From 1993 to 2003 exports of Japans cartoon arts tripled in value to 12.5 billion. Fan phenomena around the world in U.S. malls teen girls flock to purchase the latest Fruits Basket graphic novel in Hungary young people gather for a summer cosplay costume dressup event illustrate the global popularity of manga and anime. Drawing on extensive research and more than 100 original interviews Anne CooperChen explains how and why the unDisney has penetrated nearly every corner of the planet. This book uses concepts such as cultural proximity uses and gratifications and cultural variability to explain crosscultural adaptations in a broad international approach. It emphasizes that overseas acceptance has surprised the Japanese who create manga and anime primarily for a domestic audience. Including some sobering facts about the future of the industry the book highlights how overseas enthusiasm could actually save a domestic industry that may decline in the contracting and graying country of its birth. Designed for courses covering international mass media media and globalization and introduction to Japanese culture the book is written primarily for undergraduates and includes many studentfriendly features such as a glossary timeline and source list.