Japan’s New Strategy for World Peace Is Anime (Yes, Really)
Anime's growth over the last decade has been downright shocking, especially to longtime fans who once had to put in serious work to keep up with news and trending titles. Today, anime goods and merchandise can be found in retail stores around the world, while popular shows are available on nearly all major streaming services. Last year, Netflix revealed that a staggering 50% of its active worldwide users regularly watch anime, an inconceivable figure when taking into account anime's status as a niche form of entertainment in the West only 10 to 15 years ago. The growth cannot be ignored or denied. In December, Japan's Prime Minister Sanae Takaichi touched on anime when discussing the nation's cultural exports, claiming the art form, alongside music, helps to "enhance Japan's diplomatic power." Given recent global trends, that statement would be difficult to argue against.
Japan's PM Touches on the Political Importance of Anime
Prime Minister Sanae Takaichi Notes that Anime Is More than Cultural Appeal
In late December, Takaichi met with prominent figures in Japan's entertainment industry, and discussed both cultural exports and how that culture strengthens Japan's political presence. Anime was singled out, with the country's Prime Minister noting there was room for significant expansion overseas. Interestingly, it wasn't the fact that the industry brought in record-breaking revenue a year ago, or the historic box office success of the recent Demon Slayer movie that supposedly sparked this revelation. According to Takaichi, it was other foreign leaders mentioning that their children and grandchildren enjoyed anime that did it. Just a short time after quoting Attack on Titan's Eren Yeager in a plea for the trust of the Japanese people, Takaichi announced a plan to more than double the budget that supports artists and the industry, in an effort to further anime's international growth. This pursuit of soft power, which would allow Japan more influence on the global stage through peaceful negotiations rather than brute force, falls in line with the 'Cool Japan' initiative that began to find its footing in the 1990s. The strategy aims to shift outside perceptions of the country by spreading the appeal of Japanese culture and media around the world. It seems the 'Cool Japan' strategy has paid off in spades over the last 30-or-so years, with different generations of Western audiences falling in love with games like Pokémon, or shows like Dragon Ball, before ever being made aware they were products of Japan. Now, anime is bigger around the world than it's ever been before. In 2024, anime's international revenue exceeded domestic profits for the first time, with North America leading the way in streaming numbers and goods, while Asia upheld its lead in sales of physical media. In response to Takaichi's post on X announcing the meeting, fans voiced their concerns about the wages and working conditions in the anime industry, an issue which has persisted and continued to make headlines in recent years. Nevertheless, the general response of X-users was positive and in support of the budget increases.
Anime Is Growing Rapidly, But One Key Industry Leader Is Voicing Concern
One Anime Legend Feels the Industry Must Not Lose Its Identity Amidst Global Expansion
Rei standing in front of the moon in Neon Genesis Evangelion.
In a recent interview with Forbes Japan, Neon Genesis Evangelion creator and anime legend, Hideaki Anno, sat down with Godzilla Minus One director Takashi Yamazaki to discuss the international growth of Japanese media. The two agreed that despite an increased focus on global markets, the entertainment must not lose its distinctly Japanese identity. Anno apologized to overseas fans, stating that it cannot be the content that adapts to foreign tastes, it must be the viewer that adapts to Japanese storytelling. Somewhat surprisingly, the majority of Western anime fans agreed with his sentiment, pointing to the cultural differences as one of anime's most alluring qualities.
Most, if not all fans, would prefer anime to not cater to international trends and tastes, and instead focus on pleasing a domestic audience as it has throughout its history. Western animation is far more accessible than anime to the average viewer outside Asian markets. Most who regularly interact with the medium are doing so for a reason. Nevertheless, Japan Prime Minister Sanae Takaichi has targeted the anime industry as a candidate for considerable overseas growth, and identified it as a key cultural export. The continued international growth of anime would absolutely please Western anime communities, though fans are likely to share concerns with Anno about the need to retain its identity. Over the last decade, anime has transformed into a mainstream form of entertainment in markets around the world, and it's shown no sign of slowing down. Following the immense theatrical success of both Demon Slayer and Chainsaw Man's latest movies, anime is kicking off its winter 2026 season at the height of its global popularity.
Release Date
July 18, 2025
Runtime
155 Minutes
Director
Haruo Sotozaki, Hikaru Kondo
Writers
Koyoharu Gotouge, Hikaru Kondo
Natsuki Hanae
Tanjiro Kamado (voice)
Akari Kito
Nezuko Kamado (voice)
