Dentsu has unveiled its latest Consumer Navigator study, Anime: A Growing Opportunity for Brands, an in-depth look at how anime has become one of the most influential cultural forces shaping Saudi Arabia’s youth, media habits, and purchasing behaviour.
The report explores how anime has evolved from nostalgic entertainment into a cornerstone of youth identity and a catalyst for commerce through culture. Based on a nationally representative survey of 1,400 Saudi consumers, it highlights how fandom is driving new opportunities for brands to engage through storytelling, creativity, and participation.
Anime’s connection to Saudi Arabia runs deep, from the Arabic-dubbed classics of the 1980s to today’s global streaming platforms and vibrant fan communities. What was once niche has become mainstream, shaping how young Saudis express individuality, creativity, and belonging.
For brands, anime represents one of the most powerful cultural ecosystems in which emotional connection, creativity, and commerce intersect. Dentsu’s research shows that fans are highly engaged across streaming, gaming, and social platforms – and that campaigns integrating anime IP can drive stronger affinity and advocacy among Saudi consumers.
The findings reveal that anime’s storytelling power extends beyond entertainment. Its themes of perseverance, friendship, and imagination resonate with Saudi audiences, aligning naturally with the values of a generation defining the Kingdom’s creative future. This presents a new model for brand growth: leveraging intellectual property as cultural capital. By collaborating with creators, rights holders, and fan communities, marketers can build experiences that feel authentic, inclusive, and relevant – transforming fandom into a sustained source of commercial value.
Ahmad Haidar, Managing Director, dentsu KSA, said,“Anime has become one of the most powerful forms of intellectual property in the world. Its stories and characters carry deep emotional meaning that translates into real commercial impact. As fandom continues to grow in Saudi Arabia, the brands that lead will be those that build meaningful partnerships with IP and communities – creating value by turning culture into a channel for commerce.”
As a network founded in Japan, dentsu brings an unparalleled understanding of anime’s creative and commercial ecosystem. This report builds on that legacy – combining dentsu’s heritage in entertainment IP with local cultural insight to help brands engage audiences through the stories and experiences that shape their lives.
Anime: A Growing Opportunity for Brands is part of dentsu’s Consumer Navigator series, a global thought leadership platform exploring how shifts in culture, media, and technology influence consumer behaviour and brand growth.
