A recent study led by Yasuhito Abe from Doshisha University highlights the potential negative impacts of using anime “moe” characters in tourism marketing, particularly within the context of Japan’s “moe-okoshi” initiatives. Commonly found in advertising, these characters evoke emotional attachments from fans but raise ethical concerns regarding their portrayal, especially concerning women. The study scrutinizes the Chita Musume Jikkō Iinkai (CMJI), a campaign aimed at boosting tourism in the Chita Peninsula through content featuring young female moe characters. These characters often depict women in a sexualized manner, reflecting the “male gaze,” and reducing complex regional histories to simplistic narratives designed to target male audiences. Despite garnering significant attention, Abe argues that this approach can colonize local identities and alienate individuals who reject such portrayals. The study emphasizes the need for a critical examination of gender roles in regional promotion strategies, encouraging the incorporation of diverse perspectives to evaluate the ethical implications involved. As one of the first studies addressing these issues from a critical standpoint, it advocates for further research to understand the long-term societal consequences of moe-related marketing. The findings underline the importance of recognizing gender dimensions in effective and ethical regional promotion.
