Takamasa Suga, before and after his transformation into a masked rider. (Ishinomori Production, TV Asahi, ASATSU-DK INC., Toei Corp.)
A HERO FOR ALL AGES:
Kamen Rider Star Popular with Women
November 5, 2002
Rider (Masked Rider) is a superhero fantasy that has been popular
with children since the first television series based on the comic was
released in 1971. Over the last two or three years, though, the audience
has expanded from just children to include their mothers and young women.
Many such people now tune in every Sunday morning to watch the exploits
of this superhero.
The TV series Kamen Rider is based on the
manga (comic) of the same name, which was
created by the legendary manga artist Shotaro
Ishinomori. Originally, the story was a simple one about a superhero battling
the monsters of a secret, evil organization that aims to conquer the Earth.
The target audience for this action drama was, of course, children. But
in 2000 a new series called Kamen Rider Kuuga (Masked
Rider Kuuga) debuted. This new series is more realistic and features
more complex stories. This is one of the reasons its audience has
expanded to include adults.
According to TV Asahi, the station that is currently broadcasting Kamen
Rider Ryuki (Masked Rider Ryuki), women in their thirties make
up the largest share of the audience after children aged 4-12. On the message
board on TV Asahi's website dedicated to Kamen
Rider Ryuki (site is Japanese only), many mothers have posted messages indicating that
they enjoy watching the show with their kids.
Young Star Attracts Older Audience
But the main reason that many young women are interested in Kamen
Rider is the popular young actors involved. The makers of Kamen
Rider Kuuga first became aware of this trend when they received
a number of requests from women's magazines wanting to do a feature on
the show. Joe
Odagiri (site is Japanese only), the star of Kuuga, has
become quite popular with young women through such magazines and by word
The creators of Kuuga reacted deftly. There
was only one masked rider in Kuuga, but there
were three in the subsequent Kamen Rider Agito
(Masked Rider Agito), and then 13 (including one woman) in Kamen
Rider Ryuki. This strategy has paid off, and all three series were
able to maintain high ratings. Kamen Rider
movies have also proved to be big box-office
draws. Kamen Rider Agito Project G4, which
was released in 2001, took in ¥1.2 billion ($10 million at ¥120
to the dollar), while Kamen Rider Ryuki Episode Final
has raked in over ¥1.6 billion ($13 million) since its release in
August 2002. Many mothers and other young women can be seen watching the
movies in theaters alongside kids.
Related Books Selling Well
The recent popularity of Kamen Rider has not stopped at TV shows and movies;
Kadokawa Shoten Publishing
Co. (site is Japanese only) has released three related books since 2001. The latest volume,
Naked Seven Kamen Rider Ryuki Koshiki Album,
has already sold 50,000 copies. All of these books seem to have been put
together with women customers in mind, as they are photo collections with
pictures not of the monsters or the masked riders but of the handsome
young actors who portray them. Some 90% of the people purchasing this
book are women in their twenties and thirties. Kiyoshi Fujimaru, the editor
of Naked Seven, says, "Looking at the
results of a reader survey, there are many women who indicated that they
became enamored with the show after watching with their children. . .
. There have always been a large number of viewers interested in the popular
guys, and in the case of an ensemble drama like Ryuki,
women can feel like they're catching a glimpse of how young men behave
when they're together in a group."
Competition in the publishing world is intense, and four photo collections
have been published just since July 2002. In addition to photo collections
of the Kamen Rider series, publisher Takeshobo
has also released a photo collection of the actors who starred in the
Sentai series, which was the basis of the popular American TV show Power
Rangers. This book, titled Soldiers,
has already sold 30,000 copies. The editor, Toshikazu Tomita, says that
in order for this book to stand out from others that have already been
published, such as Asahi Sonorama's quarterly magazine Hero
Vision, which has a circulation of 40,000, Soldiers
uses still photos of TV scenes rather than staged photo shoots.
Meanwhile, all of these companies have plans for still more books, so
it appears that Kamen Rider is going to be a hero for the publishing world
for the time to come.
Copyright (c) 2002 Japan
Information Network. Edited by Japan Echo Inc. based on domestic Japanese
news sources. Articles presented here are offered for reference purposes
and do not necessarily represent the policy or views of the Japanese