It’s not just the Avengers assembling anymore. It’s gamers, anime fans, and even Japanese pop culture influencers rallying behind Marvel's new wave of media. A couple of new announcements have caught the attention of all of these groups. One of them is Marvel Rivals, a game that broke onto the scene with its unique blend of Eastern manga-style art and Western character designs reminiscent of Overwatch in its hero shooter format. Another recent announcement in the Marvel and Anime sphere is Marvel Tokon: Arc System Works' brand-new 4v4 tag team fighter, which combines anime 3D art style and visuals with Marvel character designs. This is a massive announcement for fighting gamers as well since Capcom has continually developed Marvel fighting games. For the first time, the Anime and Marvel combination feels less like an export and more like a collaboration or celebration of worldwide nerd culture. Even Marvel movies have been performing better; let's take a closer look at Disney’s management of their Marvel IP and explore the approaches they are taking to capitalize on the Japanese market.
For decades, Western superheroes like Spider-Man, Iron Man, and Captain America have had only modest traction in Japan compared to domestic icons like Ultraman, Kamen Rider, and Goku. But that's changing, and fast.
Over the past five years, Marvel movies have experienced increased success in Japan, with notable achievements including Spider-Man: No Way Home, Avengers: Endgame, and, most notably, Spider-Man: Across the Spider-Verse, performing exceptionally well at the Japanese box office. In Across the Spider-Verse, they introduce a character named Peni Parker, a version of Spider-Man who defeats villains with a mecha Spider-Man. In the movie, she also has many cute anime moments, which serve as further representation of Japan in Marvel media. However, Marvel’s latest move goes beyond film and taps into two of Japan’s biggest markets: gaming and anime-style aesthetics. Disney also focused on other IPs in the anime trend, the most notable one being Star Wars Visions, an anime set in the vast Star Wars universe. It succeeded so well in the West and East that it was given another season in 2023 and is soon to be renewed for a third season!
Marvel Tokon Fighting Souls is the most significant venture Arcsystemworks is taking on, and it might be the most important fighting game announcement of all time. On June 4th, during the PlayStation State of Play, Sony announced the brand-new anime Marvel fighting game Marvel Tokon. And the anime fighting game community erupted with hype and excitement. Marvel is a household name in tag team fighters, but it has never been featured in an anime-style. This game feels right at home alongside Guilty Gear, BlazBlue, and Dragon Ball FighterZ. With cel-shaded visuals, flashy supers, and a distinctly shonen anime tone, Tokon is tailored to appeal to a Japanese fanbase that values both style and speed.
This is a very strategic move. Fighting games have a strong following in Japan, with arcades remaining cultural landmarks. Tokon even features Japanese voice actors and animation cutscenes styled like an anime opening. It’s Marvel with a Dragon Ball Z-like spirit, and fans are responding.
Meanwhile, Marvel Rivals launched last year as a 6v6 competitive shooter featuring a growing roster of Marvel heroes with unique abilities, and fans have requested additional characters, much like they do with Smash Bros. DLC. People want Deadpool, Thanos, and other classic Marvel Characters. The game is Overwatch adjacent, but with a heavy dose of comic-book flair. The game features region-specific UI adjustments and character skins inspired by Japanese mythology and fashion trends, demonstrating that Marvel is catering to local tastes. Tokyo 2099 is also a map in Marvel Rivals, which is a clever way to tap into the Eastern audience.
Even in early betas, Marvel Rivals has seen interest among Japanese streamers and VTubers, particularly those already entrenched in the FPS and hero shooter scene. Cosplay, fan art, and modding communities are beginning to bloom on Pixiv and Twitter. Marvel Rivals is gaining momentum, so we will see how the game's success develops in the East.
Marvel’s expansion into not just a comic book and movie universe, but also a gaming and anime-friendly brand shows Japan’s growing openness to Western IPs, particularly those that adapt to local culture rather than override it. Younger generations in Japan, raised on social media apps like YouTube and TikTok as well as global fandoms, are more likely than ever to embrace superheroes if they’re delivered in an aesthetically and mechanically familiar package. Cultural exchange fuels creativity, encourages innovation in storytelling, expands markets, and unites communities.
Companies like Good Smile and Kotobukiya are already jumping aboard with new Marvel figure collaborations, while themed cafes and pop-up events in places like Akihabara and Ikebukuro are showcasing Marvel alongside traditional anime franchises.
We may be entering a true crossover era, not just in media, but in global fandom culture. Marvel isn’t just trying to “break into” Japan anymore. It’s adapting, collaborating, and evolving in ways that resonate with both otaku and mainstream audiences.
For decades, Western superheroes like Spider-Man, Iron Man, and Captain America have had only modest traction in Japan compared to domestic icons like Ultraman, Kamen Rider, and Goku. But that's changing, and fast.
Over the past five years, Marvel movies have experienced increased success in Japan, with notable achievements including Spider-Man: No Way Home, Avengers: Endgame, and, most notably, Spider-Man: Across the Spider-Verse, performing exceptionally well at the Japanese box office. In Across the Spider-Verse, they introduce a character named Peni Parker, a version of Spider-Man who defeats villains with a mecha Spider-Man. In the movie, she also has many cute anime moments, which serve as further representation of Japan in Marvel media. However, Marvel’s latest move goes beyond film and taps into two of Japan’s biggest markets: gaming and anime-style aesthetics. Disney also focused on other IPs in the anime trend, the most notable one being Star Wars Visions, an anime set in the vast Star Wars universe. It succeeded so well in the West and East that it was given another season in 2023 and is soon to be renewed for a third season!
Marvel Tokon Fighting Souls is the most significant venture Arcsystemworks is taking on, and it might be the most important fighting game announcement of all time. On June 4th, during the PlayStation State of Play, Sony announced the brand-new anime Marvel fighting game Marvel Tokon. And the anime fighting game community erupted with hype and excitement. Marvel is a household name in tag team fighters, but it has never been featured in an anime-style. This game feels right at home alongside Guilty Gear, BlazBlue, and Dragon Ball FighterZ. With cel-shaded visuals, flashy supers, and a distinctly shonen anime tone, Tokon is tailored to appeal to a Japanese fanbase that values both style and speed.
This is a very strategic move. Fighting games have a strong following in Japan, with arcades remaining cultural landmarks. Tokon even features Japanese voice actors and animation cutscenes styled like an anime opening. It’s Marvel with a Dragon Ball Z-like spirit, and fans are responding.
Meanwhile, Marvel Rivals launched last year as a 6v6 competitive shooter featuring a growing roster of Marvel heroes with unique abilities, and fans have requested additional characters, much like they do with Smash Bros. DLC. People want Deadpool, Thanos, and other classic Marvel Characters. The game is Overwatch adjacent, but with a heavy dose of comic-book flair. The game features region-specific UI adjustments and character skins inspired by Japanese mythology and fashion trends, demonstrating that Marvel is catering to local tastes. Tokyo 2099 is also a map in Marvel Rivals, which is a clever way to tap into the Eastern audience.
Even in early betas, Marvel Rivals has seen interest among Japanese streamers and VTubers, particularly those already entrenched in the FPS and hero shooter scene. Cosplay, fan art, and modding communities are beginning to bloom on Pixiv and Twitter. Marvel Rivals is gaining momentum, so we will see how the game's success develops in the East.
Marvel’s expansion into not just a comic book and movie universe, but also a gaming and anime-friendly brand shows Japan’s growing openness to Western IPs, particularly those that adapt to local culture rather than override it. Younger generations in Japan, raised on social media apps like YouTube and TikTok as well as global fandoms, are more likely than ever to embrace superheroes if they’re delivered in an aesthetically and mechanically familiar package. Cultural exchange fuels creativity, encourages innovation in storytelling, expands markets, and unites communities.
Companies like Good Smile and Kotobukiya are already jumping aboard with new Marvel figure collaborations, while themed cafes and pop-up events in places like Akihabara and Ikebukuro are showcasing Marvel alongside traditional anime franchises.
We may be entering a true crossover era, not just in media, but in global fandom culture. Marvel isn’t just trying to “break into” Japan anymore. It’s adapting, collaborating, and evolving in ways that resonate with both otaku and mainstream audiences.
by Tomas Sierra