KEY POINTSYano Research projects Japan’s character business market at 2.9635 trillion yen in fiscal 2026, up 3.0% year on yearFiscal 2025 market size reaches 2.8767 trillion yen, supported by anniversary campaigns, social media exposure and nostalgia demandBroader brand strategies and more character shop openings increase purchase opportunities for licensed goods and content
Japan’s character business market is projected to reach 2.96 trillion yen in fiscal 2026. Note: Japanese text in the original image from press release has been translated into English by our editorial team.
Yano Research Institute
TOKYO, July 17 – Yano Research Institute said on July 17 that Japan’s character business market is expected to expand 3.0% year on year to 2.9635 trillion yen ($18.3 billion) in fiscal 2026, as consumers gain more opportunities to buy character-related goods.
The market, which covers merchandising rights and licensing rights tied to characters used in products, advertising and media such as films, television and comics, was estimated at 2.8767 trillion yen in fiscal 2025, up 3.2% from the previous year.
Yano said growth in fiscal 2025 was supported by increased exposure for some characters during anniversary years. Anniversary campaigns helped strengthen contact with existing fans, while the spread of information on social media broadened recognition among new consumer groups.
The research firm also pointed to renewed interest in culture and items popular with people who were in elementary school in the late 1990s and early 2000s, a trend that boosted the presence of characters introduced during that period and supported demand for related goods.
Character development in Japan has expanded beyond conventional goods sales and merchandising into broader brand strategies combining live events, collaborations, digital initiatives and regional tourism tie-ups. Around anniversaries, film releases, anime broadcasts and game launches, companies are increasingly concentrating related merchandise, pop-up stores, exhibitions and themed cafes to sustain consumer spending and participation.
Looking ahead, Yano said touchpoints for character-related content have diversified in recent years beyond anime, manga and games to include events, character shops and experiential facilities. The firm expects that a succession of new character shop openings will increase both purchase opportunities and purchase frequency for character merchandise, supporting further market growth.
The survey was conducted from April to June 2026 and covered companies involved in the character business, including manufacturers, wholesalers, intellectual property holders, licensors, agents, licensees, retailers and distributors. Research methods included direct interviews, including online meetings, as well as phone and email interviews, questionnaires and document-based research.
Japan’s character business spans products and licensed content built around anime, manga, game and illustration properties, excluding live-action celebrities. The sector has long been a significant part of the country’s consumer and media economy, supported by cross-media franchises and extensive retail collaborations.
(USD/JPY rate used for conversion: 162)