For Sana Kok, anime has always been more than entertainment.
The 28-year-old
Malaysian still remembers the first series he caught on television as a child: the bright colours, larger-than-life characters and cinematic storytelling unlike anything else he had ever seen. By his teens, action-packed anime titles had become a fixture of his evenings.
“Anime has some of the best storytelling out there,” said Kok, now a digital marketer who sees his childhood fascination reflected in a new wave of Southeast Asian fans, many introduced to the genre by the rise of streaming platforms.
In the Philippines, 29-year-old Enrico Antonio saw anime’s popularity surge during the 2010s as major titles became widely available online. Having spent much of his youth in the birthplace of anime, Japan, he knows how teenage fandoms can mature into lifelong commercial devotion.
“If you’re into merch-driven series like Mobile Suit Gundam, you’re almost guaranteed to spend,” he said, referring to a long-running anime franchise. At one point, he splurged around US$200 on a limited edition Gundam model kit.
Once something of a niche subculture, anime has transformed into a regional commercial force and a vehicle for Japan’s soft power, industry insiders say.