Interest in, and consumption of, Japanese animation has increased exponentially across the world in the last ten years. Total sales of anime and related character goods rose to ¥9 trillion (US$80 billion) in 2002, up from less than a tenth of that a decade ago. [3] Despite Japan’s flagging revenues in other markets from steel to manufacturing and heavy industry, the Wall Street Journal recently commented that “Japan has more than made up for it because of its cultural exports.” [4] Indeed, Prime Minister Junichiro Koizumi lauded Spirited Away and anime in his 2003 opening speech to the Diet, asserting that anime is being viewed as “the savior or Japanese culture.” [5] From all of this hype, we ask the question: how did anime, once regarded as a product produced and consumed exclusively for Japanese children, become such a powerhouse in the global media market?