Japan, recognized worldwide for franchises such as Godzilla and Pokémon, aims to increase its international revenues, particularly in animation and video games. By 2033, the country hopes to generate an additional 20 trillion yen through the revival of the “Cool Japan” initiative.
Japan is one of the world's dominant forces in entertainment, having gained international recognition for multibillion-dollar franchises such as Godzilla, One Piece, Dragon Ball, Pokémon and many others. However, the country now aims to significantly increase its overseas profits, particularly in the animation and video game sectors. According to Kyodo News, Japan has launched a government-backed national initiative to massively expand its entertainment market overseas. By 2033, the country hopes to have generated an additional 20 trillion yen (approximately 129 billion U.S. dollars) through sales of anime, manga and video games. To reach this financial milestone, Japan will need to nearly quadruple its current overseas total, which was equivalent to approximately 4.7 trillion yen as of 2022.
To achieve this goal, the government has revived a decades-old initiative affectionately known as the “Cool Japan” strategy. Initially launched in 2010, Cool Japan is a branding and marketing strategy whose primary goal is to increase Japan's international appeal by participating in major global industries such as fashion, agriculture and entertainment. As mid-2024 approached, the Japanese government chose to prioritize the expansion of its entertainment sector by seeking out promising young artists and improving the infrastructure of existing industries to protect creators' rights and intellectual property. It also aims to join forces with international law enforcement agencies to counter piracy efforts outside the country.
In addition, Cool Japan seeks to address major issues within the anime industry, such as low wages, overwork and piracy. One of the initiative's primary goals is to combat unfair business practices that suppress wages in the industry. Some animation workers have reported being paid as little as 220 yen (US$1.47) per in-between drawing. Renowned artists such as Eiichiro Oda (One Piece) and Terumi Nishii (Jujutsu Kaisen 0) have publicly addressed these issues. Moreover, Cool Japan aims to address the challenges posed by the increased use of AI programs, particularly for anime voice actors. NAFCA has highlighted the risks of unauthorized reuse of voice actors' audio clips. The Japanese government is committed to addressing these legal issues while pursuing its goal of increasing its overseas profits.
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