Affective market in Japan: a study on Gatebox and loving relationships with characters

Abstract

This article aims to reflect on a recent market trend whose products seek to stimulate affective relationships. The analyzed example is Gatebox, which provides consumers with the experience of living with their favorite character. There are new forms of consumption and interaction that emerge from this context, especially in countries where virtual companies are considerably widespread, as it is in Japan. The theoretical basis brings together authors such as Takeyama (2005); Kurotani (2014); Illouz (2011); Giard (2016), Azuma (2009), Barral (2000); and the research of the philosopher Brian Massumi (2015), especially on the scope of philosophy and economics. The research methodology is based on a wide bibliographic review involving Japanese and Western authors, unfolding in a field research in Japan, carried out in the last five years, including visits to laboratories, sex shops and expositions. The result is a preliminary overview of the state of the art of the Gatebox phenomenon and otaku culture in Japan and on first reflections on the transdimensional affective relationships between human beings and characters, as well as the growing impact of these relationships on specific consumer networks in Japan and in Western countries.