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.