically target the childish audience that American animation is frequently designed for. Despite anime being primarily entertainment designed for children and young adults, anime simply feels more intelligent, less condescending, and more adult oriented than typical American animation does. So American fans tend to perceive anime not as something familiar and comforting, but rather as a stylish fringe entertainment. Unlike Japanese viewers that enjoy amusing, candy colored, cute anime, Americans have a preference for dark, grim, serious, action and adventure oriented anime. While anime is like a companion for Japanese otaku, anime is a chic consumer product in the eyes of American fans. American fans don't perceive anime as something to keep them company and soothe and comfort them; American fans perceive anime as a stylish, modern commodity to entertain them.

If my theory is correct, keeping in mind that there are always exceptions within any argument, familiarity with anime reveals a lot about the way viewers relate to anime, and explains why certain viewers gravitate toward certain types of anime. Japanese fans like "moe" anime because the style compliments the relationship that Japanese otaku have with anime. Likewise, American fans typically dislike "moe" anime because the style opposes the American perception of anime, and the American relationship to anime. Average Americans expect anime to be futuristic, progressive, adventurous, exciting, dramatic, intelligent, and stylish. Americans consciously and unconsciously want and expect anime to be adult oriented, absorbing and praiseworthy entertainment. The concept of soft, cute, childish, pandering entertainment, in other words, moe anime, represents the antithesis of the average American anime fan's subconscious concept of anime and affinity for anime.

I actually like Moe anime ( Kamichu, Ichigo Marshmallow, Haruhi Suzumiya, Shakugan no Shana, Rozen Maiden, and Lucky Star) because its entertaining, fun, cute, and the art is often awesome.

I think this article makes a good point in regards to Japanese/American viewers. In my experience, more often than none, most fans here in the U.S. seem to like the more action/dark/adventure anime than the other genres and view that anime should be more adult oriented and intellectual, despite that fact that most of anime's target audience are kids and young adults. I think that this is also part of the reason most fans in the U.S. stay away from Moe like anime titles (for the most part, you always have exceptions like Haruhi)

-Elv

eeee~? i love all those! well
actually only ichigo mashimaru and haruhi and rozen maiden
still!
well, i dunno, but none of those are my favorites, their all sort of slow paced, and fantasy/action gets larger audiences i guess...
i think it poses a good point =.= *nod*

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Question:

Why do Americans hate moe anime so much? Sometimes I wonder if I'm the only one who likes it.
"Moe," in its contemporary definition, describes anime or anime characteristics that arouse feelings of possessive adoration and fanatic obsession.

If that is really the definition of 'Moe" Anime, I don't think any anime could arouse such feelings in me. On the other hand, I haven't seen many of the titles mentioned, so I can't really judge them. I watch anime for enjoyment, without becoming obsessive about it.

Personally, I love moe anime! I think the problem that Americans have with it is that wrapped up in all of that cuteness is a layer of sexual innuendo. Innuendo is probably too strong a term, but there is a subtle mixture of eroticism in some moe (I'm looking at you Lucky Star!) that I think Americans aren't comfortable with. So there may be many out there who like moe too, but even among otaku would be loath to admit it!

i was looking on google for another anime to watch, and i stumbled upon your essay here. its convenient that i myself live in chicago 'cause i created this account because i wanted to let you know how deeply i disagree with your essay. to some extents i can understand, merely because in japan i doubt they have to deal with the level of machismo BS that we have to withstand here in america. but if you're talking about americans in general, or americans who watch anime, i thinks you're a tad bit off base. the reason many shows arent marketed for us is because the producers make generalized assumptions- such as the one you argued here. many good shows would be just as appreciated by the american anime audience, but we have to deal with finding the shows. if it isn't marketed for us, we only find shows by word-of-mouth. lucky star, for example, was not a show that myself, or any of my friends who were into it, watched because of its "moe" factors. it was just that it was easily accesible on youtube or crunchyroll, and we came across it one month during our high school lunch periods spent in the computer lab.

i know that guys that appreciate romance are still a smaller category than most others. i don't think that has to do with america specifically though.

I enjoy many sorts of anime but i can say that some of my favorites include DN Angel, Noir, Chobits, Full Metal Panic, Clannad and Clannad AfterStory, and True Tears. actually i just finished true tears this morning. I think Elfen Lied did so well with the american audience because it had that deep romance, but it had enough of everything else that no one could say anything if you said you enjoyed it. i think most guys really do like a good romance, but for some reason many are afraid to admit so.

sorry. i just had to say my piece to that.
other than that, i actually thank you. i have a number of friends who live in skokie, so i'll be sure to follow up and see if i can maybe attend one of your meet ups!

Murk

I'm with Wizard on this one. I just don't have it in me to become obsessive about fictional characters regardless of the media (medium?) -- except possibly Miles Vorkosigan but that's another story...

My preference is for shonen titles like One Piece but membership in this club has definitely widened my horizons, whether they wanted to be widened or not. For instance, I described the first episode of Ichigo Marshmallow to my husband and we ended up watching the complete series via Netflix. Another show I wouldn't have tried if I hadn't seen it in the club is Princess Tutu. Again, my husband and I watched the whole series.

I think most Americans don't belong to an anime club and if you don't see an episode or two how will you know whether you like it? In other words, it's not that Americans are necessarily against moe they just haven't been exposed.

Murkus_dagger - this was not authored by Elv, this was something from "Ask John" on Animenation, who I tend to disagree with most of the time... (check the link at the top of the page)

I have seen one thing that really scares me about anime fandom. When people get so obsessed in it here in the USA, they seem to overestimate the entertainment value of anime, and start reading too much into it, or over analyzing it. It's all well and good that people are interested in finding the "deeper meaning" in anime, but let's just say that sometimes, anime should just be enjoyed for what it is.

I'm not disputing the fact that there are clearly defined genres of anime, but the fact that people generalize their opinion of it is very ignorant.

I don't *hate* Moe anime. Hate is a very strong word to use here. I'd say more Americans perhaps shy away from it because they don't understand it, or it's a guilty pleasure.

Last time I looked "moe" meant something like "fetish", or attraction.
There is a different understanding of "fetish" in this country, and it's generally used as a negative term, generalized with sex. Americans, generally as a rule feel that "fetishes" are clearly sexual, and thus to be kept private, as it seem to expose the individuals desires and fantasies. Most people don't like to express these things publicly, and find means as to indulge in these "moe" or fantasies privately. I don't want to get too much into the nuts and bolts of this, because this is a family show here, so I'll just leave it at that.

So, I don't know. I'm wondering is a moe is male or female specific. Some people like girls in bunny costumes, some girls like guys in cat costumes. What's the difference? Not sure there is one, really. I feel they are both moe.

There are many types of opinions and tastes in anime. I am not one to particularly like moe anime, nor am I a big fan of "harem" series either. I need plot, stroyline, and well developed characters. If all of these elements are present, and it happens to be a harem or moe anime...then oh well, I like.
Each to their own, and let's enjoy the show!

--Jen

Well, I was reading this about Moe, and I will admit, I have an interest in it. But not due to sexual overtones or to that nature, but as an art form which draws the viewer to the character. In other words, it's allurment towards people.

I draw Christian Anime Art, it's actually Manga but trying to get people to understand it as such is harder. I use the art form as a tool for teaching children's church. None of that sexual junk, but trying to capture the drawing nature of a bible based character that kids can identify with. And to no surprize it works. So, I said all that to say this. There are anime art forms out there which is safe, and there is anime art out there....well...it's not good. I know our kids in america are watching and reading it. So if they like it, then I use it for teaching the bible.

Now, I'm not going to preach at you all, don't worry. But what I am trying to do out there is to be an Christian advocate for anime, to let people know, hey! It's not the art form, but the artist. Let's keep this in perspective. I have encountered many people who have been shocked to hear it's allow to come into the church with me. So I always keep a sample ready for viewing, so people can go "Oh, wow! That's cool!" And they are more receptive. To the idea. Many a meeting with the church administrators have happen over this teaching phenomena thats hit our church, they know they are a little scared of it, but they all agree the kids are crazy about the lessons, so we slowly move ahead together.

So, to Elv, Seigak, Jen and all those people out there who are anime fanatics, I myself included, We got a good thing here. I agree with Jen, let's keep it in perspective. There are tons of Americans who are into Anime. Thanks for letting me share. Great topic.

Matthew

Oh, I just wanted to add this to the discussion. There's a website called ChristianAnime.net. It supports about 20,000 or more American and other Christian anime fans who like to come together and appreciate Anime and Manga. It's a cool place to be and ultra safe for kids and teens.

Matthew