An animated tale starring swarms of flesh-eating demons might not seem like traditional cinema material, but that’s precisely what the latest Demon Slayer film demonstrated to be.
The film set fresh records for anime, racking up more than $70 million on its debut weekend in the United States and exceeding £535 million globally. To put that in context, the anime classic Ghost in the Shell, released in 1995, made around £2 million worldwide.
From Underground Phenomena to Global Hero
In the intervening three decades, anime has evolved from an niche cultural curiosity to a veritable saviour during one of the worst autumn cinematic downturns in modern history.
“Over the last eight years nurturing this fanbase,” says an senior from a leading anime platform. “Coming out of the pandemic, that fandom has just continued to grow.”
A key factors to its triumph has been the gradual building of a worldwide fanbase for series like Demon Slayer, which features a popular TV series and a prior box office success with 2020’s Demon Slayer the Movie: Mugen Train.
A Globalised Reach of Japanese Animation
Anime first emerged in Japan during the 1950s, but its major global breakout came in 1988 with Akira. This futuristic story ushered in a more grown-up, sophisticated brand of animation whose impact can be seen throughout modern culture.
Today, Demon Slayer symbolizes anime gatecrashing mainstream cinema and establishing Japanese animation as a potential source of intellectual property in an era where IP is king. Most anime start life as manga, offering years of backstory for studios looking to spin them into major franchises.
Its new international reach means anime can materialise in unlikely places. Olympic athletes, Premier League footballers, and other athletes have referenced anime in their triumphs. Some commentators have described the art form as “a lingua franca for young people all over the planet.”
“It’s part of young people’s identity,” states 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 intense fanaticism supercharged by phenomena like South Korean pop music. Fans aren't just watching; they are purchasing merchandise and posting their fandom on social media.
The government of Japan is betting big on anime as a central part of its “Cool Japan” plan. This cultural diplomacy effort aims to stimulate the national economy by leveraging hardcore fandom to drive tourism. Leaders hope the strategy can generate significant revenue annually by 2033.
This represents a step change for a country historically protective 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 internationally.”
Streaming Wars and Future Projects
In the landscape of anime streaming, giants like Netflix are significant players. The streamer reports that the number of subscribers watching anime on its platform has tripled in the last five years, with dubs produced in dozens of languages to meet global demand.
The roadmap is filled with epic stories. New instalments in the Demon Slayer saga are planned, although audiences will have to wait until 2027 and 2029. Before then, a live-action adaptation of One Piece and new seasons of other popular series are set for release.
The narratives are grand, but so are the economic upsides of anime’s apparently unstoppable ascent on the world stage.
