North America’s biggest anime convention opened its doors on Thursday as Anime Expo 2025 took over the Los Angeles Convention Center. Organisers expect the four-day gathering, which runs through Sunday, to draw more than 100,000 fans, creators and executives for 1,000 hours of panels, screenings and cosplay events. Industry heavyweights are using the show to court consumers and business partners. Crunchyroll, the Sony-owned streaming platform, mounted one of the largest booths, while Bandai Namco Filmworks previewed its upcoming “Gundam Rising” project. Shueisha’s Shonen Jump brand set up a pop-up store offering limited-edition merchandise tied to titles such as “Demon Slayer” and “Dan Da Dan”. Retailers said the recently imposed 145% U.S. tariff on Chinese imports is squeezing the convention’s lucrative merchandise trade, much of which is manufactured in China. Some sellers have cut shipment volumes, and attendees reported paying roughly $100 more than usual for elaborate cosplay outfits. Digital content remains sheltered from the levy, creating what JETRO Los Angeles deputy director Takizawa called “a big chance” for Japanese studios to expand streaming and licensing revenue in the United States even as physical goods become more expensive. The robust turnout underscores the medium’s momentum despite higher prices on the show floor.