The Story of Toriko: How Shonen Jump's First Attempt At The Next Big Thing Failed

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The Story of Toriko: How Shonen Jump's First Attempt At The Next Big Thing Failed
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Long before My Hero Academia, Demon Slayer: Kimetsu no Yaiba, and Jujutsu Kaisen were on the horizon, there was another manga Shōnen Jump pushed as the next big thing: Mitsutoshi Shimabukuro’s Toriko. Thanks to its great action, artwork, and comedy, Toriko dominated the late 2000s and early 2010s, and with Naruto nearing its finale and Bleach gradually losing popularity, Shonen Jump was quick to push it as their new frontrunner.

Tying all of that together was the surprising amount of thoughtfulness with which Toriko was written. Not only did it have extensive worldbuilding and a fun power system, both of which only grew better over time, but the progression of everyone’s power tended to center around philosophical elements as opposed to physical ones, with Food Honor even drawing direct parallels to enlightenment.

Shōnen Jump Tried Far Too Hard To Make Toriko The Next Big Thing Shōnen Jump Was Too Excited About Toriko For Their Own Good As soon as Toriko started taking off, Shōnen Jump began aggressively pushing it at every turn; the manga received a ton of merchandise and Shōnen Jump covers, the anime had four films, three of which premiered before the actual anime, and of the aforementioned One Piece crossovers, the first one was, surprisingly, its series premiere.

This idea is especially likely when Toriko is compared to My Hero Academia, Demon Slayer, and Jujutsu Kaisen. They all came out when anime and manga started becoming more mainstream and when streaming and simulcasting had become more prominent, and sure enough, they were all quick to eclipse Toriko in popularity, both critically and financially.

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