From Fandom to Brand Value: Leveraging Pop Culture to Unlock New Markets

Together with DoKomi, we invite our DJW members and interested business representatives to join us for our DJW Kai. Over the past 15 years, DoKomi has evolved into the most-visited and most-trending convention for Japanese pop culture in Germany, focusing on anime, manga, cosplay, games, fashion, music, and food. DJW is happy to cooperate with our member and further explore the potential of a joint and fruitful collaboration.

For the sixth time, our joint event is taking place – a clear testament to the tradition and success of the partnership between DoKomi and DJW! As a central platform for networking among German-Japanese enthusiasts, businesses, and talents, our event in 2026 will once again focus on innovation, idea exchange, and inspiring discussions. Regular gatherings like the DJW Gogo no Kai are crucial for building sustainable partnerships that extend far beyond cultural and business boundaries. Together, we create spaces where ideas, visions, and experiences are shared – and where new collaborations can emerge.

What can companies learn from fandoms? And how can the energy of pop culture translate into real business opportunities? Together with DoKomi, DJW invites you to explore how businesses can engage with fandoms and Japanese pop culture to unlock new markets, reach emerging customer segments, and create brands that people genuinely connect with.

Fandoms are more than enthusiastic fan communities – they are powerful ecosystems built on creativity, storytelling, and shared passion. Around the world, companies are beginning to recognize that these communities can become catalysts for innovation, brand visibility, and sustainable growth. When brands become part of a narrative that people want to participate in, they transform from products or services into experiences that communities actively share, support, and expand.

Engaging with fandom culture can help companies do more than strengthen marketing strategies. It can open doors to new markets, inspire fresh product ideas, and even attract new talent who identify with a brand’s story and values. In an era where authenticity and culture matter as much as the product itself, storytelling and community engagement are becoming key drivers of brand success.

Japan offers fascinating examples of how companies successfully bring storytelling and character into business. From beloved mascots representing cities, institutions, and corporations to creative collaborations with artists and creators, Japanese brands often turn their identity into something visible, relatable, and shareable.

Bringing together voices from business, marketing, and the creative industries, this discussion will explore how companies can authentically collaborate with fandoms, engage with creative communities, and turn pop culture into a driver for innovation and growth. 

Whether you represent an established company, a startup, or the creative sector, this event offers fresh perspectives on how the dynamic world of fandom and pop culture can shape the future of brand building, community engagement, and business development.

Agenda

Guided Tour and Opening Ceremony

• 12:00 – Meeting inside CCD South Congress Building at DJW Roll-Up, enter building at "Presse-Eingang"
• 12:30 – Exclusive Guided Tour browsing DoKomi premises
• 14:00 – Opening Ceremony of DoKomi 2026 and exploring DoKomi individually

DJW Gogo no Kai (Room 26 on the 2nd Floor)

• 15:30 – 16:00 Networking and Light Lunch
• 16:00 – 17:30 Opening, Panel Discussion and Q&A with Audience
• 17:30 – 18:00 Networking and Snacks

• 20:00 – Doors Close of Dokomi 

Contact

Deutsch-Japanischer Wirtschaftskreis e. V. (DJW)
Anne Pomsel
Managing Director
events@djw.de

Downloads

• Guidance of Directions - DJW Gogo no Kai