The largest anime convention in the US (and arguably even the world), Anime Expo was held once again at its home base of the Los Angeles Convention Center in Downtown LA. With a unique attendance of 160,000 (over 380,000 turnstile) people this time around, passionate anime fans from around the world came by to have the ultimate anime experience.
Beginning in 1992, AX began in San Jose, California with 1,750 attendees in total. In 1994, the convention would be relocated to Southern California, and the rest is history! Anime Expo's top attractions include panels, cosplay gatherings, a masquerade for cosplayers to put on performances, an immersive exhibit hall, concerts, and much more.
A Look Inside Anime Expo 2023
Given Anime Expo's large presence, it's not uncommon for attendees to feel overwhelmed, but luckily there was still enough to make the overall experience worth it. For the dedicated Otome fans, Hiroto Kuramasu once again made his appearance, cosplaying official characters from the Ikemen series. There were various opportunities to experience a "kabedon" scene with him, as well as trivia shows to win new prizes, and additionally a panel where he shared his knowledge of the history of the Otome games! Exclusive goods and official merchandise were also up and available for purchase.
In the exhibit hall, international and domestic vendors such as Aitai Kuji, J-novel, Bellzi, and Hot Topic had exclusive merchandise and demonstrations for attendees' eyes only. Aitai Kuji brought two special guests to their booth, Peachymilky, a professional model and cosplayer from Japan, and Sasara Sekine, a former Idol. Additionally, they had an Anime Expo-only offer where they gave out exclusive coupon codes with an opportunity to save up to 1,000 yen on future purchases.
On the publisher side of things, J-novel, a publishing company from Kanagawa came to AX to showcase their newest localized novels, and even sample freebies for upcoming publications. Being the first ever publishing company to tackle Japanese publications, they also provide audiobooks (with real voice actors), a website with a scrolling library, a live-streaming service (for viewers to watch the translation progress firsthand), and rentals. Their products are widely available for purchase through their own platform and other 3rd party retailers.
Cuteness Is Crucial
There's no anime convention without a touch of adorable; and Bellzi made sure of that. They began as a small business (started in a garage, in fact) and made everything by hand - meaning that everything is 100% one of a kind. Bellzi ensures that it provides a unique service to the fans, so much so that the official discord server has a section just for suggestions. But what makes Bellzi's business model stand out the most, is their marketing techniques and their belief in the importance of trial and error. Aside from the limited edition plushies (that have unique versions of Bellzi's logo nonetheless), all launches are preceded by teasers everyday leading up to its release! This includes videos, photos, background, character stories, and more. Their newest release, the "Fancy Ducky" was up for display and sale for their 10th year anniversary at Anime Expo. As all plushies are also their own characters, the official website has an exclusive backstory for every single one. "We sell everything cute!" - Bellzi (official slogan).
Hot Topic also made its annual appearance with a new theme, in its own massive area, styled like a playroom - this included a slide, claw machine, a 360-degree camera station, and an opportunity to take a picture with Kurumi and Kuromi from My Melody. In the retail area, they previewed their newest upcoming collection in October, two of which includes a frilly jumper and a heart purse.
The Video Games and The Waifus
In the entertainment hall, popular game accessories' seller, HYTE had its own 3-part booth, complete with an interactive experience, a mini show floor for unique merchandise, and an area for partnering companies. Beginning in 2015 as a small passion project between a small group of friends, the folks at HYTE aspired to challenge themselves in making exclusive anime-inspired game accessories. Since then, due to the cross interest of anime and video games among the populace, they have since partnered with different developers such as Intel, The Last of Us, and most recently, Hololive. Additionally, the ever-growing company has partnered with brands such as iBuyPower, who are notorious for making custom (and even official) game consoles based on franchises. Because of their large success, HYTE even hosted a free-to-play tournament of Street Fighter 6 with actual in game commentary at the convention!
Their secret? All products have a lasting life; meaning that images are UV printed, power is customized, and planning begins 6 months ahead. That means feedback, communication, client/partner approvals, constant trial and error, investments, regular communication with the artist, rendering cases, sketches, and that's just the tip of the iceberg. This past weekend, they debuted their third collaboration with Hololive, nevertheless an entire gaming set. HYTE's business model? Creativity comes first.
But what's a game without a name? Yostar made their appearance with a consistent attendee-first experience with separate areas specifically for different things. To keep everything fresh, Yostar provided a special area with 4 games over the course of 4 days. On the stage, they hosted live performances and a DJ remix set - with a Q&A, autograph sessions, and more, to ensure visitors got the full package. On the side, merchandise was sold, but at a quick pace! But not all was lost, of course! Attendees were also given the opportunities to participate in game challenges and quiz shows for free prizes.
Fuel for the Fire
The Los Angeles Convention center always makes full use of its space, and what's more important than getting your fuel for the convention? Wild Bill's Soda had not one, but two stands in both the South and West halls, with limited edition AX 2023 exclusive mugs. Of course, given the popularity, they sold out within the first day. But no cowboy comes unprepared! They still had their regular mugs available, and you could still get your unlimited refill deals of crafted soda.
Right afterwards, depending on which hall you were at, Webtoons celebrated their collaboration with McDonald's, where attendees could take their own pictures in a Webtoons-inspired McDonald's photo set. And for the fashionistas out there, ROMWE had their own wall of showcases, complete with anime-themed fashion displays, an opportunity to get your very own anime-like AI portrait, and a mini Card Captor Sakura transformation video.
Embracing The Artist
COPIC and Hero Wares and Supplies's sister store, Super FamiMart had their very own tables in the artist alley. COPIC sold their exclusive AX 2023 markers as well as a chance to practice working with real manga screentones! And for certain purchases, attendees would receive a complimentary token to use on a gashapon machine to get mini COPIC marker trinkets.
Super FamiMart (a play on the popular Japanese convenience store, Family Mart) partnered up with Hero Wares and Supplies to bring fellow travelers all their Nintendo-inspired supplies!
Always Room for Improvement
Most attendees agreed that Anime Expo 2023 was one of the better years in terms of lines and organization, but as with a large of convention as AX is, there's always room to improve. Rooms were not cleared in-between panels, which meant a lot of attendees had to stay for panels that didn't interest them, or risk losing their spots. Because of this, many felt that they weren't able to make the most of the event, which led to a lot of frustration. Additionally, because of the absence of premiere badges this time around, all attendees were limited to a single line and dealt with a larger amount of traffic both online (for the hotel block) and on day 1. Many long-time visitors also noticed a lack in safety precautions, since at one point, security stopped checking bags and props altogether (and lack of a metal detector). While this did make the line faster, a greater risk of real weapons and a potential mass attack increased, with concerns over another gun threat, like the one in 2018. Thankfully, that didn't happen, but this didn't mean another safety concern didn't exist: there were multiple times the Fire Marshal had to step in to close off the entrance of the convention center, because of the amount of people that were crowded inside.
But with every problem, there is always a solution. On social media, attendees, guests, and other patrons suggested a lower attendance cap, return of premiere fan badges, more events at neighboring hotels (ex: The JW Marriott), and more incentives for volunteers, to ensure the convention is fully and properly staffed.
Anime Expo pre-registration for next year is not yet available. Follow their Twitter for regular updates.