APAC IP Licensing Trends — July 2026: How Anime IPs Are Winning Attention
July 2026 -IP Newsletter
In this month’s edition of APAC IP Licensing Trends, we explore how brands are moving beyond broad awareness to create campaigns that resonate with highly engaged fan communities. From anime collaborations that turn everyday purchases into collectible experiences to upcoming IP opportunities worth planning for, this edition highlights what marketers can learn from some of the region’s most talked-about campaigns.
Featured Campaign
Demon Slayer × Luckin Coffee: Turning Everyday Purchases into Collectible Experiences
One of the most talked-about IP collaborations this year was the Demon Slayer × Luckin Coffee campaign in China. Rather than relying on a simple character collaboration, the campaign combined exclusive merchandise, digital participation mechanics and limited-edition collectibles to encourage repeat purchases and sustained engagement.
Consumers unlocked merchandise and campaign rewards through a structured participation journey, transforming an everyday coffee purchase into a collectible experience. The campaign generated significantly higher engagement on social media, demonstrating how the right IP, combined with a well-designed merchandise strategy, can create strong consumer interest beyond the initial product launch.
Why it matters
Many brands still treat licensed merchandise as an add-on to a promotion. This campaign demonstrates a different approach — using merchandise as the campaign mechanic rather than simply the campaign reward.
The combination of exclusive merchandise, limited availability and digital participation encouraged consumers to return, collect and share their experiences, extending engagement beyond a single purchase.
What brands can take away
- Choose an IP that resonates with your target audience, not simply the most recognisable character.
- Use exclusive merchandise to encourage participation rather than treating it as a standard giveaway.
- Design campaign mechanics that reward repeat interaction, such as collectibles, redemption programmes or digital unlocks.
- Create opportunities for consumers to share their collections, helping to amplify the campaign organically.
Trend Insight
Anime IP Is Becoming a Mainstream Marketing Platform
Anime is no longer limited to entertainment or specialist fan communities. It has become a commercially attractive licensing category for brands across multiple industries, from food and beverage to beauty, retail and lifestyle products.
What makes anime IP particularly effective is its ability to combine passionate fan engagement with merchandise that consumers genuinely want to collect. When supported by a well-designed campaign mechanic, the right IP can encourage repeat purchases, social sharing and stronger brand participation.
A recent example is Popeyes’ first collaboration with One Piece. Rather than functioning as a traditional meal promotion, the campaign generated widespread consumer attention, with merchandise selling out quickly and attracting significant discussion across social media. The collaboration even prompted influencers and creators to actively seek out the promotional items, further amplifying its visibility.
Why it matters
The success of anime collaborations is not driven by popularity alone. Strong fan communities are more willing to participate in promotions, collect exclusive merchandise and share their experiences online, extending the campaign’s reach beyond paid advertising.
For brands, this creates an opportunity to combine licensed merchandise with campaign mechanics that encourage repeat purchases, social sharing and ongoing engagement.
What brands can take away
- Consider anime IP alongside traditional licensed characters when planning future campaigns.
- Design merchandise that consumers want to collect rather than simply receive.
- Create campaign mechanics that encourage repeat participation.
- Choose IP based on audience fit, not just overall brand awareness.
IP Opportunity Calendar
Several upcoming IPs present opportunities for brands planning campaigns over the next 12–18 months. While release dates are useful, the more important consideration is how each IP aligns with your target audience, campaign objective and merchandise strategy.
Demon Slayer
Best For
Retail, FMCG & Collectible Campaigns
Why It Matters
The second Infinity Castle film is expected to release in early to mid-2027, making it a timely IP for brands planning campaigns in advance. The first film achieved exceptional box office performance, outperforming many major Hollywood action releases, while maintaining a remarkably balanced 50:50 male-to-female audience. This broad appeal makes Demon Slayer suitable for campaigns targeting both collectors and mainstream consumers.
Campaign Opportunities
- Collectible merchandise
- Limited-edition packaging
- Retail redemption campaigns
- Event activations
- Gift-with-purchase promotions
🌿 Frieren
Best For
Beauty, Wellness & Lifestyle Campaigns
Why It Matters
With Season 3 expected in Q3 2027 and ranked the #1 anime of 2026, Frieren has become one of the fastest-growing anime franchises among older Gen Z and Millennials (ages 20–40). Its themes of time, legacy and personal growth resonate strongly with working adults, making it a natural fit for brands focused on beauty, wellness and premium lifestyle experiences.
Campaign Opportunities
- Beauty gift-with-purchase campaigns
- Botanical and nature-inspired merchandise
- Premium lifestyle collections
- Wellness and self-care promotions
- Loyalty and membership rewards
🏐 Haikyuu
Best For
Youth, Sports & Lifestyle Campaigns
Why It Matters
With Haikyu!! VS The Little Giant expected in mid-2027, the franchise continues to build on the success of its previous film, which performed on par with major anime blockbusters such as Demon Slayer and Jujutsu Kaisen. Its audience is predominantly Gen Z and young Millennial women (ages 16–32), making it an attractive IP for brands targeting younger consumers through sports, lifestyle and community-driven campaigns.
Campaign Opportunities
- Sports and lifestyle merchandise
- Team-themed collectibles
- Campus and youth activations
- Limited-edition promotional merchandise
- Retail redemption campaigns
☠️ One Piece
Best For
Retail, QSR & Collectible Campaigns
Why It Matters
With an animated LEGO One Piece project launching in September 2026, a highly successful live-action adaptation, and Season 3 expected in Q2 2027, One Piece continues to expand beyond anime into mainstream entertainment. Its broad, multi-generational appeal makes it one of the most commercially active licensed IPs for retail, food & beverage and promotional campaigns.
Campaign Opportunities
- Collectible merchandise
- Food & beverage collaborations
- Limited-edition packaging
- Loyalty and redemption programmes
- Experiential retail activations
What This Means for Marketers
🎌 Anime IP is moving into the marketing mainstream.
Once associated primarily with entertainment, anime is now becoming a powerful platform for retail, FMCG, food & beverage and lifestyle campaigns. Brands are increasingly using anime collaborations to connect with highly engaged fan communities and create merchandise consumers genuinely want to collect.
🎁 Merchandise is becoming part of the campaign experience.
Rather than acting as a simple giveaway, exclusive and collectible merchandise is increasingly being used to encourage participation, repeat purchases and social sharing.
Audience fit matters more than broad awareness.
The most effective campaigns aren’t necessarily built around the most recognisable characters. They succeed by matching the right IP with the right audience and designing campaign mechanics that create excitement and engagement.
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