Joshua Luna in front of a shelf of books

Joshua Luna

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About

Joshua Luna, also known as Josh Luna, is an American comic book writer and illustrator of Filipino descent. He is best known for collaborations with his older brother Johnathan as the Luna Brothers,[1] in creator-owned books such as Ultra, Girls, The Sword and providing art for Marvel Comics' Spider-Woman: Origins. After cutting ties with Jonathan, Joshua begun developing his own comics and characters, particularly a series of strips called "AMERICANIZASIAN" that would become popular online as the target of parodies and edits. Luna's comics, often being subject of controversy, are about topics such as whitewashing, Asian identitarianism and Asian representation in American media.

Online History

Luna created his Twitter account[2] on March 2011, and shared images of meeting some fans at the San Diego Comic-Con of 2013[3] on his Facebook page.[4] Luna also shares concomitantly photos, art and his comics on his Tumblr profile.[5] A black-and-white illustration of Genghis Khan,[6] which's style would later become the format of his AMERICANIZASIAN comics, was posted on November 12th, 2015 (shown below, left). The very first AMERICANIZASIAN comic was posted on February 16th, 2016, called "REPENT YOUR SIN-IGANGS"[7] (shown below, right).


JOSH LUNA REPENT YOLUR SIN-IGANG YAY!!! SINIGANG! MY FAVORITE! JosH LUNA YOUR FOOD STINKS.

Luna appreciates reblogs of his work, and posted on his profiles when news outlets such as The Huffington Post featured his comics,[8][9] or when online users related to them.[10] Luna's online activism had him often criticize movies such as The Outsider[11] (shown below, left) and Deadpool 2[12] (shown below, right).


Joshua Luna @Joshua_Luna The Hollywood formula for "Asian representation": VOrientalist fantasy of a "superior" white male protagonist dominating an exoticized Asian land VFetishized, hypersexualized, disposable Asian women Villianized, otherized, disposable Asian men IX The Outsider | Official Trailer [HD] | Netflix An American soldier imprisoned in postwar Japan enters the dark world of the yakuza, adopting their way of life in repayment for his freedom. Watch The Outsi. FICIAL AILER youtube.com 5:26 PM - 23 Feb 2018 405 Retweets 1,028 Likes 17 405 ili 16 1.0K > Joshua Luna @Joshua_Luna Hollywood: See?! We DO cast Asians! Also Hollywood: VPeripheral Asian woman with colored streaks in her hair trope VNameless Asian male goons/punching bags trope #Deadpool2 1:37 PM - 23 Mar 2018

WHITE CLUB[13] is another comic in the AMERICANIZASIAN series that was created as criticism towards the fight between Bruce Lee and Cliff Booth in Once Upon A Time In Hollywood (shown below).


WHITE CLUB FIRST RULE OF WHITE CLUB: YOU DO NOT TALK ABOUT WHITE CLUB JosH LUNA NEWS SECOND RULE OF WHITE CLUB: YOU REALLY REALLY DO NOT TALK ABOUT WHITE CLUB Π“ODA Brad Pitt 'flew into a rage on private jet, lunged at son Maddox when he tried to defend mom: FBI drops child abuse inquiry against Brad Pitt. Brad Pitt Is Going to Be Fine* *Headlines are based on real headlines PLEASE DON'T REPOST. SHARES/RETWEETS APPRECIATED FACEBOOK.COM/ HUALUNACREATIONS TWITTER.COM/JOSHUA_LUNA WWW.PATREON.COM/JOSHUALUNA wwW.PAYPAL.ME/JOSHUALUNACOMICS

Luna's comics have also been the subject of political criticism. On April 10th, 2018, American writer Jennifer de Guzman criticized RECONCILIASIAN, commenting that Luna went out of line, as the comic implied that Asian women's preference towards white men was participating in white supremacy[14] (shown, below).


RECONCILIASIAN HOW WEVE BEEN HURT: SYSTEMATIC EMASCULATION, DESEXUALIZATION, ERASURE & DEHUMANIZATION HOW WEVE BEEN HURT: SYSTEMATIC FETISHIZATION, HYPERSEXUALIZATION, OBJECTIFICATION & DEHUMANIZATION THE CONVERSATION WE NEED HOW WE'VE HURT ASIAN WOMEN: COMPLICITY AND/OR PARTICIPATION IN PATRIARCHAL MISOGYNY AGAINST ASIAN WOMEN UNDER THE GUISE OF RACIAL JUSTICE HOW WE'VE HURT ASIAN MEN: COMPLICITY AND/OR PARTICIPATION IN WHITE SUPREMACY AGAINST ASIAN MEN UNDER THE GUISE OF RACIAL PREFERENCE WHAT WE NEED TO DO? CHOOSE RECONCILIATION OVER RETRIBUTION WHAT WE NEED TO DO: CHOOSE RECONCILIATION OVER RETRIBUTION THE CONVERSATION WE GET JosH LUNA WE CHOOSE RETRIBUTION! WE CHOOSE RETRIBUTION! Jennifer de Gu... Apr 10, 2018 Replying to @Joshua_Luna I'm sorry, Joshua, but this is out of line. Are you accusing Asian women who have relationships with non-Asian men of participating in white supremacy? We don't owe Asian men relationships in return for them not being misogynists. 27 3 37 FACEBOOK.COM/JOSH INACREATIONS 3() @JOSHUA_LUNA

Luna's comics gained attention on other websites, such as Reddit and 4chan. On the Asian-centric subreddit r/aznidentity, his comic AMERICA UNMASKED (shown below, left) was posted by user thienphucn1 on October 8th, 2020, receiving over 700 points in 7 months.[15] Some Twitter users were surprised by the inclusion of black people in the crowds that Luna antagonized, which were almost always white (shown below, right).


AMERICA UNMASKED FORCING US TO WEAR MASKS OR STAY HOME IS A VIOLATION OF OUR FREEDOMS. YOU'RE CAUSING ALL THIS FUSS FOR NOTHING. COVID-19 IS A FAKE PANDEMIC. MAGA ALL LIVES TT U4A LOCK IN IRUMP Eugene Nicks SHER UP WE RUST CHING CHONG VIRUS ALERT! THEY'RE KILLING US WITH THEIR KUNG FLU!, ACCOUNTABLE Luc WE MUST HOLD THEM AND WAGE WAR! I HATE ASIANS! JosH LUNA MAGA LOCK HAR UP HELLO, IS THIS ICE? I NEED YOU TO SEND THREE BACK. FREE HONG KONG PLEASE DON'T REPOST. SHARES/RETWEETS APPRECIATED FACEBOOK.COM/JOSHUALUNACREATIONS TWITTER.COM/JOSHUA_LUNA wwW.PATREON.COM/JOSHUALUNA wwW.PAYPAL.ME/JOSHUALUNACOMICS AMERICA UNMASKED FORCING US TO WEAR MASKS OR STAY HOME IS A VIOLATION OF OUR FREEDOMS, YOU'RE CAUSING ALL THIS FUSS FOR NOTHING. COVID-19 IS A FAKE PANDEMIC. MAGA ALL LIVES TT UFA LOCK IRUMP IN Eugene Nicks SHER UP WE RUST CHING CHONG VIRUS ALERT! THEY'RE KILLING US WITH THEIR KUNG FLU!, ACCOUNTABLE Luc WE MUST HOLD THEM AND WAGE WAR! I HATE ASIANS! JOSH LUNA MAGA LOCK HAR UP HELLO, IS THIS ICE? I NEED YOU TO SEND THREE BACK. FREE HONG KONG PLEASE DON'T REPOST. SHARES/RETWEETS APPRECIATED @blackvalleygurl Β· Mar 17 little nash eggs @flakesofthesoul Β· Mar 17 Replying to @Joshua_Luna Replying to @Joshua_Luna why're black ppl in this? Why is a black person in there??? Quickly! What the f--- is wrong with you?? FACEBOOK.COM/JOSHUALUNACREATIONS TWITTER.COM/JOSHUA_LUNA wwW.PATREON.COM/JOSHUALUNA wwW.PAYPAL.ME/JOSHUALUNACOMICS

On 4chan, particularly the boards /co/, /int/ and /pol/, Luna's comics became subject of memes and discussions. Cropped panels, such as Luna's self-insert character bowing to a White American man (shown below, left), and the "Laughing Uncle Sam" (shown below, right) became exploitables and reaction images on the website.


KONNICHIWA, DUDE! I DON'T CARE ABOUT SPECIFIC ASIAN TYPES BECAUSE I DIG ALL ASIAN CHICKS. THEY'RE SO DOCILE AND TIGHT. CAN YOU HOOK ME UP?

On September 17th, 2020, an anonymous /int/ user juxtaposed the comic SOUTHERN HOSTILE-TALITY to a copy of itself explaining the meaning of each dialogue, pointing out that Luna was exploiting stereotypes of white Americans to appear as a victim. The copy was called LACK OF SELF-AWARENESS[16] (shown below).


SOUTHERN HOSTILE-TALITY LACK OF SELF-AWARENESS HI, I'M NEW IN TOWN, AND I'M LOOKING FOR A PLACE TO EAT A- THERE'S A CHINESE AND SUSHI PLACE, AND AN ORIENTAL STORE NEARBY FOR YOUR GROCERIES, I RECOMMEND OUR STONEWALL JACKSON SANDWICH AND JEFFERSON DAVIS CHILI FRIES. RESPONSE THAT STEREOTYPES ASIANS SITUATIONAL COMMENT I AM SOUTHERN STEREOTYPE НАНА SOUTHERN NEVERMIND. STEREOTYPE BAD |"ε‘·,1| LUNA I AM SAD ABOUT BENG STEREOTYPED ...SANDWICH. JosH LUNA sit JOSH THIS TOWN AND MALT SHOPPE HAS A PROUD HISTORY WE'VE PRESERVED FOR OVER 100 YEARS. BUCKA ROO BBQ I AM SOUTHERN STEREOTYPE BUCKAROO BB2 DEFINITELY NOT. НАНА SOUTHERN STEREOTYPE DON'T TREAD ON ME BAD DON'T TREAD ON ME OH NO. НАНА SOUTHERN oO STEREOTYPE BAD SLAVE AUCTION BLOCK SLAVE AUCTION BLOCK beaDER THEY'RE PROBABLY SERVING US CATS, DOGS, RATS, OR BATS. I CAN'T STAND FOOD SITUATIONS WITH THESE PEOPLE, I'M GONNA RUN ERRANDS INSTEAD. HI, THERE'S A GROUNDHOG IN MY BACKYARD THAT I NEED TO TRAP AND RELOCATE, RELOCATE? YOU KNOW GROUNDHOGS ARE TASTY RIGHT? STATEMENT THAT STEREOTYPES SOUTHERN FOOD. STATEMENT THAT STEREOTYPES I AM SAD ABOUT ASIAN FOOD BEING SITUATIONAL COMMENT ASIAN FOOD STEREOTYPED HOME STORE ΠΠžΠœΠ• NOO00. CORONAAA! HAHA FUNNY STEREOTYPE! STORE PLEASE DON'T REPOST. SHARES/RETWEETS APPRECIATED PLEASE DON'T REPOST. SHARES/RETWEETS APPRECIATED TWITTER.COM/JOSHUA_LUNA ACEBOOK.COM/JOSHUALUNACREATIONS wwW.PAYPAL.ME/JOSHUALUNACOMICS TWITTER.COM/JOSHUA_LUNA WWW.PATREON.COM/JOSHUALUNA FACEBOOK.COM/JOSHUALUNACREATIONS www.PAYPAL,ME/JOSHUALUNACOMICS www.PATREON.COM/JOSHUALUNA

Luna's actual physical appearance in comparison to the way he drew himself in his comics also became a topic that encouraged anonymous users to draw his self-insert so that it would look more similar to its real-life counterpart (examples shown, below).


ART AFTER UNLEARNING JOSH LUNA JOSH LUNA

On March 21st, 2021, an anonymous user on /pol/ shared the screencaps of a thread in which various other European and American users made fun of Luna's appearance and his self-insert character[17] (shown below).


Anonymous (ID: hpo7qX4r) 03/20/21(Sat)19:52:38 No.312958115 I Anonymous (ID: PNTOD86W) 03/20/21(Sat)21:36:02 No.312968971 v >>312969106 1496993805005.jpg (26 KB, 478x638) google yandex iqdb wait >>312956014 >>312956014 top kek. every g--- imagines he's white until he looks in the millol pfffthahaahahahah Anonymous (ID: 2X7+h4ap)E 03/20/21(Sat)19:54:34 No.312958353 v >>312956014 Josh, if you're reading this, your hairline is pathetic. And no amount of >>312956014 Now this is embarrassing... Anonymous (ID: oYykfTqu) 03/20/21(Sat)19:58:58 No.312958822 v >>312956014 LOL. drawings is gonna stop white boys from breeding your sisters Now I understand why he seethes that much in his comics about asian girls f------ white dudes. It must be hard as hell being such an ugly mutt Anonymous (ID: 6CIVHNOD) = 03/20/21(Sat)20:36:03 No.312962763 >312956014 >draws himself with western, white features Kek Anonymous (ID: NUQ1DUU8) + 03/20/21(Sat)20:50:11 No.312964283 >>312956014 top kek. every g--- imagines he's white until he looks in the millol Anonymous (ID: If9wyHDL) 03/20/21(Sat)20:58:06 No.312965129 >>312956014 >literally zero chin >draws himself as a white guy with slanty eyes KWAB Anonymous (ID: JYmi5JGu) D 03/20/21(Sat)21:52:59 No.312970569 kek5.gif (379 KB, 500x374) google yandex iqdb wait JOSH LUNA >>312956014 MY F------ SIDES Anonymous (ID: In1ZOYAq) 03/20/21(Sat)21:53:06 No.312970581 1597816803447.png (222 KB, 290x313) google yandex iqdb wait >>312956014 pfft hahaha look at his chin. JOSH LUNA Yes. Anonymous (ID: igNqHZ8q) n 03/20/21(Sat)22:05:18 No.312971791 mogged-luna.jpg (1.17 MB, 3464x2799) google yandex iqdb wait >>312970921 >>312956014 >>312970921 >>312971688

On May 4th, 2021, an anonymous /co/ user posted a collage of panels from the AMERICANIZASIAN comics that involved white men and Asian women, with the implication of Luna trying to portray WMAF relationships negatively. The collage also had a photoshopped Brendan Fraser haircut and eyes from the Just Fuck My Shit Up meme on Luna himself, as he's holding a "BWC Pass"[18] (shown below).


OUR TURN! MOH WE'VE HURT ASIAN MEN: COMPLICITY AND/OR PARTICIPATION IN WHITE SUPREMACY AGAINST ASIAN MEN UNDER THE GUISE OF RACIAL PREFERENCE OUR TURN! YEE- HAW! FAMILY Mom MAID MAGA НАРА-LY EVER AFTER PRIVA PROPE TRESPAS WILL PROSECI ULTRA SEVEN DAYS I GIRLS I SWORD BWC O Pass MS L THE SWOED 3() GIRLS ULTRA ORTRASN DATYS

Luna finally acknowledged the existence of these edits on May 5th, 2021, saying that they were made by thousands of Nazis that called him racial slurs and mocked his features.[19]

Personal Life

Luna was born on January 9th, 1981, in California,[20] but spent most of his formative life abroad in Iceland, and Italy to then return in Northern Virginia, USA, at age 15.[21] He mentioned that despite being raised Catholic, he and his family were converted into Mormonism for two years.[22][23] Luna mentioned his love for comics, writing, art and illustration multiple times. Luna majored in Sequential Art at the Savannah College of Art and Design (SCAD),[24] in Georgia. Despite starting out as a duo in the comic industry as the Luna Brothers, on December 7th, 2017, Joshua accused Johnathan of emotionally and physically abusing him, as well as manipulating him and gaining the vast majority of the profits and credit from their past work in a series of tweets[25] (shown below).


PLEASE DON'T REPOST. SHARES/RETWEETS APPRECIATED PRE-ORDER 20x AMERICANIZASIAN A FILIPINO Lauren Keely & AMERICAN COMIC CREATOR'S AWAKENING Jonathan Luna Denied image June 1 2019 At your Local Comic Shop WEDNESDAY, DECEMBER 4 JOSHUA LUNA Diamond Code OCT190019 COMIXOLOGY an amazon company Мy Books e Gift Cards Log In v Y Cart (0) NEW SALES BROW SE UNLIMITED a Search by Title, Publisher, Genre, or Creator Originals Graphic Novels Manga Indie Quick Links SHOP COMIXOLOGY DEALS NOW! EXPLOREA WORLD OF SAVINGS WITH THESE LIMITED TIME ONLY DIS COUNTS Welcome to ComiXology New to Comics? Start Here! FEATURED MANGA Featured Comics - 12/4/19 FRnage Marvel Comics DC COMIXOLOGY Comixology Unlimited SALES DC on comiXology Unlimited ATHAN NEW COMIXOLOGY Recently Reduced NEW RELEASES FEATURING ORIGINALS Collections Top Rated -> Thread Joshua Luna @Joshua_Luna · 5h To the outside world, we were a partnership. But Jonathan exaggerated his contributions & diminished mine. For years, people didn't even know I was Joshua Luna an artist because of how well he obfuscated the credits. He also touted @Joshua_Luna himself as a co-writer when he loosely plotted at best. 1 27 3 25 Thread: I thought about continuing to stay silent, but that doesn't help anyone but him so l'll say it now. Jonathan Luna is a thief & an emotional & physical abuser (has been for decades) & that's why he's not only my ex-business partner but why I consider him an ex-brother too. Joshua Luna @Joshua_Luna · 5h After I went solo with WHISPERS, he tried to get me to work with him again on a book, based on an illustrated fairy tale idea I wrote in college, offering 80-20 in his favor. Yet he was insulted & angry when I said I wanted 50-50. (He then published a "picture book" soon after.) 1 24 Joshua Luna @Joshua_Luna - 5h Because of this, not only did I have to escape my home, but I had to sever business ties with him & lose all kinds of opportunities (including movie/TV deals) because the more power he got, the worse his behavior became. I had to leave so much of my life behind just to get away. 6:26 AM - Dec 7, 2019 · Twitter Web App 41 Retweets 144 Likes 1 27 Joshua Luna @Joshua_Luna · 5h I didn't come forward for many years in part because I knew people would say "why would you let him do that to you, aren't you bigger than him?" and that caused me shame. Which he counted on. The truth is, he's my older brother, & I thought I had to respect him before myself. Joshua Luna @Joshua_Luna - 5h Replying to @Joshua_Luna He set up our comic profits as 70-30 in his favor even though it should've been 50-50, punched me & pushed me around at home & at cons, told me I couldn't share my personal art on our social media (but shared his creepy personal photography that featured girls tied up with rope). 1 41 1 24 Joshua Luna @Joshua_Luna · 5h Even when I begged him to increase to 60-40, all checks & contracts still went to him. I was at the mercy of him cutting me a check. This allowed him to keep me off the Spider-Woman contract where he made tens of thousands & paid me a one-time sum of a few thousand off the books. Joshua Luna @Joshua_Luna · 5h So seeing him continue to receive so much industry support (he's on the front page of Comixology right now) when his career is built off of so much theft and abuse-while I get pushed out by Image completely-just makes me sick, sad, beaten. 27 3 54 1 27 2 26 Joshua Luna @Joshua_Luna - 5h Speaking of contracts, when I wanted to leave our shared condo, he denied me access to our mortgage contracts so that I couldn't. I had to get a lawyer to help me get out of the mortgage, & had to move out in a single day without warning him for fear of him becoming violent. 1 26 Joshua Luna @Joshua_Luna · 5h Anytime we disagreed he would leverage our professional lives as punishment, threatening to cancel deals but make me deliver the bad news to business associates. He prohibited me from cultivating business relationships & I later learned our "shared" contacts were really only his. 24 HTTPS://Www.PAYPAL.ME/JOSHUALUNACOM HTTPS://WWw.PATREON.COM/JOSHUAL @JOSHUA LUNA SEBOOK.COM JOSHUALUNACREATIONS

Jonathan responded to this with a single tweet in which he said that Joshua was twisting their history together to serve himself. Despite the accusations, Johnathan said that he still loved his brother and hoped to be friends with him again[26] (shown below).


Jonathan Luna @JonathanLunaCom I am not a perfect person. But sadly, my brother Joshua has made some very offensive comments about me, twisting our history to serve himself. That said, I love my brother very much. I've tried many times to work things out with him. I really hope one day we'll be friends again. 1:18 PM Β· Dec 7, 2019 Β· Twitter for iPhone 4 Likes

Konnichiwa, Dude!

Konnichiwa, Dude! is a quote and catchphrase commonly used on 4chan that originates from a comic panel made by Joshua Luna. The panel itself was subject of various memes, exploitables, edits, redraws and parodies over the course of the years.


KONNICHIWA, DUDE! I DON'T CARE ABOUT SPECIFIC ASIAN TYPES BECAUSE I DIG ALL ASIAN CHICKS. THEY'RE SO DOCILE AND TIGHT. CAN YOU HOOK ME UP? MY SISTERS JUST ARRIVED HERE IN AMERICA THEY'RE SO DOCILE AND TIGHT. CAN I HOOK YOU UP? KONNICHIWA, DUDE! I DON'T CARE ABOUT SPECIFIC BODY TYPES BECAUSE I DIG FAT CHICKS. THEY'RE SO DOCILE AND THICK. CAN YOU HOOK ME UP? LOW TEST

Search Interest

External References

[1] Wikipedia – Luna Brothers

[2] Twitter – @Joshua_Luna

[3] Facebook – Meeting fans and drawing sketches

[4] Facebook – @joshualunacreations

[5] Tumblr – Joshua Luna

[6] Facebook – I took a break from my secret comic book project to draw this. The Khan of Khans

[7] Facebook – REPENT YOUR SIN-IGANGS

[8] Tumblr – My comic made it to the Huffington Post, thanks to an editor there, Kimberly Yam. She also just launched a page, Brazen Asians, a new section in the Huffington Post about Asian-American issues, so be sure to check it out and like the pages!

[9] Facebook – Thanks to Brazen Asians for featuring my comic!

[10] - Tumblr – While art, writing, and Asian-American advocacy and activism certainly belong to no individual, my art and my writing do belong to me. So what Ranier Maningding at LLAG: Love Life of an Asian Guy (a prominent social activism page on Facebook) has done to my work is nothing short of upsetting and incredibly hurtful.

[11] Twitter – The Hollywood formula for Asian representation

[12] Twitter – Hollywood: See?! We DO cast Asians! Also Hollywood

[13] Patreon – WHITE CLUB

[14] Twitter – I’m sorry, Joshua, but this is out of line. Are you accusing Asian women who have relationships with non-Asian men of participating in white supremacy? We don’t owe Asian men relationships in return for them not being misogynists.

[15] r/aznidentity – I don't know if anyone posted this yet, but this is pretty accurate

[16] /int/ – Thread # 130683740

[17] /pol/ – Thread # 312955649

[18] /co/ – Thread # 122812221

[19] Twitter – Thousands of Nazis regularly repost & denigrate my work, calling me anti-Asian slurs & other hateful terms: fl*p, ch*nk, g**k, Filipino/island n*gg*r, ricecel/incel MRAsian, autist, b*tch etc. They post photos of me to mock my features & edit swastikas & Hitler onto my comics. 5/

[20] Web Archive – / Interview de Jonathan and Joshua Luna

[21] The Assembly – Comic Creator Joshua Luna Refuses to Back Down

[22] Twitter – Thread: When you think of Mormons, you probably think of whiteness--and you'd be correct, since 93% are white. What you don't think of is Filipinx. And yet, for two years, I was a Mormon. 1/

[23] Twitter – Before this, I grew up in a loosely Catholic upbringing and rarely went to church. But after my dad left the U.S. Navy and our family, we moved back to the U.S. and lived with cousins who were Mormons. There, we were regularly visited by missionaries, and eventually converted. 2/

[24] Asia Art Tours – Interview w. Comic Book Author and Artist Joshua Luna, on Racism, Representation and Building Diversity in Popular Art & Culture

[25] Comics Beat – Joshua Luna accuses brother & ex-business partner Jonathan Luna of theft, emotional & physical abuse

[26] Twitter – I am not a perfect person. But sadly, my brother Joshua has made some very offensive comments about me, twisting our history to serve himself. That said, I love my brother very much. I’ve tried many times to work things out with him. I really hope one day we’ll be friends again.

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