Trends in the Game and Anime Industry Supporting Japan's Soft Power and Career Paths for International Students in These Industries

1. Introduction

Japan has garnered global attention in the realm of subculture, particularly in the fields of anime, games, and manga. These forms of content have been widely embraced in markets across the Americas, Europe, China, Africa, and beyond, making them symbolic representations of Japanese culture from an international perspective. Notably, iconic works such as Dragon Ball, Naruto, and One Piece have established significant brand value and cultural influence, often serving as the first point of contact with Japanese culture for many global audiences.

This article provides an in-depth analysis of the current state and growth potential of Japan's game and anime industry. Additionally, it explores the role and increasing demand for global talent in this sector.

2. The Scale and Growth Potential of Japan's Game and Anime Industry

2.1 Achievements and Market Trends

As of 2022, Japan's content industry, centered around games, anime, and manga, generated 4.7 trillion yen in revenue from overseas markets.*1 This figure surpasses the domestic market size, underscoring Japan's growing presence in the global content industry. Moreover, the global anime market is projected to exceed $60 billion by 2030, indicating sustained growth opportunities for Japan's related industries.*2

2.2 Government Strategies and Export Promotion

As part of the "Cool Japan Strategy," the Japanese government has set a goal of expanding content industry exports to approximately 20 trillion yen by 2033.*3 Specific measures include supporting overseas expansion of anime and games, subsidizing participation in international film festivals and exhibitions, and assisting with translation and dubbing into local languages. These initiatives aim to strengthen Japan's soft power while increasing engagement with consumers worldwide.

2.3 Market Diversification and Revenue Models

Japan's content industry generates revenue through diverse channels, including television broadcasting, films, digital distribution, merchandise sales, and live events. For instance, Crunchyroll distributes over 1,400 titles across more than 200 countries and regions, reaching approximately 800 million anime viewers. Furthermore, with the expansion of digital distribution services and an increasing fan base, the number of viewers is expected to approach one billion by 2025.*4

These growth strategies and market expansion trends are key factors driving the sustained global appeal of Japan's cultural industry.

2.4 The Role of Cultural Export

Japanese animated films have produced numerous critically acclaimed works, such as Your Name and Spirited Away. The awards and box office success achieved by these films highlight the richness of Japanese culture and its creative strength. In particular, the recognition of Japanese animation techniques and distinctive storytelling in various international film festivals and award categories attests to its global acclaim.

Moreover, characters from anime and games have influenced sectors such as fashion, music, and lifestyle, becoming essential elements in building international brand value. Through this multifaceted influence, Japan's cultural industry continues to reinforce its "authentic" image while contributing to the enhancement of global soft power.

3. Uniqueness through the Fusion of Technological Innovation and Tradition

The Japanese anime industry maintains its distinct appeal and competitiveness by combining the adoption of cutting-edge technologies with traditional hand-drawn techniques.

3.1 Examples of Technological Advancements

In recent years, Japanese anime production sites have actively integrated advanced technologies such as CG, VR, and AR to enhance expressive power and productivity. For example, Toei Animation has explored a novel production method that overlays hand-drawn animation onto CG animation, successfully achieving dynamic visual expressions while faithfully reproducing the original work's world view.*4 Additionally, advancements in AI technology have enabled cost reduction and improved production efficiency, allowing for the creation of numerous series within shorter timeframes.*5

3.2 Traditional Expressions and Unique Aesthetics

Conversely, Japan's distinctive hand-drawn animation and detailed background art have blended with modern technologies to evoke a sense of "authenticity." Anime director Kenji Kamiyama has emphasized that hand-drawn animation embodies a "soul" that creates powerful visual impact.*6 In his works, motion capture and 3D CG technologies are utilized, yet the final touches are completed by hand, preserving a unique aesthetic that is challenging to replicate abroad.

3.3 The Source of International Competitiveness

The combination of high-quality visual expression and original storytelling continues to generate consistent demand both domestically and internationally. By maintaining a balance between cutting-edge technologies and traditional techniques, Japanese production studios have established strong competitiveness in the global market. These elements further enhance Japan's brand value as a key component of its soft power.

4. Careers and the Role of Global Talent

Japan's game and anime culture industries provide an environment where specialized talent can thrive across various fields, including creative production, planning, technology, and marketing. The following sections detail roles, their appeal, and the skills and academic backgrounds sought for global talent such as overseas university graduates.

4.1 Examples of Roles in the Anime Industry

4.1.1 Creative Sector

• Animator/Character Designer: Japanese anime is globally recognized for its distinctive aesthetics and detailed illustrations. Animators and character designers play a crucial role in crafting unique visuals using various digital tools. Graduates from faculties specializing in fine arts, design, and visual expression often thrive in this field.

• Background Artist: Background art, which determines the atmosphere and worldview of a work, is characterized by a unique blend of traditional hand-drawn techniques and modern digital editing. Graduates from art or fine arts faculties leverage their creativity and technical skills to instill a sense of "authenticity" in their works.

4.1.2 Production and Planning Sector

• Producer/Director: These roles oversee the entire production process, from project planning to management. They are often required to possess a global perspective and creative strategy-building skills, especially when involved in international co-productions or overseas expansion projects. Individuals with backgrounds in media studies, film production, or business administration frequently excel in this area.

• Scriptwriter: Responsible for creating compelling stories and character backgrounds that resonate with viewers, scriptwriters enhance the value of a work through distinctive storytelling. Professionals with backgrounds in literature, communication studies, or film studies play an integral role in this domain.

4.1.3 Technical and Support Sector

• CG/Digital Editing: This sector focuses on producing and editing visual content using the latest digital technologies. Professionals with expertise in computer science, information engineering, or digital art contribute to realizing creative visual expressions through programming skills and technical proficiency.

• Sound Engineering: This role handles sound design, composition, and sound effect production to enhance the immersive experience of the work. Specialists in music studies, acoustic engineering, or media studies play a pivotal role in improving production quality.

4.1.4 Sales and Licensing Sector

• IP Sales/Licensing Manager: This role involves managing intellectual property for anime works and negotiating contracts with domestic and international companies and media outlets. Professionals are required to negotiate licensing contracts for merchandising and broadcasting rights to generate revenue. Specialists in business law, international commerce, or marketing are highly sought after for this vital commercial role in the anime industry.

  
  

4.2 Examples of Roles in the Game Industry

4.2.1 Game Design Sector

• Scenario Writer/Game Planner: Responsible for developing the game's world, scenario, character settings, and system design. Individuals specializing in literature, game design, or information design excel in creating new and immersive gaming experiences. Strong planning skills and logical thinking are essential in this field.

• Level Designer: This role designs in-game stages and environments to enhance player immersion. Knowledge of spatial design, architecture, and digital media, along with a keen understanding of user interfaces, are key qualifications.

4.2.2 Programming and Development Sector

• Game Programmer/Engineer: These professionals develop the game's functionality and system operations. In addition to programming skills in languages like C++, C#, and Python, developers must understand the latest technological trends. Graduates from computer science, information engineering, or software engineering programs play a key role in this field.

• Tool Development: Developing in-house tools and engines to improve production efficiency is also a crucial aspect of game development. Engineers with technical know-how and system design skills contribute significantly to ensuring project smoothness.

4.2.3 Art and Sound Sector

• 2D/3D Designer: Visual designers are responsible for crafting the game's artistic style, requiring a blend of artistic creativity and mastery of modern design software. Graduates from fine arts, design, or visual media programs contribute to innovative and captivating game designs.

• Sound Designer/Composer: These roles create in-game music and sound effects that evoke emotion and enhance the player's experience. Specialists in music theory, acoustic engineering, and composition play an important role in elevating the overall quality of the game.

4.2.4 Sales and Marketing Sector

• Sales Representatives: Sales representatives are responsible for devising sales strategies for products, including packaged game editions and downloadable content (DLC), as well as negotiating with retailers and distributors. In particular, when expanding into overseas markets, it is crucial to manage contract negotiations with local partner companies and coordinate localization efforts, such as translation and cultural adjustments. In addition to market analysis and presentation skills, language proficiency and cross-cultural understanding are also essential. Professionals with backgrounds in business, economics, international relations, and marketing are well-suited for this role.

4.3 Cross-Functional Careers and Related Roles

• Marketing & PR: To support the global expansion of content, professionals in this field are responsible for planning promotional activities, managing social media channels, and developing branding strategies both domestically and internationally. Individuals with expertise in international relations, communication studies, business administration, and marketing excel in strategic information dissemination.

• Overseas Expansion & Localization: Managing language support, adapting content to local markets, and performing translation and cultural adaptation are indispensable roles in international projects. Professionals with backgrounds in linguistics, international relations, and intercultural communication play a key role in ensuring successful market penetration abroad.

4.4 Demand for Global Talent (Graduates from Overseas Universities) and Their Roles

4.4.1 Importance of Multicultural and Multilingual Skills

The advanced English proficiency, mastery of other major languages, and deep cultural understanding cultivated through studies at overseas universities serve as powerful assets in international projects and global expansion efforts. Companies leverage these skills to respond more flexibly and swiftly to global demands, a quality highly valued in JASSO’s research.

4.4.2 International Networks and Global Perspectives

Graduates from overseas universities utilize the international networks they have built outside the classroom and their understanding of the latest global market trends to facilitate collaboration with domestic and international partner companies. This not only streamlines localization efforts and international co-productions but also contributes to the creation of new business opportunities.

4.4.3 Driving Innovation and New Business Development

Global talent with diverse backgrounds act as a driving force for introducing innovative ideas that transcend conventional frameworks. By integrating knowledge from various cultural and academic fields (e.g., international relations, intercultural communication, information engineering, and design studies), they contribute to developing new production methods and business models, further enhancing the international competitiveness of Japan's cultural industry.

5. Introduction to Leading Companies

This section introduces prominent companies that play a key role in driving Japan's soft power in the global market. Each company has made significant contributions in its respective field, creating innovative content that influences fans and creators worldwide.

5.1 Nintendo (Gaming)

Nintendo is a world-renowned video game company that owns globally beloved franchises such as Super Mario, The Legend of Zelda, and Pokémon. By integrating innovative hardware (e.g., Nintendo Switch) with engaging software, Nintendo has earned high acclaim not only in the home console market but also in mobile and digital distribution. Beyond creative game development, Nintendo's design philosophy, which emphasizes user experience, continues to captivate fans worldwide.

5.2 Square Enix (Gaming) 

Square Enix is known for its blockbuster titles such as Final Fantasy, Dragon Quest, and Kingdom Hearts, which feature distinctive storytelling and stunning visuals. With an internationally minded development team, the company tailors its products to meet the preferences of diverse global audiences, achieving numerous success stories in overseas markets. For individuals with advanced skills in programming, game design, and scenario writing, Square Enix offers a challenging and rewarding environment.

5.3 Studio Ghibli (Animation)

Studio Ghibli is a legendary animation studio celebrated worldwide for iconic films such as Spirited Away, My Neighbor Totoro, and Princess Mononoke. Ghibli's works have received numerous international awards, blending Japan's traditional aesthetic sensibilities with innovative storytelling. For individuals passionate about art, visual expression, and animation, Studio Ghibli offers an exceptional environment to unleash their creative potential.

5.4 Toho (Film & Entertainment)

Toho is a major force in the Japanese film industry, recognized for producing iconic works such as the Godzilla series and numerous successful domestic films. In addition to film production, Toho engages in cinema management, distribution, international co-productions, and overseas marketing, playing a crucial role in promoting Japanese visual culture worldwide.

Toho is also actively involved in the anime sector through its TOHO animation brand, producing numerous popular anime series. This focus extends to promotional activities for anime fans both domestically and internationally, as well as developing marketing strategies for the global market. Working at Toho offers the opportunity to contribute to the global entertainment industry from behind the scenes in both film and anime production.

5.5 Bandai Namco Entertainment (Comprehensive Entertainment)

Bandai Namco Entertainment operates across diverse sectors, including gaming, anime, figurines, and theme parks. With popular franchises such as Dragon Ball and Gundam, the company plays a pivotal role in spreading Japanese subculture globally. The company offers a dynamic field where global talent can engage in a variety of creative roles, marketing initiatives, and international expansion projects.

5.6 Sony (Electronics & Entertainment)

Sony is a global leader across multiple industries, including electronics, music, film, and gaming. The PlayStation series commands a dominant presence in the home console market, while Sony Pictures is recognized as a major production company in Hollywood. Additionally, Sony Music holds significant influence in the music industry, focusing on discovering and nurturing talented artists. For individuals seeking to contribute to both technological innovation and entertainment content creation, Sony provides an ideal environment to thrive.

6. Challenges and Future Outlook

Japan's game and anime culture industry has been increasing its presence in the global market. However, to sustain this growth and maintain its international competitiveness, several challenges must be addressed.

6.1 Copyright Protection and Anti-Piracy Measures

Illegal distribution and piracy websites overseas pose a significant threat to the value of Japanese content and deprive creators of legitimate revenue opportunities. In recent years, the Japanese government has been working to develop an AI-based detection system for piracy websites, with the Agency for Cultural Affairs allocating a budget of approximately 300 million yen.*7 Additionally, strengthening international collaboration and introducing monitoring systems that leverage technologies such as blockchain and AI are essential for promoting legitimate distribution and expanding market reach.

6.2 Competition in the Global Market and Talent Development

Japan's content industry has earned recognition for its unique expressive techniques and high quality in anime, films, and games, securing a solid position overseas. However, with intensifying global competition, further growth requires promoting international co-productions, enhancing talent development, and expanding awareness of Japanese content.

In particular, "international co-productions," where Japanese creators collaborate with overseas studios and artists to produce works that reflect local cultural backgrounds and trends, are crucial for success in foreign markets. Recently, there has been a rise in collaborations between Japanese production companies and international studios for platforms like Netflix and Amazon Prime. These efforts aim to create content that retains Japan's distinctive strengths while appealing to a broader audience. Collaborations with overseas studios also facilitate the creation of content tailored to local market demands, accelerating the penetration of Japanese works abroad. To advance such initiatives effectively, building networks with international creators and securing talent capable of working in co-productions is essential.

Fostering and securing talent that can operate in multicultural and multilingual environments is also critical for expanding into global markets. Recruiting individuals who have studied at foreign universities or possess deep knowledge of local markets directly contributes to successful distribution expansion and international co-productions. Companies should also strengthen educational programs in collaboration with universities and vocational schools, creating environments where students can hone their content industry skills and international communication abilities from an early stage. Developing curricula that emphasize intercultural understanding, hosting workshops with overseas studios and creators, and enhancing multilingual capabilities are key strategies. Expanding internship programs, particularly those providing opportunities to gain practical experience in overseas production environments, will further equip talent with skills in cross-cultural communication and project management.

Moreover, even outstanding content will struggle to achieve success without sufficient recognition in the global market. Thus, proactive promotion of Japanese content is indispensable. Participation in international film festivals and content trade fairs presents valuable opportunities for industry professionals and distributors to discover Japanese works. Additionally, leveraging social media and video platforms allows direct engagement with general audiences. Platforms like YouTube and TikTok can effectively showcase content by sharing behind-the-scenes footage and creator interviews, enhancing public appeal. Building fan communities is equally vital; when fans resonate with a work's world-building and characters, they naturally share information, boosting awareness and fostering sustained popularity.

By focusing on promoting international co-productions, strengthening talent development, and expanding awareness, Japan's content industry can further enhance its presence in the global market. In particular, creating content that incorporates diverse cultures and values will attract a wider audience and contribute to sustainable growth.

6.3 Future Growth Strategies

Digital distribution, social media engagement, and active participation in international events are key to future market expansion and brand enhancement. The Japanese government has set a goal of increasing content export revenues to 20 trillion yen by 2033. Achieving this objective will require cooperation between domestic businesses and the government, utilizing digital technologies and social media for promotions, and actively participating in international exhibitions and co-production projects. Such strategies are essential not only for revenue growth but also for effectively sharing Japan's unique cultural value with the world.

7. Conclusion

Japan's game and anime culture industry is a vital pillar of the nation's soft power, backed by concrete market data, a fusion of advanced technologies and traditional techniques, and diverse career pathways. With global anime market projections indicating growth from approximately 4.7 trillion yen in 2022 to roughly 60 billion USD by 2030, the industry is poised for continued expansion. Companies must strengthen copyright protection and anti-piracy measures, promote international co-productions, and expand internship programs to recruit and develop global talent. In particular, global talent—such as graduates from overseas universities—is essential for enhancing Japan's cultural industry's international competitiveness, as they bring cross-cultural adaptability, global networks, and innovative thinking.

Moving forward, continued collaboration between domestic and international businesses and government bodies will be essential for achieving sustainable market growth and advancing talent development. By maintaining these efforts, Japan's unique cultural industry will continue to shine in the global entertainment landscape, solidifying its position as a powerful driver of the nation's soft power and making a lasting impact on the international stage.

(Editor: Jelper Club Editorial Team)

Sources and Notes

１.「新たなクールジャパン戦略」（内閣府）：https://www.kantei.go.jp/jp/singi/titeki2/chitekizaisan2024/pdf/siryou4.pdf

２.「アニメの市場規模、2030年に602億7220万米ドル到達予想」（CNET Japan）：https://japan.cnet.com/release/31074992/

３.「Entertainment Contents ∞ 2024」（経団連）：https://www.keidanren.or.jp/policy/2024/070_honbun.html

４.「PERO'S REPORT 2024」（TOEI）：https://corp.toei-anim.co.jp/ja/ir/library/PEROS_REPORT/main/07/teaserItems1/0/linkList/00/link/PEROS%20REPORT%202024.pdf

５.「AI will help Sony expand Japanese anime’s growing fan base」（Financial Times）：https://www.ft.com/content/763ed378-ed24-49cd-ac5c-f2b8bde883ca?utm_source=chatgpt.com

６.「日本の“手描きアニメ”の強みは？ アニメ監督・神山健治さんに聞く」（NHK）：https://www3.nhk.or.jp/news/contents/ohabiz/articles/2025_0108.html?utm_source=chatgpt.com

７.「「海賊版サイト」 AIで検知する新対策システム構築へ 文化庁」（NHK）：https://www3.nhk.or.jp/news/html/20241201/k10014655081000.html