This qualitative research explores the complex relationship between anime and fashion choices of Indonesian ‘otaku’. Specifically, this study investigates how ‘otaku’ individuals in Indonesia express their fandom through their clothing choices. The research aims to understand the motivations and considerations behind their fashion decisions, examining the balance between expressing their ‘otaku’ identity and navigating social contexts. This exploration delves into the nuanced ways in which anime influences personal style, considering both overt displays of fandom and more subtle, everyday expressions. The study also examines the participants’ perspectives on licensed vs. unlicensed anime merchandise. It seeks to uncover the factors that influence purchasing decisions, including ethical considerations regarding supporting the anime industry, alongside practical concerns such as affordability and accessibility. The research further aims to understand how the increasing normalization of anime within Indonesian society, driven by the rise of streaming services and collaborations between clothing brands and anime franchises, has impacted the cultural perception of ‘otaku’ fashion. By exploring these multifaceted dimensions of ‘otaku’ fashion in Indonesia, this research aims to provide insights into the evolving relationship between anime, identity and consumer culture. It seeks to contribute to a deeper understanding of how cultural influences shape individual expression and how subcultures navigate the complexities of identity in a globalized world. The study utilizes in-depth interviews with ten active anime-engaging informants who live in Indonesia to gather rich, qualitative data that illuminate the lived experiences and perspectives of Indonesian ‘otaku’ and their engagement with fashion as a means of self-expression and cultural affiliation.
Pratyaksa et al. (Wed,) studied this question.