🇪🇬🇯🇵 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!
References
- https://www.jiji.com/jc/article?k=2026020700144&g=int
- https://www.jetro.go.jp/events/car/53b13d7d37ac024f.html
- https://www.jetro.go.jp/biz/areareports/special/2025/0702/405ce237d03ae1b8.html
- https://www.jetro.go.jp/biz/areareports/special/2025/0702/968a681830ef08a6.html
- https://www.arabnews.jp/article/arts-culture/article_51855/
- https://www.arabnews.jp/article/arts-culture/article_122727/
Reactions in Japan
An anime event in Egypt is so exciting. A cosplay contest in the land that inspired Yu-Gi-Oh!—that alone is incredibly romantic.
It's honestly a shock that people don't know matcha is Japanese. But it also means matcha itself has spread that far globally.
JETRO is getting serious. There are mixed feelings about the government using anime as a diplomatic tool, but grassroots events like this are great.
I can't quite picture the African market, but a median age of 24 is incredible... Compared to Japan's 48, it's a different world.
It's interesting that Bandai Namco and Yamaha are participating. I hope they deliver Japanese culture beyond anime too—like Gunpla and instruments.
Cool Japan has been widely criticized, but activities like this that respond to real local demand actually seem meaningful.
An Egyptian dentist doing cosplay is amazing. We have dentist-YouTubers in Japan too, so I feel a strange sense of kinship.
3,000 expected visitors seems low? Japan's Comiket gets 250,000... Well, I guess it's enough as a first step.
Pentel's booth is subtly brilliant. Anime fans wanting to draw is universal. There's definitely demand for art supplies.
The generation that grew up watching anime on SpaceToon as kids is now adults. That means they're starting to spend money.
What about anti-piracy measures? If demand is high but genuine products aren't available, pirated copies will just circulate.
Yu-Gi-Oh! being popular in Egypt is so poignant. The ancient Egyptian setting in the story resonating with local fans... Kazuki Takahashi would have been happy.
3,500 Japanese learners, the most in the Middle East and Africa? Had no idea. Anime is probably the gateway to Japanese language study.
Content business in Islamic countries must require a lot of cultural sensitivity. Things like revealing outfits and religious imagery in Japanese anime could be tricky.
Reading this made me think: maybe Japanese people least appreciate their own culture. We notice its value only when others point it out, way too often.
With China and Korea aggressively pushing their content, Africa might be a market where Japan can still lead. Miss this window and there may be no second chance.
I grew up in Cairo, and I started playing soccer because of Captain Tsubasa on SpaceToon. Japanese anime is like a shared language for our generation.
In Dubai we have anime events every month, but Egypt only has EGYCON. This JETRO event is really exciting. I hope they make it a regular thing.
In France, Japanese manga accounts for 40% of the comics market. It's natural that the same wave is hitting Egypt. The key will be expanding Arabic translations.
Japanese anime is popular in Ghana too, but there's almost no way to buy official merchandise. Without fixing distribution across Africa, piracy will just keep growing.
Japanese anime culture is huge in Brazil too. I feel a kinship with Egyptian fans—we have so much in common. How about a joint Africa-South America event next?
Honestly, Japan's Cool Japan policy has always been half-hearted. If they don't make continuous investments beyond this event, China and Korea will capture the market.
I attended the event, and Itoen's matcha workshop was amazing! Cairo cafes serve matcha lattes, but this was my first time learning the authentic preparation method.
As a Japanese-American, I have mixed feelings. In the US, anime has become so mainstream that the otaku spirit is fading. But seeing Egyptian fans' pure passion reminds me of the early days.
As an Egyptian voice actor who's worked on Arabic dubbing of Japanese anime, this industry is still small. But more events like this will mean more work. I'm hopeful.
From a Korean perspective, Japanese anime and K-POP coexist in the Middle East. In fact, they arguably boost interest in both Japan and Korea simultaneously.
Dragon Ball and Naruto are nationally beloved in India too. But it's rare for Japanese companies to come directly to India or Egypt, so I hope JETRO brings this initiative to other countries.
Anime popularity is steadily rising in the UK too, but I honestly didn't know it was this big in Egypt. SpaceToon's influence is incredible.
I'm from Tunisia, and anime fans are common across North Africa. The issue is limited access to official content. Crunchyroll isn't easy to use in the Middle East.
From a business perspective, Egypt sits at the nexus of the Middle East and Africa. A base here gives access to both markets. It's strategically critical for Japanese companies.
Matcha is super popular in Mexico too, but it's often confused with Chinese tea products. Branding matcha as 'Japanese origin' is a global challenge, I think.