Lord of the Rings gets an anime adaptation, demonstrating the genre's growing influence

Warner Bros. recently released the official trailer for the highly anticipated anime prequel in The Lord of the Rings franchise. The Lord of the Rings: The War of the Rohirrim explores events in Middle-earth 261 years before The Fellowship of the Ring, focusing on King Helm Hammerhand's defense of Rohan. Veteran actor Brian Cox, known for his leading role in Succession, voices Helm, while Miranda Otto reprises her role as Eowyn. Key LOTR veterans are contributing to the project, including Peter Jackson. The film is set for international release on 11 December 2024.

Anime has always been a popular subculture but was long considered niche and largely associated with otakus and weebs: both somewhat derogatory labels for Japanese subculture enthusiasts. In recent years, however, it has gained mainstream appeal. For one, streaming platforms offering anime titles, now with English dubs and/or subtitles, have significantly expanded the genre's global reach. In 2023, the most in-demand TV show worldwide was the anime title Jujutsu Kaisen.

Luxury brands in particular have also taken notice of anime’s increasing influence on the global stage. Brands looking to shift luxury goods from commodities into collectibles have turned to anime collaborations: Loewe x Studio Ghibli, Gucci x Doraemon, Jimmy Choo x Sailor Moon, and more. In turn, these luxury tie-ups further enhance anime’s cultural cachet, creating a reinforcing cycle of increasing popularity. Could your next brand opportunity for cultural partnerships lie with anime IPs?

More broadly: last week we discussed the record-breaking success of Black Myth: Wukong and the growth of Asian cultural properties on the global stage. The rise of anime as a medium for prestige culture is another example. What role can your brand play within the movement?