BITES // 09.02.21 // ANIME RENAISSANCE

Every month we collect six of the best pieces of content published on the web and share them with you, because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside, in.

1. FROM NICHE TO GLOBAL PHENOMENON

Recently in Japan, there has been a noticeable increase in the number of marketers utilizing anime in their advertising campaigns. But anime’s effectiveness is not limited to young people in Japan. In recent years, Japanese anime movies have achieved major success in the global marketplace and the popularity of Japanese anime overseas is at an all-time high. In fact, 2021 saw a surge in search for anime and manga. For those unfamiliar, anime refers to Japanese animated TV shows and films, whereas manga refers to comics and graphic novels. As we will see, this art-form is having a large impact on various entertainment and content verticals in the rest of the world.

2. STREAMING PLATFORMS WRITING CHECKS

One of the most popular anime dedicated streaming services is being purchased by Sony. Crunchyroll is an anime streaming service with more than 120 million registered users. This acquisition signals recognition of anime as a rapidly growing medium that has appeal globally with audiences of all ages. This move by Sony is competing with Netflix, which also has a Japan-centric content strategy. Netflix has had more than 40 new original anime titles premiere on the platform this year (double the number it released in 2020). Given the rising popularity of anime, streaming platforms that want to be competitive will need to have an anime production/acquisition strategy in place.

3. BRANDS TRYING THEIR HAND

Taco Bell released a video for their cheesy fries that was actually a trailer for a fake anime movie. The trailer depicts a world in which a giant monster attacks every time Taco Bell’s nacho fries come back. Although there is no actual film, Taco Bell also released an accompanying 20 page manga with further backstory. We can expect to see more brands try to use anime, but the question is whether brands beyond CPG/Food (which historically have been able to do fun animation) will utilize anime in some way.

4. CLASSIC IP’S GET A MAKEOVER

As opposed to acquiring existing anime production companies, one option for IP owners is to give them an anime refresh. Disney has just dropped the trailer for ‘Star Wars: Visions’ an anthology anime series told through seven Japanese anime studios. Back To The Future is also getting its own anime re-telling via a manga series. This approach can also go in the reverse direction with Netflix developing a live-action version of the beloved anime Cowboy Bebop. However, the challenge with doing live-action remakes of anime is facing the fury of die-hard fans who don’t want to see their beloved show trampled on. Tread lightly.

5. MUSIC INDUSTRY AND THE METAVERSE

Ed Sheeran recently dropped a new music video for his latest single “Bad Habits.” The single was originally released along with a live-action music video wherein Sheeran roams the city streets at night with vampire fangs, spooky eye makeup, and a pink suit. But now, Sheeran has teamed up with manga artist Rui Ikeda for an anime-themed music video for the same single. Ariana Grande has also recently done a collaboration with Epic Games for a series of live animated concerts for the video game Fortnite. The Rift Tour concerts consisted of five shows and featured anime inspired avatars. Expect to see more large pop artists utilize anime as a reference for their videos and content. It’s important to note that these artists have a personal love for anime which fosters an authentic collaboration.

TAKEAWAY:

Anime’s success and infiltration of pop culture is indicative of how market boundaries no longer exist and audiences around the world can adopt a cultural institution that is not native to their home market. Marketers who want to lean into anime authentically should partner with collaborators who share enthusiasm and deep knowledge of the art form. Even though anime may still seem foreign to some, the golden age may still be around the corner.