The Sonic Effect: How Japan’s Fandom Culture Elevates Playful Worlds

Mario. Pikachu. Pac-Man. Japanese game icons have long stood at the centre of global entertainment. As Japanese pop culture accelerates toward 2026, one global icon marks its 35th anniversary: Sonic the Hedgehog. Born at SEGA, the blue blur has moved beyond gaming – reinvented through Hollywood films and a growing global fandom. Meanwhile, video game revenues are projected to surpass the combined earnings of the film and music industries. Games are no longer just entertainment – they have become culture. As communication, social platforms and AI reshape creative expression, what fuels Japan’s enduring entertainment creativity? In this session, we explore how brands build global fandom through playfulness, storytelling and cultural resonance – offering actionable insights for marketers and creators.

Editor’s note: The Insights & Trends content stream at Cannes Lions is co-curated with Contagious.