Chita Musume Jikkō Iinkai

Japanese transmedia regional promotion project known as Chita Musume Jikkō Iinkai (or the Executive Committee of Daughters of Chita). This regional promotion practice does not merely contribute to reinforcing its audience as heteronormative masculine subjects, but also redesigns its region as a gazed-upon dating spot.

Despite being an elusive concept, moe (萌え) has been a key word for understanding otaku culture (e.g. Galbraith, 2019). Moe is originally a noun form of the Japanese intransitive verb 萌える “moeru” meaning to sprout. Since the 1990s, however, it has been extensively used as Japanese slang to indicate affection for anime characters in otaku culture. While the contemporary use of the term has gained increased traction in Japanese society, moe has been deployed by a wide variety of agents in Japan and has expanded beyond a focus on manga, anime, and games to include cultural, social, and political functions