Anime is dominating the world
A recent article published by The Economist discusses the meteoric rise of anime as a cultural phenomenon and its transformation from a niche product to an industry with global reach. What was once considered entertainment limited to a small audience has evolved into an economic and cultural engine with hundreds of millions of followers around the world.
The article begins by highlighting a peculiar moment in the recent Olympic Games: after winning gold in the 100 meters, American sprinter Noah Lyles made a hand gesture that was immediately recognized by anime fans as a reference to Dragon Ball, one of the most beloved franchises of the genre. This tribute reflects the scope of anime, which is no longer just a Japanese product, but a global phenomenon that connects millions of people.
The anime, defined as animation produced in Japan, is characterized by its unique visual style, with characters with large eyes, extravagant hair, and easily identifiable emotions. Although initially aimed primarily at Japanese audiences, the genre has gained popularity around the world, aided by its ability to be set in timeless or vaguely universal settings, making it easier to connect with international audiences.
The impact of anime is reflected in impressive figures: in 2023, the Japanese animation industry reached record revenues of 339 billion yen (about $2.3 billion), with almost half of its profits coming from abroad. Streaming services such as Netflix have been key in this expansion, accumulating more than a billion views of anime titles in 190 countries over the last year. Productions such as "Demon Slayer" and "My Happy Marriage" stand out among the most watched.
Factors Behind Its Popularity
The rise of anime can be attributed, in part, to the explosion of streaming platforms, which have made these productions more accessible than ever. During the pandemic, anime consumption skyrocketed, and since then, supply and demand have not stopped growing. This year, Japanese studios have licensed nearly 300 productions in regions such as North America, Europe, and Southeast Asia.
Another key factor is the narrative approach of anime, which contrasts with the formulas of Hollywood productions. Instead of conventional happy endings, anime stories address complex issues, significant losses, and vulnerable protagonists, something that resonates in an increasingly uncertain world. As Susan Napier, anime expert and professor at Tufts University, explains, "audiences are looking for a combination of tenderness and emotional depth in a world full of uncertainty."
The evolution of gender and its cultural impact
Since the 90s, anime has diversified its audiences and themes. Titles like "Sailor Moon" introduced more stories focused on female characters and magical elements, while works like Hayao Miyazaki's "Spirited Away" took the genre to a new level of sophistication, even winning an Oscar in 2003. In parallel, franchises such as "Dragon Ball" and "Pokémon" continued to capture new generations of fans.
The Japanese government has also recognized anime's potential as a tool for cultural diplomacy. Although initiatives such as "Cool Japan" have not achieved the expected results, the country continues to boost its creative industry globally, with the ambition of quadrupling the value of its cultural exports by 2033.
A bright future for anime
The impact of anime is not limited to Japan. Creatives around the world have embraced his aesthetic and narrative. Recent examples include "The Glassworker," a 2D animated film produced in Pakistan, and the upcoming feature film "The Lord of the Rings: The War of the Rohirrim," directed by Japan's Kenji Kamiyama. In addition, productions such as Netflix's Blue Eye Samurai demonstrate how the style and themes of anime can be adapted to global audiences.
However, traditional anime remains the cornerstone of this industry, offering stories that resonate deeply with a global audience. As The Economist article concludes, although the world may be increasingly unpredictable, anime remains a constant source of creativity and innovation for audiences everywhere.
Source: The Economist
