Fans of Japanese anime often rave about the storylines, action scenes, and musical scores. But for a growing number of Gen Zers, one of the main draws of these films and series is the food. Why are they craving inedible cuisine? And what can brands learn from this niche interest gone mainstream?

An online community for Gen Zers, Bilibili’s offering centres around anime, comics, and gaming – a low-cost membership grants early access to anime releases. With an interactive interface and the likes of karaoke live-streams, the network provides a niche platform for young people to connect.

A prefecture in Japan is working with Studio Ghibli to create the first Ghibli Park to encourage domestic and international tourism to the region. There’s growing evidence that family parks and resorts are bouncing back stronger than ever, as parents recognise how precious their family time is.

Shrek Raves, inspired by the 2001 DreamWorks animated movie, are taking off in popularity among Gen Z partygoers. At the intersection of nostalgia and cringe, it embodies Gen Z's yearning for comfort and unapologetic realness as they seek experiences that bring them together.