Sakura Shrimp as a hybrid spokes-character: How Japanese moe anthropomorphism promotes tourism in Taiwan

The younger generation of Taiwanese do not merely consume Japanese popular culture as a ‘foreign’ product; they have integrated Japanese cultural elements into many aspects of Taiwan’s local cultural creations as a Taiwan–Japan hybrid form. One example of this is that the majority of Taiwanese visual artists follow the Japanese manga format, aesthetics and grammar when they create their own work. In this article, we examine trends of moe anthropomorphism in manga, a method that personifies animals, objects, cities and natural phenomena as cute human characters. Using a cultural studies framework, we trace how Japanese moe anthropomorphism helps Taiwanese visual artists and local governments to promote domestic tourism and further individuals’ desire to get to know Taiwan. The spokes-character, Sakura Shrimp, serves as an example to illustrate the trend, the purpose and the readers’ responses to this new way of local tourism marketing.