Tokyo Film Market Chief Urges Japan to Adopt Hollywood Distribution Model to Hit Export Goals

Japan must adopt the business model used by Hollywood studios to reach its goal of JPY20 trillion, or about $126.6 billion, in overseas content sales by 2033, according to TIFFCOM CEO Shiina Yasushi. TIFFCOM is the content market of the Tokyo International Film Festival and is now holding its 23rd edition. The Japanese government expects anime to bring in JPY6 trillion, or roughly $38 billion, of that total export target.

Business Shift

Shiina points out that Japanese companies have traditionally licensed content rights abroad while leaving local distribution and marketing to foreign licensees. Going forward, he argues that firms should keep ownership of their intellectual property, take part directly in international distribution, and maximize revenue from their properties. Hollywood studios achieved global scale by setting up their own distribution operations country by country. Japanese companies like TBS and Nippon TV are already beginning to rethink how they handle intellectual property.

Market Growth

TIFFCOM has grown from a place where sales agents traded finished content into a creative market that brings together streamers, anime studios, publishers, game companies, and toy makers. The Tokyo Gap-Financing Market has also expanded to include regional programs, partnerships with Italy, and a collaboration with Canada's genre outfit Frontières. Shiina aims to make Tokyo a key stop for developing, financing, and selling projects by bringing creators and investors together face-to-face.

Context

Content export targets are a major focus for governments looking to boost their cultural industries on the global stage. Intellectual property ownership allows entertainment companies to earn long-term revenue across multiple formats like film, games, and merchandise rather than just a one-time licensing fee.