Japan framed its IP story in a whole new way today during its long-running annual Treasure Box Japan Format Showcase at MIPCOM, opening with muscle-flexing data about the global power of Japanese entertainment franchises, highlighting the size of overseas content revenue, and underscoring the government’s commitment to investing in content-related initiatives.   

Makito Sugiyama, the Broadcast Program Export Association of Japan’s (BEAJ) executive director of business management, reminded delegates that half of the world’s top 10 entertainment franchises, including the top two – Pokemon, with US$920 million annual revenue and Hello Kitty with US$800 million – began in Japan. 

He also name checked IP including “Iron Chef”, “Ninja Warrior” and “Shark Tank” and said while creativity has been ever-present, “something important is changing”. 

“Content has become one of Japan’s major industries,” he said, adding that Japan’s overseas content revenue had already surpassed the country’s semiconductor and steel exports.

“The Japanese government has now officially positioned content as one of the country’s core industries. And is backing that commitment with real investment,” he said.

The latest Japanese supplementary budget allocated about US$370 million to content-related initiatives – a year-on-year increase of 44%.

“And there’s an even bigger ambition behind this investment: ¥20 trillion (roughly US$130 billion) in overseas content revenue by 2033,” he said.