Cosplay, Culture, and Commerce: The Expanding Anime and Manga Market in Chennai

Abstract

Anime and manga have captured the attention of audiences globally, emerging as significant influences in cultural and economic spheres. This research examines the intriguing relationship between cosplay, culture, and commercialism in Chennai's rapidly growing anime and manga community. We collected information from 250 young adults through surveys and focus group discussions, investigating their consumption behaviors, cultural adjustments, and purchasing trends through statistical analyses. The results reveal that anime and manga are more than just entertainment; they act as markers of cultural identity, shaping lifestyles, fashion choices, and consumer behavior. Cosplay emerges as a unique blend of cultural expression and commercial opportunity, linking fans to merchandise, events, and brand collaborations. The youth in Chennai are creatively adapting Japanese media to fit their local context, which is fueling a vibrant market for collectibles, clothing, conventions, and digital content. This study sheds light on how global media influences the consumer behavior of young people in emerging markets, providing valuable insights for marketers, event planners, and those in the creative industries. Further research might look into additional Indian cities to gain deeper insights into the larger commercial impacts of anime and manga.