By Chase Karng | July 8, 2025
Beyond cosplay and collectibles, Anime Expo has evolved into a sophisticated testing ground for the future of intellectual property marketing. The 2025 event, held over July 4th weekend in Downtown Los Angeles, demonstrated how entertainment brands can transform static IP into dynamic, measurable fan experiences.
With over 400,000 attendees and hundreds of exhibitors ranging from global media giants to independent creators, Anime Expo functions as a real-world laboratory where entertainment companies experiment with next-generation fan engagement strategies.
Netflix’s Squid Game Activation Sets New Standards
Netflix’s presence exemplified strategic experience design at scale. Rather than traditional promotional displays, the streaming giant created a multi-layered engagement funnel centered around a towering Squid Game animatronic that served as both photo opportunity and crowd magnet.
The activation’s sophistication lay in its flow design: after capturing social media content, visitors moved seamlessly into interactive game zones where they directly experienced show elements. This progression from passive viewing to active participation demonstrates advanced understanding of modern fan psychology and social media behavior.
Artist Alley Showcases Authentic Fan Culture
Artist Alley represented the convention’s authentic creative core, where independent creators—many former fans themselves—showcase original art, comics, and publications. This ecosystem demonstrates how fandom operates as a co-creative space rather than purely consumptive environment.
The intimate, community-driven atmosphere provides crucial insights into organic fan culture formation, offering entertainment companies authentic engagement models that complement large-scale corporate activations.
Cross-Industry Ecosystem Drives Innovation
Anime Expo’s integration of gaming, illustration tools, and cosplay craftsmanship creates a comprehensive pop culture ecosystem that extends relevance beyond anime’s traditional boundaries. This convergence approach positions the event as a hub for broader entertainment trends and cross-industry collaboration.
The strategy demonstrates how successful conventions function as cultural intersection points where multiple entertainment verticals can test market reception and identify emerging audience preferences.
The Future of Fan Engagement
Anime Expo functions as a comprehensive blueprint for how modern entertainment brands can systematically transform intellectual property into meaningful fan interactions. The event’s combination of corporate innovation with grassroots creativity offers scalable models for entertainment marketing across industries.
As traditional advertising effectiveness continues declining, events like Anime Expo demonstrate how experiential marketing can create measurable fan loyalty while providing immediate feedback on content strategy and audience reception.
