From the 1960s to the end of the 1990s, the upper-middle class and middle-class controlled Japanese pop culture, yet there had always been a few important marginal youth consumer groups outside of the Japanese mainstream. The most solid subcultural voting blocs since the late 1970s have been the otaku — anti-social “nerds” interested in science fiction, comic books, video games, and sexualized little girls (lolicon) — and the yankii — “delinquent” non-urban working class youth with low levels of education and a blue-collar destiny. (The gyaru subculture — originally upper middle-class — should now be seen as the female manifestation of yankii values.)
These marginal groups are true minorities when compared to the mainstream market, but their size is not what makes them marginal. The use of “marginal” here measures the distance from the subcultural consumer segment to both middle-class social norms as well as from the tastemakers, gatekeepers, and workers within the large companies that produce pop culture. The counter-consumers, for example, were never large in number, but they had their hands on the reigns of the culture industry. Otaku may likely work at independent game publishers who make erotic titles, and ex-yankii run yankii magazines, but Japan’s largest and most hallowed culture companies such as Magazine House, Nintendo, Sony, and Uniqlo mostly hire graduates from Waseda, Keio, and other top universities. Otaku and yankii had strong outcast communities, but they essentially had to live on the fringes of pop culture. Yankii and otaku spent their formative years as true social outcasts — blamed as juvenile delinquents and sociopaths.
In times of a substantial and profitable mainstream consumer market, large companies were justified in ignoring the yankii and otaku segments as potential customers. Moreover the culture industry had a great risk in indulging too conspicuously in these subcultures, lest they offend their core of middle-class consumers.