Soft Power in vignettes: The global impact of Japanese anime and manga

Japan is a world cultural reference. For decades, anime and manga have been used not only to obtain economic benefits, but also to sell a certain image of the country to the world. However, since their origins, both formats have been instruments that have not remained oblivious to historical or political contexts. Currently, they contribute to give voice to communities and collectives of all kinds in a more heterogeneous society. This article examines through a review of historical data and academic literature how the anime and manga industry in Japan has transcended its role in the field of entertainment. By reading articles from a multitude of recognized sources, it also analyzes its evolution into a mass phenomenon that encompasses large population groups, becoming a determining cultural tool in the creation of a country-image. Over the course of more than a century, these formats have evolved along with historical, economic and political contexts, demonstrating their ability to adapt and resonate with a global audience. As a result, we observe a greater internationalization and impact of this cultural industry in an increasingly heterogeneous society.