This analyzes the current state and future expansion potential of Japanese pop culture in Africa.
Africa's market potential is extremely high, with a population reaching 1.47 billion people (approximately 18% of the world) in 2025, forming a young market with an average age of about 19 years. Among Japanese anime content, "Dragon Ball," "Doraemon," "ONE PIECE," and "NARUTO" are popular in urban areas and are viewed through streaming services such as YouTube, Netflix, and Amazon. According to 2023 data from the Association of Japanese Animations, anime contracts in Africa account for 3.7% of the total.
The growth of the gaming market is also remarkable, with the Middle East and Africa video game market expanding from $1.5 billion in 2010 to $2.6 billion in 2020, and is predicted to reach $6.5 billion by 2029. Mobile games are particularly popular, with Japanese games such as Pokemon and Tekken attracting attention.
Pop culture events are also becoming more active, with major events being held such as Comic Con Africa in South Africa (70,000 annual participants), Lagos Comic Con in Nigeria, and Egypt Comic Con in Egypt. According to a Ministry of Foreign Affairs survey, 75% in Tunisia and 65% in Côte d'Ivoire show interest in Japanese culture.
The article concludes that as Keidanren proposes strategies for African market development, further expansion of Japanese pop culture in Africa can be expected through language support, anti-piracy measures, and promotion enhancement.