Singapore – The undeniable influence of popular culture in enhancing brand equity and driving consumer engagement has become increasingly evident. For marketers who may have missed out on previous waves of pop culture, such as K-culture and gaming & esports, a new opportunity has emerged to tap into the fastest-growing content genre of the past two years globally: anime.
This revelation comes from “The Anime Impact,” a groundbreaking report unveiled by Culture Group, an agency specializing in pop culture and lifestyle marketing. The report sheds light on the immense potential that anime holds for marketers seeking to connect with diverse audiences and leverage the power of this cultural phenomenon.
With the rise of anime’s popularity, brands now have the chance to align themselves with this dynamic and rapidly expanding industry. By understanding the unique characteristics of anime and its passionate fan base, marketers can forge meaningful connections, fuel engagement, and capitalize on the widespread appeal of this captivating content genre.
Report Coverage
This report’s primary goal is to assist marketers in determining the potential for cultivating cultural relevance through anime. The report delves into three critical aspects of this cultural phenomenon, providing numerous insights. First, it examines the remarkable rise of anime as a mainstream cultural force, with a particular focus on Southeast Asia. Second, it provides an overview of the Anime, Games, Comics, and Novels (AGCN) landscape, highlighting key features and trends. Finally, the report delves into the various roles and opportunities for brands to engage with this ardent community.
Anime in Southeast Asia
The Southeast Asia region, which serves as a hub for anime fans, is one noteworthy aspect covered in the report. Southeast Asia has established itself as a stronghold for this captivating medium, with three of the top five countries in the world ranked by anime popularity. Anime is an important part of the region’s cultural tapestry and has been a part of many consumers’ upbringing. The global surge in anime popularity, on the other hand, has significantly expanded access to content, experiences, and opportunities within the region. As a result, fan communities are thriving, and artists and creators are fusing anime influences with local heritage to create a vibrant and innovative cultural fusion.
Commenting on the report, Michael Patent, Founder & President, of Culture Group, said: “Anime has quietly evolved into a $28 billion industry offering exciting opportunities to brand marketers. The objective of this report is to demystify the anime space and outline areas in which brands can get involved. Our experience of working in the space has shown that harnessing a passion point is a powerful way to build relevance and emotional connections with consumers.”
Drivers for growth
The report delves deeply into the forces driving the growth of anime, providing a thorough analysis. The increasing accessibility of anime titles via Over-The-Top (OTT) platforms is a key factor contributing to this growth. This increased accessibility has resulted in an increase in viewership among existing anime fans, resulting in a demand for more diverse content. As a result, new adaptations, localizations, fan remixes, and other creative offerings have become more widely available. Notably, brands have taken notice of this growing cultural appeal, resulting in official collaborations that bring beloved intellectual properties (IPs) to life in novel ways.
Furthermore, thanks to the increased accessibility of anime content, the genre is attracting a new wave of new fans. As anime continues to collaborate with mainstream brands and intersect with other popular passion points, there has been a shift in perception of the previously perceived niche or “nerd culture” associated with it. This shift has resulted in a lower barrier to entry, which has sparked interest among casual enthusiasts. Anime’s convergence with various brand collaborations and remixes has broadened its appeal, making it more accessible and appealing to a wider audience.
Brand roles and opportunity
To improve their brand equity in the realm of cultural trends such as anime, brands must understand and effectively leverage this space. The report presents a framework with four distinct roles for brands to play: enabler, facilitator, celebrant, and cultivator. Each role provides unique opportunities for brands to engage with anime and its devoted fans.
Brands can benefit from creating content, intellectual property (IP), and products that draw inspiration from anime while also showcasing local culture. This strategy capitalizes on valuable white space in Southeast Asia (SEA), where there is an increasing demand for diverse cultural sources. Consumers are increasingly looking for anime that combines cultural elements with local heritage, presenting brands with an exciting opportunity to bridge the gap between global and regional cultural influences.
The last report titled 2023 CultureCast: Your Pop Culture Marketing Cheat Sheet was launched in January this year.
