Animate Debuts First Philippine Branch at One Ayala
For the millennial parents who grew up with anime, Animate’s first store in One Ayala is quite the treat.
Filipino parents who are anime fans finally have another major reason to celebrate: Japan’s famous anime merchandise retailer Animate is officially opening its first-ever Philippine branch at One Ayala.
For many Filipinos, especially millennials who are now parents themselves, anime has long been part of growing up. Many first discovered anime through localized classics like Yu Yu Hakusho—famously dubbed in the Philippines as Ghost Fighter. But as channels like Hero TV, AXN, and Animax expanded access to anime in the 2000s, Filipino viewers were introduced to series such as Fushigi Yuugi and Yakitate!! Japan, Naruto, and multiple Mobile Suit Gundam titles.
Now, the growing anime culture many grew up with is becoming even more mainstream.
The Growing Presence of Anime in the Philippines
The arrival of the Animate store Philippines branch reflects just how large the local anime market has become.
Long before official Japanese brands entered the country, Filipino fans already built communities around hobby shops and collectibles. Stores like Comic Alley, Filbar’s, and today’s popular Long Live Play became staples for anime figures, manga, trading cards, and collectibles. Even Greenhills Shopping Center became known among fans as a treasure trove for anime toys and imported merchandise.
In recent years, more Japanese pop culture brands have officially entered the Philippine market. Bandai expanded its popular Gashapon capsule toy machines nationwide, while Pokémon opened its own store at Robinsons Galleria. Meanwhile, Nintendo is expected to open its first authorized Philippine store in May 2026—also at One Ayala.
Passing the Love for Anime to their Kids
The opening of the first Animate store in the Philippines feels less like a trend and more like a full-circle moment for Filipino anime fans.
The children who once rushed home to watch Ghost Fighter after school are now adults bringing their own kids into anime conventions, hobby stores, and collectible aisles.
Because somewhere between nostalgia and fandom, anime became one of the shared joys in Filipino family culture, too.
Frequently Asked Questions
Animate is one of Japan’s biggest anime merchandise retailers specializing in manga, figures, collectibles, and anime goods.
The first Philippine branch will open at One Ayala.
Anime became popular through local TV broadcasts and cable channels like Hero TV, AXN, and Animax during the 1990s and 2000s. Boomers and Gen X parents however may remember more mech-related anime like Voltes V and Mazinger Z.
Brands like Bandai and Pokémon already have official Philippine branches and stores.
Many Filipino millennials grew up watching Yu Yu Hakusho (Ghost Fighter), Naruto, Fushigi Yuugi, and Mobile Suit Gundam.
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