Soft power, hard cash: Southeast Asia’s billion-dollar anime obsession
AdvertisementPop culture in AsiaThis Week in AsiaLifestyle & CultureSoft power, hard cash: Southeast Asia’s billion-dollar anime obsessionDriven by Gen Z spending and streaming, the region’s US$1.3 billion anime market represents a triumph for Japan’s cultural push
Reading Time:4 minutesWhy you can trust SCMPUshar DanielePublished: 1:00pm, 11 Jan 2026Updated: 1:08pm, 11 Jan 2026For 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.
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