"No Japan, was it not?"... Japan also surprised by Korea's 'Slam Dunk' craze

Movie 'Slam Dunk', Cumulative Audience of 1.67 Million
'Open Run' Phenomenon Due to Slam Dunk's Popularity
Japanese Media: "Korean Audience Moved by Deep Message"

The nostalgic Japanese manga 'Slam Dunk' has returned after 26 years as the movie 'The First Slam Dunk,' gaining sensational popularity in South Korea. It is popular not only among the 30-40 age group who spent their school days with Slam Dunk but also among the 10-20 age group. Some viewers are even continuing 'N-times viewing' to watch various versions such as dubbed and subtitled editions.

'The First Slam Dunk' Ranks in Top 5 Domestic Box Office for Japanese Animation

Promotional material for Slam Dunk at a movie theater in Seoul on the 15th [Photo by Yonhap News]

According to the Korea Film Council's integrated box office data on the 28th, the movie 'The First Slam Dunk' surpassed 1.67 million cumulative viewers as of the 26th, ranking 5th in the all-time domestic box office for Japanese animation. This achievement follows ▲Your Name (2017) ▲Howl's Moving Castle (2004) ▲Demon Slayer: Mugen Train (2021) ▲Spirited Away (2002).

As the movie gains popularity, the trend of re-watching is also heating up. Viewers who want to watch both dubbed and subtitled versions are continuing the 'N-times viewing' craze. Posts related to re-watching were easily found on social media platforms. One netizen wrote on Instagram, "Slam Dunk, filled with laughter, emotion, tears, and memories," adding, "It still stirs our hearts. I will go watch it again next time."

Due to this popularity, the distribution industry is also smiling. Sales of basketball products have increased since the movie's release. During the same period, sales of basketball shoes on Gmarket and Auction surged by 488%, with basketball uniforms (350%), basketball equipment (92%), and basketball bags (32%) also seeing sales growth.

Meanwhile, the Slam Dunk pop-up store held at 'The Hyundai Seoul' was crowded with people rushing to buy goods from the first day of opening. Some consumers even did an 'open run' (waiting before the store opens) early in the morning to purchase limited edition Slam Dunk merchandise despite subzero temperatures.

'Slam Dunk' Popularity Draws Attention from Japanese Media

[Image source=Yonhap News]

Japanese media are also paying attention to the high popularity of Slam Dunk. Some outlets covered the high popularity of Slam Dunk while mentioning South Korea's No Japan movement.

The Japanese media 'Gendai Business' published an article titled "Why Middle-aged Korean Men Are Abandoning No Japan and Enthralled by Slam Dunk at the Beginning of the New Year," stating, "In some Korean communities, heated debates about the movie are ongoing day after day." It added, "Men in their 30s and 40s grew up watching Slam Dunk during their school days," and "Netizens still supporting the No Japan movement felt upset about the positive reviews of the movie."

The No Japan movement emerged after Japan imposed export restrictions on South Korea in 2019, intensifying anti-Japanese sentiment. As a result, domestic sales of the Japanese fashion company Uniqlo dropped, and imports of Japanese beer also sharply declined. However, over time, domestic consumers' interest in the boycott has waned, and some analyses suggest that the No Japan movement has effectively become defunct.

A Slam Dunk promotional video at a movie theater in Seoul.
[Photo by Yonhap News]

Another media outlet analyzed that Slam Dunk is a movie that evokes nostalgia among the 30-40 age group. Kodama Aiko, who writes columns related to the Korean Wave, told the Japanese media 'Friday Digital,' "Although the Slam Dunk manga ended over 26 years ago, it is highly anticipated in Korea to the extent that people say 'we've been waiting for it.'" She added, "The overwhelming supporters of the work are in their 30s and 40s, many of whom long for their adolescent years." She also noted, "Young people who are unfamiliar with the content are spreading word of mouth because they came to the theater with their parents."

She pointed to the genre of 'sports' as a reason for the movie's popularity. She said, "You can watch the movie just with a sense of sports," and "Some Korean men seem to have been moved by stories with deep messages, like the 'Demon Slayer: Mugen Train' movie released two years ago."

Additionally, Kyodo News reported, "The movie based on the popular basketball manga 'Slam Dunk' is gaining sensational popularity in South Korea," adding, "The movie seems to enhance the emotional impact by faithfully including famous lines from the original manga."