Japan aims to become the global hub of anime

JSTORIES ー As K-pop and South Korean cinema continue to make waves on the global stage with robust government backing, Japan is intensifying its efforts to bolster its cultural influence.

In this context, the 2025 Tokyo Anime Award Festival (TAAF) took place in Ikebukuro, Tokyo, from March 7 to 10,  with the theme "Tokyo as the Hub of Animation." The festival was an international gathering of animation talent and brought together leading animators from across the globe. It also premiered international anime films yet to be released in Japan and facilitated exchanges between Japanese and global industry professionals.

Now in its 12th year, TAAF is dedicated to highlighting high-quality, original animated works from around the world. By creating a space for Japanese and international anime enthusiasts and creators to connect, the festival seeks to position Tokyo as a hub for animation to reach global audiences.

This year, 1,031 works—34 feature-length films and 997 short films—from 73 countries across the globe were submitted for the competition. In the feature film category, "A Boat in the Garden," directed by French filmmaker Jean-François Laguionie, claimed the Grand Prize, while British director Johnny Ibsen's "Loneliness & Laundry" took top honors in the short film category.

Tokyo Governor Yuriko Koike, speaking at the awards ceremony, underscored the worldwide appeal of Japanese animation and manga. "Anime and manga are cherished by audiences of all ages across the globe. These are among Japan's most influential cultural assets. I am pleased to see this festival fostering opportunities for animators to excel internationally," she said. Koike also emphasized the event's role in identifying and nurturing emerging talent on a global scale.

In June 2024, the Japanese government outlined its "Cool Japan Strategy," an initiative aimed at amplifying Japan's cultural footprint worldwide and increasing inbound tourism. The plan sets a target of generating over 50 trillion yen in economic benefits—more than double the current figure—by 2033. Anime plays a key role in this strategy. A report released late last year indicated that the anime industry's market size had reached a historic high, exceeding 3 trillion yen for the first time, thanks in part to strong international demand. Yet, despite this upward trajectory, Japan faces several obstacles in establishing itself as a global anime powerhouse.

A primary concern remains the working conditions for animators, which have long been criticized. Additionally, much of Japan's anime production is geared toward the domestic market, with relatively few works tailored for international audiences. The industry also struggles with a shortage of foreign investment, as well as a lack of professionals skilled in international co-productions. These factors limit Japan's ability to maintain a leading role in the global anime industry.

The Anime Awards are an effort to address these issues, and the TAAF has drawn considerable attention from industry insiders.

Alex Ducour, director of "Into the Wonderwoods," acknowledged the value of having his film screened at the festival but also expressed concerns. "The competition is intense, and foreign anime still faces challenges in gaining recognition in Japan. I want to work with Japanese production companies and animators, but the festival offered few networking opportunities," he said, calling for a more structured framework to support foreign anime projects in Japan.

At the same time, Japanese animation studios are increasingly looking outward.

Kiichiro Inoue, deputy general manager of Bandai Namco Filmworks' IP Production Division, told J-Stories, "The number of Japanese anime intellectual properties (IP) recognized on a global scale remains small. While Japan commands a significant domestic market share, its international presence is still limited. There is considerable room for expansion." Inoue emphasized that broadening anime's global reach remains a critical mission for the industry.

Bandai Namco Filmworks has started co-producing anime with international partners, and Inoue has expressed a strong commitment to deepening these collaborations. "We are eager to expand our partnerships with studios around the world to develop new projects together," he said, highlighting the industry's aspirations for global growth.

Translated by J-Stories (Anita De Michele)

Edited by Lucas Maltzman, Randy Wagenheim 

Top photo: Courtesy of Tokyo Metropolitan Government 

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