Big in Japan (phrase) - "Small in Japan"

"Small in Japan"

The derivative phrase "small in Japan", originally used for AC/DC, has been used since the early 1980s. In general, a small-in-Japan artist holds significant popularity in the Western world (in most cases the United States), and visits Japan many times to promote himself/herself, yet is almost unknown and unsuccessful in Japan despite being heavily featured by Japanese music media. Notable small-in-Japan individuals in the 2000s included Rihanna, Alicia Keys, Jennifer Lopez, Eminem, The Jonas Brothers, Amy Winehouse, Linkin Park, Lindsay Lohan, 50 Cent, The Libertines, Jessica Simpson, and Connie Talbot.

In Japanese culture, the phrase "small in Japan" is also used to describe Japanese celebrities who are unknown, unsuccessful or "forgotten" in Japan but making their ways outside Japan. The phrase has been used to refer to certain musicians such as Dir En Grey, certain professional wrestlers such as Tajiri and Yoshi Tatsu, certain fashion models such as Ai Tominaga and Tao Okamoto, and all the Miss Universe contestants from Japan, most of whom are former unsuccessful fashion models, including Kurara Chibana and Riyo Mori.

In one exceptional case, Digital Arts magazine has used the phrase to describe the Xbox, a videogame console that was a success all over the world except in Japan.