The Japanese brand of special effects otherwise known as ‘Tokusatsu’ encompasses an entire genre of works characterized by the usage of special effects techniques such as miniatures, flashy costumes, exaggerated motions and actions. Since its inception in the 1950s, Tokusatsu has additionally become associated with consumerism, with the most significant Tokusatsu productions being vehicles for the sale of merchandise primarily targeted to children. In Malaysia, the youth received Tokusatsu with great fondness as Tokusatsu shows were officially distributed in the country from the 1970s all the way through to the early 2010s. While it was mainly children at first who were the prime audience of Tokusatsu in Malaysia, Malaysia’s Tokusatsu fans now appear to be comprised primarily of adults who had been fans since they were children. However, in the mid-2010s, the official distribution of Tokusatsu in Malaysia came to an abrupt halt following the Tokusatsu Industry’s shift in marketing strategies. Even still, Malaysia’s community of Tokusatsu fans curiously persists to this day in spite of the lack of official distribution. Through qualitative interviews carried out with self-proclaimed Malaysian fans of Tokusatsu, the reasons behind the continued consumption of Tokusatsu in Malaysia were identified. The participants, all of whom had reportedly utilized unofficial and illicit sources to access Tokusatsu, revealed the reasons behind their continued consumption based on several key factors; their level of engagement to Tokusatsu, their attitudes toward Tokusatsu, and their perceived control over the means they utilized for accessing Tokusatsu. Additionally, suggestions toward the Tokusatsu Industry’s further expansion and activities in Malaysia were provided based on the participants’ views and desires on the industry.

Keywords: Tokusatsu, Malaysians, Official Distribution, Fandom, Continued consumption