Report: 20% of Indonesian Gen Z anime fans engage online, signalling brand opportunity

In Indonesia, anime isn’t just being watched - it’s being lived. According to dentsu’s latest global research report, "Anime: A Growing Opportunity for Brands", about 1 in 5 Indonesian Gen Z anime fans post about anime on social platforms or take part in anime-related Discord communities. This level of engagement signals a shift: fandom here is no longer passive consumption - it’s active cultural creation.

The finding places Indonesia at the centre of a regional trend in Southeast Asia, where anime has rapidly evolved from imported entertainment into a full-blown cultural economy.

“Younger audiences in Southeast Asia are not just watching anime - they’re building communities around it, creating their own content, and spending enthusiastically on anime-inspired products,” dentsu stated. “This isn’t just a media preference, it’s a cultural identity.”

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Community as a growth engine

For Gen Z Indonesians, anime serves as both a creative outlet and a cultural refuge. It’s not just what they watch - it’s how they express themselves, build friendships, and participate in global subcultures. Platforms such as TikTok, Instagram, and Discord are fuelling a vibrant feedback loop between content and community, where memes, fan art, merchandise hauls, and cosplays are as core to the experience as the shows themselves.

Dentsu’s report positions this behaviour as a signal to brands: anime is no longer niche. In fact, it’s becoming a key cultural currency in markets such as Indonesia and Thailand - where emotional storytelling and youth identity intersect in powerful ways.

“Anime is seen as both an escape and a mirror,” dentsu noted, “offering emotional depth, genre diversity, and a creative counterbalance to Western media.”

The commercial layer

Beyond content creation, fandom in Indonesia and across Southeast Asia is driving real commercial outcomes. Whether it’s limited-edition merchandise, brand collaborations, or anime-themed retail events, fans are spending - enthusiastically and repeatedly.

In Thailand, for example, 31% of anime viewers have spent over US$200 on merchandise in the past year, according to dentsu. In Indonesia, the figure stands at 23%.

Dentsu’s report, part of its Consumer Navigator Series, surveyed consumers across markets in APAC, EMEA, and the US between October 2024 and March 2025. The research reveals a sharp insight: fandom is no longer a subculture to target - it’s a strategy to build around.

Globally, anime has become a weekly habit for 3 in 10 consumers, with Southeast Asia rising as one of the most passionate fan hubs outside Japan.

For brands in Indonesia, this means speaking the language of anime not just in tone or aesthetics, but in spirit - community-first, emotionally resonant, and creatively open. As dentsu puts it: “The opportunity is no longer ‘emerging’ - it’s here. Brands in Southeast Asia that understand the emotional and creative fabric of fandom will be best positioned to connect deeply and grow meaningfully.”

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