Japan targets $126.6 billion content export by 2033

The Japanese government projects overseas content sales will reach JPY 20 trillion, or approximately $126.6 billion, by the year 2033. Of that total, the state expects the anime sector to contribute JPY 6 trillion, valued at $38 billion. Shiina Yasushi, chief executive of the Tokyo International Film Festival content market, states that the industry must restructure its operations to hit these financial targets.

Shiina argues that Japanese firms have historically relied on foreign licensees to handle marketing and distribution. He asserts that this model limits revenue potential. Instead, he advises companies to maintain ownership of their intellectual property and manage international sales themselves. This approach mirrors the strategy that allowed Hollywood studios to expand globally by establishing direct operations in key markets.

This shift aligns with the government's call for an IP-driven industry. Under this model, a single property can generate income across multiple platforms, including film, gaming, streaming, and merchandise. Shiina notes that Japanese companies are already beginning to adopt these practices. TBS is collaborating with Legendary Entertainment, while Nippon TV expands its international footprint. Publishers are also seeking overseas adaptations for their titles.

Talent agencies are adjusting their strategies as well. They now place greater value on the long-term equity of IP, recognizing that a performer's work retains value long after their active career ends. Shiina observes that this marks a fundamental change from previous decades, when the concept of long-term IP value was rarely considered in business planning.

The composition of attendees at the Tokyo content market has evolved to reflect these changes. The event has moved beyond a simple trading floor for finished goods. It now hosts streamers, anime studios, game developers, and toy manufacturers alongside traditional film and television companies. The Tokyo Gap-Financing Market has grown large enough to curate programs for specific regions and genres, including new partnerships with Italy and Canada's Frontières.

Shiina emphasizes that the market aims to become a hub for development and financing, not just sales. He describes the goal as a space where producers, directors, screenwriters, studios, and investors interact directly. While a previous initiative brought Japanese IP to the Cannes Film Market, the current priority is attracting international professionals to Japan. He believes face-to-face engagement with original creators is a primary draw for global partners.

The Cannes initiative served as a catalyst for change within the Japanese industry. Japanese executives, who previously viewed international markets solely as venues for buying and selling finished films, discovered they could participate in the creative process. Shiina views this year's Tokyo edition as the second step in a long-term strategy to build a sustainable business cycle.

Technology is also shaping the industry's future. This year's keynote features executives from AGBO, a studio founded by film directors, discussing the use of AI in storytelling. Shiina states that AI will likely reduce production costs and shorten turnaround times. However, he identifies rights protection as the primary concern. He believes the industry must establish clear frameworks to protect creators as AI adoption accelerates.

On the condition of the anime sector, Shiina reports that progress is steady but slow. He points to work-style reforms, new freelancer protection laws, and joint industry-government efforts to improve working conditions. Studios are increasingly retaining their IP rather than acting solely as subcontractors. Live-action producers are following a similar path. He concludes that anime is currently leading global trends, with live-action production catching up.

TIFFCOM plans to expand its operational capacity by 2030. This growth will include venue expansion and broader programming. The aim is to position Tokyo as an essential stop on the annual calendar for global industry professionals. The strategy relies on increasing Japanese company participation, which in turn attracts international buyers and partners.