Ghibli-style AI art, ethics and culture

How Ghibli-style AI took over the internet

Since March, there has been a surge in AI-generated images mimicking Studio Ghibli on social media. Within one hour of launching the image feature on ChatGPT, the platform gained over one million new users – previously it took five days to reach this figure. App downloads rose by 11 per cent, weekly active users increased by 5 per cent, and total users surpassed 150 million, driven by the viral trend.

In India, ChatGPT’s fastest-growing market, more than 130 million users generated over 700 million images. In South Korea, daily active users hit a record 1.25 million in early April, a spike attributed in part to the popularity of Ghibli-style image prompts. This highlights how technology can reframe everyday life, allowing users to step into a dreamy, animated universe with just a few lines of text.

In Vietnam, Ghibli-style images have made their presence. Young users, especially Gen Z, have embraced the trend, reimagining familiar locations. However, the trend has not exploded the same way as in other countries. This presents an opportunity for reflection on how local brands might respond thoughtfully to global visual trends.

Rather than following viral aesthetics, Vietnamese creators and businesses could focus on expressing their own visual identity, drawing from the country’s rich culture, storytelling traditions, and regional aesthetics.

Dr Soumik Parida, Associate Program Manager of the Professional Communication program at RMIT Vietnam, suggested that this could be a strength. “Instead of jumping on the bandwagon, Vietnamese brands can continue to explore and invest in their own visual storytelling. It’s not about keeping up with technology, but about staying true to creative intent,” he said.

RMIT lecturer in Professional Communication Dr Adhvaidha Kalidasan added that local brands have the chance to lead in a different direction which celebrates authenticity and depth. “Moments like this are a reminder that we don’t always need to follow what’s trending. Sometimes, the most powerful stories come from embracing what is uniquely ours,” she said.

When AI art challenges ethics and identity

Beneath the charming visuals are complex ethical issues, including visual authorship, data privacy, and the broader implications of creative AI, when aesthetics are commercialised by global brands. Dr Parida and Dr Kalidasan agree that this seemingly playful trend masks deeper cultural tensions.

“People aren’t only creating Ghibli-style images for fun,” Dr Parida said. “Some brands use the style to sell products without thinking about its cultural context or artistic origin.”

The trend appeals to users’ desire to reimagine daily life in a romantic and visually pleasing way.

“It allows people to see their lives through a softer lens. The imperfections of real life are replaced with dreamy, polished images. This aestheticisation comes with risks as people share personal photos with AI platforms without thinking twice. Few understand that these images can be stored, reused, or even used to train AI systems in the future,” Dr Kalidasan explained.

Both experts argue that the real issue is not whether using AI is inherently wrong, but how it is used and whether it’s done with awareness and responsibility. Dr Parida pointed out the stark contrast between Ghibli’s handcrafted origins and how its style is now mass-produced by algorithms.

“A four-second crowd scene in The Wind Rises took 15 months to animate by hand. Ghibli isn’t just about visuals; it’s about the spirit of patient storytelling. AI can mimic the look, but not the soul.” 

Some international brands have adopted the trend in campaigns. While some executions may align with relevant themes, Dr Parida noted that most use the aesthetic superficially.

“Many campaigns stop at the surface beauty of the images without connecting to the philosophy or cultural significance behind them,” he said.

Dr Kalidasan raised a broader concern about aesthetic sameness in the algorithm-driven digital world. “We’re living in an era where everything is starting to look the same. When Ghibli or any visual style becomes mass-replicated, it can erase the diversity of local visual cultures,” she said.

“Choosing not to participate in a trend is, in itself, a form of responsible creativity,” Dr Kalidasan said. “It’s the choice of creators who understand their own identity and won’t be swept away by a global aesthetic just for the sake of it.” 

What creators and educators can do 

Dr Parida stressed the importance of asking ethical questions before borrowing someone else’s visual style. “Ask yourself: Who created this style? Why is it beautiful? Do I have the right to use it? Am I honouring its origins, or just capitalising on its familiarity?” he said.

He also urged creators to resist the allure of convenience when using AI tools. “If you’re using a tool just because it’s trendy or easy, pause. Creativity isn’t about moving fast; it’s about thinking deeply.”

Dr Kalidasan emphasised the role of education especially in communication and design programs. She argued that universities need to go beyond teaching technical skills and instead focus on building ethical awareness.

“Students must learn to ask questions before creating: Where does this image come from? What culture does it represent? Could using it hurt or misrepresent someone? Creativity shouldn’t be restricted but it should begin with empathy.”

She also warned of the risks of uninformed data sharing in the age of generative AI. “Just because someone ticks ‘agree’ doesn’t mean they understand the consequences. We need to help users make informed choices, not just accept vague terms,” she said.

Both experts agreed that if AI platforms cannot regulate themselves transparently, then it falls to creatives, educators, students, and brands to set the first ethical boundaries and shape the moral compass of digital creation.

Story: Quan Dinh H.

Masthead image: SeanPavonePhoto - stock.adobe.com

Thumbnail image: Henry Saint John - stock.adobe.com