Junfeis Sharing of anime Millet Culture explores the depth of anime culture

In recent years, with the continuous development and popularization of anime culture, the surrounding markets of anime also ushered in unprecedented development opportunities. From the original animation, manual, to the current game derivatives, peer creation and other diversified products, the anime surrounding market has formed a huge industrial chain and a wide range of audience groups. As a pioneer in the IP industry, Junfei continues to track new trends, gain insight into the development trend of anime culture, and provide partners with new ideas for anime IP cooperation with new cultural insights and trends.

Q1: What is anime culture?

In the field of culture, anime is usually used to describe the fictional world represented by animation, comics, games, light novels, etc. At present, anime culture has become a global cultural phenomenon, with a large fan group and rich derivatives.

The report begins with a detailed analysis of the definition of anime, the anime cultural map, and the traceability of anime Chinese and Japanese cultures. From the origin of anime culture in Japan to the gradual transformation of anime culture from a subculture to a mainstream culture in China, we look back and explore the specific context of anime development so far.

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Q2: Why study anime culture?       

According to statistics, the scale of China's anime market in 2024 has reached 120 billion yuan, becoming one of the world's largest anime markets, and this number is still growing. With the popularization of anime culture, more and more brands and enterprises begin to integrate anime elements into their products to attract the attention of young consumers. The cooperation between anime IP and traditional brands and well-known business circles, as well as the phenomenon of anime business model revitalizing old shopping malls, all show the great potential of anime culture in the process of commercialization.

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Q3: Why did anime culture explode?

The explosion of anime in China, on the one hand, is accompanied by the change of intergenerational culture. The new generation Z, who has grown up in the rich material life, has a unique personality and behavior, advocating self identification and love driven. Whether living or socializing, love is always their value concept because of love, and anime just creates love for them and generates love.

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On the other hand, with the structural pressure of society, class solidification, long-term unstable normalization, and the sense of separation from individual introspection, anxiety, and disenchantment of struggle, anime has become a spiritual habitat for many young people under social fatigue.

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At the same time, the report also compares the path of Japan's anime development and explores the possibility and direction of China's future anime development.

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       The middle-aged people speculate in stocks and the young people speculate in grains. "When it comes to the anime culture, it must not be ignored that anime is around. The commodities around anime are called" millet ", and the purchase of millet is called" eating grain ". In recent years, millet culture has sprung up rapidly in the anime circle, forming a unique business logic and cultural identity. But in the actual senior anime group, they also have their own cultural language. When they are integrated into the anime group, it is necessary to really understand what they think, think about what they think, and exchange their sincerity for their sincerity.

       Based on the above in-depth analysis of anime culture, the later part of the report summarizes the six truths of anime surrounding culture, with a view to bringing more new enlightenment to anime surrounding culture:

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Truth 1: 'My heart has its own value scale'

For anime peripheral consumers, "price" and "usefulness" are not unique measures of peripheral value. Buying cereal is not only "recharge for love", but also an important part of the entire IP entertainment experience.

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Beyond the consumer experience, the limited value is still increasing. The popularity and scarcity of Xiaomi's IP roles often represent a high premium, and the "limited" is to fully exploit the scarcity.

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Truth 2: "Buying grain is just a precious commodity, it's hard to buy my happiness

Why do young people like to buy millet? Buying millet is probably one of the few young people who can find sustained happiness, empathy, and emotional projection through simple spending, and find a sense of belonging in millet.

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Truth Three: "Buying without showing off is equivalent to buying for nothing

For anime fans who love shopping, happy shopping is more about beautiful sun dried grains, which are for companionship and social interaction.

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With the deep penetration of the anime culture, the pain package has gradually become hot with the use of millet and other surrounding decoration details of life.

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Truth 4: 'Official Valley is the Pass to the Valley Circle'

"Official Valley" refers to the official neighborhood. With its unique value of "limited rarity+high price potential+genuine reliability+tradable", it has always occupied an important position in the hearts of anime consumers.

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In the official valley, "ba ji" is known as the hard currency of the valley circle. "Cheap, good-looking, easy to store, and easy to display" have achieved the universality of ba ji as a popular hard currency. Even if the preferences of the surrounding products are difficult to match, compared to the hundreds or thousands of figurines that can be obtained for just a dozen yuan, the beautiful ba ji is the most approachable peripheral category.

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Truth 5: 'Going to collect stamps is the breakthrough of the dimension'

Buying Dreamlove Valley and expanding the collection stamp punch card, the offline activities of the original niche have gradually entered the mainstream world, and the offline activities, as the gathering place of anime love, cos、 Punching in has become an excellent solution to breaking down dimensional barriers.

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Truth Six: Integrating Creativity

When the 80s and 90s were still being urged to get married, young people born in the 2000s and 2010s had already started "raising children", but why are the children raised by young people made of "cotton"? The average spending per person is 3000 yuan, and the post-2000 generation's "raising children" business has driven the boom of the children's clothing and accessories industry.

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<Conclusion>

       At present, the user scale and market scale of the anime market are growing rapidly, the anime activities are held frequently and people participate widely, the commercialization and cross-border cooperation of the anime culture, the improvement of social influence and recognition, as well as the diversification and personalized development, which further promote the development of the anime to a deeper level. As a one-stop service leader in China's IP integrated marketing, Junfei has 500+IP resources and IP cooperation experience, and is committed to linking good relationships with brands, copyright owners and consumers. We also look forward to working with more partners to gain insight into the anime frontier trend.

       (The complete report can be moved to "Enterprise Feishu Knowledge Base" for complete reading. Enterprise Feishu shared report link:

https://szjunfei.feishu.cn/wiki/MPSywomZeijK2fk6VtrcSzrOnyg?from=from_copylink ）