Character Design in West vs East: the Main Differences

CEO & Founder at RetroStyle Games | Feb 24, 2025

For over fifty years, video games have been more than just a hobby for many people. They have become trendy across different cultures, creating jobs in programming, marketing, and especially art and design outsourcing.

Like any other art form, video game design is executed differently depending on the culture. We’ll take the two most blooming sides of gaming industries now — the West (Europe, North America, and Australia) and the East (South Korea, Japan, and China)—and see how they can be similar and different at the same time.

Portrayal in Eastern and Western Video Games

The Western style of character design comes from game companies in America. These companies have influenced the global market with their unique gameplay and looks. Japanese developer Keiji Inafune explained that this is because Japanese people grow up with anime and manga, which are more abstract and stylized. Western gamers are more used to realistic movies and TV shows, so they prefer that style in their games. Many American and European players think Japanese games are too colorful and cartoon-like. Meanwhile, most Japanese gamers wonder why Western games are so realistic and dark.

So where is the similarity? What one culture finds attractive or perfect can be different from another culture’s view. This is seen in the characters’ design. The “ideal hero form” has been around even before video games, seen in modern pop culture and comic books, and even ancient legends. It represents the best human form, often beyond what real people can achieve. No matter if it’s Batman from the DC universe or Ryu from Street Fighter, there is no difference between Western and Eastern characters here.

What else may have contributed to the development of a certain character style? Customization and modern RPG character portraits have also become very popular in Western games. Westerners love being able to create their characters, even if the options are limited. Eastern gamers, however, prefer having a story and characters already made for them. This difference in preferences is one reason why Japanese RPGs have become less popular in the West.

Japanese RPGs were very successful in the West when Final Fantasy VII was released for PlayStation in 1997. This game brought huge popularity to the genre. Since then, Western gamers have moved towards games that offer more customization, like Star Wars: The Old Republic, where players can change their character’s gender, class, and appearance. These games also force players to make decisions that affect the story. And also, based on what players mostly prefer to make in such RPGs the developers can catch a hint on what people like the most in their character’s visual appearance.

Male Characters

In Eastern games, male characters often fall into the “bishōnen” category, which means “pretty boy” in Japanese. These characters are usually tall, slender, and have feminine features. They are seen as beautiful and sometimes androgynous (not strictly male or female in appearance). Many popular Japanese game characters, like those in Final Fantasy and Zelda, have this look.

In Western games, male characters are often large and muscular, showing strength and power. This is influenced by Western myths, where heroes like Hercules are depicted as strong with big muscles. Western comics and games, like Superman, also show male heroes with unrealistic muscle sizes. Games and their stylized 3D characters like Duke Nukem and Gears of War have male leads that are bulky and tough, showing a form of macho character design.

Females in Video Games

In many video games, female characters are often seen as “eye candy” for male players. They usually support the male characters and have idealized attractive appearances. This has caused some criticism from female gamers. Female characters are often shown as sex objects, reinforcing gender stereotypes and influencing attitudes towards women. For example:

In games like Soul Calibur (Ivy), or Tomb Raider (Lara Croft) the characters are known for their large chests and revealing outfits. Her design attracts male attention and is used in promotional materials to boost sales.

In Street Fighter, female characters like Chun-Li, Cammy, and Sakura have exaggerated body shapes. Chun-Li wears a traditional dress with high cuts, showing her strong legs. Cammy wears a swimsuit with a revealing back, and Sakura wears a short schoolgirl outfit that reveals her underwear when she moves.

In Fatal Fury, the character Mai Shiranui is a female ninja known for her revealing outfit and “jiggle” animations in her breasts.

Female characters are also often portrayed as damsels in distress, needing rescue by male heroes. For example, in Dragon’s Lair, the hero must save Princess Daphne. In games like Mario and Zelda, the main goal is to save a princess from an evil character.

However, some games have strong female leads who are not over-sexualized. Both in female character concept art and the game characters like Manon Batiste from Medal of Honor: Underground, most of the female characters from Baldur’s Gate 3, Ellie from Last of Us, or Faith from Mirror’s Edge, are powerful and respected by gamers.

Despite this, male characters still outnumber female characters in video games, and males are usually the main characters. This gender imbalance can suggest that males are more important or interesting than females.

Designers are always trying to create attractive and powerful characters. Male characters are often designed to be idealized figures, while female characters are shown with fewer clothes, with larger breasts and hips (p. 118). This difference is noticeable across different cultures. Some female characters manage to stay true to their roles without being overly sexualized.

Impact of These Portrayals on Players and Society

The way characters are designed in video games can have a big impact on both players and society. These portrayals influence how people see themselves and others, shaping cultural norms and personal identities.

Players frequently identify with the characters they play. In Western games, where characters are usually more realistic, players might see these characters as role models or reflections of themselves. In Eastern games, the exaggerated characters can inspire creativity and imagination, offering an escape from reality.

The portrayal of male and female characters in games can affect players’ perceptions of gender roles. Western games often feature strong, muscular male characters and strong, independent female characters. Eastern games might show more androgynous male characters and highly idealized female characters. These portrayals can challenge traditional gender stereotypes, influencing how players see themselves and others in real life.

Playing games from different regions can broaden players’ horizons and increase their understanding of other cultures. Western players can learn about Eastern aesthetics and storytelling, while Eastern players can experience Western realism and themes. This cross-cultural exchange can promote empathy and appreciation for diversity.

People's Opinions on Eastern vs. Western Character Design in Games

The images and comments show that people have strong and mixed feelings about how women are portrayed in video games in Japan (Eastern) and the West.

Positive views on eastern design: some people appreciate this game design, thinking it’s more diverse and interesting. They argue that Japanese characters are more colorful and appealing. Fans of Eastern games often like the stylized looks of characters.

Criticisms of Eastern design: others criticize Eastern game design, saying that many female characters look too similar. They believe that Eastern developers use the same facial structures and features, making characters lack individuality. Some also feel that these designs overly sexualize women, focusing more on their appearance than their personality or abilities.

Positive views on Western design: supporters of Western game design believe that it offers more realistic and varied female characters. They appreciate the effort to create strong, unique, and relatable female characters who don’t rely on exaggerated or sexualized features. They also point out that Western games tend to have more diverse character designs, reflecting different backgrounds and appearances.

Criticisms of Western design: some criticize Western designs for being too dark and realistic, arguing that they lack the charm and creativity found in Japanese games. Some also feel that the push for diversity in Western games sometimes leads to characters that don’t fit well within the game world or seem forced.

Some people take extreme positions, either strongly defending or attacking one style over the other. Issues of sexism, racism, and cultural representation often come up in these debates, reflecting broader social issues. Gamers create memes based on their views criticizing Western games for their naturalistic approach to character design, being confused that in zombie survival games, for example in Last of Us, there are no characters that satisfy their sexual fantasies and desires. The activists say that this fact shows a derogatory approach to women and their perception as sexual objects only, which is an issue not only in the video game industry.

Why Players Choose to Play as the Opposite Gender in Video Games

Players have different reasons for choosing to play as the opposite gender in video games. Based on comments on r/AskReddit, the main reasons are:

Aesthetics and Style

Some players enjoy the way characters of the opposite gender look. They find them more attractive or stylish.
People feel that female characters often have more and better customization options, such as hairstyles and outfits. This makes the game more enjoyable for them.

Gameplay Advantages

Players believe that female characters have better spell and attack animations. Others think that female characters have smaller hitboxes, which can be an advantage in certain games.

Role Playing and Escapism

Playing as the opposite gender can be an escape from reality. Some players find it refreshing and fun to be someone who is far from their real-life identity.

Avoiding Harassment

Some female players choose to play as male characters to avoid harassment from other players. This helps them have a more comfortable gaming experience.

Personal Preferences

Male players prefer to look at female characters’ appearances while playing. They find it more pleasant than looking at male characters.
Someone may feel a stronger connection or identification with characters of the opposite gender. They might prefer the personalities or storylines of these characters.

Social Dynamics

In multiplayer online games, some male players choose female avatars to get more attention, while some female players choose male avatars to avoid unwanted attention.

Eastern Contribution to Western Games

Japanese Role-Playing Games (JRPGs) like Final Fantasy and Dragon Quest have complex story, character development, and gameplay mechanics. These elements have been adopted by Western RPGs later. Likewise, western devs created well-thought and detailed games like The Witcher and Mass Effect.

Eastern games often have fast-paced, dynamic, complex combat systems. Games like Dark Souls and Monster Hunter have influenced Western action RPGs and action-adventure games, encouraging more challenging and engaging combat mechanics, like in games Lords of the Fallen or The Surge.

Japanese games like Resident Evil and Silent Hill were one of the first to make a survival horror genre, which has had a lasting impact on Western game design. Western developers have built on this foundation with games like Dead Space and The Evil Within. Some characters from the Eastern horror media inspired Western game female horror game characters. For example, Samara from The Ring is a clear prototype of Alma from F.E.A.R.

Eastern developers have contributed to the platformer and puzzle genres, with iconic games like Super Mario and The Legend of Zelda and their 2D character design. Western games such as Braid and Hollow Knight have drawn inspiration from these classics.

Many Western games have benefited from collaboration with Japanese designers and developers. An example is Bloodborne, developed by the Japanese studio FromSoftware in collaboration with Western designers. Western games have also started incorporating themes and settings inspired by Eastern cultures in games like Ghost of Tsushima and Sekiro: Shadows Die Twice.

Game character design has a crucial role in these collaborations, as it helps bridge cultural differences and merge artistic styles. Western games have also started incorporating themes and settings inspired by Eastern cultures, using concept art to visualize and harmonize these diverse influences ensures that the final game resonates well with a global audience.

Conclusion

The design of video game characters in Eastern and Western cultures showcases unique styles, influences, and preferences that have significantly shaped the gaming industry. Eastern games, with their stylized visuals and deep storytelling, have inspired many aspects of Western game design. Conversely, the Western focus on realism and complex character development has also left its mark on Eastern games.

As both Eastern and Western developers continue to learn from each other, we can expect to see even more exciting and varied character designs in the future. This ongoing collaboration will keep enriching the gaming world, providing players with unique and enjoyable experiences that reflect the best of both cultures.

Ultimately, if you want to create characters, it’s essential to consider the audience you want to please. Understanding their preferences and cultural contexts can guide your design choices. By combining these approaches, you can make characters that are both engaging and culturally relevant.