Anime is no longer just a niche interest enjoyed by dedicated fans. From sold-out cinema screenings and international streaming platforms to major pop culture conventions, Japanese animation has become a global entertainment phenomenon. What was once considered a specialised corner of popular culture is now influencing music, fashion, gaming and the wider entertainment industry.
For Japan, this growing international fascination represents more than a cultural achievement. As the country faces an ageing population, economic pressures and increasing competition in traditional manufacturing industries, anime and other creative exports are emerging as valuable sources of international revenue.
At the centre of this transformation is Sony Group, which has been expanding its entertainment operations and strengthening its position in the global anime market. The worldwide success of Demon Slayer has further demonstrated the commercial potential of Japanese storytelling, highlighting how the country’s creative industries could become an important part of its economic future.
Anime Takes Centre Stage in Global Pop Culture
The growing influence of anime was particularly visible at New York Comic Con in October 2026. Once dominated largely by American comic books and superhero culture, the convention has increasingly become a major gathering place for anime enthusiasts.
Fans arrived dressed as characters from popular Japanese franchises, including Demon Slayer, Naruto and One Piece. Merchandise, costumes and anime-inspired accessories were everywhere, reflecting how deeply Japanese animation has become embedded in international fan culture.
The popularity extends far beyond conventions. Anime references have entered mainstream music, professional sports and online entertainment, attracting audiences who may previously have had little interest in Japanese animation.
According to figures cited in the original report, approximately one in three streaming viewers worldwide now watches anime. The global anime industry, valued at around $32 billion in 2023, is projected to reach $57 billion by 2030.
This expansion demonstrates that anime has developed into a significant international entertainment market rather than remaining a specialised cultural interest.
Sony’s Growing Influence on Japan’s Anime Industry
Sony has recognised the potential of this growing market and has been steadily reshaping its business around entertainment, technology and intellectual property.
The company was once internationally recognised primarily for consumer electronics, including the Walkman and Trinitron televisions. However, after facing increasing competition from lower-cost manufacturers, Sony gradually shifted its focus towards music, movies, gaming and other entertainment businesses.
Today, its entertainment divisions account for approximately 70 per cent of its profits, reflecting the importance of this strategic transformation.
Under Chief Executive Hiroki Totoki, Sony has continued to strengthen its position in the anime industry. The company acquired Crunchyroll, the global anime streaming platform, in 2021 and has since worked to expand its international reach.
Sony has also invested approximately $300 million in Japanese media conglomerate Kadokawa and established a strategic partnership with Bandai Namco, a major player in the anime and gaming industries.
These moves reflect a broader strategy to strengthen Sony’s access to popular entertainment properties, creative talent and international audiences.
The company’s willingness to move away from certain traditional businesses has also highlighted its changing priorities. In 2026, Sony announced a deal to transfer a majority stake in its television and home entertainment business to a Chinese manufacturer, marking another significant step in its transformation.
Demon Slayer Demonstrates the Power of Japanese Storytelling
One of the strongest examples of anime’s international commercial potential is Demon Slayer: Kimetsu no Yaiba.
The franchise has grown from a popular Japanese manga and anime series into a major global entertainment property. Its cinematic success has helped introduce Japanese animation to wider audiences, with Demon Slayer: Kimetsu no Yaiba Infinity Castle becoming North America’s highest-grossing international film ever, according to the report.
For Sony, the success of the franchise illustrates how original Japanese content can generate significant international interest and commercial value.
Hiroki Totoki has also spoken about the emotional connection audiences develop with such productions. Recalling his experience watching a Demon Slayer film in a cinema, he described being deeply moved by the characters and their stories.
That emotional connection is an important part of what makes successful entertainment properties stand out. While technology can reproduce visual styles and competitors can develop similar productions, originality and authentic storytelling remain difficult to replicate.
The Challenges Behind Japan’s Anime Success
Despite the industry’s rapid growth, Japan faces several challenges in turning international demand into sustainable economic success.
One of the biggest concerns is the limited availability of skilled animation professionals. Japan’s declining and ageing population has contributed to labour shortages across several industries, including animation.
The anime sector has also faced longstanding criticism over demanding working conditions, extended hours and relatively low pay for many artists. These issues make it difficult for studios to expand production capacity, even as international demand continues to increase.
The growing use of artificial intelligence presents another challenge. AI tools can now generate anime-style images and video clips within seconds, potentially increasing the volume of content available to audiences.
However, many established Japanese creators remain cautious about adopting the technology. The original report highlighted the position of Studio Ponoc, a Tokyo-based animation studio that continues to hand-draw every frame of its films, requiring more than 100,000 individual drawings and years of work for a single production.
The debate reflects a wider question facing the creative industry: how can technology support production without compromising the artistic identity that makes Japanese animation distinctive?
Global Competition Is Growing
Japan is no longer the only country investing heavily in anime-inspired entertainment. Studios in South Korea and China are increasingly developing high-budget animated productions that compete for international audiences.
Investment in Japanese intellectual property is also attracting attention from international businesses. The original report noted that American private equity firm Blackstone spent $1.7 billion to acquire Infocom, a Japanese manga provider whose titles can serve as source material for anime adaptations.
At the same time, Sony’s own experience with KPop Demon Hunters illustrates how unpredictable the entertainment business can be. Although Sony developed the film, it sold the distribution rights to Netflix before the production became a worldwide phenomenon and the streaming platform’s most-watched movie ever.
Success in entertainment therefore depends not only on developing strong creative properties but also on recognising their potential, managing distribution and reaching the right audiences.
Can Anime Become Japan’s Next Major Economic Strength?
For decades, Japan was recognised internationally for its leadership in electronics, automobiles and advanced manufacturing. As competition has intensified in these traditional sectors, the country’s creative industries are providing new opportunities for international growth.
Anime, manga, gaming and other forms of Japanese entertainment are increasingly contributing to the country’s global cultural influence and economic identity.
Sony’s transformation demonstrates how Japanese businesses can adapt to changing market conditions by investing in intellectual property, entertainment platforms and international audiences. Its growing anime operations also highlight the commercial value of connecting Japanese creativity with global distribution networks.
However, the industry’s future will depend on more than popularity. Japan must find ways to support its creators, address labour shortages, maintain artistic standards and compete in an increasingly crowded international market.
The worldwide success of Demon Slayer offers a powerful example of what Japanese storytelling can achieve. But perhaps the bigger opportunity lies in ensuring that the creative talent behind such productions has the resources and support to continue creating original work.
As anime continues to attract audiences across continents, Japan may be entering a new chapter in its economic story, one in which its greatest international strength is not simply what it manufactures, but the stories it creates and shares with the world.
Image Disclaimer: Pictures used belong to their respective rightful owners.
