A Crunchyroll study showed that 54% of Gen Zers identify as anime fans, with the only interest higher than that being Beyoncé (because, of course).

Anime is a $37 billion cultural juggernaut that shows no signs of slowing down and is attracting the interest of brands hoping to connect with Gen Z.

In a year when truly reaching Gen Z is possibly the hardest job in marketing, the biggest brands are leveraging the IP they watch most, while fans are creating experiences to express their fandom.

I broke down what the industry, the fans, and the brands are doing in this week's SNOBHOP.