There is hardly anyone left who hasn’t heard the word “anime” at least once in their life. Even elderly people in Western countries are familiar with the term, although they may not always understand what it means or what stands behind it. In this article, we will dive deep into the topic: what the anime industry is, its key aspects, and analyze the revenue it has brought to the Land of the Rising Sun — Japan.
What Is Anime
Anime refers to animated films and series produced in Japan. The term “anime” comes from the English word “animation”, which reflects both its origin and essence. Anime is known for its exaggerated emotional expressions and a distinctive artistic style that has become a symbol of Japanese pop culture around the world.
The Creation of Anime
Before animation technology became available, Japanese people enjoyed manga — Japanese comics. With technological development, they began adapting popular manga into animated films and series. The first Japanese animated film is Astro Boy (Japanese: Tetsuwan Atom), created by Osamu Tezuka and first aired in 1963, that became the first television anime series and laid the foundations of modern anime.
The 1990s
In the 1990s, anime rapidly grew in popularity, first in Japan and then worldwide. The Japanese, traditionally fond of manga, appreciated the convenience of watching anime: instead of reading comics in a limited format, they could enjoy visual stories on screen. This allowed them to combine viewing with other activities, which was especially valued in a fast-paced lifestyle.
The demand for animated works increased dramatically. Tetsuwan Atom (Astro Boy) by Osamu Tezuka, first aired in 1963. It became a real hit, attracting up to 40% of Japan’s television audience. Although exact revenue figures are unavailable, its success contributed to the growth of the anime industry and the profitability of studios.
In 1969, the studio Mushi Production released the full-length film A Thousand and One Nights (Senya Ichiya Monogatari), which grossed 290 million yen at the Japanese box office — approximately 2.6 million USD at the time. The film, the first in the Animerama trilogy: Senya Ichiya Monogatari (A Thousand and One Nights) 1969 aimed at adult audiences, showcased anime’s commercial potential beyond the traditional children’s segment.
Thus, even in the 1960s, anime began generating significant profits, and in the 1990s, its popularity and commercial success continued to grow both domestically and internationally.
Although precise GDP share percentages for the 1990s are unavailable, it’s likely that anime accounted for less than 0.2% of Japan’s total economy during that period, considering its scale and development at the time.
GDP is an indicator of how much money a country’s economy “earns”, it is often used to assess economic growth, the level of well-being, and to compare different countries.
Modern Day
According to recent data, Japan is home to over 600 anime studios, with more than 500 based in Tokyo. An incredible fact. In recent years, anime has become one of the key sectors of Japan’s economy. In 2023, the anime industry’s total revenue reached a record 3.35 trillion yen (about 21.3 billion USD), a 14% increase compared to the previous year. Notably, in 2023, overseas revenue surpassed domestic revenue for the first time, totaling 1.72 trillion yen (about 10.94 billion USD) compared to 1.62 trillion yen (about 10.32 billion USD) from the domestic market.
As for production, in 2023 the anime production market (in terms of company sales volume) amounted to 339 billion yen (about 2.35 billion USD), a 22.9% increase from the previous year. Today, anime has become such an integral part of Japanese culture that its influence can be felt everywhere. On the streets of Japanese cities and beyond, in subways and shop windows, you’ll see familiar characters from popular titles. They are used in all sorts of ad campaigns — even in places where it might seem unexpected. For example, anime characters often appear in ads for medicines, alcohol, insurance companies, or veterinary clinics. This highlights how deeply anime has integrated everyday life and Japan’s commercial sphere.
Anime Through the Eyes of Japanese and Foreign Audiences: Similarities and Differences
Both Japanese and foreign viewers love anime — often for similar reasons. However, the perception of anime inside Japan and abroad can differ significantly. Let’s start with what unites all anime fans.
Common Factors:
We won’t rank these reasons by importance — instead, we’ll list several key factors that explain why people love anime.
1. Genre diversity for all ages and tastes
Anime is not just about teens and fantastic battles. There are many genres: historical dramas, philosophical works, comedies, romance, sci-fi, and even educational series, and content for adults. A powerful and emotional example is Barefoot Gen (Hadashi no Gen) — an autobiographical work about the author’s childhood during WWII. The story takes place in Hiroshima during the atomic bombing. This story leaves no one indifferent.
2. Anime characters
Anime writers and artists often create such deep and vivid characters that viewers around the world relate to them. These characters face inner struggles, grow up, encounter hardships — they are alive and real. As a result, viewers find emotional resonance in their stories, even when set in fantastic worlds.
3. Aesthetic and visual style
The unique anime style — from refined artwork to expressive scene direction — is considered a true art form. Audiences appreciate the attention to detail, color schemes, and how emotions are conveyed visually. This makes anime easily recognizable and beloved worldwide.
4. Escape from reality
Many viewers, in Japan and abroad, turn to anime as a way to temporarily escape everyday problems and routine. There are countless anime set in parallel worlds, fantasy realms, or futuristic civilizations. These stories let viewers imagine themselves in a medieval Europe with dragons and magic, a post-apocalyptic world, or a tech-advanced future. The isekai genre (literally “another world”) is especially popular for its ability to offer a “new life” — even if only on screen.
5. Emotional depth and psychology
Anime isn’t afraid to explore themes like depression, loneliness, childhood trauma, and more. This makes it particularly valuable for viewers seeking honest and profound emotional experiences they can relate to.
6. Fandom and community
For many foreign fans, anime has been a gateway to finding friends and being part of a large international community. Conventions, cosplay, fan art, forum discussions — all of this strengthens the emotional connection to beloved titles.
Why Do the Japanese Value the Anime Industry So Much:
1. Anime creates a huge number of jobs
Many people don’t realize how many professionals are involved in creating just one episode of anime. Large studios employ screenwriters, voice actors, designers, art directors, SMM specialists, sales managers, lawyers, and of course, animators and technicians. It’s an entire ecosystem that provides jobs for thousands of people across the country.
2. A reflection of Japanese culture
Japan developed for centuries in cultural isolation, shaping a unique worldview. Anime often features landscapes of Japanese towns and villages, and characters behave according to Japanese social norms and unspoken rules. Many details, instantly understood by locals, may go unnoticed by foreigners — and therein lies the cultural richness of Japan.
3. Economic support for the country
Though not every Japanese viewer thinks about this when watching anime or buying a movie ticket, they’re contributing to the country’s economy. The anime industry brings in billions of yen annually, influencing employment levels, cultural exports, and overall prosperity. This makes it a vital part of Japan’s modern economy.
4. International recognition and cultural export
The Japanese see how much anime is appreciated abroad. This could boost national pride: their cultural product is loved and respected worldwide. Anime is associated with something unique, creative, and modern.
5. Connection to modern pop culture and technology
Anime is closely tied to video games, music, merchandise, and emerging technologies (including AR, VR, NFTs, etc.). It has become an inseparable part of modern Japanese life and the entertainment industry.
Why Foreigners Love Anime:
1. Depth and complexity often lacking in Western animation
In many Western cartoons, the plot follows a simple pattern: there’s a hero, a villain, and a battle of good vs. evil. The moral is usually clear, and characters rarely go beyond stereotypes. In contrast, Japanese animation often offers more complex and layered narratives. For example, Hayao Miyazaki’s works (Spirited Away, Princess Mononoke) rarely feature true “villains.” His worlds are full of reflections on war, ecology, humanity, and spiritual balance. These films resonate with audiences of all ages — from children to seniors.
2. Unique culture and exoticism
For viewers from Europe, America, and other regions, Japan is mysterious and unusual. Through anime, foreigners learn about Japanese traditions, schools, food, holidays, daily life, and even spiritual practices. It’s like a window into another culture — delivered in an engaging format.
3. Something new
With the growth of platforms like Netflix, Crunchyroll, and others, anime has become more accessible than ever. Foreign viewers can easily watch anime with subtitles or dubs, discovering genres that don’t exist in their own cultures.
4. Industry flexibility and adaptability
The anime industry has effectively adapted to changing viewer preferences and technological advancements. Anime is known for its flexibility in storytelling and themes, making it appealing to a wide range of audiences regardless of age. This allows anime to remain relevant and in demand across diverse viewer groups.
Anime is not just a style of animation — it is an entire cultural universe that unites millions of people around the world. In Japan, it has become a powerful economic and cultural phenomenon, creating jobs, reflecting national identity, and generating billions of yen each year. Outside of Japan, anime is valued for its deep storytelling, unique visual style, diverse genres, and its ability to address important life themes. In an era of globalization, anime has become a language through which people express and understand emotions, ideas, and dreams — regardless of nationality. And judging by the trends, its global influence will only continue to grow.
