Anime Conquers the World: A Phenomenon in the Fast Lane

The triumph of American sprinter Noah Lyles at the Olympic Games in the 100-meter race, perfectly crowned by the display of a well-known gesture from the "Dragon Ball" franchise, highlights the growing cultural significance of Japanese animation. With the upcoming release of a new "Dragon Ball" series and a video game on October 11, Lyles has further reason to celebrate, as does Japan's new Prime Minister Ishiba Shigeru, also an avid fan. Anime, once a niche product reportedly "only consumed by students without friends," has now established itself as a global phenomenon. The export value of Japanese animation art now nearly matches that of semiconductors or steel. The number of anime fans worldwide exceeds that of the national fanbase, with estimates of around 800 million interested individuals globally. The streaming boom has significantly contributed to the global popularity of anime. Platforms like Crunchyroll allow fans to watch their favorite series independently of network schedulers. The pandemic strengthened this trend, as anime viewership worldwide surged during lockdown months. This fueled production to the extent that around 300 works were licensed for international markets in 2023. A certain disenchantment with Hollywood's "happy ending guarantee" amplifies the anime craze. As Tufts Professor Susan Napier notes, technology has not brought the expected utopia, and the postwar world is more uncertain than thought. In contrast, anime offers more complex stories and protagonists who experience human loss and overcoming—a contrast to the sweet cuteness that is often present nonetheless. The root of success also lies in the diversity and depth of Japanese mangas. Originally designed only for children, they now address every conceivable topic, providing anime with inexhaustible material. In the mid-1990s, studios began producing anime for a female audience, broadening the thematic and emotional range. Japan's government recognized the potential and invested in the early 2010s through the "Cool Japan" initiative to promote the creative industry internationally—with mixed success. Nevertheless, interest in anime continues to rise worldwide, inspired by traditional techniques and innovative implementations. Recent productions, such as "Blue-Eye Samurai" on Netflix, demonstrate how deeply embedded Japanese aesthetics are globally, while new live-action adaptations expand the spectrum. Although new experiments enrich the scene, classic anime production remains strong. In an indefinite and uncertain world, this seems to be the ideal foundation for an industry poised to continue captivating the globe.