Communications in Humanities Research ISSN: 2753-7072
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Research Article

From Benshi to Ghibli: The Evolution of Japanese Animation and Hayao Miyazaki’s Artistic Legacy

Siduo ChenEmory University*

* Corresponding author: [email protected]

Abstract

From a niche subculture down to a globally acclaimed medium, the artistic and commercial success of anime gave rise to some of the most recognized studios like Studio Ghibli. This paper explores the evolution of Japanese animation, through the technological transformations in the industry down to the Studio’s production strategies. The paper first discusses the origin of anime, tracing back to an early era of silent films, to the gradual emergence of major studios like Toei Animation and Mushi Production, and finally garnering worldwide attraction through digital platforms like Crunchyroll. One focus of this research lies on Studio Ghibli’s unique approach to animation and thematic depth. Through analyzing its traditional cel animation style, its adaption to digital methods such as the implementation of 3D Computer Graphics (3DCG), as well as the recurring themes present in Miyazaki’s films, this paper assesses how these elements influence audience reception and contribute to a global appeal. Lastly, the paper emphasizes the role of marketing strategies and decisions led by relevant industry figures like Toshio Suzuki to expanding Ghibli’s name and influence. All in all, this research seeks to define the key elements to answer the question of “what makes Studio Ghibli successful”, through gathering historical data and a multitude of commercial and artistic perspectives and voices.

Keywords: Studio Ghibli; Cel Animation; Globalization of Anime; Cultural Identity in Anime; Marketing Strategies
Published: April 18, 2025
DOI: 10.54254/2753-7064/2025.22076
Volume: CHR Vol.58
pp. 32-39
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