Purpose This study investigates how Demon Slayer: Kimetsu no Yaiba functions as an informal moral learning tool among young adults in Thailand, Indonesia, Vietnam, and the Philippines. It explores how audiences internalize ethical themes such as perseverance, justice, and compassion, and how these interpretations are shaped by cultural, religious, and digital contexts. The study aims to bridge media studies and moral education by examining anime’s pedagogical potential in Southeast Asia. Design/methodology/approach The study employed a qualitative multiple-case study design incorporating 32 semi-structured interviews and discourse analysis of public online communities across four ASEAN countries. Participants aged 18–40 were purposively sampled from diverse educational and socioeconomic backgrounds. Thematic analysis was conducted across cases to explore how ethical narratives were interpreted and discussed, both individually and within digital fan spaces. Reflexive practices and researcher positionality were acknowledged to ensure analytic transparency and cultural sensitivity. Findings Findings reveal that Demon Slayer facilitated deep moral reflection across ASEAN youth, with ethical values internalized through culturally specific frameworks—e.g. kreng jai, bayanihan, Islamic self-discipline, and Confucian filial piety. Digital communities served as peer-learning spaces where ethical debates were extended. The anime shaped participants’ ethical behavior, decision-making, and resilience, with Tanjiro widely viewed as a moral exemplar. Cultural traditions and digital interactions collectively informed anime-driven moral development. Research limitations/implications The study focused on four ASEAN countries and one anime series, limiting broader generalizability. Future research could explore comparative cases across regions or genres. Language differences may have influenced participant articulation and interpretation. Additionally, while discourse analysis captured public digital discussions, private conversations or platform algorithms were beyond the study’s scope. Nonetheless, the research highlights anime’s underexamined pedagogical role and encourages further exploration of global media’s ethical influence on youth. Practical implications This research suggests that educators and curriculum developers could incorporate anime into ethics or media literacy education, using character-driven narratives to foster moral dialogue. It also informs content creators and streaming platforms about anime’s moral influence and cultural adaptation. Policymakers might consider the role of informal media in value-based learning and provide support for digital literacy initiatives. The findings help validate youth media engagement as a site of serious moral reflection. Social implications The study underscores how youth in diverse Southeast Asian contexts engage with anime to explore values, negotiate cultural identity, and reflect on ethical dilemmas. Digital fan communities act as inclusive, participatory spaces for social learning and moral discourse. Recognizing these platforms as ethical learning sites may help bridge generational divides and empower young people to articulate values that resonate with both global media and local traditions. Originality/value This is one of the first qualitative studies to examine anime as a site of informal ethical learning among ASEAN youth. It contributes to scholarship in media studies, lifelong learning, and cultural education by showing how global narratives are localized through cultural, religious, and digital frameworks. The study also highlights anime’s role in shaping moral development, offering an original cross-cultural perspective on entertainment media’s pedagogical potential in the 21st century.
Nopas et al. (Thu,) studied this question.