Marketing Virtual Queerness in China: Navigating Representation and Reception in Otome Game Culture through Narukami Arashi

Abstract

This thesis explores the queer representation and reception of the fictional character and virtual idol, Narukami Arashi, in the Japanese Otome game Ensemble Stars! produced from 2015. Arashi challenges conventional gender norms in East Asia Otome games through his distinctive non-binary identity and “Big Sister” persona. However, despite his compelling narrative potential and representation of gender diversity, Arashi’s popularity remains comparatively low. This thesis argues that he occupies a contradictory space within the fan community—appreciated but rarely chosen as a fan favorite or “oshi”—reflecting broader tensions among audience expectations, heteronormative frameworks, and the capitalist production of Otome games in East Asia. Using interdisciplinary methodologies from game studies, media studies, and cultural studies, this thesis investigates Arashi’s character through his narrative arcs, character design, and interactions with players and other game characters to explore the reason for his low popularity. Additionally, it analyzes fan reception using measurable indicators such as merchandise sales, fan-generated content, and discussions across online platforms. By comparing Arashi with similar queer characters in other interactive media, the thesis highlights how his “Big Sister” persona both enriches and constrains his character. By situating Narukami Arashi at the intersection of queer identity, virtual idol culture, and market dynamics, this thesis contributes to broader discussions on gender diversity, and queer representation in East Asia’s evolving landscape of the Otome game industry.