In China, dongman ( simplified Chinese: 动漫 traditional Chinese: 動漫 pinyin: dòngmàn) is a portmanteau of donghua and manhua, used as an umbrella term for animation and comics. Due to anime and manga's increased popularity overseas, various companies have begun catering to foreign audiences such as Kadokawa Corporation which has adopted the "Overseas first" policy. The rapid growth of the genre in the United States has led some commentators to deem it an American import rather than a Japanese export. Īnime and manga were not widely marketed in the United States before the mid-1990s, with only a few titles available on network television. The value of the anime and manga industry is estimated at US$5 billion as of 2008. However, beginning in 2000, the Ministry of Education, Culture, Sports, Science and Technology recognized anime and manga as part of "traditional" Japanese culture, and the government began to promote them as part of its Cool Japan strategy, passing the Content Industry Promotion Law in June 2004. Prior to the late 1990s, the primary export of Japan's content industry was video games. The explosive growth in Japan's soft power began in the 1970s, when it changed from a net importer to a net exporter of information. Other types of media such as light novels and video games are frequently associated with and considered part of the anime and manga subculture.
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Some industry participants in both Japan and the United States have expressed tacit acceptance of fanmade translations, seeing them as a trial run for the American market. Many of those involved refuse to profit from their translations out of principle, and destroy the copies once officially licensed versions become available. The legality of ethics of these fanmade translations has been hotly debated. Typically, overseas fans will first translate the work into English, French, and Chinese, and then into other languages using those as an intermediary. It is common for a work to be distributed overseas via fansubs and scanlations, or unauthorized fanmade translations of anime and manga, respectively, before official translations become available. However, for overseas fans their first encounter with the subculture is typically through broadcast anime. In Japan, most works start out as manga, with the most successful titles receiving an anime adaptation ( アニメ化, anime-ka). In Japanese, the word " subculture" ( サブカルチャー, sabukaruchā) does not have the same connotation of oppositional culture as it does in English, so it is frequently used in situations where " fandom" might be preferred by Westerners instead.