Reasons for Japan's Lukewarm Reaction Pointed Out
Allegations of 'Popularity Manipulation' Raised
"Even No.1 K-pop Often Isn't a Big Deal When You Look Closely"
[Asia Economy Reporter Lim Juhyung] A Japanese media outlet has raised suspicions of "popularity manipulation" regarding the globally successful Netflix original drama "Squid Game." They claim that the response within Japan is lukewarm compared to its fame.
The Japanese economic media "Gendai Business" recently published an article titled "Is Squid Game Really a Trend? Three Reasons Why Many People Aren't Hooked."
The author, Yamamoto Naoko, who wrote the article, shared news that Squid Game ranked first in Netflix TV program viewership. She mentioned, "It seems to have many views in Japan as well. Released on the 17th of last month, 'Squid Game' is still number one on Japan's Netflix 'Today's Overall TOP 10'."
However, Yamamoto argued that despite its fame, Squid Game failed to generate strong enthusiasm among actual viewers. She pointed out, "Contrary to the tone of the articles, the perceived popularity is not felt," and added, "Most articles introducing Squid Game's popularity receive fewer than 100 comments, which reflects the level of public interest."
Yamamoto also introduced some comments from Japanese netizens about the drama. According to her, they expressed lukewarm reactions such as "I watched it but it wasn't very interesting," "Is it really a popular drama?" and "I don't like it much." Furthermore, Yamamoto claimed that even those working in Japan's entertainment industry are not particularly enthusiastic about Squid Game.
Netflix CEO Reed Hastings attending the Q3 earnings conference wearing a 'Squid Game' tracksuit / Photo by Netflix
She cited three reasons why Squid Game did not have a significant impact in Japan. The first reason is "d?j? vu," as many death game genre videos similar to Squid Game have already been released in Japan.
Yamamoto pointed out, "Japan has many death game works like 'Kaiji' and 'Battle Royale.' Japanese people did not feel freshness, and many felt that the way the story was told lacked depth compared to similar works."
However, she also expressed regret, saying, "(Death games) are a frequently appearing genre in Japan but lacked global success," and "In that sense, it left the impression that Korea has overtaken us."
The second reason is the different social background in Japan. Yamamoto said, "All participants in Squid Game joined due to economic poverty. Also, the way vulnerable groups such as women and foreign workers are portrayed is somewhat stereotypical," and added, "Empathy for the characters is necessary."
Lastly, she suggested that the popularity of Squid Game itself might have been manipulated. Yamamoto said, "It might be an excessive thought, but it could be revealed as a deliberately manipulated ranking," and explained, "Like K-pop, efforts are made to increase global views, and when it is introduced as number one or recommended content through advertisements, people think 'Should I watch it too?' but often it turns out to be nothing special."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
