The new Aniplex President Shu Nishimoto presented the future direction of the company in his first interview. Among other things, he spoke about international expansion, the use of artificial intelligence and the importance of Japanese creativity. We summarize the details below.
Focus on long-term brand development
Nishimoto told Variety that the anime medium has now grown far beyond a niche and has become an integral part of global pop culture. According to him, more than half of the Japanese anime industry’s sales are currently generated abroad.
Aniplex therefore wants to further expand its international presence, but does not want to adapt the content to the global market. Instead, existing brands should be strengthened in the long term and developed further across various areas such as cinema, streaming, merchandise, video games, live events and exhibitions.
Nishimoto described the company’s particular strength as the combination of anime adaptations of well-known templates and completely new original projects. This proven strategy will continue to be pursued in the future.
Japanese creativity takes center stage
According to Nishimoto, the distinctive identity of Japanese anime is the most important reason for its worldwide popularity. The characteristic narrative style, the special imagery and the cultural roots should therefore not be adapted to a global mainstream taste.
However, for successful global marketing it is necessary to think internationally during the planning and production phase.
At the same time, the different expectations and perceptions of the target groups in the individual regions must be taken into account, which is why cooperation with local partners is essential.
Crunchyroll as an important partner
Another topic Nishimoto spoke about was the use of artificial intelligence. For Aniplex, the protection and promotion of creative people comes first. If AI can meaningfully support your work or improve creative processes, you will be open to the responsible use of the technology.
In addition, the Aniplex president emphasized the close cooperation within the Sony group. Crunchyroll in particular plays an important role as a global distribution partner, as the streaming service provides valuable insights into the interests of anime fans and thus supports the development of new projects.
With anime studios such as A-1 Pictures and CloverWorks as well as successful brands such as “Demon Slayer”, “Sword Art Online” and “Fate”, Aniplex sees itself well positioned for the future to drive forward international expansion.
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Via Variety
© Koyoharu Gotoge / SHUEISHA, Aniplex, ufotable