Japan Must Follow Hollywood’s Distribution Playbook, Says Tokyo Market Chief Shiina Yasushi, Who Eyes Major Expansion by 2030
TIFFCOM chief Shiina Yasushi says Japan needs to follow Hollywood’s approach to international distribution if it is to meet its content export ambitions. He argues companies should retain ownership of their intellectual property and take a more active role in distributing and marketing it abroad, then build revenue across film, games, streaming and merchandise.
Japan’s government aims for JPY20 trillion (about $126.6 billion) in overseas content sales by 2033, including JPY6 trillion (about $38 billion) from anime. Shiina says Japanese firms are beginning to rethink the long-term value of IP, while TIFFCOM is broadening from a sales market into a meeting place for creators, producers, streamers and investors. Its Tokyo Gap-Financing Market is developing regional and genre programmes, including partnerships with Italy and Canada.
In short
- Japan targets JPY20 trillion in overseas content sales by 2033.
- Shiina urges companies to retain IP and distribute it abroad.
- TIFFCOM is growing into a development and financing hub.
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The case for
Retaining intellectual property and taking a larger role in overseas distribution could let Japanese companies build lasting revenue from successful stories across film, games, streaming and merchandise, rather than capture value mainly through one-off sales. A broader market that connects creators with producers, streamers and investors may also help projects find financing and audiences beyond Japan, supporting the government’s export ambitions.
The case against
Hollywood’s distribution model may not transfer neatly to Japan, where companies, creative industries and international markets have different strengths and constraints. Keeping rights and investing in overseas marketing can demand substantial capital and carry commercial risk; a push to maximise revenue across formats could also favour globally adaptable franchises over a wider range of distinctive work.
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