In this blog post, we will look at how social perceptions of personal tastes have changed through the changing meanings of the word otaku.

Why did otaku come to have a positive meaning?

Just five years ago, the word ‘otaku’ was used in a very negative sense to refer to people who were abnormally obsessed with Japanese manga and anime and were unattractive in appearance. However, the meaning of otaku has changed. The phrase ‘otaku power is strong’ has come to mean that someone is very knowledgeable in a particular field. Why did the word otaku initially take on a negative connotation, and why has it recently come to have a positive meaning?

The beginning of the era of individual skills

In the 2000s, Korea entered the golden age of individual skills. At that time, all popular comedians on TV had their own unique skills, and even actors with a quiet image would show off at least one skill during interviews. During that period, the influence of television media was still strong, so special skills were popular not only in the entertainment industry but also among ordinary citizens. At that time, a ‘charming person’ meant someone who had at least one special skill at social gatherings or job interviews, and for men in particular, special skills were like qualifications necessary for meeting women. Many people, including myself, remember the period when we racked our brains to come up with special skills.
Even after the era of special skills, the standard for ‘attractive people’ did not change much. At the centre of it all was ‘fun.’ The focus shifted from special skills to variety programmes, but people with short, sensational charms that could make people laugh anywhere became popular.

The beginning of chaos, the Warring States period. And the emergence of otaku

The era of individual talent, which was led by terrestrial broadcasting, entered a period of turmoil with the relaxation of broadcasting regulations and the emergence of cable channels. Amid fierce competition, each broadcaster produced provocative content to capture the public’s attention, and in the chaos of various programmes being created and disappearing, a programme with the provocative title ‘Otaku + Otaku = Ten Otaku’ appeared.
This programme made the word otaku stick in the public consciousness. At the time, I was shocked when I saw the programme. People who weren’t otaku thought that otaku were passive people who enjoyed their hobbies quietly, either alone or with other otaku who shared the same interests.
However, the protagonist of this programme proudly announced his existence to the world, enjoying dates at amusement parks with a pillowcase featuring a cartoon character and even having a wedding photo shoot. He also showed himself to be a sincere otaku, working part-time at a convenience store for five years to cover all his expenses.
Although the cable channel’s ratings were not high at the time, the programme had a huge impact. Otaku rose to the top of the search engine rankings, and the programme’s content and new information were reproduced and spread among internet users. However, because there was no element of ‘fun enjoyed by many people together’ in the era of individual talent, otaku missed out on mainstream culture and became the subject of ridicule, like ‘stupid bears’ who had retreated into their own caves.

The changing meaning of otaku reflects the times

The meaning of otaku has also changed over time. What was once limited to Japanese manga and anime has expanded to various fields, and the negative connotation has changed to a more common and friendly meaning.
The new otaku appearing on TV, such as the bird expert, the world’s best gamer, and the science and technology otaku who makes smart trash cans, give otaku a positive image and express admiration and respect.
This change in the meaning of otaku seems to reflect the growing pains of South Korea, which has gone through a period of affluent growth and ‘mistakenly believed that the mainstream was everything.’ In South Korea, which has entered an era of low growth, young people have become obsessed with building up their résumés, and it feels like a luxury to develop personal skills to make others laugh. In a society where it is difficult to even take care of oneself, people are losing the confidence to protect their own happiness.
It is a world where otaku, who were oblivious to the ways of the world and absorbed in their own happiness, have become remarkable figures who firmly protect their happiness even in an uncertain future. Many of their friends who are obsessed with building their résumés say that otaku are ‘brave.’