By Quasa Insights | November 11, 2025
In a testament to the enduring global allure of Japanese animation, the anime industry has shattered records once again, clocking in at a staggering ¥3.84 trillion ($25 billion) in 2024 - a 14.8% leap from the previous year.
The Association of Japanese Animations (AJA), in its eagerly awaited Anime Industry Report 2025 preview unveiled at TIFFCOM, credits this boom squarely to overseas markets, which now command a commanding 56% share of total revenue.
As streaming giants gobble up content and fans worldwide flock to conventions, Japan's "cool" export is not just entertaining the planet - it's reshaping the nation's economy.
Overseas Onslaught: From Niche to Global Juggernaut
The numbers tell a story of seismic shift. Overseas sales soared to ¥2.17 trillion ($14.25 billion), a 26% year-over-year spike that dwarfed domestic gains of a modest 2.8% to ¥1.67 trillion ($10.97 billion).
This marks the second straight year that international revenue has eclipsed homegrown earnings, a trend that first emerged in 2020 amid the pandemic-fueled streaming renaissance. Back then, platforms like Netflix, Crunchyroll, and Amazon Prime Video began snapping up anime licenses en masse, turning what was once a domestic delight into a borderless phenomenon.
AJA committee member and HumanMedia CEO Megumi Onouchi highlighted the momentum during the TIFFCOM presentation: "Overseas revenue is now climbing high and has not yet reached the peak."
She pointed to untapped potential in emerging markets, where demand for hits like Demon Slayer, Jujutsu Kaisen, and One Piece continues to explode. The report, drawing on 22 years of data, shows steady growth since 2009 - even through COVID disruptions - underscoring anime's resilience. Without the global surge, the industry's topline would have been nearly flat, a stark reminder of how vital exports have become.
Streaming Spark and the Merchandising Frontier
The 2020 pivot to streaming wasn't just timely; it was transformative. Global platforms' aggressive acquisitions flooded the market with dubbed and subtitled series, hooking new audiences in North America, Europe, and Asia.
Parrot Analytics data, incorporated into the AJA report, estimates that these regions alone generated $14.3 billion in 2023, a figure that's only ballooned since. Yet, as Onouchi noted, the low-hanging fruit of licensing deals is ripening - now it's time for Japanese firms to harvest more directly.
Analysts are bullish on secondary revenue streams like international merchandising and events. Currently, much of the merch boom stays siloed in Japan, but expanding globally could unlock billions. "If Japanese companies dive deeper into overseas merchandising and event hosting, the growth ceiling rises dramatically," one industry expert told Variety.
The proof is in the pudding: Anime-related events worldwide jumped to 160 across 50 countries in 2024, up from prior years, with conventions like Anime Expo and Comic-Con drawing record crowds. Bandai Namco, for instance, aims to double its overseas theatrical revenue share to 50% by 2030, blending screenings with fan meetups and pop-up shops.
On the production front, anime studios hit their own milestone: ¥466.2 billion ($3.06 billion) in sales, a 9.1% increase, with overseas studio work contributing ¥118.8 billion ($781 million). Blockbusters like Spy x Family, Haikyu!!, and Mobile Suit Gundam dominated Japan's box office, while global licensing fueled the rest. Even as 20.9% of production firms reported revenue dips - per a Teikoku Databank survey - the sector's overall trajectory points upward.
"New Cool Japan": A Government Gamble on Otaku Power
Japan's powers-that-be aren't sitting idle. Anime is the crown jewel in the government's revamped "New Cool Japan Strategy," a soft-power playbook mirroring South Korea's K-wave success. The ambitious target? Triple overseas content sales - from ¥5.8 trillion ($38 billion) in 2024 to ¥20 trillion ($130 billion) by 2033 - encompassing anime, manga, games, and music. It's a bet on cultural exports to buoy an aging economy, with anime leading the charge.
Prime Minister Fumio Kishida's administration has funneled funds into production incentives and international promotion, positioning Japan as the undisputed anime epicenter. "Anime isn't just entertainment; it's a strategic asset," declared a Ministry of Economy, Trade and Industry official at TIFFCOM.
The strategy builds on a decade of gains: From 2013 to 2023, overseas content raked in ¥6 trillion ($39.7 billion). With AI tools looming and GenAI ethics statements from AJA signaling proactive governance, the industry is gearing up for ethical innovation.
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The Road Ahead: More Hits, More Hustle
As 2025 dawns, the anime wave shows no signs of cresting. The full AJA report, due in December, promises deeper dives into streaming metrics and AI's role. For creators, fans, and investors alike, it's a golden era: Jobs abound in studios from Tokyo to Toronto, and the global otaku army swells daily.
In the words of Onouchi, "We're seeing a rise in international events... and the numbers are increasing." Colleagues in the industry, take note - without a doubt, you'll be busy. Anime's not just topping charts; it's redrawing the world map, one episode at a time.
