Inside Crunchyroll's Latest Plans To Expand The Anime Universe
Image from "The Beginning After the End," an anime series debuting on Crunchyroll, April 2025.
Back in the late teens when many streamers were consolidating their niche brands and channels to reach the widest possible audience, Sony took the opposite path, combining their existing Funimation service with new acquisition Crunchyroll in a bid to dominate the large but narrow international market for Japanese anime. Now, after a pandemic boom-and-bust that has shaken up the streaming landscape, Crunchyroll's strategy of sinking deep roots is paying off. The company announced it had topped 15 million subscribers worldwide in July, 2024, up 50% from December, 2022, and a 5x increase since July 2020.
Those seem like big numbers and crazy growth for a service that focuses exclusively on a single offering, but that conclusion underestimates both the range of anime content and the broad lifestyle appeal to its audience.
'We know this audience is very passionate,' explains Rahul Purini, CEO of Crunchyroll in an exclusive interview last week. 'Even though it is considered niche, it is a gigantic niche. And anime is a medium, not a genre. It contains dozens of genres; there is something there for every fan.'
Crunchyroll CEO Rahul Purini, 2025
Purini, who came out of a tech and engineering background before assuming leadership over the company, helped lead Crunchyroll's transformation from a traditional media entertainment business to a direct-to-consumer model. He says the company is now expanding beyond streaming its vast library of video content to provide a one-stop shop for fans of Japanese pop culture in multiple dimensions including gaming, merchandise and publishing. He says Crunchyroll's focus on serving the needs of anime fans beyond just streaming content has been crucial in maintaining its growth trajectory.
'It is a lifestyle for this audience, especially the younger audience,' says Purini. 'So we bring in anime music videos because we know music is a big part of their lifestyle. We make games available through our game world we set up IRL. We go to and produce live events. We create collectibles, merchandise, apparel that they like to wear. We bring them to movies in theaters. Our strategy is to create these amazing experiences across the touch points in their lifestyle for anime and then continue to work with creators to tell these real and different stories, and do it globally.'
At CES, Crunchyroll revealed a new collaboration with Anaplex, PlayStation Studios, and Sony Music Entertainment to adapt the popular game Ghost of Tsushima into an anime. Purini believes it will be a popular followup to the company's massive game-oriented hit Solo Leveling, which recently launched its second season. The company also announced the introduction of digital manga to its offerings, in addition to the popular print editions of manga sold in its online store.
'Our fans have said they would like manga to be available as part of their membership or as part of Crunchyroll's offering, and we announced that we would be bringing digital manga to fans this year,' says Purini. Manga has emerged to become a leading driver of growth in the comics market in North America over the past decade, according to the industry site ICv2.
Crunchyroll's efforts to become the full spectrum destination for anime fans reflects its competitive strategy against other streamers like Netflix, Hulu and Max, which have also invested significantly in the acquisition and production of anime, but only as part of its broader streaming media business model.
LiSA from Crunchyroll Concert Series at San Diego Comic Con 2024
Purini says Crunchyroll's singular focus on both content and lifestyle keeps it more closely connected to the tight-knit – and often vocal – anime fan community. "We spend a lot of time interacting with fans, listening to them, understanding what they're saying and taking that feedback not only back to our creators in Japan but also internally to determine how we can better serve them,' Purini says. This interaction fosters a strong relationship with fans and helps Crunchyroll adapt its offerings based on audience preferences.
One thing the company is hearing, especially as it expands deeper into fast-growing emerging markets like India, Mexico and Brazil, is that fans want their own stories told in the anime style, employing the signature production values and aesthetics of Japanese studios.
Purini says this approach has led to successful adaptations like Solo Leveling, which has gained popularity across multiple territories. "We set out to source stories that are Indian, for example, and take them to creators in Japan to see if there is interest in telling these stories. This enriches the stories that anime can tell, making them global narratives told by Japanese creators.'
The company's recent debut, The Beginning After The End, is one example of this approach, adapting a story by a Korean-American creator, published on a South Korean platform, and produced by Japanese animators for global consumption.
Image from Solo Leveling, the hit anime series running on Crunchyroll, 2025
Purini acknowledges competition with deep-pocketed mainstream services remains a challenge, and the global battle for anime fans will continue, which is why Crunchyroll remains committed to explore new markets and new models as they evolve.
Crunchyroll rose to popularity as a subscription-based, ad free service, but now offers ad-supported tiers to attract new users. Purini believes that providing a free option helps introduce potential subscribers to anime, encouraging them to upgrade for full access. "We offer an ad-based video on demand offering which is free, but it is a limited portion of our content," Purini explains. This approach aims to expand the audience while maintaining a focus on quality content.
Crunchyroll also offers FAST channels available on most mainstream systems like Pluto, offering real-time streaming programs with ads to cater to one of the fastest-growing segments of the over-the-top video delivery market.
On the hot-button issue of AI, Purini said the company stands with creators in Japan and elsewhere striving to maintain authenticity in production. 'We are not considering AI in the creative process, including our voice actors. We consider them to be creators because they are contributing to the story and plot with their voice.'
He added the company is looking at AI and machine learning in back-end systems to improve content discoverability, recommendations and personalization, but only as ways to improve the customer experience and not touching on the content itself.
As to the prospects for an American-based company offering Japanese content to a global audience in an era of escalating international tensions and tariffs, Purini says the company is 'actively monitoring what's going on.' He observed that the company sells merchandise in its stores sourced from many countries worldwide, which could be impact by tariffs.
Looking ahead, Purini says he is excited about upcoming content debuting later this spring, as well as partnerships with some of the bigger manga publishers. 'Our hope is that we would be able to work with most of the publishers in Japan,' he says. Crunchyroll is also hosting the Anime Awards in Tokyo May 25th, and looking to connect with fans at live events and conventions over the summer.
Fans at the Demon Slayer Takeover in Times Square, NY, 2023
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Engadget
2 hours ago
- Engadget
Everything new at Summer Game Fest 2025: Xbox handheld, Resident Evil Requiem and more
It's early June, which means it's time for a ton of video game events! Rising from the ashes of E3, Geoff Keighley's Summer Game Fest is now the premium gaming event of the year, just inching ahead of… Geoff Keighley's Game Awards in December. Unlike the show it replaced, Summer Game Fest is an egalitarian affair, spotlighting games from AAA developers and small indies across a diverse set of livestreams. SGF 2025 includes 15 individual events running from June 3-9 — you can find the full Summer Game Fest 2025 schedule here — and we're smack dab in the middle of that programming right now. We're covering SGF 2025 with a small team on the ground in LA and a far larger group of writers tuning in remotely to the various livestreams. Expect game previews, interviews and reactions to arrive over the coming days (the show's in-person component runs from Saturday-Monday), and a boatload of new trailers and release date announcements in between. Through it all, we're collating the biggest announcements right here, with links out to more in-depth coverage where we have it, in chronological order. Epic hitched its wagon to SGF this year, aligning its annual developer Unreal Fest conference, which last took place in the fall of 2024, with the consumer event. The conference was held in Orlando, Florida, from June 2-5, with well over a hundred developer sessions focused on Unreal Engine. The highlight was State of Unreal, which was the first event on the official Summer Game Fest schedule. Amid a bunch of very cool tech demos and announcements, we got some meaningful updates on Epic's own Fortnite and CD PROJEKT RED's upcoming The Witcher IV . To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. The Witcher IV was first unveiled at The Game Awards last year, and we've heard very little about it since. At State of Unreal, we got a tech demo for Unreal Engine 5.6, played in real time on a base PS5. The roughly 10-minute slot featured a mix of gameplay and cinematics, and showed off a detailed, bustling world. Perhaps the technical highlight was Nanite Foliage, an extension of UE5's Nanite system for geometry that renders foliage without the level of detail pop-in that is perhaps the most widespread graphical aberration still plaguing games today. On the game side, we saw a town filled with hundreds of NPCs going about their business. The town itself wasn't quite on the scale of The Witcher III 's Novigrad City, but nonetheless felt alive in a way beyond anything the last game achieved. It's fair to say that Fortnite 's moment in the spotlight was… less impressive. Hot on the heels of smooshing a profane Darth Vader AI into the game, Epic announced that creators will be able to roll their own AI NPCs into the game later this year. 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We assume that's out of respect for antipodean trees, as June 5 was Arbor Day in New Zealand. (It's probably because everyone was playing Nintendo Switch 2.) It's fair to say that previous Summer Game Fest opening night streams have been… whelming at best. This year's showing was certainly an improvement, not least because there were exponentially fewer mobile game and MMO ads littering the presentation. Yes, folks tracking Gabe Newell's yacht were disappointed that Half-Life 3 didn't show up, and the Silksong crowd remains sad, alone and unloved, but there were nonetheless some huge announcements. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. Perhaps the biggest of all was the "ninth" ( Zero and Code Veronica erasure is real) Resident Evil game. Resident Evil Requiem is said to be a tonal shift compared to the last game, Resident Evil Village . Here's hoping it reinvigorates the series in the same way Resident Evil VII did following the disappointing 6 . We also heard more from Sega studio Ryu Ga Gotoku about Project Century, which seems to be a 1943 take on the Yakuza series. It's now called Stranger Than Heaven , and there's a (literally) jazzy new trailer for your consideration. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. Outside of those big swings, there were sequels to a bunch of mid-sized games, like Atomic Heart , Code Vein and Mortal Shell , and a spiritual sequel of sorts: Scott Pilgrim EX , a beat-em-up that takes the baton from the 2010 Ubisoft brawler Scott Pilgrim vs. the World: The Game . There were countless other announcements at the show, including: As always, the kickoff show was followed by a Day of the Devs stream, which focused on smaller projects and indie games. 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Unlike the real world, in Relooted the colonial powers have signed a treaty to return these items to their places of origin, but things aren't going to plan, as many artifacts are finding their way into private collections. It's your job to steal them back. The British Museum is quaking in its boots. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. Here are some of the other games that caught our eye: To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. After Day of the Devs came Devolver. Its Summer Game Fest show was a little more muted than usual, focusing on a single game: Ball x Pit . It's the next game from Kenny Sun, an indie developer who previously made the sleeper hit Mr. Sun's Hatbox . Ball x Pit is being made by a team of more than half a dozen devs, in contrast to Sun's mostly solo prior works. It looks like an interesting mashup of Breakout and base-building mechanics, and there's a demo on Steam available right now. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. Then came IOI, the makers of Hitman, who put together a classic E3-style cringefest, full of awkward pauses, ill-paced demos and repetitive trailers. Honestly, as someone who's been watching game company presentations for two decades or so, it was a nice moment of nostalgia. 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There's something sinister about the small town in Discounty , and while we're still not sure if it's demons or just the looming specter of capitalism, we know for sure the game is coming to PC, Switch, PS4, PS5 and Xbox Series X/S on August 21. Meanwhile, Omelet You Cook hit Steam during the showcase as a nice little surprise. It's a game about making eggs for picky students in a cafeteria, and of course pleasing Principal Clucker (who is a chicken in a suit, yes). Simply put, it looks delicious. The final game we want to shout out from this year's Wholesome Direct is Camper Van: Make it Home , a perfect little crossover of interior design mechanics and slightly miniaturized objects, which makes for a super cute experience. It came out during the showcase , and it's live now on Steam. There were dozens of other announcements during the 2025 Wholesome Direct stream, and the entire thing is worth a watch. You can do so at your leisure, ideally cuddled up with a blanket and a nice drink, right here. Saturday was also the time for all of the hyper-specific game streams to shine. We saw the Women-led Games show, Latin American Games Showcase , Southeast Asian Games Showcase , Green Games Showcase and Frosty Games Fest . Party! The last big event of the weekend was Xbox, which had its usual breathless showcase. The major news, especially for a publication like Engadget, was the ROG Xbox Ally and ROG Xbox Ally X, two new Xbox-focused PC handhelds. Internally, they're a lot like ASUS' ROG Ally handhelds, but the grips have been smoothed out to feel more like an Xbox controller in your hands. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. The software experience is also different. The Xbox Ally handhelds run Windows 11, but in Microsoft's version of Steam Big Picture mode there'll be fewer background processes and… just a generally lower overhead compared to regular Windows handhelds. Thankfully, Microsoft isn't locking things down, as it'll be able to access other "popular storefronts," which we're taking to mean Steam and Epic. The Xbox Ally will be available closer to the holidays, but price is a huge question mark: The ROG Ally costs significantly more than the Steam Deck and Switch 2. Is Microsoft going to subsidize these things, or are they going to cost $600-$800 like ASUS' own-brand versions? Side note: A quick screw you to Microsoft for using Hollow Knight: Silksong to show off the new handheld. We're all starving out here, and this was not helpful. I guess the news that it'll be playable on day one on the handheld at least narrows down the release date to "between now and whenever this thing comes out." Less of a surprise was Outer Worlds 2 , which Microsoft said would be at the show well ahead of time. We got a release date — October 29 — and a deep dive into the game's new systems. It looks like an expanded title compared to the original, with an improved combat system and a more fleshed out set of companions. We hope to have more on what's new real soon. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. The One More Thing of the show was a new Call of Duty game, Black Ops 7 . Truly, when a game comes out every year is it really worth blowing your one more thing on? If only Microsoft had an Xbox-branded handheld to show off, that would've been a really cool note to end the show! Here are the other bits and pieces worth reading about from the Xbox show: Paralives has been in the works for what feels like forever, but you'll be able to play it this year: It enters early access on December 8 . The indie take on The Sims looks charming as all hell in its latest trailer, and I can't wait. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. Blippo+ has been a great distraction since it launched with Playdate season 2 , and we found out Sunday that it'll be coming to more platforms soon — in full color, no less ! It'll arrive on PC and Nintendo Switch in fall 2025. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so. Now you're all caught up. There's just one event on Monday, and it's the Black Voices in Gaming showcase. It starts at noon ET, and we've embedded the steam below for your viewing pleasure. To view this content, you'll need to update your privacy settings. Please click here and view the "Content and social-media partners" setting to do so.
Business Wire
3 hours ago
- Business Wire
Samsung Bioepis Enters into a Strategic Partnership with NIPRO for Commercialization of Multiple Biosimilars in Japan
INCHEON, Korea--(BUSINESS WIRE)--Samsung Bioepis Co., Ltd. ('Samsung Bioepis') announced today that the company has entered into a license, development and commercialization agreement with NIPRO Corporation ('NIPRO') for multiple biosimilar candidates including SB17, ustekinumab biosimilar candidate, in Japan. 'This partnership marks an important step towards expanding our footprint in Japan. Biosimilars have a great potential to bring cost savings and widen access to treatments for healthcare systems, providers, and patients in Japan." Share Under the terms of the agreement, Samsung Bioepis will be responsible for the development, manufacture and supply of the medicines, while NIPRO will be responsible for commercialization of the medicines in Japan. 'This partnership marks an important step towards expanding our footprint in Japan. Biosimilars have a great potential to bring cost savings and widen access to treatments for healthcare systems, providers, and patients in Japan. We look forward to collaborating with NIPRO, a company renowned for its high-quality medical devices and healthcare solutions, to accelerate access to treatments in the Japanese market,' said Kyung-Ah Kim, President and Chief Executive Officer of Samsung Bioepis. 'We will continue to advance our development platform and innovate access to treatments for healthcare systems, payers, physicians, and patients around the world.' About Samsung Bioepis Co., Ltd. Established in 2012, Samsung Bioepis is a biopharmaceutical company committed to realizing healthcare that is accessible to everyone. Through innovations in product development and a firm commitment to quality, Samsung Bioepis aims to become the world's leading biopharmaceutical company. Samsung Bioepis continues to advance a broad pipeline of biosimilar candidates that cover a spectrum of therapeutic areas, including immunology, oncology, ophthalmology, hematology, nephrology, and endocrinology. For more information, please visit: and follow us on social media – LinkedIn, X.
New York Post
5 hours ago
- New York Post
Inside the secret society of ‘real life vampires' — and the arousing secret of how they drink blood
Mobsters. Doctors. Politicians. Musicians. What's the common thread connecting this motley crew? Advertisement They're all in Australia's secret society of real vampires. Spawned from the goth subculture, this shadowy community – known as a 'vampire court' – now includes Aussies from all sorts of walks of life. 16 Stemming from goth subculture, this shadowy community – known as a 'vampire court' – includes Aussies. Andrey Kiselev – Think real vampires are just pale people drinking red cordial? Think again. Advertisement To many of its followers, the true blood lifestyle is about much more than fashion. It's about survival. And though they might not transform into bats or live forever, they do drink real human blood, wear surgically-enhanced fangs and let loose at vampire balls. 16 Followers drink real human blood, wear surgically-enhanced fangs and attend vampire balls. Gillie and Marc/Youtube Advertisement These days, their ranks are being quietly pumped by social media and the decline of religion. Just don't ask these creatures of the night to throw light on their very dark way of life. They claim they keep to themselves and aren't dangerous. But critics claim some vampires use this cloak of secrecy to exploit people. So are they really monsters? Medical mysteries? Or just misunderstood? Advertisement 'I want revenge' For centuries, vampire folklore has compelled us. Tales of bloodsucking beasts can be found in ancient cultures around the world including First Nations people. But in the last few decades, they've been forever fixed in pop culture as a romanticized symbol of finding identity in the world. This romanticism is at the heart of the complex history between real vampires and Sydney local Crystal, who does not wish to share her real name. On one hand, Crystal claims they've drugged her. Drank her blood without consent. Even forced her to drink the blood of others. On the other hand, she remains transfixed by their mythical morbidity. For Crystal, it all began when she was invited to an opulent mansion party in Sydney's affluent suburb of Vaucluse when she was just 18. Crystal, who was drawn to gothic culture at the time, said the house belonged to the father of a friend of a friend who worked as a nurse. Advertisement 16 Sydney local Crystal claims the vampires drank her blood without consent, but remains transfixed by their mythical morbidity. Supplied Inside the party, she claims to have found herself in imposing company. She was greeted by yakuza and triads – otherwise known as the Japanese and Chinese mafias. 'They were just standing around wearing suits and watching anime movies', Crystal told Advertisement 'And they weren't shy about what they did'. As it happened, the mafia is not the only bloodthirsty group these men belonged to. Crystal soon learned they were part of the Australian chapter of an international 'vampire court'. Inside, Crystal says she was given a glass of champagne. Soon after drinking it, she claims she sat on a couch and lost consciousness. When she woke up, she alleges she felt lightheaded and her neck and arms were dotted by what she calls 'love bites'. Looking back, she believes she'd been drugged. There were no other signs of assault. Advertisement 'I didn't know what to think at the time,' she says. Before she left, Crystal was given a dark diagnosis. 'They told me I'd been infected with the virus.' She never reported her experience to the police. Indeed, real vampires would come back to haunt her before long. After moving into a Newcastle monastery to study business, Crystal met members of a local court. Advertisement 16 Nicolas Cage as Dracula in 'Renfield.' Photo Credit: Universal Pictures While things started safely, one night the group pressured her to drink from a bottle of red. It was human blood mixed with cordial. 'They said, 'it's time to join us',' says Crystal. 'You can't choose to join this society. They choose you.' Feeling powerless, Crystal agreed. But the court came harder than ever. Another night, Crystal woke with puncture wounds on her wrist. 16 'They said, 'it's time to join us',' says Crystal. 'You can't choose to join this society. They choose you.' Supplied Crystal believes the vampires had fed on her while she slept. She kept quiet about the incident because the court had 'powerful people on their side.' 'There are doctors, nurses, business owners and musicians,' she says. 'It's very secretive. From the outside, they live normal lives.' Until now, Crystal kept her experience to herself out of fear she would not be taken seriously. Or worse. But now, she wants to raise awareness. 16 'There are doctors, nurses, business owners and musicians,' she says. 'It's very secretive. From the outside, they live normal lives.' Supplied 'I want revenge for how I was treated.' Despite this messy history, Crystal's experience with the court was forever imprinted onto her self-image. She hopes to one day launch a safe-space for people to appreciate vampire culture. Medical mystery Crystal's disturbing account is not unlike a scene in a horror movie, where vampires lunge from the shadows and maul victims' necks before sucking on the flowing wine-like liquid. 16 In the movies, vampires lunge and maul victims' necks for their flowing, wine-like liquid. copy photo It's important to note that vampiric crime is rare, and abusers of power are far from unique to the courts. For most members, this community offers a sense of belonging, and some courts are heavily involved with charity causes. Not all 'real vampires' feed on blood. And for those who do, the practice is traditionally safe. So how does it work? 16 Bela Lugosi as Count Dracula. Universal Studios What's known as a 'donor' will willingly offer their blood to a vampire. Both take medical tests and other precautions. Complications are rare. Which is fine. But it begs another question: why? Real vampires claim they feel sick and lethargic if they don't feed on human blood. It balances their energy. 16 Movie poster for 'Dracula 'starring Bela Lugosi. AP Some believe this thirst for blood is a sign of a deeper mental health problem. So is it all a big delusion? When vampires follow a code of silence, it's not easy to say. But that secrecy is well founded. They've learned the hard way their lifestyle inspires revulsion. That's why this community stays in the shadows. Most Australian vampires I contacted for this story declined to take part in it. One local fanged figure you need to know is Jason De Marco, otherwise known as Don Jason. Don Jason runs the Sydney Vampires Meetup Group. He's also an electioneering member of the Liberal Party, bringing new meaning to the idea of a bloodsucking politician. At least this one is honest. In a YouTube video made by married artists Gillie and Marc Schattner, Jason is seen wearing Edwardian-era clothing, surgically-enhanced fangs, and a wide smile. Among the graves of Waverley cemetery, he says Don Jason first knew what he was aged four. 'I was different from other children' Jason said. 'I said I'm going to grow up and be Dracula.' 16 'I said I'm going to grow up and be Dracula,' Don Jason, who runs the Sydney Vampires Meetup Group, said. Gillie and Marc/Youtube He says he drinks exclusively from the razor-sliced thighs of female donors. They don't just consent to this feeding. They're aroused by it. 'They seem to get an orgasm off it every time,' he claimed. 'People can assume we're insane: why do you have this need to drink blood?' 16 'People can assume we're insane: why do you have this need to drink blood?' Don Jason says. Gillie and Marc/Youtube 'The only thing I have to worry about is my innate illness, which was ironically an illness associated with the vampire myth.' 'My vitals can shut down and I look like a corpse. People who had it used to be buried alive.' Marc Schattner said Don Jason suffers from porphyria, a rare blood disorder thought to have inspired early vampire mythology. 16 Marc Schattner said Don Jason suffers from porphyria, a rare blood disorder thought to have inspired early vampire mythology. Gillie and Marc/Youtube 'It can cause symptoms like extreme sensitivity to sunlight, skin blisters, and a reddish-purple discoloration,' he says. Jason is an extreme example. Some people just like vampires for a good old-fashioned doof. 'Not merely an event' The dawn of the vampire ball is misty. Sometime during the rise of Europe's medieval masquerade balls, a darker event emerged in honour of the undead. These days, the vampire ball circuit is an international network spanning Romania, the US and Australia. 16 Bela Lugosi in 'Mark of the Vampire.' Melbourne's annual Carpe Noctem Vampire Ball was recently held in April. The founder of the event, who asked to remain anonymous, said it's about something bigger than costumes. 'More than just an opportunity to don elaborate attire, the Carpe Noctem Vampire Ball is a celebration of identity and belonging.' After a signature 'bloodbath cocktail' (ingredients undisclosed), the crowd – comprised of goths, role players and the real deal – take part in rituals including a 'sacrifice' that 'lifts the veil between the living and the dead.' Australian vampires Few real-vampires claim to have the magical powers you'll find in Twilight. But if I had to throw money on one of them being superhuman, Andreas Bathory is the one. 16 Kristen Stewart, left, and Robert Pattinson are shown in a scene from 'Twilight.' AP He dwells on the sprawling grounds of Bran 'Dracula's' Castle in Romania's Transylvania. With these walls, Bathory drinks donated blood. Sometimes sleeps in a coffin. And channels Vlad the Impaler. 'It's not merely an event' Bathory says. 'It's a portal.' Bathory is the leader of the Ordo Dracul, a vampire court based in Transylvania. And he says more and more Aussies are signing up. 16 Bran Castle towers above Bran commune, in Brasov county. via REUTERS 'New initiates are joining from Australia. Some of my dearest allies come from Melbourne and the Gold Coast,' he said. 'Australia resonates with the old blood.' Bathory believes these vampires thrive in silence. 'Just because we're not loud, doesn't mean we're not present. In our world we prefer to walk the line of shadows.' 16 Bran Castle, also known as Dracula's Castle, in the Carpathian Mountains. REUTERS 'Realise their full potential' The University of Western Sydney's Dr Adam Possamai charted the rise of real vampires in his book Sociology of Religion for Generations X and Y. He believes it's a 'hyper-real religion' – a modern hybrid of religion, philosophy and popular culture that helps people find their identity in a noisy world. 'The vampire is no longer a monster that needs to be destroyed,' he said. 'It's now a superman-type of character that people aspire to become to realise their full potential. 'As society becomes more consumerist, I expect hyper-real religions like vampires to grow. But it's tricky to quantify.' 'Are they people who identify with the image alone? How far do their practices go? And how long will they keep them up?' Though Australian vampire groups have picked up thousands of members on social media, the Australian Bureau of Statistics (ABS) said in a statement they don't formally recognise vampires. 'Vampires don't describe a stand-alone group in any of the statistical standard classifications used to disseminate Census data,' a spokesperson said. 'The ABS regularly reviews statistical standard classifications and holds public consultations to ensure standard classifications reflect the Australian community.' Until vampires are socially acknowledged, we'll never know how many of them walk among us or what secrets they hold. Nelson Groom is a freelance writer. His novel The Auction is coming soon. Learn more on his Instagram Got a story? Get in touch: nelsonsamuelgroom@
