Anime, matcha, and cosplay, in the land of the Pyramids?

With over 108 million people and half the population under 25, Egypt is witnessing an explosive demand for Japanese pop culture. On February 6–7, 2026, JETRO (Japan External Trade Organization) hosted "Super Japan in Cairo", the organization's first-ever pop culture-focused event anywhere in the world. With 16 Japanese companies including Bandai Namco and Yamaha showcasing anime, games, matcha, and stationery, about 3,000 young Egyptian fans were expected to attend. Here's how Japan's "soft power" is captivating Africa's youth.

JETRO's World-First: A Pop Culture Event in Cairo

On February 6, 2026, JETRO launched "Super Japan in Cairo" in Egypt's capital, the first time the organization has ever hosted an event specifically focused on Japanese pop culture anywhere in the world.

The two-day event brought together 16 Japanese companies and organizations, including Bandai Namco (the gaming and entertainment giant behind titles like Gundam and Pac-Man), Yamaha (musical instruments), Itoen (Japan's largest green tea company), and Pentel (stationery and art supplies). The program featured live performances by Japanese idol singers, cosplay contests organized by local anime fan communities, and hands-on workshops.

Naruyo Nishizawa, head of JETRO's Cairo office, pointed out that while young Africans have strong demand for Japanese pop culture, the supply side is severely lacking, creating a massive "supply-demand gap." He expressed hope that Japanese companies would seize the opportunity to enter Africa, which he described as a "huge market" with continued population growth ahead.

Egypt: Africa's Biggest Japan-Loving Market

Egypt's population exceeds 108 million and is projected to reach 160 million by 2050. With a median age of approximately 24 years, younger than most major Asian emerging economies, the country represents one of Africa's largest consumer markets, valued at over $320 billion.

What sets Egypt apart is its exceptionally high interest in and affinity for Japan. Five Egyptian universities have Japanese language departments, and the country boasts roughly 3,500 Japanese-language learners, the highest number in the entire Middle East and Africa region. The Japan Foundation's Cairo Cultural Center consistently sees full enrollment in its Japanese language classes.

The connection with Japanese anime runs deep. Thanks to SpaceToon, an Arabic-language TV channel that has broadcast Japanese anime across the Middle East and North Africa (MENA) region since the 1980s, generations of Egyptians grew up watching shows like Captain Tsubasa (known as "Captain Majid" in Arabic), Mazinger Z, and Yu-Gi-Oh!. The latter holds special significance for Egyptian fans, as its storyline weaves together ancient Egyptian history and culture with Japanese animation, a fusion that many young Egyptians find uniquely cool.

Inside Egypt's "Otaku" Community

Egypt's anime fandom is the largest in the Middle East by sheer numbers. EGYCON, the country's premier anime and pop culture event, traces its roots to a 2013 event organized with support from the Japan Foundation. The inaugural edition featured a special performance by Hironobu Kageyama, the legendary Japanese musician famous for singing the Dragon Ball Z theme song.

The community's growth on social media has been remarkable. One Egyptian anime influencer reported gaining 100,000 followers within just one week of starting to post anime content. The word "Anime" has become a commonly understood term in Egypt, specifically referring to Japanese animation. Currently popular titles among Egyptian fans include ONE PIECE, Jujutsu Kaisen, Attack on Titan, and Demon Slayer.

Egypt's otaku ("geek") culture is diverse and creative. Among its leading figures are a dentist who doubles as a professional cosplayer, running a clinic called "Smile Sensei" while representing Egypt in international cosplay competitions, and several influencers who combine Japanese language learning with anime content creation.

However, challenges remain. Unlike the Gulf states, where governments in the UAE and Saudi Arabia actively sponsor numerous pop culture events each month, Egypt has only one major sponsored anime event: EGYCON. Fans have expressed a desire for more events, including those focused on Japanese food, gaming, and cosplay.

Matcha Mania: But Does Egypt Know It's Japanese?

One of the event's highlights was a matcha latte-making workshop hosted by Itoen, Japan's leading green tea company. Matcha-based drinks, especially lattes, have already gained significant popularity among Egyptian youth.

Yet there was an unexpected twist: some attendees asked whether matcha is actually Japanese. While matcha as a beverage has become well-known, its identity as a product of Japanese culture hasn't fully taken hold. Itoen representative Moeto Furukawa acknowledged this gap, calling it "disappointing but also an opportunity." Establishing matcha's Japanese origins could significantly boost brand value and market differentiation.

Pentel, the Japanese stationery maker, also reported strong interest in art supplies, noting that many Egyptian anime fans are passionate about drawing. This illustrates how anime fandom naturally extends interest toward other Japanese products, from art materials to food and beyond.

Africa's "Supply-Demand Gap" and the Business Opportunity

JETRO's analysis highlights a significant mismatch in Africa: strong demand for Japanese pop culture among youth, but very limited legitimate supply channels. While streaming services like Netflix and Amazon Prime Video offer some anime content in the region, dedicated Japanese content platforms and physical merchandise remain scarce.

By 2050, Africans are projected to comprise one-quarter of the world's population, and the continent's youthful demographics underpin its potential as a long-term consumer market. JETRO's "Super Japan in Cairo" initiative goes beyond intellectual property licensing, it aims to use pop culture as an entry point for marketing a wide range of Japanese products to Africa's growing youth market.

Two Ancient Civilizations Connected by Modern Pop Culture

Egypt and Japan share something profound: both are nations built upon millennia of civilization. In Japan, the Egyptian god Medjed has become an unlikely pop culture icon, beloved as a "yuru-chara" (cute mascot character) since being introduced to Japanese audiences at a British Museum exhibition in 2012. In Egypt, Yu-Gi-Oh! creates a bridge between ancient Egyptian mythology and Japanese anime storytelling.

These cultural exchanges, flowing in both directions, build a foundation for mutual understanding that transcends mere business transactions. The growing demand for Japanese pop culture in Egypt could serve as a litmus test for Japan's cultural outreach across the entire African continent.

In Japan, pop culture exports like anime, matcha, and stationery are increasingly embraced worldwide. How popular is Japanese pop culture in your country? What aspects of Japanese culture interest you most? We'd love to hear your thoughts!

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