Japan aims to significantly enhance its cultural exports, particularly in anime, manga, and video games, striving to quadruple overseas sales by 2033 to approximately 20 trillion yen (about $130 billion). This goal is part of a broader initiative to boost Japan’s “soft power,” which encompasses cultural influence rather than military strength. While Japan has a rich cultural history, it has struggled to capitalize on modern trends, often focusing on traditional aspects instead. The rise of global competitors like South Korea and China—bolstered by popular cultural phenomena like BTS and “Squid Game”—has intensified the urgency for Japan to adapt.
The government’s past efforts, such as the “Cool Japan” initiative launched in 2013, have faced criticism for being ineffective, with many gains in the content industry occurring independently of government support. Despite this, the global demand for Japanese content has surged, especially during the COVID-19 pandemic, with anime becoming a mainstream cultural phenomenon in the U.S. and Europe.
To address these challenges, Japan’s government has recently revamped the Cool Japan strategy, incorporating monetary targets and focusing on enhancing distribution channels, understanding consumer preferences, and combating piracy. Acknowledging the need to support local artists and improve working conditions in the animation sector, experts suggest that more strategic investments and legislative measures are necessary to ensure sustainable growth.
Overall, Japan recognizes the importance of maintaining its cultural influence in a competitive landscape and aims to prioritize and invest in its creative industries to secure a leading position in global content markets.
