The genre of reincarnation isekai anime, wherein a protagonist dies in their original world only to be reborn in a fantastical one, has grown significantly in global appeal. Yet, this genre’s expansion also normalizes controversial themes such as mental health issues, sexual and violent content, and the sexualisation of virtual minors. This article employs a data-driven approach, analysing user-generated coding of themes and properties from English-speaking fan sites, to critically examine three emergent and interconnected dimensions: the success of series deemed ‘trashy’, the complexities surrounding sexual themes, and the rising appeal of the ‘zero-to-hero’ motif in a post-pandemic world. The findings reveal a paradoxical allure of ‘trashy’ but popular content, complex ethical dilemmas surrounding sexual themes, and an increased resonance of empowerment motifs resulting from the pandemic. These discoveries provoke renewed discussions on anime’s role in shaping and reflecting societal values and raise questions about regulatory challenges in a globalized media setting. The study confirms the need for more nuanced understandings of the genre’s growing global influence, particularly outside of Japan, and calls for continued research to delve deeper into its complexities.