Japan’s ‘Joy Joy Festival’ Uses Cartoon Characters, ‘Superbook’ to Expand Christian Outreach
TOKYO – In a nation where less than 1% of the population identifies as Christian, a unique evangelistic approach is gaining traction in Japan. The annual “Joy Joy Festival,” organized by the Jesus Family Church in Tokyo, utilizes popular culture – including dressing up as beloved cartoon characters like Pikachu – to draw crowds and share the gospel.
Pastor Nozomi Nishimura explained the festival’s origins: “We wanted to find a way to share the gospel to more people, especially the children, and so we came up with this yearly evangelistic festival.” He noted that the festival serves as an entry point for the church, recently welcoming 10 non-Christian families.
Central to the festival’s success is the animated series Superbook, which first aired nationally in Japan 40 years ago. Originally created for the Japanese market, Superbook was conceived by Dr. Pat Robertson as a way to introduce biblical stories to a new audience. CBN, the organization behind Superbook, continues to invest in outreach efforts in Japan.
This year’s festival featured Gizmo, known as Robic in Japan, from Superbook, who performed alongside the Superbook team to the “Salvation Poem.” Organizers have observed increasing familiarity with the song among children, hoping this translates to a deeper understanding of its message – salvation through Jesus Christ.
“It’s very hard for kids to read the normal Bible,” said Tae Pun, a mother whose son, Isa, is a Superbook fan. “But Superbook is easy for them, with a lot of song and dance and pictures.” Isa himself shared, “If I believe in Jesus, then I will go to heaven. My favorite story in Superbook is the one about Revelation. And I like it because heaven looked cool.”
CBN’s regional director for Japan, John Tan, envisions a broader future for the ministry. “In the very near future, we plan to open CBN Japan, especially for kids, but there will also be a 700 Club-type program for the adults here in Japan.”
The outreach extends beyond festivals and Sunday schools. CBN Asia Producer Shekinah Grama learned Japanese to better connect with the community, finding that the effort fostered trust and openness. Last Christmas, the organization donated Superbook DVDs and Christian materials to an elderly home, introducing the Gospel to residents across nine facilities. A staff member at the home, Ms. Yokota, expressed gratitude, noting the materials brought “new joy and engagement” to daily programs.
The growing impact of Superbook and CBN’s initiatives has resonated with local missionaries like Keishi Kasuya, who believes CBN is becoming an established and accepted presence in Japan. “I thank you for your ministry and for working in this nation,” Kasuya said.
