The beginning of despair: aggressive Retsuko and the Sanrioization of women’s ‘transgressive rage’

Abstract

In 2016, Sanrio debuted a series of shorts featuring Retsuko, a cute lesser panda with a penchant for bursts of death-metal infused violent rage. The shorts, eventually transformed into a full show on Netflix, were a comedic look at Retsuko’s anger at unfair treatment in the Japanese workplace, casting a critical eye on issues of sexism, harassment, and overwork. But while Retsuko has been explicitly positioned as counter cultural, what does it mean to be transgressive and Sanrio? This paper analyzes this question from a cross-disciplinary perspective, drawing on critical feminist studies, rage studies, media studies, and sociolinguistics. Approaching the framing, content, and speech of Retsuko throughout her media appearances, we argue that while Retsuko is certainly critical of contemporary Japan, her transgression is ultimately limited, with any potential paths to freedom or rebellion hampered by a corporate system that reabsorbs transgressive behavior and sells it back to customers, closing off the potential to imagine new ways of being.