An anime-inspired ‘set-jetting’ travel trend is surging in Asia, with Trip.com reporting a 195% year-on-year rise in searches for anime and comic-related tourism experiences.
Once viewed as a niche interest, anime and comics have evolved into a global travel driver, with fans increasingly crossing borders in search of immersive themed experiences, conventions and real-world locations linked to their favourite series.
ADVERTISEMENT
ADVERTISEMENT
From themed hotels to major fan events, so-called “anime pilgrimages” – known in Japan as seichi junrei – are fuelling a growing boom in anime tourism across Asia.
New data from Trip.com shows searches for anime and comic-related travel experiences in Asia surged by 195% year-on-year, led largely by travellers from Hong Kong, Taiwan, Indonesia, the Philippines and South Korea.
The trend was also reflected at the AnimeJapan 2026 festival in Tokyo, with Trip.com reporting that international ticket sales rose by 697% year-on-year, attracting travellers from 82 countries and regions. Most visitors came from mainland China, Hong Kong and Singapore, with Gen Z and millennial travellers dominating demand.
Asia's anime revival
While anime has been around for decades, social media and online streaming services have catapulted it into the screens of mainstream audiences. Series such as One Piece, Demon Slayer, and Naruto have been dominating global streaming charts, gaining fans worldwide.
A report by streaming service Crunchyroll found that anime was rated favourably by 54% of Gen Z respondents, beating out popular celebrities like Bad Bunny, BLACKPINK and BTS. Even Formula 1 drivers are caught in the craze, such as Charles Leclerc and his love for Pokémon.
Anime conventions and festivals
Demand for global conventions and festivals is driving the growth of anime communities, with Crunchyroll data finding that fans are most likely to engage with anime by discussing it with friends, often face-to-face rather than online. Trip.com data also revealed that hotel bookings made within three kilometres of upcoming anime festivals have increased during the duration of the event.
In particular, Hong Kong Comic Con 2026 has gained the attention of overseas fans from Mainland China and Southeast Asia. More than eight in 10 ticket buyers are Gen Z and Millennials, based on Trip.com's ticket sales data, demonstrating the popularity of anime culture among this age group. Women constitute more than 80% of ticket sales, highlighting the genre's growing appeal among this audience group.
In Japan, major manga and anime events such as Comiket are held twice a year and attract a very dedicated fanbase. Odaiba, which will be home to Summer Comiket 2026 in August, is seeing a 78% YoY increase in hotel bookings during the event period.
Pokémon GO Fest 2026, a 10th anniversary celebration of the popular mobile game in Odaiba, is also trending on Trip.Pulse, Trip.com's data-powered list of the latest travel trends and hot topics, with more than 630,000 views.
Anime set-jetting, events and experiences
The influence of anime culture extends beyond event attendance to broader destination travel behaviour. Fans are increasingly visiting real-life locations that appear in anime, manga or related films.
Reports have found that 70% of travellers across Asia are inspired to visit destinations based on what they have been watching. Meanwhile, a Japan Tourism Agency survey showed that foreign visitors to places associated with movies and anime increased from 4.6% in 2019 to 7.5% in 2023, The Japan Times reported.
Popular destinations include the railway crossing near Kamakura-Koko-mae Station, made famous by the basketball manga series Slam Dunk. The crossing has not only attracted local crowds, but also overseas fans.
Akihabara and Ikebukuro, known as hotspots for otaku culture, have seen an average YoY increase of 10% in hotel bookings on Trip.com compared to the year before. Interest is primarily driven by travellers from South Korea, Thailand and Singapore, as well as the Hong Kong and Taiwan regions.
Beyond visiting these sites, fans and travellers are also seeking a deeper and more immersive cultural experience, from their accommodation to the activities planned on the trip.
For example, newly-launched themed glamping rooms at The Farm resort in Katori invite visitors to step into the fantasy world of Frieren, a popular anime and manga series, through physical photo spots and monuments throughout the campgrounds that recreate memorable scenes.
