Trip.com data shows a 121% year-on-year surge in searches for anime and comic-related travel experiences by Malaysians, as fans flock to anime festivals and themed experiences across Asia.
Anime fandom is driving travel demand
From themed stays to global conventions, fans are embarking on anime pilgrimages, otherwise known as seichi junrei, creating a demand for anime tourism and travel across Asia. Malaysia is no stranger to this global cultural force, with fans eager to venture beyond borders for immersive experiences.
Trip.com’s latest data shows a growing demand for anime and comic-related experiences when travelling, with a 121% spike in searches for anime and comic-related travel experiences by Malaysians year-on-year. This interest also translates to actual demand, as Malaysian fans are showing up for some of the region’s biggest events.
Based on Trip.com’s ticket sales data, Malaysia ranked among the top 10 markets leading ticket sales for AnimeJapan 2026 and Hong Kong’s first-ever official Comic Con. Globally, Trip.com’s international ticket sales jumped 697% year-on-year as the exclusive overseas ticketing partner for AnimeJapan 2026.
Being one of the world’s largest anime events, travellers to AnimeJapan 2026 spanned across 82 countries and regions. Highly popular among Gen Zs and Millennials, more than half of ticket buyers were aged between 25 and 34 years old, and over half were males.
Meanwhile, Hong Kong Comic Con 2026 has gained the attention of overseas fans from Mainland China and Southeast Asia. Over 8 in 10 ticket buyers are Gen Zs and Millennials, based on Trip.com’s ticket sales data, demonstrating the popularity of anime culture among this age group. Interestingly, women constitute more than 80% of ticket sales, highlighting the genre’s growing appeal among this audience group.
Reel-life to local impact
More than a passing trend, reports show that the demand for anime and comic-related content is growing exponentially, especially in Southeast Asia where there are many young and digitally native consumers.
In Malaysia, local anime events have also seen growing success and attention. The recent Anime Fest+ 2026 featured a mix of international and local acts, as well as appearances from popular cosplayers from China, Indonesian VTubers, industry creators from Japan, and more.
Held at the Sunway Pyramid Convention Centre, Trip.com’s data found that hotel bookings made within 3 kilometres of the venue increased by 36% year-on-year during the duration of the event. International bookings were made predominantly by visitors from China, Singapore, Hong Kong, and Indonesia, while Malaysians were also among the top 5 guest bookings, suggesting how both local and overseas fans are willing to travel to participate in such conventions.
From events to immersive travel experiences
The influence of anime culture extends beyond event attendance to broader destination travel behaviour. Fans and travellers today are also seeking a deeper and more immersive cultural experience, from their accommodation to the activities planned on the trip.
For example, newly-launched themed glamping rooms at The Farm, a Japan country retreat, invite visitors to step into the fantasy world of Frieren, a popular anime and manga series, through physical photo spots and monuments throughout the campgrounds that recreate memorable scenes.
Universal Studios Japan, one of Trip.com’s top-booked attractions in Asia this year, has also recently collaborated with five blockbuster franchises to bring a variety of anime experiences to visitors. This includes a new, immersive storywalk set in the world of Frieren: Beyond Journey’s End, and three thrilling attractions based on Detective Conan: The World.
Meanwhile, Trip.com offers a variety of curated tours that bring fans on an immersive journey through famous anime and manga sites, such as a Slam Dunk pilgrimage and Kamakura city day tour.
While entertainment continues to be a huge part of what influences people’s identities and travel motivations, anime culture has become a global movement that goes beyond set-jetting, but a shared community across borders.
