In a media landscape often dominated by sensationalism, Netflix’s latest reality show, The Boyfriend, is refreshing the narrative with its heartfelt portrayal of LGBTQ+ relationships. Premiering in July 2024, the show has quickly risen to become one of Netflix’s top non-English titles, not only in Japan but worldwide. A report by Canvas8, a strategic insights practice, highlights the impact this show has had on reshaping perceptions of gay dating in Japan, a country where same-sex marriage remains illegal.
A Milestone in LGBTQ+ Representation
Written by Nicolas Nhalungo, the Canvas8 case study titled, How The Boyfriend Gently Breaks Barriers for Japan’s Gay Men, reveals that the show has ranked #6 in Japan’s viewership, a significant achievement for LGBTQ+ content. Kat Joplin, a Vietnamese-American journalist and educator based in Tokyo, affirms, “The Boyfriend is a landmark in LGBTQ+ representation in Japan.”
By diverging from the stereotypical narratives of Western reality TV, the show prioritizes emotional connections and personal growth over drama. It introduces nine male contestants navigating the complexities of gay dating while exploring friendships and diverse queer identities, including drag queens and go-go dancers, in a non-sensationalized way.
Inspired by Terrace House: A New Genre of Queer Reality TV
Drawing inspiration from the hit series Terrace House, The Boyfriend adopts a documentary-style format, offering a slow-burn exploration of relationships. This format appeals not only to the LGBTQ+ community but also to a broad female audience across East Asia. The show’s success has sparked conversations around the potential for localized versions across various regions, reflecting its universal appeal.
Nick Morris, Founder and Managing Director of Canvas8, reflects on the show’s far-reaching impact, stating, “The Boyfriend stands as a testament to the power of authentic representation in media. By capturing the genuine, heartfelt moments of its cast and presenting a nuanced view of queer dating, it has not only broken barriers in Japan but also set a new standard for global television.”
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Changing the Narrative: From Drama to Depth
In contrast to reality shows like Love Island or Too Hot to Handle, which often lean into sensationalism, The Boyfriend brings focus to emotional vulnerability and kindness. This approach aligns with the broader shift in Japanese media toward more authentic and considerate storytelling. The slower pacing of the show reflects traditional Japanese cultural values like honne (true feelings) and tatemae (public facade), offering viewers a sincere depiction of relationships.
Advancing LGBTQ+ Conversations in Japan
Despite societal pressures and Japan’s conservative stance on LGBTQ+ rights, The Boyfriend has opened the door for meaningful conversations on queer issues. The inclusion of renowned drag queen Durian Lollobrigida as host further bridges the gap between traditional views and modern LGBTQ+ experiences. Kat Joplin adds, “The success of The Boyfriend demonstrates a growing acceptance and demand for authentic queer narratives.”
With over 70% of Japanese citizens now living in areas that issue same-sex partnership certificates, and increasing support for same-sex marriage among younger generations, The Boyfriend is undeniably contributing to a cultural shift in Japan.
Looking Ahead: More Inclusive Representation
As Japan’s LGBTQ+ scene continues to grow, with nearly 10% of citizens identifying as LGBTQ+ in 2023, the need for diverse representation in media becomes ever more pressing. Future seasons of The Boyfriend may bring even more inclusivity. Joplin hopes to see “more varied body types, trans individuals, and other underrepresented groups,” further cementing the show’s role in shaping progressive narratives for the global audience.
‘How The Boyfriend gently breaks barriers for Japan’s gay men’ may be downloaded here for a limited 1-week period:
