In 2017,the isekai genre, a staple of Japanese light novels and anime, found itself at a crossroads.While its popularity was soaring,the genre also sparked intense debate within the light novel industry. Protagonists reborn or transported to fantastical worlds had become so ubiquitous that readers and writers alike began to feel the strain of oversaturation. It was against this backdrop that Kadokawa, a leading publisher in the medium, made a bold move: banning isekai plots from its NOVEL 0 light novel contest.
The contest’s guidelines were unequivocal: «We’re looking for novels that today’s adults want to read, with an adult male protagonist! Everything is allowed, except isekai stories. The genres, settings and eras are completely free as long as they do not include this theme!». This decision wasn’t an isolated one. In 2016, the Bungaku Free Market literary event had similarly excluded “reincarnation or transportation to another world” plots from its short story contest. These restrictions underscored a growing demand for originality in a market flooded with repetitive narratives.
Critics argued that the genre’s reliance on the “great contrast” between worlds had become a crutch, often sidelining the progress of deep, original characters. Social media and forums buzzed with mixed reactions. Some users expressed relief, stating, «It’s a respite. There are too many same stories, it’s not exciting anymore».Others pointed out that the issue wasn’t isekai itself but its overused tropes,such as “cheat skills” and harems. Yet, defenders of the genre highlighted its potential for evolution, noting, «Moving from a town to the city, or moving from school to the working world, are essentially also forms of isekai. It is indeed a reflection of the changes in our livesand is valid when spelled correctly».
The dominance of isekai was undeniable. In previous competitions,like the Fourth Online Novel Grand Prize hosted by Shousetsuka ni Narou—the platform behind hits like Re:Zero and Mushoku Tensei—most winners were isekai stories. While lucrative, this omnipresence began to stifle creativity, prompting calls for diversification.
the NOVEL 0 contest aimed to spotlight mature narratives with adult protagonists, marking a pivotal moment in light novel history. It wasn’t the end of isekai but a pause—a wake-up call for the industry to innovate and explore new storytelling avenues. As one commentator noted, «The problem is not the isekai, but the clichés».
| Key Moments in Isekai’s Evolution |
|—————————————|
| 2016: Bungaku Free Market bans isekai plots in short story contests. |
| 2017: Kadokawa prohibits isekai in NOVEL 0 contest, seeking mature narratives. |
| Industry Response: Mixed reactions highlight fatigue with tropes but optimism for genre evolution.|
Though the 2017 “ban” didn’t spell the end for isekai, it served as a reminder of the need for narrative diversity. The genre remains a powerhouse in light novels and anime, but its temporary sidelining opened doors for fresh, innovative stories. As the industry continues to evolve, the lessons of 2017 remain relevant: creativity thrives when boundaries are challenged.
For more on the isekai genre,explore its roots and evolution here.
Isekai at a Crossroads: A Conversation on Genre Evolution and Creativity in Light Novels
Table of Contents
In 2017, the isekai genre, a cornerstone of Japanese light novels and anime, faced a pivotal moment. As its popularity soared, so did concerns about oversaturation and repetitive tropes. This led to bold moves by industry leaders like Kadokawa,who banned isekai plots from their NOVEL 0 contest to encourage fresh,mature narratives. To explore this turning point and its implications, we sat down with Dr. Akiko Tanaka, a renowned scholar of Japanese literature and pop culture, to discuss the evolution of isekai and its impact on the light novel industry.
The Rise of Isekai and Its Dominance
Senior Editor: Dr. Tanaka, thank you for joining us. Let’s start with the basics. How did isekai become such a dominant force in light novels and anime?
Dr. Akiko Tanaka: Thank you for having me. Isekai’s rise can be traced back to its universal appeal—the idea of escaping to a new world resonates deeply with readers. Stories like Re:Zero and Mushoku Tensei became massive hits because they offered a blend of fantasy,adventure,and relatable struggles. Though, as more writers jumped on the bandwagon, the genre became oversaturated with similar plots and tropes, leading to what many call “isekai fatigue.”
The 2017 NOVEL 0 Contest and the Isekai Ban
Senior Editor: In 2017, Kadokawa made headlines by banning isekai from their NOVEL 0 contest. What was the meaning of this decision?
Dr. Akiko Tanaka: It was a bold and necessary move. The contest explicitly sought mature narratives with adult protagonists, which was a stark contrast to the frequently enough teenage-centric isekai stories.by excluding isekai, Kadokawa aimed to challenge writers to explore new themes and settings.This wasn’t about rejecting isekai outright but about pushing the industry to innovate and diversify.
Industry Reactions and the Debate Over Tropes
senior Editor: How did the industry and fans react to this ban?
Dr. Akiko Tanaka: Reactions were mixed.Some welcomed the change, expressing relief from the repetitive “cheat skills” and harem tropes. Others defended isekai, arguing that the problem wasn’t the genre itself but the lack of creativity in its execution. As one commentator aptly put it, “The problem is not the isekai, but the clichés.” This debate highlighted the need for balance—preserving what makes isekai appealing while encouraging fresh storytelling.
The Future of Isekai and Light Novels
Senior Editor: Where do you see the isekai genre and the light novel industry heading in the future?
Dr. Akiko Tanaka: Isekai isn’t going anywhere—it’s too ingrained in the culture. Though, the 2017 ban served as a wake-up call. We’re already seeing more nuanced takes on the genre, with stories that explore deeper themes and character development. The light novel industry is also embracing diverse narratives, from slice-of-life to psychological thrillers. The key takeaway from 2017 is that creativity thrives when boundaries are challenged, and I’m optimistic about the future.
