Anime Outsells Hollywood: Why Millions Can’t Stop Watching Demon Slayer
When Demon Slayer: Infinity Castle opened in Hong Kong on August 14, it earned HK$73.7 million in just 17 days, overtaking the F1 movie to claim the 2025 box office crown. It also became the highest-grossing animated film ever in Hong Kong, with similar records set in Thailand, Indonesia, and Malaysia. In the U.S., demand was so high it nearly crashed Fandango.
The question isn’t whether anime is popular, it’s official: anime has gone mainstream. The real story is why people love it so much and what it says about consumer behaviour.
What makes Demon Slayer stand out is not just its story, but how it delivers it. The animation is breathtaking, painterly backdrops and cinematic fight sequences that often feel closer to live action than traditional cartoons. But beyond the spectacle lies emotional storytelling: characters cry, suffer, grow, and heal in ways that make it almost impossible not to sympathise or even identify with at least part of their journey. Even villains are given layered backstories that reveal pain and humanity, often making viewers empathise with them at the very moment of their defeat. This depth and unpredictability keep audiences hooked, always guessing, always wanting to understand more.
Though the stories are told in fantastical, exaggerated ways, the emotions are profoundly relatable. You might not resonate with sword fights (although the detail is absolutely candy to the eye), but you will resonate with the core themes e.g. loss, loyalty, perseverance or forgiveness. In many ways, anime offers permission to reconnect with our inner child, to feel emotions that are raw, idealistic, even “childish” without shame. And yet, this fantasy is anchored in authenticity and realism. Moments of humour, quiet reflection, or painfully human interactions prevent the audience from drifting away. The balance is what drives viewers to hit “next episode” and repeat.
Stepping back, anime was once boxed in as a niche hobby. That stereotype officially no longer holds. Streaming giants like Netflix, Disney+, and Crunchyroll have brought it into living rooms worldwide. The global anime market, valued at $31.2 billion in 2023, is projected to nearly double to $60.1 billion by 2030. Netflix also reports that more than half of its subscribers watch anime.
Beyond screens, anime-inspired visuals now appear in music videos, high fashion, and advertising campaigns. Brands have long tapped into its striking style and loyal fanbase to boost sales, a strategy that’s far from new. Think MLB x Demon Slayer (featuring Shohei Ohtani and Shota Imanaga), LOEWE x Spirited Away, or Jimmy Choo x Sailor Moon etc.
But the rise of Demon Slayer is a reminder of the fundamentals:
Emotion is the ultimate differentiator At the heart of Demon Slayer’s success is its ability to make people feel. Beyond the breathtaking fight sequences, it’s the grief, resilience, and compassion that linger. Consumers don’t just want entertainment or products, they want to connect emotionally, to be moved in ways that stay with them long after the screen goes dark.
Don’t lose sight of realism and authenticity Even in a world of demons and swords, what grounds Demon Slayer is its authenticity, humour, moments of vulnerability, and relationships that feel painfully human. Audiences reward communications that reflect truth, no matter how fantastical the setting. Consumers today are quick to sense when something feels contrived; authenticity is what earns their trust.
Unpredictability is crucial Part of the show’s pull is that it keeps people guessing. Heroes falter, villains reveal humanity, and the story bends expectations. This unpredictability mirrors what modern consumers crave, experiences that surprise, content that breaks formula, and narratives that feel alive rather than pre-packaged.
So if you still haven’t watched it, maybe give it a go. Even if the story doesn’t grab you, you can at least appreciate the millions Ufotable has poured into its animation, a visual feast that shows why anime has become impossible to ignore.