Mobile Suit Gundamseems to be everywhere these days. As one of Japan’s most successful science fiction anime franchises, it has been a cultural touchstone since it first debuted on television back in 1979. Following the breakout success ofThe Witch from Mercury, the new seriesMobile Suit Gundam: GQuuuuuuXlaunched globally on Amazon Prime Video, after a theatrical release in Japan that surpassed one billion yen in box office revenue. On July 10, 2025, New York City hosted a full-fledged Gundam Takeover in Times Square, featuring a pop-up showroom, free giveaways, and large-scale digital displays. Additional events—including special screenings ofGQuuuuuuX -Beginning-and the classicChar’s Counterattack—have also taken place in major U.S. cities.
Witha highly anticipated live-action film adaptation in developmentat Legendary Pictures (fresh off theirMinecraftmovie success), and Japan’s Bandai Namco as a partner,Gundamappears poised for a major global resurgence. But is that outcome guaranteed?It’s still unclear whether Western audiences are embracingGQuuuuuuXwith the same enthusiasm they’ve shown for recent anime hits likeDandadan,The Apothecary Diaries, or evergreens likeOne Piece. While many anime fans instantly recognize the iconic Gundam RX-78-2 mobile suit, that recognition doesn’t always lead to engagement withGundam’s sprawling library of TV series, films, OVAs, and spin-offs.
Still, there was a time whenGundamanime was undeniably hot in the U.S.—briefly, even dominant. To understand how and why that moment occurred, we need to rewind to the early 2000s,whenGundam Wingaired on Cartoon Network’s Toonami block. During that period,Wingcaptured the imaginations of a new generation and helped ignite a wave of interest in the broaderGundamuniverse… at least for a while.
Before the Boom: Anime Fandom in the Shadows
A Missed Opportunity for Gundam
As a lifelong anime fan, I remember when shows likeVoltronandRobotechhit big in the U.S. during the mid-1980s. They sparked small but passionate fan communities eager to explore more Japanese animation—even if it meant tracking down untranslated books, magazines, or bootleg VHS tapes.Mobile Suit Gundam, which began in 1979, was already three sequels deep but had never aired in the U.S. Early anime fans were captivated by its mechanical designs and the promise of deeper storylines, filled with politics and moral complexity. We hoped someone would bringGundamto American TV, but that wouldn’t happen anytime soon.
WhenGundamfirst arrived in the U.S., it did so with a whimper, not a bang. In 1998, Bandai releasedthe originalMobile Suit Gundammovie trilogy on home video with both subtitles and English dubs. By then, anime fandom in the West had evolved, and tastes had shifted. Viewers were drawn to cyberpunk-infused hits likeAkira,Ghost in the Shell, andAppleseed. Compared to those,Gundam’s late-1970s animation style looked hopelessly outdated. It felt like the franchise had missed its prime opportunity to connect with overseas audiences—showing up to the party after everyone had moved on. But then, a miracle of sorts happened.
Gundam Wing Changes Everything
Industry Shock and Fan Frenzy
Things changed dramatically for anime in the West in 2000 whenGundam Wingdebuted on Cartoon Network’s Toonami lineup. For many American viewers, it was their very first exposure to theGundamuniverse—and it made an immediate impact. Unburdened by the complex Universal Century timeline of the original series, it was easy to follow and completely self-contained. More importantly, it struck an emotional chord. The five main pilots—Heero, Duo, Trowa, Quatre, and Wufei—offered a level of personality and depth that felt fresh for TV anime.
At the time, I was working in the U.S. anime and manga industry, andGundam Wing’s rapid rise caught nearly everyone off guard—especially after the underwhelming response to the earlierGundammovie trilogy. Almost overnight, interest in the franchise surged. Fans who had once overlookedGundamwere now eager to dive in, and companies like Bandai and Viz wasted no time releasing videos, manga, and model kits. Some viewers explored olderGundamtitles, but one thing became clear:Wingwas the title fans couldn’t get enough of.
A Gundam Story That Stuck
Perfect Timing, Perfect Cast
Set in After Colony 195,Gundam Wingfollowed five young pilots sent from space colonies to Earth as part of “Operation Meteor,” a mission to strike back against the oppressive Earth Sphere Unified Alliance. Each pilot brought a different perspective and motive to the fight, but it was Heero Yuy’s fateful encounter with the pacifist noblewoman Relena Darlian that anchored the emotional core of the story. As the shadowy organization OZ seized power, the Gundam pilots grappled with betrayal, shifting allegiances, and the true cost of war—ultimately banding together to confront tyranny and fight for a more just world.
WhenGundam Wingpremiered in the U.S., it arrived during a transformative era for anime. Shows likeDragon Ball Z,Sailor Moon, andPokémonhad already broken through to mainstream—and increasingly female-friendly—audiences, opening the door for more serious, emotionally complex storytelling.Wingdelivered with its brooding characters, political drama, and intense action. The five pilots—each with a distinctive look and personality—fit perfectly into the boy band-dominated pop culture of the early 2000s. Just as NSYNC and 98 Degrees topped music charts,Gundam Wingdelivered its own lineup of charismatic idols.
The Boom Fades
Can Lightning Strike Twice?
While longtime anime fans like myself—raised onVoltronandRobotech—were drawn toGundamfor itsmecha and large-scale battles, this new generation of fans came for something else entirely. They were deeply invested in the characters, their personalities, and their evolving relationships. It marked a seismic shift—not just for Western anime fandom, but for theGundamfranchise itself.For the first time, character-driven storytelling took precedence over machinery.
Yet the early 2000sGundamboom didn’t last. While other series, such asGundam SEEDandG Gundam, were brought to the U.S. market, they failed to ignite the same excitement. Perhaps audiences had grown too attached to Heero, Duo, and the rest of theWingcast to embrace new protagonists. Or maybe they had simply moved on to the next wave of anime, as Toonami began airing fresh titles likeCowboy BebopandOutlaw Star.Gundamretained a loyal following, but the cultural momentWingcreated had clearly passed.
Which brings us to today. Followingthe recent success ofThe Witch from Mercury, the newMobile Suit Gundam GQuuuuuuXseries is being heavily promoted to U.S. audiences—but will they embrace it like they didGundam Wing? It’s taken me decades to understand this, but I believe it all comes down to the characters. If fans find someone to root for—characters who resonate on a personal level and stir genuine emotion—thenGundamhas a real chance at another breakthrough.Gundam Wingproved it could happen once. Now it’s up toGQuuuuuuXandfuture entries in the seriesto show it can do the same.
