An animated drama starring swarms of carnivorous monsters might not seem like traditional box office fodder, but that’s exactly what the latest Demon Slayer film proved to be.
The film set fresh records for anime, generating over $70 million on its opening weekend in the United States and surpassing £535 million globally. To provide perspective, the anime landmark Ghost in the Shell, released in 1995, made approximately £2 million worldwide.
Evolving From Underground Phenomena to Worldwide Saviour
In the intervening three decades, anime has journeyed from an niche phenomena to a true saviour during one of the worst fall cinematic slumps in modern history.
“Over the last eight years nurturing this fandom,” says an executive from a leading anime streaming service. “Following the pandemic, that fandom has just persisted to expand.”
One of the keys to its triumph has been the steady cultivation of a global fanbase for series like Demon Slayer, which features a popular TV series and a prior theatrical hit with 2020’s Demon Slayer the Movie: Mugen Train.
A Globalised Reach of Anime Animation
Anime first emerged in Japan during the 1950s, but its major global breakout came in 1988 with Akira. This dystopian tale ushered in a darker, sophisticated brand of animation whose impact can be seen throughout contemporary media.
Today, Demon Slayer represents anime gatecrashing Hollywood and establishing Japanese animation as a valuable rich resource in an era where IP is king. Most anime begin life as manga, providing years of source material for studios looking to develop them into major franchises.
Its expanded international reach means anime can materialise in unlikely arenas. Olympic athletes, top-tier footballers, and other athletes have referenced anime in their triumphs. Some observers have described the art form as “a common language for young people all over the planet.”
“It’s part of young people’s self-expression,” says an anime writer based in Tokyo. “I think that really is driving this surge of anime, not just in the US, but globally.”
Economic Benefits and Government Initiatives
The surge in interest is also attributed to “Oshikatsu,” a phenomena of devout fanaticism supercharged by trends like South Korean pop music. Fans aren't just watching; they are purchasing merchandise and posting their fandom on social media.
The Japanese government is investing heavily on anime as a central part of its “Cool Japan” plan. This cultural diplomacy initiative aims to stimulate the economy by harnessing dedicated fandom to drive tourism. Leaders hope the strategy can generate significant revenue annually by 2033.
This marks a step change for a country historically guarded of its culture. “Japan's home market was big enough for a long time,” comments the Tokyo-based expert. “It was an afterthought to share this culture globally.”
Digital Wars and Upcoming Releases
In the world of anime streaming, giants like Netflix are significant players. The streamer reports that the number of subscribers watching anime on its platform has increased threefold in the last five years, with dubs produced in dozens of languages to meet worldwide demand.
The future is filled with major stories. Second and third films in the Demon Slayer saga are in the works, although fans will have to wait until 2027 and 2029. Before then, a real-world adaptation of One Piece and new seasons of other hit series are scheduled for release.
The narratives are grand, but so are the financial upsides of anime’s apparently unstoppable rise on the global stage.