The Anime Marketing Revolution: Japan’s Fastest-Growing Industry

“750 million people”

Do you know what this number (equivalent to about one-tenth of the world’s population, 8.1 billion people) means?

The answer:
This is the number of people who are fans and consumers of Japanese anime.

Japanese anime (and manga) have become increasingly popular not only in Japan but also around the world. Global viewership skyrocketed due to the COVID-19 pandemic and subsequent worldwide lockdowns.

Even as the world has returned to normalcy, the anime audience continues to grow rapidly.

The global anime market is expected to increase every year (see data from PRECEDENCE RESEARCH).

Raul Prini, CEO of Crunchyroll (which distributes 1,300 anime titles in more than 200 countries and territories and has 13 million paying users globally), says that within a few years, the anime fan base will reach a billion people.

In fact, since moving to the U.S. almost a year ago, I have yet to meet a single foreigner who has not heard of anime at all.

Japanese anime is loved by people all over the world.

The popularity of anime is beginning to have a significant impact on the transformation of corporate marketing strategies.

What is anime-based marketing?

Using anime as a marketing strategy can effectively communicate brand messages to markets not only within Japan but also across borders.

Due to its visual and emotional appeal, animated content and characters can reach a wide range of age groups, especially younger viewers in their teens and 20s.

Jutsu Kaisen, which boasts enormous popularity both domestically and internationally among young people, has created quite a stir due to its collaboration with DOLCE & GABBANA.

The variety of anime that has been used in marketing includes “One Piece,” “JoJo’s Bizarre Adventure,” and other mainstream anime. Collaborations between emerging anime and domestic and international brands such as “Jutsu Kaisen,” “Oni no Kai,” and “SPY x FAMILY” have also been well received.

In some cases, companies produce original animated videos based on the message they wish to convey.

Japanese animation has a large fan base around the world due to its high production technology and unique storytelling among other factors. This makes it an effective marketing tool for both Japanese and international companies, regardless of whether they are seeking to reach a domestic or international audience.

Four Advantages of Marketing with Animation

(1) Forging an Emotional Connection

Anime strengthens the emotional connection with viewers by connecting them to unique characters and stories.

This is a great way to encourage viewers to develop a sense of familiarity and attachment to a brand, which can in turn lead to greater long-term engagement and brand loyalty.

Example: NESCAFÉ’s original animated commercial

(2) Increasing Brand Awareness

Visually striking animated films are easily remembered by viewers and have the power to significantly increase brand awareness.
In particular, advertisements and promotions using famous and popular anime can attract more attention than regular advertisements.

Example: Uno × Shingeki no Kyojin collaboration commercial

(3) Reach out to diverse markets

Anime is easily adaptable to diverse cultures and languages, making it suitable for localization strategies in international markets.

This makes it possible to convey a consistent brand message not only to the Japanese market, but also to different markets across Europe, the U.S., and other Asian countries.

In fact, similar to the above two videos, commercials that utilize animation can easily create a buzz overseas. In many cases, in addition to official translations, viewers have added subtitles themselves to make more content available in English, Chinese, Spanish, and other languages, spreading the message further overseas.

Example: Nissin Foods × One Piece collaboration commercial

(4) Reaching the younger generation

Anime has a great influence on younger generations such as Gen Z (those born between 1996 and 2012) around the world.

Gen Z has been nicknamed as a generation of “digital natives”, as they have been exposed to a large amount of online information for most of their lives.

There are many anime and manga fans among Gen Z, so marketing through anime is an effective way to connect with this generation.

Dentsu surveyed 18-54-year-old men and women across the U.S. in 2022 to determine the penetration of anime in the country and the characteristics of anime consumption, especially among Generation Z.

btrax Success Story: Yanmar’s “未ル (Miru)” Anime Project

Yanmar Holdings Co.

btrax also participated in this project as a planner and collaborator. Here we introduce the objectives and results of this animation project.

Background and Objectives of the Animation Project

Once a niche entertainment, Anime is now at a point where it is approaching mainstream acceptance. It is now possible to watch Japanese anime in almost any country in the world through video streaming services.

The production of this anime aims to expand the brand awareness of Yanmar to a global audience. Furthermore, it aims to enhance understanding of sustainability efforts by incorporating the globally shared goal of achieving a sustainable society into the story of the anime.

Concept and Theme of the Animation “未ル (Miru)”

未ル (Miru) explores the theme of “confrontation and harmony between humans and nature” in the context of a global movement towards a sustainable society. The protagonist will navigate challenges and personal growth, striving to preserve the environment required for our existence, while the presence of robots will be depicted alongside their journey.

The anime emphasizes the importance of finding balance between humanity and the natural world, aligning with the global call for sustainable living. The name 未ル (Miru) is coined by combining the character for “future” (Mi) with the Japanese character “Ru” to indicate positive action and initiative in creating the future.

Yanmar looks forward to joining its viewers in supporting the characters as they create their own future as the series unfolds.

Yanmar Original Animation “未ル (Miru)”

Akihiro Nagaya, Director, Brand Manager, CBO, Yanmar, “Why Yanmar is trying to do an animation.”

Project Implementation Process and Key Outcomes

btrax supported Yanmar’s participation in Anime Expo 2023, the largest anime event in North America, to unveil Yanmar’s original anime project “未ル (Miru)” and gain brand recognition in the global market.

By analyzing the trends of American anime fans and Anime Expo visitors, and analyzing the performance of our marketing efforts, we proposed an all-inclusive service that included everything from the design of the booth experience at the event to the online promotion of the project.

We also supported the production, planning, and execution of various creative, marketing, and public relations measures to contribute to increasing the brand recognition of the anime both in Japan and abroad.

Panel Discussion at Anime Expo 2023

The panel discussion at Anime Expo 2023 was packed with over 200 visitors and an air of excitement and anticipation for the future development of the animation.

At this discussion panel, btrax CEO Brandon Hill and Akihiro Nagaya, CBO of Yanmar, discussed the background of the production.

Through our participation in Anime Expo 2023, we were able to gain a foothold to expand awareness and interest among anime fans in Japan and abroad through online promotion on social media, in addition to expanding awareness to approximately 350,000 visitors at Anime Expo.

Giant Robot Statue at Anime Expo 2023

For more information on the event itself, please click here.

See also:
Yanmar Anime Project Official Landing Page
Yanmar Anime Project News Release
btrax: Yanmar “未ル (Miru)” at Anime Expo 2023, North America’s largest anime festival.

The Time is Now for Companies to Give Anime Marketing Strategies a Try

There are many reasons why companies should try out anime marketing for themselves.
Japanese animation is loved by people around the world, with its quality and creativity being highly celebrated.

Anime has established itself as “Japan’s best intellectual property” throughout the world.

Results of a U.S. market survey by Dentsu.

The above graphic states “The market size has more than doubled in the last 10 years!”

The data collected reflects that approximately 1 in 3 Americans between the ages of 18 to 54 (roughly 56 million people) say that they enjoy watching anime. While 44% of Americans between the ages of 18 to 24 (roughly 19 million) say that they enjoy watching anime.

Anime is a powerful symbol of Japanese culture, but it also serves as an effective means of communicating ideas and values to broad and diverse audiences.

The extreme popularity of anime, especially among younger generations such as Generation Z, makes it an increasingly powerful tool to reach the next generation of consumers.

For these reasons, it is highly significant for not only Japanese companies but international companies as well, to utilize anime as a new marketing tool.

Want to harness the power of Anime Marketing? btrax is here to support you.

• You want to use anime marketing strategies but don’t know how to go about it.
• What steps should I take to develop a branding strategy both domestically and internationally?

Please feel free to contact us with any questions you may have about marketing and branding strategies utilizing anime.
Our experienced team of professionals will be happy to assist you.