#Japan #Shibuya #Ponta Loyalty #Anime Pilgrimage #Gen Z Culture

Exploring Gen Z's Pilgrimages to Anime Locations

Recent research conducted by Loyalty Marketing, the company behind the Ponta point service, sheds light on the pilgrimage activities undertaken by Generation Z, individuals aged 15 to 29 who are interested in visiting specific locations associated with their favorite media. The survey, which took place from June 9 to June 16, 2025, highlights some important trends among this demographic, particularly their affinity for anime-related sites.

Key Findings from the Survey

1. Anime Tops the List of Genres for Pilgrimage

An impressive 48.1% of Generation Z respondents who have participated in pilgrimages indicated that they have visited anime locations. Following closely are movies at 30.4% and dramas at 26.7%. When asked about genres they aspire to explore in the future, anime once again leads the way with 45.0%, indicating a profound interest in anime-related sites among this generation.

2. Motivations Behind Pilgrimages

When it comes to motivation, a strong 41.4% cited their love for a favorite work or character as their reason for wanting to visit pilgrimage sites. Additionally, 36.0% mentioned that they engage in such activities as part of their support for their cherished characters or series. Other reasons include the site's attraction as a tourist destination at 27.3%, and the desire to revisit the emotions evoked by the work at 27.0%.

3. Budget Considerations

The pilgrimage budget for many is quite approachable, with 31.3% spending between 5,000 to less than 10,000 yen for a single visit. Nearly 70% of respondents reported spending less than 10,000 yen overall, indicating that Gen Z is managing to indulge in these experiences on a reasonable budget. Among the items they are tempted to purchase during their visits are local collaboration foods and snacks, purchased by 45.7% of respondents, highlighting the connection between food and their favorite series or characters.

4. Preferred Pilgrimage Style

The majority of respondents (38.9%) expressed a preference for a 'casual pilgrimage' style, combining sightseeing and a brief visit to anime locations. Only 21.5% preferred to plan trips focusing intensively on their favorite shows, which suggests that a more relaxed approach to pilgrimage is favored within this demographic. Approximately 67.5% of participants have experienced pilgrimages that included overnight stays.

5. Desired Features of Pilgrimage Locations

Respondents indicated that convenient access is a significant factor when selecting pilgrimage sites, with 39.9% prioritizing locations that are easily reachable. More than 30% value locations tied to their favored characters, while 28.5% appreciate places that are picturesque and Instagram-worthy. It is also notable that about 33.7% prefer to embark on these pilgrimages alone, while nearly as many prefer to share the experience with friends, illustrating the blend of personal reflection and social engagement in Gen Z’s pilgrimage activities.

6. Top Anime for Pilgrimages

Among various works, 'Detective Conan' emerged as the leading choice for both past visits and future aspirations. Locations associated with this franchise can be found in various regions, including Hokkaido, Nagano, and Kyoto, as well as in Singapore. Following this, the 'Love Live!' series, 'Yuru Camp', and 'Your Name' also ranked highly, reflecting the diverse landscape of interests within Gen Z’s pilgrimage pursuits.

Conclusion

The findings reveal that Generation Z is not only passionate about their favorite anime but also actively seeks to connect with those worlds through pilgrimage. This trend underscores a significant cultural phenomenon, emphasizing both the personal and social dimensions of fandom. As this generation continues to explore and express their interests, the impact of their pilgrimage activities will likely shape tourism and media engagement in profound ways.

For further insights and a detailed report on the study, visit the official Loyalty Marketing website.