Anime's Rising Popularity in Saudi Arabia: A Cultural and Commercial Force
A new report by Dentsu MENAT highlights the significant influence of anime on Saudi youth culture and its potential as a marketing platform.
Riyadh: Anime, a style of Japanese animation, has become an integral part of Saudi youth culture since the 1980s.
A recent study conducted by global advertising and digital media agency Dentsu MENAT reveals that anime is not only deeply embedded in the cultural fabric of Saudi society but also offers significant commercial opportunities for brands.
According to the report, approximately 31% of anime fans in Saudi Arabia watch content daily, with over 21% spending more than SR2,000 ($530) annually on merchandise.
The research indicates that 70% of anime fans would react positively to brands associated with anime.
This positive reaction is attributed to a deep understanding and appreciation of the fandom's passion points.
Anime in Saudi Arabia dates back to the early 1980s when series such as 'Grendizer,' 'Detective Conan,' and 'Captain Majid' (also known as 'Captain Tsubasa') were localized and dubbed into Arabic.
The introduction of Spacetoon TV in 2000 further popularized anime, shaping television programming for a generation.
The study found that 62.3% of regular anime viewers in Saudi Arabia are under the age of 35, suggesting that it has become a language of connection among young people.
For this demographic, quality narratives and artistic creativity are the primary reasons for their deep connection to the medium, as anime often reflects modern life, personal growth, and emotional depth.
This passion for anime has inspired Saudis to create content that merges anime styles with Saudi aesthetics.
Graphic designer Njood Al-Kharboush is one such example; she designs stickers, pins, and decks of cards that are sold on her online store, Haku.
Tarek Daouk, CEO of Dentsu MENAT, emphasized the dual layers of culture: the stories shared by communities and individual interests.
He noted that while Saudi anime fans may differ in their geographical background and language, they share similar passion points with international fans, creating a strong foundation for cross-cultural connections.
The commercial potential of anime in Saudi Arabia is significant.
Brands are 1.6 times more likely to improve their image among consumers when incorporating anime intellectual properties into products or promotions.
The forthcoming Dragon Ball Z theme park at Qiddiya, part of the Kingdom's entertainment and tourism project, exemplifies this trend, promising to become one of the largest anime-themed destinations globally.
Moreover, over half of Saudi anime fans engage with anime-based video games, while more than 43% play video games based on manga (Japanese comics).
This highlights the potential for integration with gaming, an area where Saudi Arabia is investing heavily in esports.
The study concludes that by aligning with Saudi Arabia's Vision 2030 and providing opportunities for domestic talent to produce anime content infused with local culture, the Kingdom can transition from being a consumer of anime to becoming an influential producer.
This shift not only promises to enrich the cultural landscape but also opens up new avenues for economic growth and international engagement.
A recent study conducted by global advertising and digital media agency Dentsu MENAT reveals that anime is not only deeply embedded in the cultural fabric of Saudi society but also offers significant commercial opportunities for brands.
According to the report, approximately 31% of anime fans in Saudi Arabia watch content daily, with over 21% spending more than SR2,000 ($530) annually on merchandise.
The research indicates that 70% of anime fans would react positively to brands associated with anime.
This positive reaction is attributed to a deep understanding and appreciation of the fandom's passion points.
Anime in Saudi Arabia dates back to the early 1980s when series such as 'Grendizer,' 'Detective Conan,' and 'Captain Majid' (also known as 'Captain Tsubasa') were localized and dubbed into Arabic.
The introduction of Spacetoon TV in 2000 further popularized anime, shaping television programming for a generation.
The study found that 62.3% of regular anime viewers in Saudi Arabia are under the age of 35, suggesting that it has become a language of connection among young people.
For this demographic, quality narratives and artistic creativity are the primary reasons for their deep connection to the medium, as anime often reflects modern life, personal growth, and emotional depth.
This passion for anime has inspired Saudis to create content that merges anime styles with Saudi aesthetics.
Graphic designer Njood Al-Kharboush is one such example; she designs stickers, pins, and decks of cards that are sold on her online store, Haku.
Tarek Daouk, CEO of Dentsu MENAT, emphasized the dual layers of culture: the stories shared by communities and individual interests.
He noted that while Saudi anime fans may differ in their geographical background and language, they share similar passion points with international fans, creating a strong foundation for cross-cultural connections.
The commercial potential of anime in Saudi Arabia is significant.
Brands are 1.6 times more likely to improve their image among consumers when incorporating anime intellectual properties into products or promotions.
The forthcoming Dragon Ball Z theme park at Qiddiya, part of the Kingdom's entertainment and tourism project, exemplifies this trend, promising to become one of the largest anime-themed destinations globally.
Moreover, over half of Saudi anime fans engage with anime-based video games, while more than 43% play video games based on manga (Japanese comics).
This highlights the potential for integration with gaming, an area where Saudi Arabia is investing heavily in esports.
The study concludes that by aligning with Saudi Arabia's Vision 2030 and providing opportunities for domestic talent to produce anime content infused with local culture, the Kingdom can transition from being a consumer of anime to becoming an influential producer.
This shift not only promises to enrich the cultural landscape but also opens up new avenues for economic growth and international engagement.
