BINGETOKYO CASE STUDY

CATEGORY CREATED

Automotive Anime Culture

CHALLENGE

No category. No roadmap. Just a wild idea.

In 2017, there was no such thing as an “automotive anime sticker” market. There were anime stickers. There were car decals. But no one had connected the dots in a way that felt deliberate, high-quality, and culturally resonant.

The automotive space was filled with edgy, overdone sticker brands that leaned heavily on meme culture and burnout energy. The anime world, meanwhile, hadn’t crossed over to cars in a way that felt intentional or design-forward.

I saw a gap—and a shot to build something entirely new.

TRANSFORMATION

Category Creation
Cultural Brand Building
Community-Led Momentum

STORY

The idea started with a single sticker: a clean, die-cut design of a fan-favorite anime girl—but sized and styled to feel at home on a roll cage or laptop, not just a bedroom wall.

What followed wasn’t a product launch. It was a culture shift.

We didn’t chase clout—we built a category.
We didn’t slap waifus on cars—we elevated the aesthetic.
We didn’t ask for permission—we moved with conviction.

Instead of competing in the overcrowded world of anime merch or the saturated automotive sticker game, BingeTOKYO created a new space: Automotive Anime Culture.

We introduced scarcity drops, quality materials, and a design language that blended anime love with JDM sensibility. Every product had intention. Every collab had story. Every fan became part of the brand.

What made it work?
We didn’t just sell stickers.
We gave anime fans a new way to show up at car meets.
We gave car enthusiasts a new way to express identity.
We gave introverts a signal to find their people.

Then, the culture caught on.

We partnered with artists, drift events, and more. We launched limited-edition drops that sold out in minutes. Our fans waited in lines at conventions just to say hi. BingeTOKYO went from unknown to unmissable—without a single dollar in paid ads.

IMPACT

• 100k+ stickers sold in 4 years
• Countless Collaborations and awards at events
• Lines wrapped around the booth at Wekfest, Import Alliance, Anime Expos, etc
• Inspired dozens of copycat brands, none of whom could replicate the culture
• Built an entirely new merch genre that now has its own corner of the internet

TAKEAWAY

We didn’t compete.
We created.

BingeTOKYO didn’t win by being louder.
We won by being different.
By leading with taste and finesse.
And by designing a brand where anime and automotive culture could finally collide—with soul.

PS: BingeTOKYO was acquired in late 2021.