The Most Popular Snoopy Quote in Japan

Billy: Yes. Your hubby.

Adrianne: My hubby. Yeah. Sam has something that he wants us to look into and I made him send it to hello@underunderstood.com. He went through the proper channels.

Billy: Okay, good.

Adrianne: Okay. So is everyone familiar with the comic strip Peanuts?

Billy: Yeah. Sure. Yeah, Charles Schulz.

Adrianne: Can you kind of describe it?

John: It’s Charlie Brown. It’s Snoopy. It’s Linus. It’s Lucy. It’s Pig Pen.

Adrianne: Okay, these are just character names.

John: These are characters. Okay. They’re children.

Regina: I feel like the storyline with Charlie and Lucy is like, Lucy always gets him to believe that he’s going to kick the ball, right?

Adrianne: Mmhmm.

Regina: But then she always pulls it away at the last minute.

Adrianne: Yeah. That’s like a really well known figure of speech.

Regina: Yeah.

Adrianne: Charlie and Lucy with the football.

Regina: Mmm.

Billy: It’s like G-rated South Park.

John: Well, I mean, the conceit is kind of like children with kind of adult issues… right?

Billy: Right. But there’s this weird kind of like, nihilist thread which also makes it like G-rated South Park to me.

John: Sure.

Adrianne: So you mentioned some of the characters, who would you say are the most famous characters from Peanuts?

Regina: Charlie Brown.

Billy: Snoopy.

John: Snoopy.

Adrianne: Sam’s question is about Snoopy.

Sam: So I was listening to an audiobook called Hello Habits by a man named Fumio Sasaki. I hope I’m pronouncing that right. And it’s a book about creating habits, why we create habits, how we create habits… it’s a pretty straight forward, like, self-help book. And then I got to this part in the book that kind of jumped out to me. That was weird.

Adrianne: Okay.

Sam: So I’ll just read the quote. ‘Snoopy said, “you play with the cards you’re dealt.” Cards that you’re dealt include your necks and your jeans, but through habits, it should be possible to exchange some of your cards like in a game of poker.’

So that’s the end of the quote from the book. So within that quote, there’s a Snoopy quote, where Snoopy says “you play with the cards you’re dealt.”

Adrianne: Has anyone heard of this quote? From Snoopy?

Billy: No

John: No.

Billy: Also, Snoopy doesn’t talk. Right?

Adrianne: So Woodstock talks in little scratch marks. Snoopy has thought bubbles.

Billy: Okay.

John: Right. Right.

Billy: Right. So technically Snoopy doesn’t talk, he just thinks?

Adrianne: He thinks, yeah but that was part of why it jumped out at Sam, because he was like, “wait, does Snoopy even talk? I didn’t think Snoopy had catch phrases.”

Sam: I should have mentioned this book is Japanese. So my first thought when I read this was that Snoopy was Snoopy the dog from Peanuts, but that Snoopy was like some, I don’t know, Japanese baseball player’s nickname or something. And I just figured that this must be a well-known person in Japanese culture, and this must be a well-known quote from that person.

So I just quickly Googled, like, “Snoopy, you play with the hands you’re dealt,” or whatever it was. And it turns out that is a frame that is a cell, you know, whatever you call it, that’s from one of the comics. Snoopy does have that thought bubble. But what was interesting is if you go to the Google image results, or even the regular Google results very quickly, you start seeing Japanese characters like Japanese lettering around kind of written around the comic or in the comment section or whatever.

And I saw, I noticed pretty quickly on a Reddit thread with this Snoopy image where he says this line that like the second or third comment is like, “great to see my Japanese Snoopy fans here” or something like that.

Adrianne: So I confirmed that this was said in a Peanut’s comic, and I’m going to put the full comic into Slack.

John: So it’s just three panels, right?

Adrianne: Mmhmm. It’s from October 4th, 1991. Can someone describe this?

John: We have Lucy standing next to Snoopy’s doghouse. Snoopy is sitting on top of the dog house and Lucy says to Snoopy, “sometimes I wonder how you can stand being just a dog.”

Next panel is a closeup on Snoopy. And he’s thinking, “you play with the cards you’re dealt,” and then Snoopy lies down on his back in the next panel and says, “whatever that means.”

Adrianne: Is this funny?

John: I mean, it’s funny, it’s the- it’s the joke. That’s the joke of a lot of Peanuts comics, which is like the dog- the dog has like an existential thought.

Regina: Right.

John: That’s all this is.

Adrianne: Yeah. So what is… what would you say is Snoopy’s personality? Maybe we should get into that a little bit.

John: Ponderous.

Adrianne: Ponderous? Okay. That’s a good word.

Billy: But sometimes really imaginative.

Adrianne: Imaginative?

Billy: Like the-

John: Like the Red Baron?

Billy: Yeah. Turning the house into a plane and stuff.

Adrianne: Uh huh.

John: Worried? He’s also worried. I feel like he spends a lot of his time with like dread.

Adrianne: Sure.

Regina: I… from a- from a non-expert opinion, always thought he was like that Eeyore type character.

Billy: I think they all have a little Eeyore in them though.

Adrianne: That’s the whole strip. It is the Eeyore of comic strips.

Regina: Maybe I’d like it.

Adrianne: I think you would.

The way this Snoopy quote is presented in this book makes Snoopy sound sort of sage, because it is in context where that quote is taken at face value. As Snoopy said, “you play with the cards you’re dealt. But through habits, it should be possible to exchange some of your cards, like in a game of poker.” So it’s like very straight forward.

It doesn’t really seem to line up with what’s happening in this panel, at least to me.

John: Right. Because Snoopy doesn’t actually know what he’s saying.

Adrianne: Right. He’s just like, “whatever that means.”

Billy: Right. Cause he’s just a dog.

Adrianne: Right. So I Googled this just like Sam, very few Google results about it. I don’t see this on any official merch. There is a Snoopy museum outside Tokyo, but that didn’t offer any clues about this particular phrase.

Okay. So what would satisfy your curiosity here?

Sam: I mean, what I would love to find is like a moment- you know, I don’t know if this exists, but I would love to find that moment where some celebrity in like the 80’s quoted Snoopy, and then it just stuck as like that’s Snoopy’s line or, you know, the poster or the billboard or whatever, where Snoopy uses this line.

Like, I’d love to find a moment that this became a popular phrase. I would like to know if Snoopy is in fact very popular in Japan and kind of like what that import was all about like, why, why did that stick more than other things?

Adrianne: So what I want to try to figure out is how did Snoopy get so popular in Japan? And is this Japanese Snoopy’s catch phrase?

John: Yeah.

Regina: Yeah.

John: Coming up, Adrianne finds poetry in Peanuts.

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Adrianne: Hi everyone!

John: Hey Adrianne!

Regina: Hi.

Adrianne: I’m a Snoopy fan now.

Billy: Wow!

John: Were you not before?

Adrianne: I was- I was always more of a Calvin and Hobbes kind of guy, but now I feel like I’m more of a Peanuts kind of guy.

Billy: Oh, really?

Adrianne: Like I really get the appeal.

So, if you all remember Sam was reading this book by a Japanese author that mentions a quote and attributes it nonchalantly, like as everyone knows, Snoopy said, “you play with the cards you’re dealt.” And he started wondering if Snoopy actually said this, and if this is Snoopy’s catch phrase in Japan.

John: Yeah.

Adrianne: So pretty much the first thing I did was to email my friend Mia. She is a very good journalist who writes about cultures, subcultures. And she grew up moving back and forth between the US and Japan.

Mia: When I saw your subject line which was just a Snoopy. I was like, what could this possibly be? I was- it was very, I was very curious. And when I opened it, I immediately was like, “I know exactly what you’re talking about.” I know exactly what this phenomenon is because I have spent several years watching it spiral out of control.

Adrianne: So Mia told me that in Japan, Snoopy is everywhere. Snoopy CP cups, giant stuffed animals, Snoopy socks, chopsticks.

Mia: There are socks, there are headbands with Snoopy. There’s a tissue case that’s just Snoopy’s head. And the tissues come out of his forehead. Slippers… like, you could absolutely have an entire house furnished with just Snoopy related things.

Adrianne: So Mia found a bunch of recent collaborations that have been done with Snoopy, including this one, which I will put into Slack.

John: Oh, these are cool! I like these.

Billy: Wow. Yeah!

John: These are very cool. They are Snoopy branded bottles of Heinz ketchup.

Adrianne: Here is an Instagram account that Mia found that tracks Snoopy collabs.

Billy: Oh wow.

Adrianne: This Instagram account gives you some more flavor of Snoopy in Japan. What that looks like on the ground. What sort of Snoopy themed stuff you can pick up.

John: These are all very cute except for Charlie Brown who’s been shoved into a Charlie Brown glass jar… like a plush Charlie Brown has been shoved in there and it looks like an embryo on a spinning platter.

Regina: Yeah.

Adrianne: Yeah. I’m not sure what is the meaning of that one. There is also a website for Snoopy Japan that has some more recent releases.

John: Oh man. I want all this stuff.

Billy: My feeling is like, I would have to go all the way or nothing.

John: Like fill your home with it?

Billy: Yeah. I’d have to have an entire obnoxiously, comprehensive Snoopy filled house or you know- nothing.

Adrianne: Yeah. So there’s a Snoopy brand of chocolate. There’s Peanuts cafe…

John: Yeah.

Adrianne: There’s food stuff… there’s knick knacks.

John: I don’t think I’ve seen anything like this in the U S

Billy: No.

Adrianne: Yeah. So one thing that is helpful background is that Charles Schulz was always very generous with licensing. People would write him or call him or stop by his house in Santa Rosa, California and he would grant them permission to use the characters. And he actually caught some flak for it because they were so liberal with licensing and so many different brands were using the characters.

John: You say generous, but is that generous? Or is that collecting lots of money?

Adrianne: Right. Yeah, he is number three on the Forbes 2020 list of highest paid dead celebrities behind Michael Jackson and Dr. Seuss. He seemed to say “yes” to most everybody. I found this paper about the history of Snoopy merchandising in Japan that said, he said no twice once to the UN, which wanted help promoting something that he felt was too political. And then once, because he- it was in conflict with some other project he was doing where he had granted some similar copyright to Hallmark.

And then this paper also said that somehow the brand ended up on some razor blades in Germany and Charles Schulz was not happy about that. And he said, “whose idea was this? Charlie Brown should not be used to sell razors.”

Those are the only times he was upset about it. Other than that, it was like anything goes.

Billy: Okay.

John: Because they are weapons- could be used as weapons or what?

Adrianne: I don’t know. I don’t know. I really don’t.

John: They’re too adult?

Adrianne: Maybe? Yeah, it is weird. Charlie Brown is six years old.

John: The characters in Peanuts can’t shave. Why is he on it?

Adrianne: Yeah. So the Schulz family split the ownership of Peanuts with a brand management firm. It was another firm now it’s a Canadian company called DHX and that company partners with other firms that help manage the characters in all around the world. It’s in over a hundred countries now.

So Peanuts in Japan is managed by Sony Creative Products, which is a division of Sony Music. This all came from a paper I found called “Merchandising Snoopy- The case of Peanuts in Japan.”

So there are now hundreds of companies selling officially licensed, approved Snoopy stuff in Japan.

Here’s an excerpt from that paper.

Sony describes their consumer targeting as having three touch points. Infancy, junior high adolescents and the start of career life.

The target customers approximately three quarters of whom are female. Thus first start their attachment with the characters at their earliest moments. Snuggling a plush version of the character. In junior high, when their spending power has increased and their social interactions have reached a significant new level of complexity, they can done a Snoopy backpack that both fits them personally and has sufficient, acceptable social cache- to wear school uniform while riding the train.

Then as they are starting their career, they can harken back to the characters that produced positive feelings in their childhood. Choosing the Peanuts stationary set to sit atop their new desk at work. When they returned home from work to their newborn child, they can give them a Peanuts gift and begin the cycle anew.

John: Ahuh!

Billy: Wow! Wow. The circle of Snoopy.

Adrianne: Yes. So one of the questions I had was so Japan has like no shortage of cute characters, right? So why is Snoopy so popular? And I was reading about the culture around cute characters in Japan. You may be familiar with this. I came across this researcher named Hiroshi Nittono who has been studying the psychology of kawaii for over a decade. Are you all familiar with the concept of kawaii?

John: No.

Adrianne: Kawaii is the idea of cuteness. Cuteness is a little bit reductive. It encompasses more than just cuteness. And some researchers have come out saying the Japanese affinity for cute characters has to do with the characters having baby-like features, but this researcher Hiroshi Nittono feels that that is- it doesn’t quite capture the culture.

Hiroshi Nittono: The meaning of Kawaii and what kind of things people find the Kawaii vary across generations and social groups. So it’s difficult to understand Kawaii solely by over objective characteristics like smallness or roundness. Therefore, I took another way.

I start with the intuitive feelings of awaii, where he experienced through conflict things we encounter in daily life. That is, I define kawaii from a viewpoint of emotion.

Adrianne: So I wrote to this researcher, Hiroshi Nittono, and he declined to be interviewed because he does not research Snoopy, but he sent a few thoughts by email. So this is from his email to me, which he wrote in English.

“One reason for the popularity of Snoopy is that a famous Japanese poet, Shuntarō Tanikawa translated it into Japanese beautifully. The comic contains many philosophical, profound phrases. Snoopy fans find them attractive because such phrases are not found in SanRio and Disney characters.”

Billy: Wow!

Adrianne: This poet, Shuntarō Tanikawa was definitely a big part of the popularity of the comics. So here he is doing an interview for the 70th anniversary.

Shuntarō Tanikawa: [speaking in Japanese]

So he’s actually still living. He’s 89 years old. But I asked Mia to watch that interview and just like, give me the gist of it. And she said, he talks about why he likes Peanuts and what makes it special. He says the world they live in is that of a child removed from politics and God and money, et cetera. But still, there are many wise words in the comics.

Hiroshi Nittono who’s the professor I was corresponding with, also found a press release from 2014 from MetLife in Japan. And MetLife was one of the big Peanuts licensees. They licensed the characters for like 30 years. So this press release is about a survey that they did of women.

And I translated this with the DeepL Translator. It says, we conducted a survey on views on work life and life plans among 600, never married working women in their twenties to forties.

The first question they asked was, “The Peanuts quote that most resonates with you based on your view of life.”

And the top answer was, “You just have to play the cards you’re dealt. Whatever that means.”

Billy: Wow.

Regina: There we go.

Billy: So they’d left in the, “whatever that means”?

Adrianne: Yeah, they did.

Billy: That’s kind of important, I feel like.

John: Yeah.

Adrianne: So in this survey, the runner up was, “Isn’t it nice? I’m happy just standing by your side. I’m just happy to be standing next to you,” which I couldn’t find where that is in the strip. So it’s either not from the strip or-

John: What’s up with this survey?

Adrianne: Or maybe it’s- I just couldn’t figure out the translation back because I had translated it from the Japanese.

John: Were these- in the survey, were the lines fed to the participants or were these recalled by the participants?

Adrianne: I don’t know, actually it doesn’t say.

John: If it’s multiple choices. I mean, this doesn’t really prove the popularity of the phrase in Japan.

Adrianne: Right.

Billy: I mean, if it’s not multiple choice, it’s kind of fascinating in the sense that like, I don’t think you could ask Americans, “what is your favorite Peanuts quote?”

John: Right, right.

Billy: And they could come up with something. I certainly couldn’t.

John: Right.

Adrianne: There is another Peanuts super fan I came across, Masuhiko Hirobuchi, who was a TV anchor in Tokyo who wrote four books about the philosophy of Peanuts.

John: Woah.

Billy: Wow.

Adrianne: He was really into Peanuts and this is from an essay that he wrote in 2009. So he talks about how he used Peanuts to learn English. It was 1965. That’s about when Peanuts came to Japan.

He talks about trying to explain Peanuts to his audience on television, “Almost 25 years later, Snoopy goods flooded the Japanese market, but people still didn’t seem to understand the real meaning of Snoopy. They simply loved a visible or touchable Snoopy. His mental or spiritual facet was not known.

There was a huge perception gap about Snoopy between our two nations. Someone had to narrow that gap. I thought it was my role to do the job so I started writing Sunūpītachi no Amerika: A Journalist’s View of America through Peanuts.

The book was published in 1993. “I tried to portray something internal to American life. Why do Americans like Snoopy- like Charlie Brown so much? Why does Lucy have a psychiatric booth? Why does Snoopy dress as an attorney and so on?”

Billy: I have all of these same questions.

Adrianne: “The publication was a success and went into 15 printings during nine years. Japanese people began to realize something substantial about Peanuts, but the majority of them still didn’t know the meaning of Snoopy.”

Billy: The meaning of Snoopy.

Adrianne: “In September, 2006, my fourth book about Peanuts, Words and Philosophy May Change Your Life, Snoopy, was published. My effort to narrow the perception gap on Snoopy across the Pacific ocean still goes on.”

John: This is a very pure endeavor. I love this.

Adrianne: So, yeah. So Snoopy doesn’t have a super defined personality in Japan and that means that fans can infer what he symbolizes. I talked to Alisa Freedman, who is a researcher at the University of Oregon who studies Japanese pop culture. And she is planning to write a paper about Snoopy in Japan.

Alisa: Snoopy is self far reaching in Japan. Like I think part of the reason why it’s been such a successful character too, is that it has so many different ratings.

Adrianne: So Alisa told me that Snoopy exists independently of the comic strip for many Japanese fans.

Alisa: So this kind of familiarity with what the Peanuts are, especially Snoopy, but Snoopy too becomes one of many- this is just my… hypothesis, one of many characters that becomes unmoored from its original context, so to speak and put to other uses. Like other examples being Sesame Street puppets, Sesame Street as a children’s cartoon, never made it big in Japan for various reasons. But the muppets themselves then go on and have a second life, advertising things as diverse as Tokyo Metro, Subway, and Domino’s pizza.

So I have many friends that know Elmo, but don’t know that Sesame Street was an American children’s program.

Adrianne: So Alisa was the first person who actually recognized the quote offhand and associated it with Snoopy.

Alisa: The Snoopy slogan that you mentioned about holding your cards, that’s been translated into Japanese, and that seems to be- I guess- and it’s totally to me, something, someone who’s slightly older might recognize that from the Snoopy written cartoons.

Adrianne: So she said younger fans are more likely to see short English phrases. Like Snoopy’s Joe Cool persona. Joe Cool is something that you see on a lot of Snoopy merchandise.

John: I love Joe Cool.

Billy: Yeah.

Adrianne: But I wanted to know if the popularity of the phrase, “You play with the cards you’re dealt,” was intentional. So I reached out to the Charles M. Schulz museum and they put me on the phone with probably the biggest Charles Schulz expert alive.

Jeanie: I’m Jeanie Schulz. I’m the widow of Charles Schulz. And for the last 20 years, I have been working at the studio, overseeing things.

Billy: Wow. This is you talking to her?

Adrianne: Yeah.

Billy: Oh, wow.

Adrianne: Charles Schulz Died in 2000 and the Peanuts empire is now run by Jean and his children.

Jean: First of all, his nickname is Sparky. He was always called Sparky except by teachers and people who didn’t know him.

Adrianne: Okay.

Jean: Everyone expected him to be haha funny, but he wasn’t, but he really issued all the usual jokes and he would come up with something… in a conversation or just out of the blue, that was like what’s in the comic strips.

It wasn’t just haha funny, you know, people use the same lines over and over again. Sparky just didn’t do that. His was always a unique take on a situation and it does show itself in the comic strip. And when I read them, I think, “yeah, this is exactly what Sparky would have said in some similar circumstance.” So he had a sense of humor, but it was a very subtle one.

Adrianne: So Jeanie told me that Snoopy got to Japan because a Japanese family run company saw one of the plush toys. This was around 1965. And fell in love with it.

Jean: The daughter of one of the founders was getting, I believe, a master’s in New York and she saw a Snoopy plush dog in a store. She thought it was adorable, bought it, took it home and said to her father, we have to get permission to make this dog, to do something with it.

And at that time there was no licensing for Peanuts. This is my understanding. I don’t have any papers to back it up, but they had to go to the state department to get permission to do business. So you talk about or ask about why it’s so popular in Japan. It’s amazing that that young woman saw that dog and it appealed to her instincts, her aesthetic, and she took it home and started an industry.

John: When was the Peanuts created?

Adrianne: 1950.

John: Okay. So it was only 15 years old.

Adrianne: Yes. Charles Schulz said they didn’t do any licensing, even in the U S for the first 10 years. So licensing at all had only been going on for five years around the time. And this is Jeanie’s recollection is that it was around 1965.

John: Hmm-mm.

Adrianne: So yeah, it was pretty early. And she told me that Japan is now the second largest market for Peanuts

John: Is the US the biggest?

Adrianne: The US is the biggest.

Jean: When we first opened the museum, I was obsessed with this question: What is it? What is it that makes this so intriguing and so appealing to the Japanese? And I was about ready to send a journalist over there to Japan to try to find out. And then we never did, but I think over the years, we’ve come down to the simple design and it’s the simple design and line of the characters, but also in the comic strip itself, there is a design aesthetic that appeals to them.

Adrianne: In other words, the Japanese fans are much more interested in the characters and the design and not as much in the backstory.

Billy: Hmm. I know a journalist who might be willing to go to Japan for her, but she’s genuinely interested.

Adrianne: I mean, I’d love to go to Japan and investigate this. I think it would take, oh, maybe a year.

John: Oh, easy.

Billy: Yeah.

Jean: Yeah. It really was Snoopy that they were attached to and Sony did appeal to the Japanese penchant for collections.

So they liked to collect the Snoopy stuffed animal in several sizes and several colors. And I remember when Sparky was alive, we went around and around and around about, “but Snoopy is white and he has black ears and a black spot, any isn’t pink and blue.” And, but I think that…the Japanese won that one because they explained to Sparky that they just liked to collect five or six in different colors.

John: That’s interesting. I feel like a lot of cartoon characters are licensed with a lot of stipulations about what you can and can’t change.

Adrianne: In their licensing, they say you can put any words next to the characters that you want as long as they’re not in speech or thought bubbles.

John: Huh?

Adrianne: Right? So bringing it back on topic, I asked Jeanie and Melissa Menta, who is a senior vice president of marketing and communications at Peanuts worldwide. I asked them about the quote “You play with the cards you’re dealt,” and it did not ring a bell for either of them. In fact, they were skeptical that it was even part of the comic.

Regina: What?

Jean: I don’t know that it is, it doesn’t sound again it sounds to me a little bit like something Sparky wouldn’t use because it was so… omnipresent.

Adrianne: But it’s definitely in the comics I checked and it looks like that is something Snoopy said in one of the strips. But I was just wondering if that had been something that was, you know, one of the big catch phrases that gets put on merchandise in Japan.

Jean: I haven’t seen it, but have you, Melissa?

Melissa: No.

Adrianne: That’s Melissa Menta, the senior vice president of marketing and communications at Peanuts worldwide, who was on the call.

So I confirmed again with the Schulz museum after the call and the press person who helped me confirm that it was in the strip. I found October 4th, 1991.

That’s the only place it appeared. For Snoopy merchandise, there’s no way for them to look up that phrase. So they said it’s possible it was used on merchandise.

So that’s our answer. Snoopy does not have an official catchphrase in Japan. It is one of the characters phrases that has caught on, but it’s not something that was purposeful or intentional.

And that made me wonder, how did this quote come to be infamous inFumio Sasaki’s book? So I went to his website, which is minimalandism.jp. And I went to the contact page where it says, “I read all messages I received, but probably I won’t be able to reply to each one. Thank you for your understanding.”

So,. fine. I emailed him and he responded two days later.

John: I like the underpromise, overdeliver method.

Adrianne: Yes.

Billy: Yes.

Adrianne: Absolutely. Here’s what he said:

“Hi, Adrianne. I can’t say I’m a fan of Snoopy because I haven’t read a whole comic book, but I really love that quote you mentioned. I don’t remember exactly where I saw it. Perhaps I saw it on Twitter.”

John: Underunderstood is Adrianne Jeffries, Billy Disney, Regina Dellea, and me John Lagomarsino

Adrianne: Special thanks to Mia Sato who provided additional reporting and translation for this episode.

Billy: Thank you again to Sam for sending in this question, but we would also love to hear from people who are not married to Adrianne. No offense, Sam.

So if you have a question that the internet can’t answer, you can email us at hello@underunderstood.com. We would love to look into it for you.

Adrianne: If you want to support the show in other way you can sign up to our Patreon. Give us $5 a month and we will have access to our bonus child which comes out every week and our Discord.

John: Thank you for listening! We’ll see you next time.