An Upsurge of Anime in Asia

By Jane Wong

Now anime has become a “wave” sweeping off people’s feet in Asia. Products with anime images – that include but are not limited to toys – can be found everywhere: licensing expos, toy fairs, shopping malls, e-commerce platforms and even vending machines and street stores.

Why so popular?

From a niche culture to a massive trend, anime owes its high acceptance to the change of mindset, the mighty power of social media in campaign, and strong desire to release pressure.

The change of mindset. In Asia, the first batch of anime fans are Millennials and Generation Z. As they become the major consumer group now and gain discourse power, their love for anime changes the massive ideas about anime. Instead of being considered childish and prodigal, watching anime and buying anime-related products turn into cultural consumption. There are even parents sharing their interest in anime with their kids and turning them into fans of anime culture. 

The power of social media. The popularity of social media and short videos has greatly expanded the spreading scope and increased the penetration of anime. Additional effects from influencers and celebrities are attracting more and more fans beyond the core audience.

The desire to release pressure. A large percentage of anime characters feature cute images and emotionally healing content. This is why anime becomes a sanctuary for fans, with quite a large number of young females. The desire in turn boosts a boom in anime series for small but certain happiness (小确幸). 

Anime Landscape by Country

Japan: It is known as the world hub of anime culture. Japan owns the most prosperous anime industry with the highest penetration rate in anime consumption around the world. Japanese anime properties and IPs take up absolutely dominant market shares in the Japanese market.

China: Despite its late start, China now has developed into the largest, the most open and inclusive market for anime industry in Asia. For example, Sanrio (サンリオ) and Chiikawa (ちいかわ) from Japan, Maltese and Zanmang Loopy from South Korea, and Link Click (时光代理人) and The King's Avatar (全职高手) from China find their own large fan group in the country.

South-eastern Asia: This region as a whole is considered as the fastest growing anime consuming market in Asia. As a result, it becomes a key target for expansion following Japan and China. 

How to Tap the Trend?

Anime now is an effective magnet for the industry and serves as a key to reach consumers’ hearts. The most common measure is to develop a variety of products with anime licenses:

· Toys: plush, dolls, capsule toys, puzzles, figurine, statues and blind boxes...

· Goods: badges, trading cards, acrylic stands...

· Lifestyle: key chains, pillow pads…

In promotion campaigns shopping malls introduce stores on anime themes and stores apply anime characters to appeal to fans. 

The key to this trend is creating immersive experiences that touch the hearts of fans and bring them joy.

About the author

Jane Wong is the Deputy Editorial Director of TOY INDUSTRY, the largest monthly magazine for the Chinese toy industry. Based in Guangdong Province, where most of the world's toy manufacturers are located, she has direct access to the latest and hottest news on products, manufacturers and industry trends. Jane Wong is also involved in research & analysis of the toy market in China and other countries and writes articles, reviews and blogs for the Toy Industry Omnimedia Center, the most influential digital media for the Chinese toy industry.

Find out more about the Spielwarenmesse TrendCommittee.