An Exploratory Study on the Responsive Strategy of Cultural Product - A Case of Slam Dunk

This study explored the phenomenal success of the theatrical animation of Slam Dunk, which was initially translated and equally successful as manga in 1992. This exploratory study deals with the process by which Slam Dunk's original cartoon and then the theatrical animation, led to the success of both media, including books and theater sales. This study applies the macro framework of global integration and local adaptation in international business discipline, and the standardization versus localization debate at a micro level. As this paper is concerned with the adaptation, more specifically translation, of a cultural product, we utilized the Skopos theory of translation. In the process of translating Slam Dunk, not all components of the product were localized. Yet, the key elements, notably character names and school names, were successfully localized, thus reducing the psychic distance between readers and characters. Such perceived psychological proximity enhanced reality, thus leading to the success of the theatrical animation and the renaissance of the original manga. Young readers in the 1990s who cheered for Kang Baek-ho and the Buksan basketball team have matured into parenthood. These mature readers in the 2020s cheered Kang Baek-ho and Buksan Basketball Team again with a feeling of nostalgia by demonstrating their affection for the characters. The current younger generation has become attracted to culturally universal theme of overcoming hardships without succumbing to it. Building on the attractive narrative, Slam Dunk is a notable example of a successful local adaptation including culturally acceptable translation and localization of main and sub characters.