J-horror’s origin and strategic application in the new media era

This study investigates how Japanese horror cinema (J-horror) can strategically adapt to the contemporary digital media landscape while preserving its distinctive cultural and aesthetic identity. Drawing on a systematic literature review of scholarship published between 2000 and 2023, we examine the genre’s evolution from traditional ghost-story roots to its current engagement with streaming platforms, short-form content, and participatory media. Guided by two research questions and corresponding hypotheses, our analysis identifies key opportunities for J-horror to leverage transmedia storytelling, episodic formats, and interactive fan engagement. We propose four strategic priorities for filmmakers and distributors to maintain J-horror’s psychological intensity and folklore-based minimalism while embracing platform-driven viewing habits. This research fills a critical gap in understanding how traditional horror genres can navigate digital transformation without losing their cultural specificity.