The reception of Japanese animation in East Asia is a topic of special interest in social sciences; however, little empirical research has been performed that explicitly examines the determinants of its audiences in different countries using quantitative methods. This article studies historical, social and cultural factors that affect the reception of Japanese animation in East Asia, and investigates its determinants among audiences in Taiwan, South Korea and China using a logistic regression analysis model to analyse the data of the East Asia Social Survey 2008. The authors’ findings primarily indicate that higher schooling and the consumption of other cultural goods such as Chinese movies or South Korean dramas are positive factors concerning Japanese animation. In contrast, older audiences have a negative attitude towards Japanese animation. These variables and the self-assessment of community are discussed in the context of previous research. Through empirical analysis, the authors’ findings support this previous research, confirm possible new tendencies and suggest a possible transition in the concept of ‘Japan’ in the context of East Asian cultural consumption.