An animated tale starring swarms of flesh-eating monsters might not seem like classic box office material, but that’s exactly what the latest Demon Slayer film demonstrated to be.
The film set fresh records for anime, racking up over $70 million on its opening weekend in the United States and surpassing £535 million globally. To put that in context, the anime classic Ghost in the Shell, which debuted in 1995, made around £2 million worldwide.
Evolving From Niche Phenomenon to Global Hero
In the spanning three decades, anime has journeyed from an underground phenomena to a true saviour during one of the most severe fall box office slumps in recent memory.
“Over the last eight years nurturing this fanbase,” says an senior from a leading anime streaming service. “Following the pandemic, that community has just continued to grow.”
A key factors to its triumph has been the slow cultivation of a global fanbase for series like Demon Slayer, which boasts a successful TV series and a prior theatrical hit with 2020’s Demon Slayer the Movie: Mugen Train.
The Globalised Appeal of Japanese Animation
Anime originated in Japan during the 1950s, but its major global breakout came in 1988 with Akira. This futuristic story pioneered a darker, sophisticated brand of animation whose influence can be seen throughout modern culture.
Today, Demon Slayer symbolizes anime breaking into mainstream cinema and cementing Japanese animation as a valuable source of intellectual property in an era where IP is king. Most anime begin life as manga, providing decades of backstory for studios eager to spin them into major franchises.
Its expanded globalised reach means anime can materialise in unlikely arenas. Olympic athletes, Premier League footballers, and other athletes have referenced anime in their triumphs. Some commentators have labeled the art form as “a common language for young people all over the planet.”
“It forms young people’s identity,” says an anime writer based in Tokyo. “I think that really is fuelling this rise of anime, not just in the US, but worldwide.”
Economic Benefits and National Initiatives
The spike in interest is also attributed to “Oshikatsu,” a phenomena of devout fanaticism amplified by phenomena like South Korean pop music. Fans don't only watching; they are purchasing merchandise and posting their passion on social media.
The government of Japan is betting big on anime as a key part of its “Cool Japan” plan. This cultural diplomacy effort aims to stimulate the national economy by leveraging dedicated fandom to drive cultural tourism. Leaders hope the strategy can generate trillions of yen annually by 2033.
This represents a significant shift for a country traditionally protective of its culture. “Japan's home market was big enough for a long time,” notes the Tokyo-based expert. “It was an secondary consideration to spread this culture internationally.”
Streaming Wars and Future Releases
In the world of anime streaming, major platforms 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 voice-overs produced in numerous of languages to meet worldwide demand.
The roadmap is filled with epic releases. Second and third instalments in the Demon Slayer saga are in the works, although audiences 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 epic, but so are the economic rewards of anime’s seemingly relentless rise on the global stage.
