The Global Rise of Japanese Anime: Strategic Drivers, Cultural Representation, and Cross-Cultural Reception

Abstract

When people think of Japanese anime, they often imagine colorful visuals and engaging stories for children. However, anime has evolved beyond this image and now explores deeper themes such as relationships, philosophy, and social issues. This conceptual article aims to: 1) investigate the key strategic drivers behind the global success of the Japanese anime industry; 2) analyze how Japanese anime serves as a source of soft power and cultural representation in international contexts; and 3) explore the cross-cultural reception of the Japanese anime and how global audiences interpret and adapt it in different cultural contexts.This study employs a conceptual approach based on a review and synthesis of academic literature, policy documents, and other relevant secondary sources. The results of the analysis indicate that the success of the anime at the international level, by bringing together key success factors that have not been fully examined in most existing studies, is supported by five key factors: platformization and market integration, the evolution of narrative sophistication and aesthetics, global intellectual property (IP) management, the Japanese Government’s Cool Japan policy, and strong market growth with increasing global demand. By bringing these factors together, this article provides a more comprehensive understanding of anime’s global success than most existing studies. The analysis also suggests that anime promotes Japan’s cultural values, enhances intercultural understanding among global audiences, and encourages international fan communities to reinterpret anime within their own cultural contexts, contributing to broader cultural exchange. This study offers useful insights for the development of creative industries in other countries, especially Thailand. By supporting talented artists and adopting strategic cultural promotion inspired by successful models such as Japan, Thailand may strengthen its international recognition and expand its soft power through creative works.