Something I often hear from others is that “Slam Dunk is underrated”. To an extent, this is true. The series isn’t very talked about among younger fans of manga, and newer sports series such as Haikyuu are mentioned more by younger fans. However, Slam Dunk is not underrated in the slightest. Its numbers of copies sold worldwide (170 million copies, making it the seventh best selling manga of all time) speaks for itself, but in this essay I want to break down both the numbers and impact that truly show Slam Dunk’s success.
During the time of the series' publishing in Shonen Jump, Japan had been going through an economic fall. The Japanese economy suffered a prolonged recession that followed the collapse of the economic success of the 80’s. Corporations had stopped hiring new employees in order to maintain their current ones. This meant that many people were out of work, and it led to high unemployment. While this doesn’t directly affect Inoue, it puts lots of pressure on his manga to do well. After all, if he couldn’t make something that sold, he was out of a job. He had also stated that his editors were against him making a basketball manga due to it being unknown in the country, yet he did it regardless — despite knowing that he could easily be out of a job and face the financial difficulties many others were facing throughout the 90’s.
Throughout the 90’s, basketball wasn't very known in Japan. The NBA was at its peak in popularity, but this popularity didn’t translate to Japan. Baseball and soccer were far more known sports in Japan, and so Inoue was faced with the task of introducing basketball to his readers. (He did a good job of this). Slam Dunk starts off more comedic and casual compared to an intense sports series, and this was done to appeal to a wider audience. In fact, some of the most popular chapters and episodes at the time had been the gym fight arc, which didn’t exactly have much to do with basketball. But as the series progressed, Inoue was faced with two choices; to continue with the writing structure that was selling, or to double down on the basketball aspect of the series and risk alienating and losing his audience.
But instead of backing down, Inoue decided to take the risk. The story became more and more basketball focused, but he didn’t alienate his audience. In fact, the story was becoming more and more popular. At the time, it contended with Dragon Ball Z, and at times was even outselling.
The apex of the series’ popularity had been towards the end of its serialization in 1995-1996, throughout the Shohoku vs Sannoh match. And then it ended. Inoue’s editors wanted him to continue the series as it was one of the magazine’s best selling, and instead, he just left. A complete power move. The series had lots of material that could have been used to continue the series, such as what happened to Shohoku (particularly Sakuragi) after the Sannoh match, him getting the girl, him becoming an even better player. I think that Inoue knew the series could have been even bigger if he had continued, but I also believe that it ended where it needed to. If Slam Dunk had been dragged longer, it may have gotten stale, and it might not have been as beloved as it is right now. Additionally, Inoue’s other big titles such as Vagabond or REAL don’t have endings due to long hiatus, and it’s possible that Slam Dunk may have faced similar treatment.
Aside from its overall sales, another interesting metric that encapsulates Slam Dunk’s success is its sales per volume estimate.
Slam Dunk being second only to One Piece (the best selling manga of all time) highlights just how successful it is.
Additionally, here is a sales chart of the best selling manga in September 2022. The fact Slam Dunk places here despite being a series that has been completed for over 25 years speaks for itself.
The series is very impressive sales wise already, but another component on just how successful Slam Dunk is its cultural impact in Japan. I already stated Inoue was forced with the task of introducing basketball to Japan. And to say he introduced it to them would be an understatement; it can be said that Slam Dunk popularized the sport.
Around the 90’s, while basketball was at its peak in popularity due to the NBA, Japan didn’t pick up on this. Baseball and football were still far more popular. As I said before, Inoue was tasked to introduce basketball to his readers.
Introduced is an understatement, and Inoue’s story actually increased enrollment in basketball among Japanese youth. In fact, throughout 1990-1995, around one million Japanese high schoolers were playing basketball as an extracurricular. And when Slam Dunk ended its serialization, this number dropped again.
Additionally, when the NBA came to Japan during the time the series was being published, the stadiums for their games were packed. This adds onto just how much more popular basketball was getting in Japan. And even now, it can be said basketball is a much popular sport in Japan.
But he didn’t just introduce the game itself; he also showed the culture surrounded by basketball.
Basketball culture is another prominent thing shown in Slam Dunk, from the boys hooping in Jordans, the baggy clothes they wear, to the sneakerhead culture. Inoue bridged 90’s American culture to Japan, and he made it a thing among Japanese youth.
Something else I want to note is that Nike allowed for Inoue’s use of their products in the manga. On my initial read, this surprised me, since I figured that Nike would have copyrighted the series. However, the reason they allowed for Inoue’s display of their products was because it essentially advertised their products to the Japanese market. In fact, Jordan’s and Nike’s sneakers had a massive increase in Japanese sales throughout the series’ publication (particularly the shoes worn by Sakuragi and Rukawa). Additionally, Nike also had a collaboration with Inoue to make red Jordan’s with Slam Dunk’s panels.
The series wasn’t known in just Japan, but throughout other Asian countries such as South Korea, China, and The Philippines. And as a result, basketball got popularized in these countries as well. If you were to ask anyone from there from around the 80’s-90’s, it’d be difficult to not find a Slam Dunk reader.
Throughout all this, I firmly believe that Slam Dunk isn’t underrated. It is arguably one of the most influential mangas, and easily one of the most successful.
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