For years, anime occupied the margins of Western entertainment, often dismissed as a niche interest reserved for late-night cable viewers or geek-adjacent cosplay conventions. Today, anime has emerged as a global cultural force, shaping fashion, music, and even how young consumers perceive themselves. What was once viewed as a subculture has evolved into a significant driver of mainstream identity, especially for Gen Z and multicultural audiences– groups that are increasingly challenging for brands to connect with in authentic ways.
The rise of anime in the U.S. is more than just a content trend. It serves as a lens into identity formation and consumer behavior. As anime continues to influence the ways people express their individuality, values, and sense of belonging, brands that want to stay relevant, especially with young consumers, should pay attention.
According to a 2023 report from Morning Consult, nearly 42% of Gen Z adults in the U.S. identify as anime fans, a number that has grown significantly over the past five years. Among Black and Hispanic audiences, those numbers are even higher, with anime fandom offering a space for creative expression and cultural resonance often missing from mainstream media. Unlike traditional Western animation, anime explores deeply emotional narratives, social struggles, and overarching themes of transformation– stories that resonate strongly with audiences who are navigating their own identities.
Streaming platforms have played a key role in fueling this growth. Netflix has invested heavily in anime content, including licensing hits like Demon Slayer and developing original series such as Yasuke, which featured a Black samurai protagonist voiced by Lakeith Stanfield. According to Netflix, more than 100 million households watched at least one anime title in 2020 alone. Crunchyroll, a dedicated anime streaming service, now reaches over 120 countries and recently surpassed 10 million paid subscribers. It is a level of accessibility that has brought anime into the daily lives of young consumers, where it’s no longer something “weird”– it’s become mainstream.
But anime’s influence reaches well beyond streaming numbers. It has become a stylistic and cultural touchpoint in fashion, music, and beauty. Brands like Gucci and Coach have launched capsule collections inspired by anime aesthetics. In 2021, Gucci collaborated with Doraemon, the beloved time-traveling cat from Japanese manga, while Coach’s collection (in collaboration with actor Michael B. Jordan) featured characters from Naruto, targeting fans who now have disposable income and cultural pride. Even H&M has released anime-themed apparel, tapping into the streetwear-meets-anime movement that dominates TikTok and Instagram.
Artists like Meghan Thee Stallion and Lil Uzi Vert openly embrace anime culture, wearing anime-themed outfits and referencing characters like Todoroki from My Hero Academia and Goku from Dragon Ball Z. Their fandom has helped destigmatize anime among broader Black audiences, who once may have been sidelined or ridiculed for being fans. This crossover appeal reveals how anime isn’t just entertainment– it’s identity. And when people see their identities reflected in the things they consume, it trips a specific wire, and they become fiercely loyal advocates and spenders.
The intersection of anime and identity also plays out in the beauty industry. The “anime makeup” trend, inspired by dramatic eyes and expressive facial styles, has taken off on TikTok and YouTube. Beauty brands like ColourPop have launched collabs with anime series like Sailor Moon, which quickly sold out. These collaborations are not just product drops– for the eagle-eyed brands, they’re cultural clues. According to a 2022 report by Nielsen, 55% of Gen Z consumers say they want brands to reflect their values and individuality. Anime, with its diversity of character types and layered storytelling, offers a deeply personal point of entry for these consumers.
Anime also challenges outdated notions of what “relatable” content looks like. Unlike traditional Western cartoons, anime routinely explores themes such as gender fluidity, mental health, resilience, and societal alienation– topics that younger audiences can relate to. As noted in a Pew Research Center study, Gen Z is the most racially and ethnically diverse generation in U.S. history, and they place high value on inclusion and representation. Anime’s global origins and emotionally complex characters give viewers a space where they don’t feel compelled to conform to Western beauty standards or rigid gender roles.
For brands, this shift signals the importance of creating campaigns that reflect anime fans’ deep emotional ties to the genre, not just slapping a popular character on a hoodie and calling it a day. Consider how Lexus partnered with Crunchyroll to create an anime–inspired commercial that told a cinematic, character-driven story instead of a traditional product spot. It was a masterclass in brand storytelling through an anime lens, resonating with fans on an emotional and cultural level.
Anime’s storytelling is also seeping into product innovation. Take Nike, for example. While not officially an anime collab, the design of certain Nike Dunks and Jordans– like the Gundam-themed Nike SB Dunk Highs– have embraced aesthetics pulled directly from Japanese animation. These releases aren’t just shoes, they’re cultural artifacts. They communicate that the wearer is not just into sneakers, but also into anime, creativity, and global storytelling.
The consumer behavior behind anime fandom is powerful. A recent survey found that anime fans in the U.S. spend hundreds of dollars annually on related merch, from apparel and collectibles to conventions and digital content. And among Gen Z fans, nearly 70% stated they are more likely to purchase from a brand that “gets” anime culture, according to a 2023 report from YPulse.
This brand loyalty extends to digital spaces as well. Anime fans drive high engagement across platforms like Discord, Reddit, and TikTok, where cosplay, fan art, and animated storytelling dominate niche yet rapidly growing subcultures. For brands that know how to navigate these spaces authentically, the reward is more than impressions– it’s community.
But before brands start launching ill-conceived collaborations, they should proceed with care. Anime fans are discerning and, like most modern consumers, are quick to call out a lack of authenticity. Attempts to commercialize anime without understanding its emotional or cultural resonance often fall flat. The key is cultural fluency: knowing why Attack on Titan resonates with marginalized youth or why Sailor Moon is more than a cute character– it’s a feminist icon. Absent this important insight, marketing campaigns risk being seen as opportunistic rather than inclusive.
Anime is more than a trend. It’s a framework through which millions of young people understand themselves and the world around them. For Gen Z and beyond, it offers not just entertainment, but representation, inspiration, and belonging. And for the brands willing to do the work, it’s an invitation into one of the most engaged and dynamic communities on the scene.
