Between de-queering and re-queering: Transfiguring ‘bromance’ as a continuum of Boys’ Love in East Asia

This paper critically compares the reconfiguration of the concept of ‘bromance’ within the cultural and social contexts of Japan, South Korea, and China. Through a multilingual literature review, critical discourse analysis, and participant observation, it analyses the dynamics of intentional ‘de-queering’ by media and creators and ‘re-queering’ by fans surrounding cultural works depicting male relationships in the three countries. It reveals how media and fans simultaneously reconstruct ‘bromance’ as a queer possibility while bleaching its homosexual characteristics, thereby providing safe representations conforming to societal norms. By examining discourses surrounding ‘bromance’ and/in Boys’ Love (BL) and Danmei , this research illuminates the complex intersections of cultural practices and gender/sexuality discourses within East Asian nations. It presents both shared issues and differences across Japan, South Korea, and China, offering a critical perspective on their ambiguity and political nature.