By Arata Hashizume / Yomiuri Shimbun Staff Writer
Private companies are increasingly entering the entertainment content industry, including the fields of anime and manga. The Japanese government has set a target for this industry of 20 trillion yen in overseas sales in 2033, more than three times the 5.8 trillion yen recorded in 2023, a goal which observers say will require a collaborative effort between the public and private sectors. Meanwhile, challenges remain, such as the outflow of intellectual property $(IP)$ to other countries and the proliferation of content piracy.
Global circulation
"(The content industry) has the potential to stimulate domestic consumption, so for reviving Japan's economy it's the trump card and the last line of defense," emphasized Shunsuke Muramatsu, president of Sony Music Entertainment (Japan) Inc., at a symposium on the content industry held by Keidanren, the Japan Business Federation, in Tokyo in late July.
Muramatsu noted that markets are expanding not only in Europe, the United States and Asia but also in emerging and developing countries. He said that it is "one of the few fields where Japan can dominate the world" and called for deeper public-private cooperation to develop it into a core industry.
The Economy, Trade and Industry Ministry estimates the global market size for entertainment content at 135 trillion yen, surpassing those of the petrochemical and semiconductor industries. Japan's overseas sales in the industry amounted to 5.8 trillion yen in 2023, and the ministry aims to bring that number up to 20 trillion yen by 2033.
Increasing entrants
Not only companies with their own IP, such as Sony, Nintendo Co. and Sanrio Co., but other major corporations as well are expanding their involvement in this industry by investing in production companies.
Major trading company Itochu Corp. entered the animation business by investing in Sky Perfect Pictures Inc., a company that produces and distributes animation and other video content, in March 2024. Itochu also handles merchandise sales for the popular character "Opanchu Usagi" in Asia and North America, and aims to increase the size of its business to 150 billion yen annually by 2029.
Marubeni Corp. has established a joint venture with Shogakukan Inc. to develop operations related to anime and manga overseas, while major food company Lotte Holdings Co. announced its entry into the content industry in July 2024. The company aims to publicize its own products through promotions such as cafes and events.
Overseas companies
Investment in Japanese IP by overseas companies is also increasing.
South Korean major game company Krafton Inc. announced in June this year that it would acquire Japanese major advertising company ADK Holdings Inc. ADK operates in animation production and character business, including for properties such as "Doraemon" and "Crayon Shin-chan." A person affiliated with a major company considering entry into the market expressed concerns, saying, "Japanese anime, which has high recognition and popularity overseas, is being targeted by foreign companies. The flow of this IP to foreign countries could result in significant losses."
To protect IP, it is essential to take measures against such issues as copyright-infringing illegal streaming sites and counterfeit goods. There is also an increasing need to address creative works generated by artificial intelligence.
Masafumi Hagiwara, a senior researcher at Mitsubishi UFJ Research and Consulting Co., notes: "Japan's content industry will continue to grow steadily, centered on anime and manga properties that have global recognition. However, issues that undermine profits, such as piracy, remain significant, and collaboration between the public and private sectors is necessary."
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August 26, 2025 07:41 ET (11:41 GMT)
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