🎬 With 270 million copies in print and three consecutive years of box office revenue exceeding $660 million each, the production committee behind the world's biggest detective anime, Detective Conan, has done something unprecedented: publicly revealed its promotional strategy for the very first time. The fan-participation "Wind Project" could rewrite the rules of anime movie marketing — and it all starts with a motorcycle-riding police officer called the "Wind Goddess."
An Unprecedented Move: Why the Production Committee Spoke Up
On February 7, 2026, the Detective Conan Production Committee issued an official statement regarding the upcoming 29th film, Detective Conan: Fallen Angel of the Highway (releasing April 10, 2026). For the first time in the franchise's 29-year theatrical history, the committee publicly revealed its promotional concept to people outside the production — a move many in Japan's entertainment industry are calling extraordinary.
The promotional concept? "fan! × FAN! = FUN!" — a clever triple wordplay in which every Conan "fan" becomes a metaphorical "fan" (as in a device that creates wind), generating a small breeze that joins with others to become a nationwide "Conan whirlwind," ultimately creating new "fun" for everyone involved.
The statement expressed gratitude to longtime supporters, newly joined fans, and returning fans who had drifted away. It was signed by the full production committee — a powerhouse group comprising Shogakukan, Yomiuri TV, Nippon TV, ShoPro, Toho, and TMS Entertainment — and signaled a clear intention to "grow the franchise together" with fans.
What Is the "Wind Project"?
The "Wind Project" (Kaze no Project) takes its name from the film's main character, Chihaya Hagiwara, a motorcycle officer in the Kanagawa Prefectural Police Traffic Division. In the story, the heroine Ran is so impressed by Chihaya's extraordinary riding skills that she calls her the "Wind Goddess" (Kaze no Megami) upon their first meeting. Making her theatrical debut in this film, Chihaya is the inspiration behind what the production committee calls a "Limit Break Promotion" — a promotional campaign that aims to break all previous boundaries.
Key Initiatives
Several new promotional elements were announced simultaneously:
1. LINE Official Account: "Wind Promotion Department"
A dedicated LINE account (Japan's dominant messaging platform, with over 95 million monthly users) will allow anyone who registers to become a member of the "Wind Promotion Department" — essentially turning everyday fans into official promoters. Members will receive exclusive information and "special missions" to complete, blending Japan's thriving oshikatsu (fan activity) culture with corporate marketing.
Oshikatsu refers to the wide range of activities Japanese fans engage in to support their favorite characters, artists, or franchises — from social media campaigns and merchandise purchases to "sacred site pilgrimages" (seichi junrei) to real-world locations featured in anime. It has become a major economic force in Japan's entertainment industry.
2. No Press Screenings — Outdoor Fan Meeting Instead
In keeping with recent Conan film tradition, no advance press screenings will be held. The committee's reasoning is refreshingly fan-first: "We want everyone to enjoy the film without spoilers, at the same time." Instead, an outdoor fan meeting will take place on April 4 at an undisclosed location in Yokohama, featuring a 60-minute talk event with the voice cast. This marks the first time a Conan fan event will be held outdoors.
This anti-spoiler philosophy is notable. While Hollywood studios typically host early screenings for critics and influencers, the Conan franchise has taken the opposite approach — ensuring that no one sees the film before opening day, creating a shared "day one" experience for all fans equally.
3. Yokohama City Collaboration
Since the film is set in Yokohama's Minato Mirai district, a special collaboration with the city has been announced. Past Conan films have featured real-world landmarks that were dramatically "destroyed" in action sequences, and fans are already speculating about which Yokohama landmarks might appear — and what might happen to them.
4. "Wind PV" Trailer Release
A high-energy promotional video was unveiled, showing Yokohama's streets at breathtaking speed. The video culminates with Chihaya's signature line: "Let's go, boy!" — a declaration that the Wind Project has officially begun.
Inside "Fallen Angel of the Highway" — What to Expect
Conan, Ran, Sonoko, and Kogoro head to the Kanagawa Motorcycle Festival in Yokohama's Minato Mirai with motorcycle enthusiast Masumi Sera. En route, a mysterious "black motorcycle" leaps over their car, pursued by Chihaya Hagiwara of the Kanagawa traffic police.
At the festival, a high-tech police motorcycle called "Angel" is being unveiled — but the black motorcycle turns out to be eerily similar. Police dub the rogue vehicle "Lucifer" and intensify their pursuit. The film's tagline: "Don't fall off, boy—" sets up a dichotomy between the "Wind Goddess (Angel)" and the "Dark Fallen Angel (Lucifer)" in what's being described as an unprecedented "Limit Break Battle Mystery."
Adding emotional depth, the story involves the memories of Chihaya's younger brother Kenji Hagiwara and his close friend Jinpei Matsuda — both of whom died in the line of duty during bomb disposal operations. These characters are beloved members of the "Police Academy Quintet" (Keisatsu Gakkou-gumi), a fan-favorite group within the Conan universe. Chihaya is voiced by Miyuki Sawashiro, known internationally for voicing Fujiko Mine in Lupin III.
Conan's Extraordinary Box Office Trajectory
The Wind Project arrives amid the franchise's most dominant era. Last year's 28th film, One-eyed Flashback, earned 14.74 billion yen (approximately $98 million), making Conan the first Japanese film franchise to achieve:
- Three consecutive years with box office revenue exceeding 10 billion yen ($66 million)
- Two consecutive years with over 10 million admissions
The manga has surpassed 107 volumes and 270 million copies in worldwide circulation. The TV anime has aired over 1,100 episodes and celebrates its 30th anniversary this year. In Japan, the annual spring Conan film has become something of a national ritual — families plan their Golden Week holidays around it, and fans debate plotlines with the intensity of sports playoffs.
To put this in perspective, Conan's recent box office performance in Japan rivals Hollywood tentpole releases, consistently outperforming major international franchises in the domestic market.
Global Impact: What This Means for International Fans
Detective Conan enjoys massive popularity across Asia, with simultaneous theatrical releases established in China, South Korea, and Southeast Asian markets. Streaming platforms like Crunchyroll and Netflix have expanded the fanbase into Western markets, while ABEMA began free streaming of over 1,000 episodes in 2025.
While the LINE-based "Wind Promotion Department" is currently Japan-only, the committee's public declaration that it wants to "grow together" with fans sends a powerful signal. If this participatory model succeeds domestically, it could evolve into a global fan campaign for future films — especially as the franchise approaches its 30th theatrical anniversary in 2027.
The no-spoiler policy, in particular, resonates with international fans who often face theatrical releases weeks or months after Japan. The committee's emphasis on protecting the "first experience" could push distributors toward more simultaneous global releases in the future.
Your Turn: How Are Anime Films Promoted in Your Country?
In Japan, the Detective Conan production committee has broken with decades of tradition by publicly sharing its promotional vision and inviting fans to become active participants in the campaign. From turning fans into "promotional department members" to refusing press screenings in favor of outdoor fan events, this approach is unlike anything we've seen in anime movie marketing.
How are movies and anime promoted in your country? Do fans get to participate in official campaigns? We'd love to hear about your experience — share your thoughts in the comments!
References
- https://www.oricon.co.jp/news/2435196/full/
- https://natalie.mu/comic/news/659294
- https://mantan-web.jp/article/20260207dog00m200023000a.html
- https://www.animatetimes.com/news/details.php?id=1770460384
- https://www.animenewsnetwork.com/news/2025-12-03/detective-conan-fallen-angel-of-the-highway-film-unveils-video-visual/.231665
Reactions in Japan
A production committee issuing a public statement is completely unprecedented. The behind-the-scenes team stepping forward shows how serious they are. And the wordplay 'fan × FAN = FUN' is brilliant.
Having Chihaya as the lead is absolutely perfect. After the Police Academy group's film, it was inevitable she'd get the spotlight. I can't wait to see how Kenji and Matsuda's memories play into the story.
Honestly, I think many people might not immediately grasp why revealing the promotional strategy is a big deal. But Conan movie campaigns are meticulously planned each year, so disclosing them is like sharing trade secrets.
The rush in the Wind PV is insane. The footage speeding through Yokohama instantly got me hyped. 'Let's go, boy!' is stuck in my head now.
Opinions are split on skipping press screenings every year, but personally I love that everyone gets the same experience on day one. There's nothing like being shocked in the theater without any spoilers.
Registering on LINE to become a 'Wind Promotion Department' member — aren't they basically using fans as free marketing labor? You could call it fan participation, but if you think about it coldly, it's unpaid work.
Exceeding $660M three years straight is honestly insane when you think about it. Conan movies have become a true 'national annual event.' Watching Conan during Golden Week is basically a Japanese routine.
Miyuki Sawashiro as Chihaya is going to be amazing. Hearing Fujiko Mine's voice say 'Let's go, boy!' is the ultimate combo.
Yokohama as the setting means the city will be flooded with Conan fans on pilgrimages. As a Minato Mirai resident, I'm happy but worried about the crowds.
Watching Conan movie promotions get bigger every year, it feels like the movie itself has become an event brand. Next year's 30th anniversary film is scary (in a good way).
Being able to enter the fan meeting lottery through early Movicket purchases is a good move. But 60 minutes of outdoor standing? Depending on the weather, that could be brutal.
I've been watching Conan for over 20 years, and this is the first time the production committee has spoken directly to fans. Reading that statement nearly made me tear up. It really hits home that we've walked this journey together for 30 years.
Motorcycle action as a main theme feels fresh for a Conan film. We've had car chases before, but police bike vs. rogue motorcycle is a first. This would be incredible in 4DX.
Every year I think this, but the Conan movie marketing team is truly exceptional. Like last year's 'Awakening Campaign,' they're great at tailoring concepts to match each film's theme.
I hope the Wind Project reaches overseas Conan fans too. LINE is Japan-only, but social media hype crosses borders. They should create a hashtag like #WindProject.
The line 'fans who came back after a while' really got me. As someone who drifted away but casually went to see last year's film and got hooked again, I felt seen.
As a Korean Conan fan, I'm really paying attention to this 'Wind Project.' Conan movies release around the same time in Korea every year, and I'd love it if they ran a Korean version of this fan campaign too.
Not holding press screenings is unthinkable in America. In Hollywood, early influencer reviews can make or break box office performance, but Conan succeeds with the exact opposite approach. That's fascinating.
Every time a Conan movie trailer drops on Bilibili, it gets tens of thousands of comments. The motorcycle action this time should resonate strongly with Chinese fans. Big Sis Chihaya is hugely popular in China too.
In Germany, Conan has been broadcast as 'Detektiv Conan' for years and has a dedicated fanbase. The production committee doing promotions together with fans reminds me of how German football clubs run their fan organizations.
Conan movies are hugely popular in Indonesian theaters every year! Last year I went with friends on opening day and it was amazing. LINE is also used in Indonesia, so if they expanded the project internationally, I'd join immediately.
A 30-year-old anime franchise still pulling off such innovative marketing is genuinely impressive. Even the MCU faces 'franchise fatigue' discourse, but Conan just keeps gaining momentum.
Conan manga is popular in France too, but we don't see much movie promotion here. I'm envious that Japanese fans can become 'promotion staff.' I wish this kind of initiative would spread to the French anime community.
Vietnam's Conan fan community spans generations. Going to see the theatrical release with family has become a tradition. With Yokohama as the setting this time, I bet Vietnamese tourists will visit for pilgrimages too.
Honestly, the writing quality varies from year to year. Amazing promotions are great, but if the content doesn't deliver, fans will just be disappointed. Last year's film was good though, so I have hopes for this one.
Conan isn't that well-known in Italy, but I started watching on Netflix recently and I'm completely hooked. Hearing there are over 1,100 episodes was overwhelming, but that's actually part of the appeal. I want to watch every movie too.
As a Japanese-American, Conan is content that connects me to my relatives in Japan. Going back during Golden Week every year to watch the film is a highlight, and this year I want to participate in the Wind Project too.
Conan movies are huge hits in Thailand too. But the release dates often differ from Japan, which is frustrating. I wish the committee's statement about 'enjoying it at the same time' applied internationally as well.
Conan's fanbase is growing in Russia too — many people watch via Crunchyroll. The production committee officially acknowledging the power of the fan community is meaningful for fandoms worldwide.
As an Irish anime fan, let me say — an anime film series earning nearly $100 million annually at the box office is extraordinary by any global standard. And they do it every year with original stories, which is even more impressive.
Conan movies are always a big topic in Taiwan too. If Yokohama is the setting, I'm sure Taiwanese travel agencies will launch pilgrimage tours right away. Anime tourism really contributes to Japan's economy.