Interest in manga and anime in Western markets has been ongoing for decades. It has exploded even further within the last 10 years, aided by easy access via the internet, robust translation, and publishing efforts in various international markets, and likely the influence of the COVID-19-induced lockdowns. Outside of Japan, some of the top markets for manga are the United States, France, and Germany, all of which have experienced massive growth within the last few years, indicating the major interest in the genre from Western readers.
Related: The Baseball Card Boom: A History of Trading Cards
The market for mangas, especially at auction, is different from that of other comic genres because the original plates are all held by the publishing houses and therefore not in circulation on the market. Only the animation cels or preparatory drawings of the anime are sold at auction, fetching prices ranging from a few thousand to several thousand for the big names. Collectors also follow auctions of derivative products and rare editions which can net a few hundred to several thousand dollars. So far, the market has grown more than 2.5 times its peak in 2007. In the United States, it is the fastest-growing category among all print books in 2021, and in 2020 saw sales of over 25 million copies.
Related: The Pokémon Card Market: Investigating the Boom
Still new to the auction world, cels and preparatory drawings for Japanese anime have done very well in Western auction markets, particularly the US and France, with the highest prices being achieved in Japan and Hong Kong. Items from 90s-era manga and anime do well, likely influenced by nostalgia, including series such as Dragon Ball Z and studios like Studio Ghibli. The 2022 Heritage Auctions' third-annual 'The Art of Anime and Everything Cool' auction, the first anime-focused sale, broke its own record with over $3.11 million in total sales, along with gaining nearly 1,000 new bidders. Top sellers were an animation cel of Kiki's Delivery Service for $40,800 and one from the series Akira which sold for $33,600.
Related: Who is Yoshitomo Nara?
Often the popularity of certain sagas (One Piece, Akira, Dragon Ball Z, Naruto) in bookstores or on streaming coincides with good results at auction.
According to experts, the pandemic and quarantines have accelerated an enthusiasm for Japanese pop culture that had already been very strong for several years. One main marketing advantage of mangas lies in their adaptability: cartoons, video games and other derivative products, as well as strong merchandising efforts, allows for a wide reach among various audience demographics.
Related: Kimono: The Japanese Dress On and Off the Screen
Get your Mangas evaluated on ValueMyStuff!
On the other hand, the format is appealing, the books are small and light, with only three or four illustrations on each page, making them easy to read and carry, and digital versions are even more convenient. In addition, the narratives are often addictive, compelling, and unique, gaining long-term and committed fanbases. Finally, trade fairs and conventions, as well as the broadcasting of anime on television and more recently via Netflix and specialized platforms such as Crunchyroll have increased the visibility and access to manga and anime internationally. In 2021, One Piece, a manga written by Eiichiro Oda, exceeded 500 million copies sold worldwide since its publication in 2000, making it the best-selling manga in the world. In addition, the subjects have expanded to reach a wider audience, especially women. For example, the series Nana, focused on the relationship between two 20-something women both named Nana, has seen a resurgence in interest online, while classic animes such as Sailor Moon and Fruits Basket have engaged generations of readers of all ages and genders.
