The development of information communication technology (ICT) has brought tremendous changes to our daily lives. With ICT development, the business of ‘content’–via media entertainment products–has increased its circulation worldwide. Undoubtedly, the US is home to the largest content business in the world, especially in the media entertainment market, based in Hollywood. Japan also developed its own ‘content business’ in the 1980s. In the Japanese content market, 1/3 of book sales are manga (Japanese comic books or magazines) while terrestrial television broadcast companies dominate the domestic visual content market (Onouchi, 2007). Local broadcasting companies have produced 95% of television (TV) programs since the 1980s. Now, those TV programs developed in Japan for domestic audiences have acquired recognition outside of Japan as well. Japanese animation (anime) programs now lead the global animation market accounting for almost 60% of all animated programs (Nakamura & Onouchi, 2006). Japanese TV drama series (J-drama) flourished in Asian regions in the 1990s and early 2000s before other television drama series from East Asian countries such as South Korea and Taiwan attained popularity. American journalist Douglas McGray (2002) coined the term “Gross National Cool”(GNC) by playing on words GNP (Gross National Products) in the Foreign Policy magazine. He praised GNC as Japan’s strength and remarked that “from pop music to consumer electronics, architecture to fashion, animation to cuisine, Japan looks more like a cultural superpower today than it did in the 1980s”(p. 44). Since then, media consumption of Japanese popular culture outside of Japan (eg Darling-Wolf, 2003;