From packed comic conventions to streaming platforms and social media fandoms, Japanese pop culture is rapidly shaping a new generation of Indian entertainment consumers.

At the India Today Indo-Japan Conclave held in New Delhi on May 22, Jatin Varma, Founder of Comic Con India, and Baishakhi Das, Cosplay Artist and Content Creator, discussed how anime, manga and cosplay have evolved from niche interests into a mainstream youth phenomenon in India, reflecting Japan’s growing cultural footprint in the country.

“Anime characters are not just cool characters. You spend 10 or 15 episodes building a connection with them,” Das said during the session ‘The Manga-Anime Rage’.

The discussion explored the popularity of Japanese cultural exports, from anime franchises such as Naruto and Demon Slayer to the films of Makoto Shinkai and the work of Studio Ghibli, and examined why Indian audiences are increasingly connecting with them. “When you become a fan of this content, you don’t move on from it. You keep exploring within it, and you stay with it for life,” said Varma.

Das, who attended the session dressed as Esdeath from Akame ga Kill!, described cosplay as both performance and self-expression. She said her introduction to anime came during school when she first watched Death Note and became fascinated by its storytelling style, which she found very different from conventional cartoons. “Whenever I like a character, I want to become that character,” she said.

According to Das, anime characters often create stronger emotional connections because audiences spend extended time following their journeys. She said many female anime characters are portrayed as confident, independent and emotionally complex, making them relatable to young viewers. Beyond that, she argued, anime narratives frequently centre on perseverance, hard work and resilience, themes that resonate widely across audiences.

Varma said anime fandom had existed in India for years but expanded rapidly during and after the Covid pandemic, largely due to streaming platforms introducing anime libraries and regional-language dubbing. He pointed out that Indian viewers had unknowingly consumed Japanese anime for decades through television broadcasts such as The Jungle Book and Heidi, Girl of the Alps. “Streaming platforms bringing anime libraries into India completely changed the scale of fandom,” he said.

Comic Con India, founded in 2011, has witnessed that shift firsthand. Varma recalled that early editions of the event required organisers to explain the concept of cosplay to attendees, whereas current editions attract thousands of participants in costume. He said nearly half the cosplayers at the recent Mumbai Comic Con were dressed as anime or manga characters while the event itself drew more than 55,000 visitors over two days.

The conversation also highlighted cosplay’s transition into a professional creative industry. Das said while some people participate casually, others spend years designing and handcrafting costumes for competitions. Varma noted that Indian cosplayers now participate in global platforms such as the World Cosplay Summit in Japan, demonstrating how the practice has evolved beyond hobby culture.

Both speakers spoke about the commercial expansion of anime culture in India. Das said brands increasingly collaborate with cosplayers and creators to incorporate anime-inspired aesthetics into advertising and promotional campaigns, although awareness about cosplay and licensing remains limited outside larger cities.

Varma argued that anime and manga have now crossed both urban and class barriers in India through digital access and online fan communities. Comic Con India, he said, is expanding to 14 cities this year, reflecting growing demand well beyond metropolitan centres.

The session concluded with both speakers expressing optimism about deeper cultural exchange between India and Japan. Varma suggested Indian mythology and storytelling traditions could also find global audiences through manga-inspired formats while Das said anime culture in India was still evolving and likely to grow significantly in the coming years.

EXPERT-SPEAK

Jatin Varma, Founder, Comic Con India
* “Anime has crossed not just city barriers in India, but class barriers too.”
* “Cosplay is not just dressing up. It’s an art form.”
* “When you become a fan of this content, you don’t move on from it. You keep exploring within it, and you stay with it for life.”

Baishakhi Das, Cosplay Artist and Content Creator
* “Anime characters are not just cool characters. You spend 10 or 15 episodes building a connection with them.”
* “A lot of female anime characters are strong, vocal and independent. That’s something many people connect with.”
* “People may judge cosplay because they don’t understand it yet, but awareness is growing very fast.”

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Source: India Today