The overseas expansion of Japanese content is accelerating, with a phenomenon known as “Akihabara-ization” spreading across Asia. Collaboration with retail and distribution businesses is strengthening, while large commercial facilities are being developed.
Against the backdrop of the popularity of Japanese content such as anime and games, a Japan-originated phenomenon known as “Akihabara-ization” is spreading in major Asian cities. Buildings housing clusters of content retailers are emerging across the region, driving the expansion of overseas markets.
Sociologist Nakayama Atsuo (中山 淳雄) says collaboration with other industries, including retail, trading and finance, is essential for growth in overseas markets. He explains that the phenomenon symbolized by Tokyo’s Akihabara is spreading to entertainment districts across Asia.
Examples include large commercial facilities in Shanghai, China, where curated assortments focused on the two-dimensional culture of anime, manga and games are encouraging clusters to form in surrounding buildings. Japanese companies are also entering these markets actively, with Animate opening large-format stores in locations including Hongdae.
The government has set a target of raising overseas sales to ¥20 trillion during the 2020s and is advocating a transformation of the industry structure that integrates production, merchandising and distribution. The use of AI and stronger partnerships with companies in other industries are regarded as keys to long-term growth.