Cultivating Japan's Presence in India Through Anime and Community Engagement

Tsunagaru Co., Ltd, headquartered in Osaka and led by CEO Takashi Kannaoka, recently participated in one of India’s largest anime and culture events, Mela! Mela! Anime Japan!! 2025. This major event took place on September 13-14, 2025, at the Pacific Mall Tagore Garden in New Delhi. The core value of Tsunagaru is to enhance Japan's presence globally by leveraging the power of connections.

Event Overview

- Event Name: Mela! Mela! Anime Japan!! 2025
- Date: September 13 (11:00 AM - 10:00 PM), September 14 (11:00 AM - 8:00 PM)
- Venue: Pacific Mall Tagore Garden, New Delhi
- Expected Attendance: Approximately 60,000 (previous year: 47,200)
- Organizer: Mela! Mela! Anime Japan!! Executive Committee
- Supporters: Government of India, Embassy of Japan in India, Delhi Japanese Association, Japan-India Chamber of Commerce, Japan Foundation, JETRO, and more.

Background of Participation

To realize Tsunagaru's mission of committing to local communities, generating foreign income, and elevating Japan's presence, the company has launched various initiatives including partnerships with Taiwan and Japan, France, and focusing on affluent travelers from the Middle East. During a site visit to an anime event in India in April 2025, Tsunagaru recognized an opportunity to connect Japanese anime culture with travel to Japan, which prompted the decision to exhibit at this event.

Achievements from the Exhibition

1. Understanding the Specific Needs of Affluent Anime Fans:
Tsunagaru conducted a demand survey on travel to Japan and cultural experiences. With over 1,500 responses collected through both online and offline surveys, Tsunagaru gathered valuable insights about the interests in visiting Japan.
Through various questionnaires, Japanese fans expressed their desire to visit Japan, indicating an increased willingness to travel.

2. Networking with Influencers:
Tsunagaru identified influential figures among Indian anime fans, exploring potential collaboration for promotion via social media platforms. This allows for collaborative marketing strategies bridging Japan and India.

3. Community Formation:
Tsunagaru successfully established a strong community of about 1,000 committed Japanese anime fans and influencers, allowing direct marketing to the affluent groups eager to invest in experiences and hobbies.
Insights were also gathered from interactions with middle-class and affluent youths about their preferences for experiences and travel investments.

Business Opportunities Leveraging Anime and Affluent Tourism

India, with its population of 1.4 billion, is projected to have the world's third-largest nominal GDP by 2025, making it a booming market. There is a visible gap in consumption experiences amid oversaturated access to information. Urban middle-class and affluent consumers frequently engage with global content on their smartphones, and Japanese anime and gaming have become integral to their lives. However, opportunities to access official merchandise and experience-oriented content safely and affordably remain scarce, highlighting the need to bridge the gap between merely enjoying content and ownership or participation in it.

To ensure that Indian consumers can “own and participate” in Japanese experiences, Tsunagaru offers support to businesses and public organizations looking to tap into this market through:

- Marketing and Research: Conducting preference studies and consumption intent verification based on local fan demographics, utilizing influencer insights.
- Exhibition and Event Support: Planning and managing culture-experience booths, facilitating sales avenues for Japanese products and experience-based PR.
- Promotional and Public Relations Support: Utilizing SNS and WhatsApp communities for local engagement, implementing integrated online-offline strategies.
- Anime Tourism Development: Creating travel products that combine experiences around pilgrimage sites, samurai culture, traditional cuisine, and sumo.
- Developing Affluent Tourism: Creating high-value travel products such as private experiences, regional resource utilization, and VIP planning.
- B2B and Government Coordination: Matching Japanese businesses with local entities, executing municipal promotions, and planning international exchange events.

Following the successes observed at the Delhi event, Tsunagaru plans to expand its marketing efforts in key cities such as Mumbai and Bangalore. By leveraging the established fan community, the company will conduct test sales of travel products while continuously invigorating the community as a valuable promotional resource. This strategic approach will enable businesses and governmental bodies to enter the Indian market with precise targeting and efficient outreach.

About Tsunagaru Co., Ltd

Tsunagaru is dedicated to delivering the “treasures” of Japan to the world, thus providing sustainable revenue for local communities. In addition to its core solution business and inbound travel division, the company actively engages in promoting local resources internationally and producing unique experiences. Tsunagaru invites companies and local governments interested in collaborating in the Indian market to reach out.

Website: Tsunagaru
Contact: [email protected]