“Wait, This Is a Ghibli Anime?!” Grave of the Fireflies Hits Netflix Japan and Wrecks a New Generation

Japanese pop culture news edited by Patrick Macias

• Studio Ghibli’s Grave of the Fireflies is now streaming on Netflix Japan for the first time

• Many viewers are surprised to learn it is a Ghibli film at all

• Shifting age demographics and declining TV ownership are reducing younger viewers’ access to Ghibli films

Studio Ghibli’s anime film Grave of the Fireflies (1988) is now available for streaming on Netflix Japan, marking its first-ever domestic release on a subscription platform. The film was already streaming overseas since September last year, but Japanese viewers had to wait until now. Its last terrestrial TV broadcast was in 2018, following director Isao Takahata’s passing, with just two airings in the past decade.

Younger Viewers Are Shocked and Moved

Social media is flooded with reactions from people seeing Grave of the Fireflies for the first time, many of whom didn’t know it was a Ghibli title. Younger audiences in their teens and twenties expressed surprise and deep emotional responses, including feeling depressed or overwhelmed. Parents also reflected on how differently the film hits when viewed with children or as adults.

A Ghibli Masterpiece That Some Still Don't Know

One unexpected but common comment is: “I knew the title, but I didn’t realize it was a Ghibli film.” While surprising, it makes sense. The film hasn’t been frequently broadcast or made widely available. For some, especially younger viewers, it simply fell off the radar despite its historical significance and acclaim.

A Disappearing Gateway to Ghibli Films

In Japan, most older Ghibli titles are only accessible via DVD, Blu-ray, or rare TV reruns. With video rental stores closing rapidly across the country, physical media is harder to come by. That leaves terrestrial television as the last remaining way to encounter many Ghibli classics, a medium that many younger people no longer engage with.

TV Ownership Is Declining Among the Young

A 2023 LINE Research survey shows that only around 60 percent of people in their teens and twenties own a TV, compared to more than 75 percent across all age groups. Conversely, computer ownership is higher among young people, making streaming the more natural entry point. As TV viewership declines, so too might access to Ghibli films.

Personal History Fuels the Story’s Power

Grave of the Fireflie author Akiyuki Nosaka based the story on his own experiences during wartime, including the death of his one-year-old sister due to malnutrition. In an era when light, easy viewing dominates, it is all the more important to engage with heavy works like Grave of the Fireflies. As we mark 80 years since the end of World War 2, this film offers a chance to reflect and remember.

Via Toyokeizai.com