From Cursed Spirits to Cultural Revival: How Manga is Driving a Folklore Boom
A surprising trend is unfolding in Japan: a surge in interest in regional folklore, directly fueled by the immense popularity of the manga and anime series “Jujutsu Kaisen.” The Tono Municipal Museum in Iwate Prefecture is experiencing unprecedented demand for its exhibition catalogs, a phenomenon that highlights the power of pop culture to reignite appreciation for traditional beliefs and stories.
The “Jujutsu Kaisen” Effect: A Demographic Shift
Traditionally, visitors to the Tono Municipal Museum, which focuses on the classic folklore collection “Tono Monogatari,” were primarily older adults – those in their 50s and 60s. However, the museum has seen a dramatic shift, with a significant increase in visitors in their 20s and 30s. This change coincides with the widespread success of “Jujutsu Kaisen,” suggesting a direct correlation between the series and renewed interest in the source material that inspired it.
The museum’s catalogs, “Tono Monogatari to Jujutsu” and “Tono Monogatari to Ikai,” feature elements mirroring the dark fantasy world of the manga, including incantations, protective deities, and supernatural creatures. The “Jujutsu” catalog, first released with a print run of 1,000 copies in 2021, has been reprinted five times, reaching a total of 5,800 copies by May 2025. The “Ikai” catalog has likewise seen a third reprinting.
Folklore as Source Material: A Growing Trend
This isn’t an isolated incident. The success of “Jujutsu Kaisen” demonstrates a broader trend: the increasing use of folklore and mythology as source material for popular entertainment. This trend isn’t limited to Japan. Globally, creators are drawing inspiration from local legends and beliefs, offering fresh narratives and captivating audiences.
Pro Tip: When exploring folklore-inspired media, look for the underlying themes and cultural context. Understanding the origins of the stories can enhance your appreciation for the perform.
The Power of Digital Engagement
The Tono Municipal Museum’s social media presence has also benefited from the “Jujutsu Kaisen” effect. Followers of their official X (formerly Twitter) account more than doubled, jumping from 23,000 to around 40,000 between April and September 2023, coinciding with promotional posts for the exhibition. This highlights the importance of digital engagement in reaching new audiences and fostering interest in cultural heritage.
Looking Ahead: The Future of Folklore in Pop Culture
Museum director Hiroshi Hasegawa hopes the exhibitions and catalogs will encourage people to rediscover the appeal of “Tono Monogatari.” The success of the Tono Municipal Museum suggests a potential future where cultural institutions actively leverage the popularity of manga, anime, and other media to promote and preserve local folklore. This could involve collaborations with creators, themed exhibitions, and increased digital outreach.
The intersection of traditional storytelling and modern entertainment offers a unique opportunity to revitalize interest in cultural heritage and ensure its continued relevance for future generations.
FAQ
Q: What is “Tono Monogatari”?
A: It’s a classic collection of folklore from the Tono region of Iwate Prefecture, Japan, compiled by Kunio Yanagita.
Q: How did “Jujutsu Kaisen” influence museum attendance?
A: The museum saw a significant increase in visitors in their 20s and 30s, a demographic not typically drawn to folklore museums.
Q: Are the museum catalogs still available?
A: The catalogs have been reprinted multiple times, but availability may vary. Check the Tono Municipal Museum’s website for current stock.
Did you know? The zashiki warashi and tengu are examples of yōkai, supernatural creatures from Japanese folklore.
What are your thoughts on the connection between pop culture and cultural preservation? Share your comments below!
