Once dominated by giant robots and magical girls, the anime genre has shifted in recent years with the rise of isekai—anime centered around characters transported to or reincarnated in otherworldly realms. As 2025 approaches, dozens of new isekai series are set for release, solidifying the genre’s prominence. With a diverse range of stories, isekai has become a defining feature of contemporary anime, though its narratives often follow familiar patterns.
The Core Premise of Isekai Anime
At its core, isekai revolves around characters—typically Japanese salarymen or teenagers—who find themselves transported from their mundane lives into a fantastical world. These new worlds often resemble the medieval settings of knights, dragons, and magic common in Western fantasy fiction. The protagonist is often killed and reincarnated or unwillingly summoned into this new realm, sometimes finding themselves trapped in a fantasy video game. Their journey unfolds as they navigate this unfamiliar environment, make new allies, and confront new enemies, all while trying to determine whether they can ever return home.
Adapted primarily from light novels and manga, many isekai shows feature episodic formats that allow for long narrative arcs, giving ample room for character development and exploration of the world. This blend of action, adventure, and world-building has made isekai a popular genre, particularly for audiences both in Japan and abroad.
Isekai as an Allegory for Anime’s Globalization
The rise of isekai is closely tied to the global expansion of anime, with the genre’s surge in popularity coinciding with Japan’s “Cool Japan” initiative. Launched in the 2000s, Cool Japan was a national campaign designed to promote Japanese culture, particularly anime, to global audiences. This global push can be seen in isekai as an allegory for anime’s expansion beyond Japan.
Like the protagonists of isekai shows, anime itself was originally rooted in Japan but has been transported into foreign markets. The genre’s narratives often mirror anime’s engagement with international audiences, with protagonists learning to navigate and adapt to foreign cultures and customs—paralleling how anime must navigate new linguistic, cultural, and production landscapes.
A notable example of this dynamic can be found in the 2024 anime The Wrong Way to Use Healing Magic, which follows three Japanese teenagers transported to a fantasy world. In one scene, the characters gain “automatic translation magic,” allowing them to understand the foreign language of the isekai world. This seemingly minor detail underscores the importance of translation in making anime accessible to global audiences. Rather than taking translation for granted, the show positions it as a form of “magic,” highlighting the significant effort required to bridge cultural and linguistic divides.
The way each protagonist reacts to their new world—whether with enthusiasm, frustration, or indifference—serves as a metaphor for anime’s reception and interpretation around the world. Just as anime has been both celebrated and dismissed throughout its history, the characters in isekai navigate their complex feelings about the worlds they find themselves in.
Foreign Influence on Anime Production
The role of foreign labor in anime production is another important aspect that aligns with the isekai narrative. While anime is often viewed as distinctly Japanese, the industry has long relied on subcontractors and freelancers from outside Japan, particularly from countries like South Korea, China, Vietnam, and the Philippines. This global network of workers is integral to anime production, as the sheer volume of anime being produced necessitates a wider labor pool.
In isekai anime, this international collaboration can be seen reflected in the storylines themselves. For instance, As a Reincarnated Aristocrat, I’ll Use My Appraisal Skill to Rise in the World (2023) features a Japanese protagonist, Ars Louvent, who is reincarnated as a nobleman in a medieval fantasy world. As he builds alliances with a diverse group of people, including those from different social and ethnic backgrounds, the show subtly mirrors the global nature of anime production.
The anime industry, like Ars Louvent’s efforts in the show, depends on the contributions of individuals from various backgrounds. The labor behind anime production—ranging from animating and coloring to background design and voice acting—is often outsourced to countries like South Korea and China, where lower costs and the need for skilled animators make it possible to meet the demanding production schedules of the industry.
Isekai Anime as a Reflection of Transnational Production
A prominent example of isekai’s portrayal of cross-border dynamics can be found in That Time I Got Reincarnated as a Slime (2018). The show follows a Japanese salaryman reincarnated as a slime in a world full of goblins, demons, and other creatures. Over time, the protagonist, Rimuru, builds a multicultural city where people from various races and backgrounds coexist and work together. This city, while fantastical, is marked by distinctly Japanese elements, such as the establishment of traditional inns and the meticulous reenactment of Japan’s bureaucracy—reflecting the integration of Japanese practices into the new world.
Much like the characters in the show, anime itself is a collaborative creation, with contributions from artists, animators, and production teams across borders. Slime, produced by a studio in Tokyo, also relied on animation contributions from neighboring Asian countries, including South Korea, China, and the Philippines. This multi-national collaboration in both production and narrative serves as a metaphor for the transnational nature of anime’s creation and distribution.
Moreover, the visual style of anime, characterized by features such as large eyes and colorful hair, allows for a unified aesthetic that can be easily recognized across cultures. This visual language fosters a shared understanding among creators from different backgrounds and ensures a cohesive viewing experience for audiences worldwide. The style’s consistency enables anime to maintain its distinct identity, even as it draws on a global pool of talent.
The Power Dynamics of Isekai: Tokyo at the Center
While isekai anime showcases the benefits of international collaboration, it also reflects the power dynamics inherent in the anime industry. Tokyo remains the center of production, and while anime has expanded globally, the industry still relies on the infrastructure, expertise, and financial resources found in Japan’s capital. The tension between this centralized power and the decentralized production process mirrors the dynamics at play in many isekai narratives, where protagonists must learn to balance their position within a foreign world while retaining ties to their original culture.
Isekai: A Genre with a Global Message
As isekai continues to dominate the anime landscape, it offers a unique lens through which to explore the global journey of anime itself. The genre’s themes of adaptation, cultural exchange, and international collaboration are not just narrative devices but also reflections of anime’s increasingly global reach. The optimistic tones often found in isekai stories suggest that the genre views globalization as a positive force, one that holds the potential to foster deeper understanding and cooperation across cultures.
In this way, isekai anime not only entertains but also provides insight into the complex relationships between Japan and the rest of the world, offering a narrative space where globalization is both explored and embraced.