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The True Nature of Aquariums Vol. 1 |
Aquariums as Japanese Subculture

Are Japanese Aquariums Evolving Into Their Own Unique World?

Japan is known as a nation of aquariums, home to more than 130 facilities across the country. Today, Japanese aquariums are far more than places to look at fish. Through hands-on programs for enthusiasts, food menus inspired by marine creatures, anime collaboration events, and more, each facility has evolved in its own unique way — adapting to visitor needs and the spirit of the times. Looking at the distinctive content and communities that have grown up around aquariums, it feels fair to say that aquarium culture has become a subculture uniquely its own in Japan.

Two Examples of Expanding Content

One standout example is Sumida Aquarium's "Penguin Relationship Chart" — a diagram that brought to life the social dynamics among penguins, information previously known only to the keepers. The chart mapped out a romantic drama so tangled it could rival a daytime soap opera, and it went viral on social media. (The "Penguin Relationship Chart" was trademarked by Orix Real Estate Corporation in 2020.)

Another example is the "Gyoshuin" (fish seal stamp) — a concept believed to have originated at átoA and Shikoku Aquarium, now widely seen across western Japan. Inspired by the tradition of collecting goshuin stamps at Shinto shrines, the movement gave rise to dedicated gyoshuin books and encouraged visitors to travel between aquariums collecting unique stamp designs. It also became a creative way for each facility to highlight its regional character.



Both examples succeed by translating animal stories into relatable human terms, and by borrowing participatory structures from other cultural traditions — drawing in not only dedicated aquarium fans, but a much broader audience.

What Is Subculture?

When people hear the word "subculture," anime, otaku, or idol culture often come to mind. In its original definition, however, subculture refers to the culture of a specific minority group that exists outside of high culture. (Definitions and origins vary.) High culture encompasses classical music, traditional fine arts, and academia — cultural forms that presuppose a certain level of education or training. Historically, it was sustained by aristocratic and intellectual classes, upheld by institutions and authority. While considered "elevated," it has often been inaccessible to the general public. In 1960s America, countercultures like the hippie movement arose in resistance to dominant power structures, but eventually faded. From the 1970s onward, more diverse and everyday subcultures rose to take their place. So reducing "subculture" to simply anime, manga, or idol fandom is a somewhat narrow reading.

A professor of mine once used the tea ceremony as an example, saying: "When you make a culture too 'high,' it becomes a niche." The tea ceremony is a beautiful tradition, but participating in it requires knowledge of etiquette and ritual. By elevating the simple act of sharing tea with another person into an almost sacred ceremony — scenes that often appear in period dramas as venues for political negotiation — it became increasingly high culture, lost its casual accessibility, and gradually saw its participant base shrink. This pattern can be observed in many cultural forms beyond tea.

Aquariums and Mass Appeal

What I love most about Japanese aquariums is their mass appeal — a quality I think is stronger here than in almost any other type of museum. Art museums come with the weight of historical context and art theory; natural history museums can feel dense with specialist knowledge that's hard to follow without a background in the field. (Though this has been changing in recent years.)
Aquariums, by contrast, let you enjoy living creatures without needing any particular knowledge. Children, the elderly, and foreign visitors can all share the same sense of wonder. And aquariums are quick to absorb the trends and currents of popular culture. This ability to delight everyone — that democratic accessibility — is what makes Japanese aquariums so compelling.
Compared to aquariums abroad, which tend to emphasize research, investigation, and conservation, Japanese aquariums have been pushed strongly toward entertainment, experience, and commercial appeal. The result is that, while rooted in scientific inquiry, a rich surrounding culture of "enjoying the aquarium together" has blossomed in remarkable variety.

▼In Closing

・Driven by the demands of entertainment, experience, and commerce, Japanese aquariums have carved out their own distinct culture through differentiation.
・By maintaining mass appeal, they have become cultural hubs as well as educational and research institutions.

If you ever come across a collaboration event between an aquarium and something you love, I hope you'll go. It's sure to offer a fresh and unexpected way to encounter the natural world.

Ayako Horikawa

Founder, DESIGN STUDIO KAISUI
An experience designer specializing in aquariums, working across exhibition design, spatial design, and program development.
After gaining experience in operations and exhibition design at Sumida Aquarium and spatial design at UDS Ltd., she established her own studio. She has been involved in exhibition direction and program development for the urban aquarium AOAO SAPPORO.
Her work focuses on designing environments that cultivate observation, curiosity, and wonder.
She holds a Master’s degree from Tokyo University of the Arts.
Author of “A Day in the Life of Aquariums: Creatures and People” (Fukuinkan Shoten).
Member of the Japan Society of Exhibition Studies and JAGDA.