The Ghibli trend is taking the marketing world by storm. It has caught the attention of not just individuals but businesses worldwide. Brands from all over the world are viewing the Ghibli trend as a huge opportunity, and incorporating the Studio Ghibli aesthetic into their advertising campaigns. While it is the popularity of Ghibli films that drives this trend, it is the availability of AI tools that enables brands to create remarkable Ghibli-style visuals to capture the audience’s attention.
What is the Ghibli trend?
The Ghibli trend refers to the growing popularity of Studio Ghibli’s aesthetic, animation style, and themes across various media, fashion, and social platforms. It is often associated with the nostalgic, and cozy feel of Ghibli films. This trend has surged in recent years due to the accessibility of Ghibli films on streaming platforms and the nostalgic escapism they offer in a fast-paced world.
In the context of marketing, however, this trend involves using the Studio Ghibli aesthetic in advertising campaigns. The use of hand-drawn animation, vibrant colors, and whimsical characters is the key feature of this trend. Ghibli films are known for their heartwarming stories and their ability to evoke strong emotions in viewers. These features make them ideal for use in nostalgic marketing strategies.
Why is the Ghibli trend popular with brands?
There are a number of reasons why brands are gladly embracing the Ghibli trend:
Nostalgic and Emotional Appeal
Studio Ghibli films evoke childhood nostalgia and deep emotional resonance. They create a sense of comfort that brands like to leverage to connect with audiences on a sentimental level.
Aesthetic-Driven Marketing
The soft, dreamy visuals, cozy atmospheres, and hand-drawn animation styles of Ghibli films align with current social media trends, especially on TikTok, Instagram, and Pinterest.
Alignment wth Sustainability & Slow Living
Ghibli films often emphasize nature, sustainability, and a slower pace of life. These are themes that resonate with eco-conscious consumers. Brands in industries like fashion, beauty, and food align their messaging with these values to attract mindful shoppers.
Viral Potential
Ghibli-inspired content is highly shareable, making it ideal for digital marketing. TikTok and Instagram are flooded with Ghiblified AI filters that turn real-life scenes into Ghibli-style animation. Similarly, brands use Lo-fi Ghibli music edits for ambiance in ads. For instance, Studio Ghibli’s advertising collaboration with Asahi Soft Drinks back in 2001 to promote their Umacha (iced tea) was very well-received and appreciated by the audience. It also highlighted the trend of brands partnering with cultural icons to create unique products that evoke nostalgia and emotional connections with consumers.
How are brands using the Ghibli trend?
Brands are using the Ghibli trend in a variety of ways. Some brands are using Ghibli-style visuals in their social media posts and ads. Other brands are using AI tools to create Ghibli-style visuals for their marketing materials. And some others are creating entire Ghibli-themed products and running exclusive Ghibli-themed campaigns. Levi’s for instance collaborated with Studio Ghibli to create the Princess Mononoke Collection based on the popular Ghibli film released in 1997.
The Ghibli trend is more than just an aesthetic. It’s a feeling that represents comfort, nostalgia, and an escape into a beautiful, simple world. This is what makes it a powerful storytelling and branding tool that resonates deeply with modern consumers. Although it’s too early to say whether the Ghibli trend is here to stay, it is quite clear that it is quickly gaining popularity. So, it’s important for business owners and marketers to be aware of this trend and to consider how best to use it to further their brands.