If we follow the most recent political demonstrations in the world through social media, we are likely to meet Pikachu – a character from the Japanese anime pokémon – run among the demonstrators in Türkiye, or thousands of South Koreans in the process of making a concert light sticks For idols while K-POP songs explode in the background during dismissal demonstrations. Elsewhere, pro-democracy movements through Asia and the Pacific have merged under a now familiar banner of the “Milk Tea Alliance. “At the heart of this symbolic repertoire are the countries of East Asia, which remain at the forefront of contemporary cultural production and the dissemination of the soft power.
Whether these playful and symbolic acts have a revolutionary meaning at first glance or not, people attribute to them meanings. The light stick, once a simple concert accessory, came to symbolize non-violence and collective spirit. Milk tea, too, has become a signifier of regional solidarity and resistance. These symbols, memes and icons are continuously reappropriate to reflect the values, hopes and frustrations of those who descend into the street.
How does this emerging strategy affect political mobilization and the broader cultural industry? Such cultural references work as powerful tools to amplify the visibility and emotional impact of the protest. They can – and cannot – have – inadvertent economic consequences. In South Korea, for example, sales and rental of concert fire sticks have crowded During periods of protest, revealing how political mobilization can also stimulate the activity of consumers linked to the pop culture industries. On the other hand, the symbol of milk tea works differently: rather than generating new consumption, the manifestations exploit the preexisting popularity of the goods.
The adoption of elements of pop culture – in particular those from East Asian countries, notably Japan, South Korea and China – has become more and more widespread in protest movements within and beyond Asia. This trend further solidifies the positions of these countries as the world champions of the soft power agenda. The demonstrators strategically addressed the popular culture of East Asia to broaden the visibility and the emotional resonance of their movements, thus reaching a form of political legitimacy which speaks both locally and in the world.
Take Pokémon, for example. With an inheritance covering more than two decades, the franchise remains deeply integrated in global pop culture today and is one of the Japanese most profitable Media properties. It is indicative that more people in the world are likely to recognize his most emblematic character, Pikachu, that not – highlighting the vast world range of cultural exports of Japan. Even among those who do not know the franchise, its viral circulation – as in the recent mass manifestations of Turkey – extends its visibility and its symbolic power, ultimately stimulating the cultural economy which supports it. And who has not, at some point, tried Pokémon Go, a mobile phone game that has become global sensation In 2016?
K-Pop, too, has constantly evolved into a dominant force in world popular culture. Unsurprisingly, it has become anchored in recent protest movements. In Indonesia, for example, fans have mobilized not only during electoral campaigns but also in street demonstrations – waving light sticks K -pop and incorporating fandom Aesthetics in protest performance. This reflects the position of Indonesia as one of the largest K-POP markets in Asia.
Milk tea crampon Bubbling Asia in the last decade, rooted in a shared cultural affinity for the drink among several Asian countries. This daily goods has since been rebroadcast as a powerful political symbol. Initially emerging as an anti-Beijing evenMilk tea has become the emblem of a decentralized movement, focused on young people and without leader for democratic reform through Asia and the Pacific.
The grievances can be expressed in many ways, from tears to laughter. A Pikachu Sprint or an imposing Godzilla – both perhaps on the point of becoming memes of world protest – could now draw more attention than traditional forms of protest, as their instant virality reveals. These images are full of mind, fanciful and visually disarming, far from the severe and conflictual image of the policy we expect. But it is precisely the point and their strength. They are captivating and unifying, especially for those who are otherwise disengaged from political discourse. Their power lies in the scope: sparkling curiosity, generating conversations and, at best, drawing in disinterested.
One of the main challenges faced by contemporary social movements is non-participation. This can come from a variety of factors, ranging from tacit support to authoritarian leadership to pragmatic realities, such as economic difficulties, family responsibilities and the requirements of daily survival. In other cases, it can reflect the perception of political mobilization as intrinsically dangerous, conflict or exclusive. However, like the aesthetics of the change of protest – from the solemn marches to the wars of memes, the flash crowds and the viral videos – the same goes for the emotional registers which make mobilization more accessible, less intimidating and potentially more resonating with wider audiences.
These strategies were remarkably effective in animate popular mobilization. They become viral, offering a paradoxically “pleasant” viewing experience and an emotionally engaging alternative to traditional protest imaging, often marked by rage and despair.
This does not want to suggest that serious and solemn forms of political contestation have lost their importance – that does not decrease the seriousness of the problems at stake. On the contrary, it highlights the growing meaning of creative expression in protest: game and humor as tools to widen attraction, maintain engagement and refer the emotional experience of political participation. These strategies help dismantle the perceptions of protest as violent or threatening, which makes participation safer, even “joyful”.
In addition, the protest aesthetics are contagious. They are reproduced, remixed and located through borders, inspiring movements that aspire to similar political results. In the era of memes and hashtags, resistance moves quickly, becoming both an affective and aesthetic force.
Of course, everyone does not need to put a Japanese anime costume to make their presence feel. However, a spiritual silhouette and stolen in an middle of the stage in the middle of a sea of demonstrators can become a spark – amplify the message of the protest and give it a life after viral death. After all, in today’s movements, the manufacture of memes and the hashtag wars are as an integral part as signs and songs.