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A cartoon drama featuring legions of flesh-eating demons might not sound like traditional cinema fodder, but that’s precisely what the latest Demon Slayer film proved to be.

The film set fresh records for anime, earning over $70 million on its opening weekend in the United States and exceeding £535 million globally. To put that in context, the anime landmark Ghost in the Shell, which debuted in 1995, earned approximately £2 million worldwide.

From Underground Phenomena to Worldwide Hero

In the spanning three decades, anime has transformed from an underground phenomena to a veritable lifeline during one of the worst autumn cinematic slumps in modern history.

“We have spent the last eight years nurturing this fandom,” says an executive from a leading anime platform. “Coming out of the pandemic, that community has just continued to expand.”

A key factors to its success has been the gradual cultivation of a global audience for franchises like Demon Slayer, which features a successful TV series and a previous box office success with 2020’s Demon Slayer the Movie: Mugen Train.

The Globalised Appeal of Anime Animation

Anime originated in Japan during the 1950s, but its definitive world breakthrough came in 1988 with Akira. This dystopian tale ushered in a darker, sophisticated brand of animation whose impact can be seen throughout modern media.

Today, Demon Slayer represents anime breaking into Hollywood and cementing Japanese animation as a valuable source of intellectual property in an era where IP is king. Most anime begin life as Japanese comics, providing decades of source material for studios looking to spin them into Marvel-sized franchises.

Its expanded international reach means anime appears in surprising places. Olympic athletes, Premier League footballers, and other sports stars have referenced anime in their triumphs. Some commentators have described the art form as “a lingua franca for young people all over the planet.”

“It forms young people’s identity,” says an anime writer based in Tokyo. “I think that really is fuelling this surge of anime, not just in the US, but worldwide.”

Financial Upsides and National Strategy

The spike in interest is also attributed to “Oshikatsu,” a fan culture of devout support amplified by trends like K-pop. Enthusiasts aren't just watching; they are purchasing merchandise and posting their passion on social media.

The Japanese government is investing heavily on anime as a key part of its “Cool Japan” strategy. This cultural diplomacy initiative aims to boost the national economy by harnessing hardcore fandom to drive cultural tourism. Leaders hope the strategy can generate significant revenue annually by 2033.

This represents a step change for a country historically guarded of its culture. “Japan's home market was big enough for a long time,” comments the Tokyo-based expert. “It was an afterthought to spread this culture globally.”

Streaming Competition and Future Projects

In the world of anime streaming, major platforms like Netflix are significant players. The streamer reports that the number of subscribers watching anime on its platform has tripled in the last five years, with dubs produced in numerous of languages to meet worldwide demand.

The roadmap is packed with epic releases. Second and third instalments in the Demon Slayer saga are in the works, but fans will have to wait until 2027 and 2029. Before then, a real-world adaptation of One Piece and new seasons of other hit series are scheduled for release.

The narratives are grand, but so are the financial upsides of anime’s apparently unstoppable rise on the global stage.