San Francisco, 13 March 2024: The Report Japan Anime Merchandising Market Size, Share & Trends Analysis Report By Product (Figurine, Clothing, Books), By Distribution Channel (Online, Offline), And Segment Forecasts, 2024 - 2030

The Japan anime merchandising market size is anticipated to reach USD 9.36 billion by 2030, registering a CAGR of 8.1% from 2024 to 2030, according to a new report by Grand View Research, Inc. The increasing psychological stress level among young people led to a growing consumption of anime content and related merchandise collections among Japanese viewers. Animation has positively impacted young people's mental health by reducing their stress levels. Anime and manga are widely accepted forms of entertainment in Japan, enjoyed by people of all ages. The stigma surrounding anime and manga has diminished considerably, leading to more middle-aged individuals openly expressing their fandom for anime. It has resulted in a broader audience base and boosted the overall demand for anime merchandise among older demographics.

Middle-aged anime fans have diverse tastes and preferences, ranging from classic series to newer titles, contributing significantly to market's diversity and growth. Recognizing the cultural significance of anime as an art form and cultural export, the government supports efforts to preserve and conserve anime-related artifacts, artwork, and historical sites. It includes funding museums, archives, and preservation projects dedicated to preserving Japan's anime heritage for future generations. The government's perspective on anime and manga content has shifted from being viewed as mere artistic materials to being designated as cultural materials for the Japanese industry and people.

The Agency for Cultural Affairs aims to prevent manga outflow, preserve manga culture, and use it as a tourism resource to attract Japanese fans from overseas. The COVID-19 pandemic negatively impacted the market growth. The release schedules of new anime content had been disrupted, leading to delays in the production and release of anime seasons, episodes, and movies. It made it difficult for the industry to take advantage of timely promotional opportunities. Moreover, anime conventions and events had been canceled or postponed due to safety concerns, reducing overall merchandise sales and depriving fans of engagement opportunities.

The increasing popularity of Japanese anime content, growing internet penetration, and increasing accessibility of anime content due to the expansion of digital platforms have led to an increased demand for anime merchandise. The merchandise includes clothes, toys, and limited edition collectibles based on respective anime characters and content due to the growing influence of otaku culture. The growing internet penetration worldwide has significantly widened the audience reach and accessibility of anime content.

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With the increased high-speed internet connectivity in various regions, fans from diverse cultural backgrounds and geographical locations have unprecedented access to various anime series, movies, and related content. Streaming platforms dedicated to anime, such as Crunchyroll, Netflix, and Funimation, took advantage of this trend by offering extensive libraries of licensed anime titles that can be easily accessed and streamed on-demand, eliminating traditional barriers to physical distribution and localization.According to the World Population Review, in 2024, Japan is expected to have the highest percentage of its population that watches anime (75.9%). Internet platforms, such as Quriverse and Anime-Planet, support fan engagement by creating online communities around anime content.

Japan Anime Merchandising Market Report Highlights

• The figurine segment dominated the market and accounted for a share of 38.0% in 2023 owing to the growing popularity of anime culture
• The online distribution channel segment dominated the market and is expected to grow at the fastest CAGR of 9.5% from 2024 to 2030
• The growth of this market is driven by factors, such as strong cultural promotion by the government, intellectual property protection, industry support, tourism, international collaboration, digital distribution, and merchandise export promotion
• In November 2023, COVER Corporation announced the release of new Hololive Meet 2023 Ambassadors merchandise in an official partnership with Tokyo Otaku Mode Inc.
• The released merchandise includes stickers, badges, handwritten postcards, trading cards, phone tabs, strap sets, and acrylic stands

Online communities connecting anime enthusiasts are crucial in cultivating a strong fellowship among fans. Providing a platform for fans to interact, share enthusiasm, and participate in discussions, encourages fans to get merchandise associated with their favorite franchises, driving market demand. Fan art creation and cosplay showcase within these communities also contribute to the growing popularity of anime and related merchandise. In addition,Japan anime merchandising market trends include the increase in internet-driven data analytics that enables online retailers to cater to anime fans' needs and preferences. Online retailers use insights to personalize anime merchandise recommendations based on user behavior and browsing patterns.

This data-driven approach ensures that fans are presented with a curated selection of products that align with their interests and preferences, effectively attracting them to purchase. As internet penetration expands, online retailers have a growing pool of data, enabling them to further refine their product offerings and marketing strategies, maximizing engagement and driving sustained growth in the market. Increasing demand for limited editions and collectibles is driving the market demand. The expansion of the merchandise market is further fueled by anime's frequent adaptation into various forms of media, including video games and comic books, providing fans with an extensive collection of merchandise options to explore. Influencers and social media play a crucial role in promoting anime merchandise, using their reach and engagement to attract fans to purchase.

Japan's anime merchandising market growth stage is medium and the pace of its growth is accelerating. The generative AI market in the region is characterized by an active and rapidly evolving landscape driven by a diverse range of products catering to fans' varied interests and collaborations with popular franchises and influencers.

Japan Anime Merchandising Market Report Scope

The pandemic negatively impacted the industry due to disruptions in the release schedules of new anime content. Delays in the production and release of anime seasons, episodes, and movies resulted in delays in merchandise launches, obstructing the industry's ability to capitalize on timely promotional opportunities. In addition, safety concerns led to canceling or postponing anime conventions and events, depriving fans of engagement opportunities and reducing overall sales. Supply chain disruptions increased the challenges, impacting production, distribution, and availability, leading to shortages and a reduced variety of products. Offline retailers specializing in anime merchandise faced closures and decreased foot traffic. In contrast, Japanese anime merchandise online store platforms experienced a surge in sales as fans increasingly turned to e-commerce channels.

Collaboration between anime studios, artists, and brands drives innovation in merchandise design and marketing strategies.In February 2023, Asics announced the launch of its latest shoe collection, the GEL-NYC. In collaboration with the anime series Naruto Shippuden, the company has also introduced an exclusive limited edition pair of sneakers featuring various iconography from the show.

List of Key Players in the Japan Anime Merchandising Market

• Bandai Namco
• Good Smile Company, Inc.
• Kodansha LTD.
• Kotobukiya Co., Ltd.
• Kyoto Animation Co., Ltd.
• P.A.WORKS Co., Ltd.
• Pierrot Co., Ltd.
• Production I.G
• Studio Ghibli, Inc.
• TOEI ANIMATION Co., Ltd.
• Ufotable Co., Ltd.
• VIZ Media, LLC.