For a long time, anime was often seen in the United States as aniche interest connected mainly
to dedicated fan communities. However that perception has been changing quickly. With the
growth of streaming services, social media, and online fandom spaces, animation has become a
mainstream form of entertainment watched by people of different ages and backgrounds.
Although Japan has historically dominated the industry, China and South Korea are becoming
increasingly important contributors. Their growth shows something important for public relations:
media and entertainment can act as a communication strategy, not just content.
One of the main reasons for this shift is South Korea’s webtoon industry. Webtoons are digital
comics specifically designed to be read on smartphones, which makes them extremely
accessible for modern audiiences. Many of these webtoons are now being adapted into
animated shows distributed through global streaming platforms. Because viewers emotionally
connect with the characters and stories, they also become familiar with Korean culture, settings,
and social values. Korea is no longer only exporting music and TV dramas; it is now expanding
into animation and creating intellectual property that reaches audiences worldwide. This helps
the country maintain relevance in global media conversations.
China is also expanding its animation industry, commonly referred to as donghua. Chinese
studios are producing a large amount of animated content and distributing it online to both
domestic and international audiences. Since people increasingly watch shows on phones and
laptops, animation travels easily across borders. As a result, China and Korea are not just
consumers of media anymore but producers that shape what global audiences watch. This shift
shows that animation has become a form of cultural influence rather than simply entertainment.
This development connects directly to public relations because PR focuses on shaping
perception and building relationships with audiences. Countries can have reputations just like
corporations do. When viewers form emotional attachments to characters, they also develop
positive associations with the culture those characters come from. Instead of persuading
audiences directly, the media encourages them to learn about language, food, traditions, and
social norms through storytelling. In PR terms, this functions as long-term reputation building
rather than short-term promotion.
Companies have already noticed the communication value of anime. Many brands partner with
animated franchises to attract younger audiences and appear culturally aware. Character
collaborations, themed products, and promotional events generate attention because fans feel
personally invested. This reflects an important PR principle: communication is more effective
when audiences want to participate. Anime fandoms actively create online discussions, share
artwork, and recommend shows to others, which spreads awareness organically. The message
travels further because it comes from the audience rather than directly from the organization.
The growth of animation in China and Korea also demonstrates how public relations has shifted
toward two-way communication. Fans constantly interact online by posting reactions, theories,
and edits. This user-generated content acts as free promotion and strengthens loyalty at the
same time. Instead of organizations controlling every message, the public now influences how a
brand or even a country is perceived.
Overall, the rise of anime in China and Korea shows that public relations is no longer limited to
press releases or corporate messaging. Storytelling has become one of the most effective
communication tools. Animated series create emotional conections, comunities, and
international recognition, which are all central goals of PR. As media continues to globalize,
successful communication strategies increasingly resemble entertainment instead of traditional
advertising.
Understanding this trend is important for future PR professionals. Organizations that recognize
the impact of culture and fandom communities can build stronger relationships with their public.
The growth of animation shows a key lesson: people trust stoies more than direct promotion,
and when audiences care about a story, they’ll share it with others.