1 What's "Ryoiki Tenkai"?

A post appeared on the official X account of a clothing brand, bearing just the twelve letters "Ryoiki Tenkai." This seemingly simple post amassed 3.5 thousand reposts and over 940,000 views. What could this phrase possibly mean to generate such a buzz?

"Ryoiki Tenkai" is a famous line from the Japanese anime 'Jujutsu Kaisen' (呪術廻戦), based on Gege Akutami's manga. This anime, known for its dazzling action and captivating characters, has captivated fans worldwide. Easily accessible in Korea through OTT platforms, the 2022 movie 'Jujutsu Kaisen 0' drew around 660,000 viewers to theaters despite the pandemic.

"Ryoiki Tenkai," which translates to "Domain Expansion," is a phrase protagonists shout as they unleash their powers. The post was a teaser for a collaboration collection with 'Jujutsu Kaisen.'

The overwhelming response to a single line shows that anime can no longer be dismissed as a minor subculture. In this column, we'll delve into the burgeoning anime fandom and explore examples of collaborative marketing with this community.

2 Era of the Fashion Otaku

Recently, a YouTube channel, [DdeunDdeun], featured an interview that sparked much discussion. When asked about his favorite anime, the group Peppertones gave a measured response to host Jae-suk Yoo. The exchange was amusing and relatable to many viewers, highlighting the differing attitudes of Peppertones and Jae-suk Yoo towards anime.


This scene, dubbed a conversation between an "otaku" and a "non-otaku," underscores how anime fandom is becoming increasingly fragmented. For instance, the term "Fashion Otaku" has emerged. It refers to people who, despite only knowing a few popular series, act as though they're deeply passionate about anime. The term implies a superficial interest akin to following a trend, much like fashion. While "Fashion Otaku" originally carried a negative connotation, it now reflects the diversity and accessibility of anime fandom. The mainstream popularity of anime has led to many "lukewarm" fans.

According to the "2022 Content Industry Survey" released by the Korea Creative Content Agency, the availability of animated content on OTT platforms has steadily increased since the pandemic. Japanese animation, in particular, has seen a significant rise in import value. Content that was once exclusive to specialized animation platforms is now accessible through various OTT services such as Netflix, TVING, Wavve, and Watcha.


This newfound accessibility has led to a surge in casual viewers of animated content. The environment is ripe for the growth of a positive "fashion otaku" culture—a burgeoning community of casual animation enthusiasts. As the barriers to entry have lowered, animation has seamlessly integrated into various categories. From apparel to food products, games, and beauty—let's explore some compelling examples of intellectual property (IP) collaborations that have captivated animation fandoms.

3 The Culprit Is You! Detective Conan

The detective anime "Detective Conan" has engaged in various IP collaborations across different categories in South Korea. In 2023, it partnered with the convenience store brand 'CU' to release collaborative products. These items featured random character stickers, reminiscent of the nostalgic Pokémon seal collectibles. While there were various offerings like sandwiches and baked eggs, the pill-shaped jelly—mirroring what the protagonist 'Conan' consumes in the series—was particularly striking. Animation collaborations tend to resonate more deeply when they meticulously reflect the world and characters of the work. Unsurprisingly, this 'pill jelly' became the runaway hit, rapidly depleting initial stock.

"Detective Conan" also collaborates with the Lotte World theme park. Celebrating the 30th anniversary of the original manga serialization, the park offers various experience zones, photo spots, and merchandise based on the anime's synopsis. This offline immersion into Conan's world promises to create memorable fan experiences.

4 Love Basketball? Slam Dunk

Remember the "Slam Dunk" fever that swept the nation? The manga has sold over 120 million copies, and the recent film adaptation, "The First Slam Dunk," drew nearly 4.87 million viewers domestically. Riding this wave of popularity, the official YouTube channel of the Korean Basketball League (KBL) launched a witty parody marketing campaign.

KBL produced parody content featuring gameplay footage of "Shohoku vs. Sannoh" with commentary by professional caster Seung-hyun Lee and basketball player Jun-Hyung Byun. As if this wasn't enough to excite Slam Dunk fans, they went a step further by including a scene where voice actress Su-jin Kang delivers an MVP acceptance speech in the voice of the protagonist, Baek-ho Kang. This attention to detail earned high praise from fans.

This content, which channeled the basketball anime craze into interest in the KBL, garnered over 1.21 million views and more than 1,000 comments, demonstrating its significant impact. It's a prime example of capturing the hearts of animation fandoms by skillfully reflecting trends, even without direct collaboration with IP content.

5 At the Mecca of Animation Now

"I like anime, but I'm not an otaku." This statement describes me. I discovered "Slam Dunk" through "The First Slam Dunk" and first encountered "Jujutsu Kaisen" via OTT platforms. I'm a casual fan who knows the plot and has some favorite characters. My sister, a dedicated anime enthusiast, and I, a fashion otaku, visited Jujutsu Kaisen collaboration spots. We embarked on a "stamp rally" tour through Tokyo, Osaka, and Fukuoka last winter to this spring.

Various cities and brands across Japan hosted unique "Jujutsu Kaisen" collaborations. Most offered random gifts with specific purchases or sold limited-edition merchandise exclusive to these collaboration spots. It was intriguing to see how the characters were reimagined to fit each collaboration's concept—whether holding special onigiri at a rice ball shop or donning traditional attire for a New Year's collaboration at a shopping mall. Beyond these, collaborations extended to diverse categories like the takoyaki brand Gindaco and the laundry service Pony Cleaning. Our itinerary couldn't accommodate all the spots, leaving us a bit disappointed. It became clear that in a country where anime collaborations are highly sophisticated, the key lies in the uniqueness of the content offered.