As a powerhouse of anime and games, Japan is now preparing to take its content industry to the next stage on a national scale. The government has unveiled the full details of its first-ever “Entertainment and Creative Industries Strategy,” which aims to triple overseas sales to 20 trillion yen by 2033. This article explores the strategy’s outline, the challenges it seeks to address, and the ripple effects it hopes to generate.
Why a National Strategy Now?
Japanese anime and games enjoy widespread global popularity, yet the industry’s business foundation remains fragile. Key challenges include:
- Harsh working conditions
- Unauthorized use of intellectual property (e.g., piracy and counterfeit goods)
- Difficulties in expanding into overseas markets
Unless Japan confronts these issues head-on, even globally beloved content cannot be sustained. This strategy signals a serious national commitment to cultivating content as a profitable industry.
Expectations and Challenges in Concrete Measures
- Games: Developing a Regulatory Database
A system that visualizes cultural norms and regulations by country will be a critical infrastructure to reduce risks in overseas expansion. It is also expected to support smaller companies in going global.
- Manga: Supporting AI-Based Translation
A step forward in breaking down the language barrier that has long hindered international fans. However, challenges remain regarding the accuracy and nuance of machine translation.
- Revitalizing Bookstores
Focusing on physical bookstores in the digital era is a noteworthy move. If bookstores serve as tangible points of connection between fans and creators, they could deepen cultural engagement.
Toward Sustainability in the Anime Industry
Low wages and long hours for animators have long been a concern. The newly proposed “Ani-Teki” (tentative name) certification could encourage ethical consumerism by making it easier for fans to support responsible production. However, the success of this system hinges on well-designed rules—clarity, scope, and incentives for production companies will be key.
Countermeasures Against Counterfeits and Piracy
The biggest threat to Japanese content is that “authentic products are not selling.”
To address this, the government is strengthening efforts to crack down on illegal distribution, especially in the Chinese market, in collaboration with CODA. Success here depends on two factors: building trust with local authorities and ensuring ongoing enforcement.
Balancing Culture and Commerce
Anime and games are no longer just forms of entertainment—they are vital export industries for Japan. But at their core are the passion and dedication of the creators working behind the scenes. A true national strategy should support, protect, and nurture that creative backbone. The coming decade could prove to be a pivotal turning point for Japan’s content industry.