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Orange’s Controversial Path in Manga Translation
Orange, a rising player in the manga translation industry, is gaining attention through its dedicated app called emaqi. The name is a clever homage to “emaki,” the traditional Japanese illustrated scrolls that predate modern manga. In addition to distributing translations via this platform, Orange aims to offer its services to US publishers in a more conventional translator-for-hire capacity.
Despite its ambitions, Orange has encountered backlash from segments of the US manga community. At the Anime NYC convention this past summer, notable translator Jan Mitsuko Cash voiced her concerns on social media, stating, “A company like Orange has no place at the convention hosting the Manga Awards, which celebrates manga and manga professionals in the industry.” She encouraged her followers to petition Anime NYC to exclude AI companies from future events.
Further criticism came from industry observers like Brienza, who highlighted the precarious nature of work within culture industries, including translation. “Work in the culture industries, including translation, which ultimately is about translating human intention, not mere words on a page, can be poorly paid and precarious,” Brienza noted. She expressed concern that if AI-driven methodologies take root, many translators might transition from meager earnings to total job loss.
Some fans have pointed out potential shortcuts taken by Orange in its translation process. A user on social media remarked on the company’s neglect in accurately replicating stylized text that represents a character’s inner thoughts—a crucial aspect that enhances storytelling in manga. This fan indicated that Orange did not hire professionals for tasks like redrawing or lettering, leading to some text being omitted altogether.
However, representatives from Orange insist that their understanding of manga translation involves a commitment to human creativity. Kuroda, a spokesperson for the company, stated, “We believe that human creativity is absolutely irreplaceable, which is why all AI-assisted work is rigorously reviewed, refined, and finalized by a team of people.”
Furthermore, Orange maintains that the authors whose works they translate are supportive of their initiatives. Kenji Yajima, a contributor to the company’s catalog, expressed his satisfaction with the English version of his manga, Neko Oji: Salaryman reincarnated as a kitten!. He shared, “As a manga artist, seeing my work shared in other languages is always exciting. It’s a chance to connect with readers I never imagined reaching before.”
As the conversation around AI in translation continues to evolve, the manga community remains divided on the implications of companies like Orange, their methodologies, and the future of translation work in a digital age. The balance between technological advancement and preserving the human touch in creative works is a challenge that will need ongoing discussion and scrutiny.
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