Japanese Language Learning and the Consumption of Japanese Cultural Products in Thailand

Motivation for learning a second language varies among individuals: some people enjoy the process of learning languages, while others learn a second language for practical reasons. Previous fieldwork research in Thailand has shown that many consumers of Japanese cultural products are also learners of the Japanese language. This suggests that Japanese cultural products motivate consumers to start studying Japanese and to continue learning it. In this study, two hypotheses will be posed in order to reveal the relationship between the consumption of Japanese cultural prod-ucts and Japanese language learning: (1) exposure to Japanese cultural products induces Japanese language learning, and (2) Japanese language learning induces the consumption of other Japanese cultural products. Through questionnaire research conducted on university students in Thailand and through ethnographic data, this study attempts to examine the hypotheses and to demonstrate a continuous cycle model of Japanese language learning and the consumption of Japanese cultural products