Localizing Japanese Subculture in China: A Case Study of Japanese Boys' Love Manga

While Japanese subculture gains increasingly active fans in China, the lack of cultural adaptation prevents it from further expanding its popularity. Therefore, this paper takes Japanese boys' love (BL) manga as a representative case to explore the localization strategies for Japanese subcultures. Combined with a questionnaire survey method and content analysis, this paper compares the Chinese and Japanese BL market and finds the differences in distribution channels, cultural preferences, and perceptions. These differences lead to inconvenience for Chinese readers, discouraging them from continuing to read. Based on the findings above, this paper provides insights into feasible approaches. Given the essential role digital platforms play in the daily lives of the Chinese, it is suggested to build an online distribution system to deliver content effectively. Moreover, the importance of market research is also emphasized. To achieve precise communication and personalized delivery, implementing a targeted content delivery strategy is an effective approach. In order to further open up the market, holding commercialized campaigns in a local context, such as pop-up stores and exhibitions, can also play a positive role.