There are intergenerational differences in the way fans have developed an emotional bond, and look at Japanese pop culture. Those fans associate Japan to images of fantasy and charming mystery that nevertheless co-exist with perceptions of extreme difference echoing the notion of Japanese uniqueness, so that Orientalist processes are re-enacted. Their images of Japanese pop culture reveal the recognition of a specific cultural odour perceived as pleasant, which translates into an interest in Japan. Privileging a qualitative method, it notably focuses on the people who give life to the website. It does so considering the biggest Italian web-community,, as a microcosm of the Italian fandom interactions and emotions.

This paper aims to provide insights on the way Italian fans perceive Japanese pop culture and Japan on the kind of bonds to Japan they develop, and how they socialize.

This phenomenon has resulted into a very active Italian fandom spanning through different generations, and into a strong fascination towards Japan. Globalization and Internet have made other aspects of Japanese pop culture available to Italians and the rest of the world alike. In the ‘70s anime started to fill the airtime of emerging private TV channels, marking the childhood of those Italian who grew up in those years and until the early ‘90s, when manga finally appeared in the Italian market. Japanese pop culture has influenced Italy over the last thirty years.

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