The Japanese Anime One Piece Drives Chinese Teenagers to Engage in Cross-border Consumption of Its Anime Peripherals

Abstract

As One Piece has evolved into a global cultural phenomenon, particularly resonating with a strong fan base in China, it has become increasingly essential to delve into the underlying factors driving Chinese teenagers’ cross-border consumption. This exploration is particularly relevant within the broader context of globalization and the rapid growth of digital commerce. This study investigates the impact of the Japanese anime One Piece on the cross-border consumption behavior of Chinese teenagers, with a particular focus on their purchase of anime peripheral products. Through a combination of questionnaires and interviews, this study employs thematic analysis to decipher the potential factors driving this behavior. The findings suggest that Chinese adolescents are motivated to purchase One Piece by several factors, including the convenience and accessibility of international shopping, the allure of unique, rare, and collectible merchandise, and the symbolic status conferred by the high prices of cross-border products. These insights contribute to a deeper understanding of the cross-cultural consumption patterns prevalent among Chinese adolescents.