For Rajesh Chettiar, paying nearly ₹1,000 just to enter a Japanese-style maid café in Mumbai was worth it. Inside, Indian performers dressed as Japanese-style maids greeted, danced and entertained guests over food; outside, at Anime India 2026, young Indians dressed as Naruto, Demon Slayer and One Piece characters queued for manga and merchandise, posed at fan booths and battled at gaming stations.
Behind the colourful costumes is a 100-million-plus Indian anime audience turning its fascination with Japanese characters into spending on streaming, gaming, food, fashion, merchandise and experiences. That growing consumer opportunity is drawing mainstream brands—from smartphone maker Oppo to automaker Toyota—into a world once largely confined to television and internet screens.
WHY THE CHARACTERS TRAVEL
Naruto Uzumaki’s “Massugu waga michi wo iku, sore ga ore no nindō da”, “I never go back on my word; that is my ninja way”—is about an outsider refusing to give up. Demon Slayer’s Kyojuro Rengoku says “Kokoro wo moyase”, “Set your heart ablaze”—a call to courage and inner resolve. One Piece’s Monkey D. Luffy declares “Kaizoku-ō ni, ore wa naru!”, “I’m going to be the King of the Pirates!”, the audacity to chase an improbable dream.
The stories come from Japan, but their themes, resilience, courage, family, friendship and ambition—travel easily.
“Japanese ideologies and the thought process behind their characters are pretty unique,” said an Anime India official. Fans, she said, start adopting Naruto’s idea of never giving up: “I don’t want to give up. I want to achieve my success.”
FROM FANDOM TO WALLETS
At NESCO, Oppo showcased smartphones while Toyota displayed its Urban Cruiser Hyryder amid character costumes, Japanese food and gaming.
“Anime India offers a unique platform to connect with a highly passionate community that strongly identifies with creativity, self-expression and contemporary pop culture,” said Sabari Manohar, Executive Vice-President, Sales-Service-Used Car Business, Toyota Kirloskar Motor.
Toyota sees the format as an opportunity to engage Gen Z through anime-inspired vehicle displays and interactive experiences. For Oppo, the connection is more immediate: anime reaches young consumers who stream and game on smartphones.
Takeshi Ashida, General Manager at Tokyo-based Anime Times Company, sees a deeper cultural connection. Japanese companies have operated in India for decades; now the country’s popular culture is travelling too. Ashida pointed to common values around family, trust and respect as one reason Japanese stories connect with Indians.
THE ANIME ECONOMY
India’s estimated 100-million-plus anime audience is creating multiple pools of spending, from streaming subscriptions and cinema tickets to manga, licensed merchandise, gaming, Japanese food and conventions.
The maid café shows how immersive that fandom is becoming. Anime India’s organisers said the concept originated in Japan and was brought to Mumbai to let fans experience the culture surrounding anime. Visitors can also explore Japanese dramas, language and writing, origami and traditional clothing.
“We really want to blend Japanese culture with Indian culture here,” the Anime India official said.