SIGNAL SEARCH Vol.1 - Of Gospels and Anime

On October 28th, Archbishop Rino Fisichella unveiled the anime-inspired “Luce and Friends” at a gaming and comics convention in Italy. Designed by Italian firm Tokidoki, Luce (Latin for “Light”) is the official mascot of the 2025 Jubilee, originating from the Holy See’s desire "to live even within the pop culture so beloved by our youth." She represents the theme of pilgrimage, with her jacket, staff, and mud-covered boots evoking life’s challenges on the journey toward eternity.

Since her reveal, Luce has gone viral through countless fanart, memes, and commentary, with people inside and outside the church enjoying this counterintuitive combination of influences in both expected and unexpected ways. On the other hand, some traditional commenters have called her “silly,” “evil,” and even “satanic.”

While the Vatican leaning into anime was NOT on my 2024 bingo card, I find it fascinating that a 2000-year-old organization would pursue this strategy. So, let’s untangle three of the many threads that inform Luce’s reception:

? Land of the Rising Soft Power: Japan’s main export has long been its culture, and it shows no signs of slowing down. The global anime industry, expected to be worth $37 billion in 2025, has more than doubled in size over the last decade and could reach $60 billion by 2030. This industry encompasses extremely diverse IP, from the cute Hello Kitty to the kinetic sci-fi action of Dandadan and the fantasy hijinks of Delicious in the Dungeon.

This year alone, Olympian Noah Lyles struck Goku’s (from Dragon Ball Z) signature pose after winning gold, a posthumous homage to the late author Akira Toriyama drew over 30,000 people in Buenos Aires, and Jimmy Choo launched highly sought-after Sailor Moon-themed boots. This broad appeal might be one factor that drew the Vatican to this approach.

? Cozy Culture: Since the pandemic, we’ve seen a huge desire for wholesome, warm, and cozy experiences, both physical and emotional. These range from fashion and food to books and entertainment. The latter is best exemplified by the boom in farming and simulation video games led by 2020’s Animal Crossing: New Horizons, which has sold more than 45 million copies on the Nintendo Switch.

Luce wouldn’t look out of place in Animal Crossing or alongside Hello Kitty. Combined with nostalgia (another trend intertwined here) and the rise of anime, the birth of a wholesome, cute heroine like Luce feels fitting.

? Extreme Polarization: That this character can be praised as one of the Catholic Church’s best PR moves while simultaneously being called a vessel of evil captures the polarized nature of 2024. Online anonymity, ingroup validation, and extreme beliefs have made nearly everything subject to discourse, which any notable organization, especially one as old as the Catholic Church, must now navigate. The Church, in particular, grapples with progressive societal changes while combating rigid views from its more traditional members.

Brilliant? Tone-deaf? Evil? While the jury’s out on whether this mascot will genuinely connect with youth beyond memes and good vibes, there’s some interesting potential to consider…

? Could connecting with pop culture allow the Catholic Church to regain some relevance as a community builder?

? Can they reach audiences beyond youth, especially given that this approach speaks to generations as old as elder millennials (some of whom are parents to Gen Alpha)?

? Can they authentically own this narrative as they navigate generally negative or scandal-prone news cycles?

Regardless of what happens, a world where Luce figures sit among saints, angels, and other religious memorabilia is much more interesting than one where she doesn’t—don’t you think?

Thanks for reading! Please let me know if you found this interesting, insightful, or fun.

More Signal Searches to come!