Anime’s cultural power across APAC: Why brands can’t afford to miss the wave

Anime’s meteoric rise across Asia-Pacific is no longer just a pop culture phenomenon — it’s a reflection of how entertainment has become part of people’s identities and daily lives across the region. Streaming platforms, social media, and global fandoms have erased traditional boundaries, allowing audiences to gravitate toward stories and worlds that mirror their aspirations.

This is noted in dentsu’s latest global report on anime, stating that 3 in 10 global consumers now watch anime weekly, with viewership and fan engagement surging across APAC, particularly in Thailand, Indonesia, and other SEA markets, making the region one of the most engaged fandom clusters outside Japan.

For brands, this marks a turning point. As Robin Lau, global strategist, IP development and entertainment solutions at dentsu puts it in this exclusive interview with MARKETECH APAC, tapping into anime “is not just about visibility, it is about forging authentic, lasting bonds… moving beyond surface-level collaborations to create truly authentic partnerships that respect the stories, creativity, and diversity that make anime culture so powerful.”

A region like no other in anime consumption

According to dentsu’s research, anime is deeply embedded in APAC’s cultural fabric — and the numbers show it. “The region stands out globally, with 48% of APAC consumers watching anime at least weekly — much higher than the global average of 31% and just 21% in EMEA,” Lau explains.

The appetite is especially strong in emerging, youthful markets. “Countries like Thailand and Indonesia… show exceptionally high engagement rates, at 59% and 56% respectively. This underscores how embedded anime is within APAC’s popular culture, even when compared to markets such as the US and the UK.”

But APAC is far from monolithic. Lau points out that “each market has its own ecosystem for broadcasting, content distribution, and fan communities… As a result, brands often face challenges in deciding whether to adopt a single-market focus or take a more coordinated regional approach.”

Why anime sits alongside K-dramas and US TV

Anime’s mainstream appeal, Lau says, is rooted in a bigger shift in consumer behaviour: “Today’s consumers are increasingly focused on expressing their true selves through their interests, rather than merely following trends.” This means fans often mix and match passions — from K-pop to sports — and connect with communities that share them.

APAC’s media diversity has helped shape these unique tastes, with a deep history of Japanese anime dating back to the 1980s. “This longevity means that anime resonates not only with Gen Z, but also with millennials and Gen X, creating a sense of nostalgia as well as excitement,” Lau notes.

While the striking art style often draws attention, Lau says it’s the narratives that keep fans invested: “Our research shows that it is the stories that truly build emotional resonance and long-lasting appeal. For brands, this strong storytelling connection often translates to increased interest in anime collaborations.”

A fandom built on passion and authenticity

The anime fandom — or ACG (Anime, Comics, Games) community — is unlike many others in its diversity and intensity. “The fandom… spans multiple passions, such as manga, animated series, gaming, and collecting merchandise,” Lau says, adding that fans are increasingly open to anime-styled content from beyond Japan, including Korea, China, and even Europe.

What makes this community stand out is its dedication to authenticity. “They set a high bar… expecting brands to respect the creative integrity of the original titles and to involve the original creators where possible,” Lau explains. Many see anime “as part of their lifestyle and self-expression, going beyond entertainment,” and that commitment often translates into spending — with a significant share of fans spending over $200 annually on merchandise, and about 10% exceeding $500.

Getting it right: the brand playbook for anime

For marketers, the key is to approach anime partnerships with care and respect. “It is important to work with rights holders, creators, and influential community members to ensure that campaigns feel genuine and are well received,” Lau advises.

That means moving beyond simply slapping characters on products. “Brands should focus on striking a balance between their own story and the narrative of the anime they are partnering with… Ultimately, successful campaigns are those that feel thoughtfully integrated and respectful of both the fans and the original creators.”

For newcomers, Lau recommends going deeper than the most popular titles. “Look beyond just the biggest or latest titles, and instead seek out stories and characters whose themes or communities align well with… brand values and target audience.”

And above all, he says, authenticity remains the non-negotiable: “Brands must show respect for original creators, maintain authenticity throughout their collaborations, and stay mindful of the community’s values and expectations.”

From sponsorship to participation

The new marketing frontier in APAC is about shifting from passive sponsorship to active participation in culture-defining conversations. As Lau frames it, entertainment IPs like anime “act as bridges into culture itself,” helping brands engage meaningfully with today’s lifestyle, values, and trends.

For companies willing to commit to that authenticity, anime offers not just a creative opportunity, but a chance to become part of the stories that millions of people live and breathe every day.

In the end, anime’s influence in APAC is more than a cultural wave — it’s a language of connection, identity, and shared passion. For brands, the real opportunity lies not in chasing fleeting trends, but in stepping into these worlds with respect, creativity, and genuine intent. Those who can weave their stories seamlessly into the narratives fans already hold dear won’t just capture attention — they’ll earn a place in the hearts of communities whose loyalty runs as deep as the tales they treasure.