Young artists thriving in the rising tide of the once-niche culture, turning passion into a source of income
The surge of fandom and anime culture seeping into the global mainstream is setting off a chain reaction, coaxing small local creatives out to participate in a market that was once deemed too niche to sustain itself.
The escalating popularity of anime, fuelled in part by its accessibility on global streaming platforms like Netflix, is palpably mirrored in Brunei Darussalam, as we see more festivals and events catering to hobbyists and fandoms popping up.
These spaces have become a hotbed for local artists to grow their art not only as a passion but as a means to generate income.
“Series like Spy X Family and games such as Genshin Impact and Honkai, is attracting more individuals to the anime and fandom culture,” said a 16-year-old artist from Chung Hwa Middle School, preferring to be recognised by his artist moniker, Deko (@ddk_1904 on Instagram).
Deko, who has been attending fandom pop-up events since the age of 12, added how the recent resurgence in anime offers a golden opportunity for artists like him, who are also enthusiasts of the culture, to earn income. For the Year 10 student, art is more of a hobby, believing that it is still seen as a commercially unviable pathway – at least in the Sultanate – let alone as a potential career.
However, he said there’s a noticeable shift in the public’s perception to now acknowledging the value of such creative works.
The part and parcel of this recognition comes from the entrepreneurship that goes behind the artistry.
Artists like Deko are already demonstrating ingenuity at a young age by diversifying their talents beyond traditional art creation – from fulfilling personal art requests to peddling various homemade paraphernalia derived from own artwork, such as badges and stickers.
“I picked up art as a hobby, and my plan is to maintain it. However, if the opportunity to pursue it as a career ever arises, I will definitely consider taking that path.
“Currently, it’s something I enjoy doing during my spare time because I’m a student, and I can’t dedicate myself to it full time. Focusing on my studies is a priority for now.”
In her early 20s, local artist Kim (@kimzcheze) holds an optimistic view of the local art scene. She believes that there’s a new creative ecosystem emerging, particularly in this post-pandemic era, as more individuals were introduced to anime while being confined to their homes during the outbreak.
“More people are watching anime and cartoons, which is helping small local artists like us who create anime merchandise, drawings,” said Kim while pointing out that before the pandemic, artists were somewhat confined to the web and were limited to small, niche gatherings.
“But now, there are anime pop-up events or artist alley gatherings almost every month, which means there is a demand here in Brunei. I think it is contributing to the growth of the local creative industry,” added the university student.
Anticipated events like Anime Fest and Hobby Fest have also become marked dates on the calendar, drawing enthusiasts and artists from across the Sultanate.
Kim began participating in anime pop-up events as vendors in 2020, though she began visiting these events from time to time, since 2015, and as such, has seen the gradual growth of anime culture and the economy within the local art scene.
“Naturally, the first thing that comes to mind is making stickers, but the possibilities extend beyond that – totes, art prints, and more.
“I do hope that in Brunei, we could see a company specialising in keychains and plushies, which would allow us to diversify our art into more products.”
Alky of @alkylart, also in her early 20s, believes that the developing artist ecosystem in Brunei is part of a broader regional movement as there’s been a noticeable emphasis on Southeast Asian creatives recently.
“It’s gradually encouraging more Bruneians to create content, and we can see that the pool of Bruneian creatives, including game developers, singers, and artists, has significantly expanded.”
This rise of Southeast Asian creatives in global media has also inspired artists like 17-year-old Sayur of @_sayurxmayur_, who just completed her A-Level exams.
“There is a rise of Southeast Asian creators, and most of the artists I see and are inspired by online are from ASEAN, like the Philippines and Indonesia,” she said.
Speaking of pop-up events, she also highlighted how Southeast Asian countries are now organising their own fandom conventions. Prior to the anime boom, such events were primarily happening in Western countries.
She has so far participated as a vendor in two pop-up events, but she’s eager to engage in more in the future.
“Seeing local artists take part in these events had motivated me to do the same. It looked fun, and indeed, it is a fun experience,” continued the student, who aspires to pursue further studies in either engineering or computing.
“For me, this is more of a hobby, a side income. However, if given the opportunity, I would choose a career in art,” she added. – Wardi Wasil
