Manga Outside Japan-Flipping:- Since written Japanese fiction usually flows from right to left, manga artists draw and publish this way in Japan. When first translating various titles into Western languages, publishers reversed the artwork and layouts in a process known as "flipping", so that readers could follow the books from left-to-right. However, various creators (such as Akira Toriyama) did not approve of the modification of their work in this way, and requested that foreign versions retain the right-to-left format of the originals. [ citation needed] Soon, due both to fan demand and to the requests of creators, more publishers began offering the option of right-to-left formatting, which has now become commonplace in North America. Left-to-right formatting has gone from the rule to the exception. Translated manga often includes notes on details of Japanese culturethat foreign audiences may not find familiar. One company, TOKYOPOP (founded 1997), produces manga in the United States with the right-to-left format as a highly publicized point-of-difference.