Animation Industry in Japan

1. Overview

Having achieved a global success, Japan’s animation industry has acquired a prominent position in the world. Coinciding Anime Japan 2018 (https://www.anime-japan.jp/en/) — one of the largest animation-related events in Japan, AOTS organizes an international study tour for the purpose of improving the understanding of Japan’s animation industry and promoting business exchanges. Casual conversations, business meetings, and information exchange between the participants and those representing the industry in Japan will be made available.

The main objectives

  • To learn Japan’s Animation Industry through various lectures by the lecturers who are active on the front lines of animation industry.
  • To attend a lecture from one of the most prominent promoters in Japan who has been involved in the promotion of blockbuster animation movies: “Your Name.” and “Spirited Away”.
  • To understand the reason why the latest business model like Live Entertainment Business (2.5D Musical), Anime Tourism etc. are growing in Japan.
  • To make profitable business meeting and information exchange on the Anime Japan 2018 which is the largest animation related event.
  • To visit an Animation production, a museum related to animation, animation collaboration café, 2.5D musical in order to deepen understanding of the participants on Animation Industry.
Facts & Figures of “Anime Japan 2017”

Number of Exhibitors: 221 (including 52 exhibitors in the Business Area*)
Visitors: 145,453 (total)

*Business Area served as a small international animation fair, providing a platform for companies in Japan and abroad to promote business meetings and information exchange.

Cited from https://www.anime-japan.jp/2017/en/report/outline/

2. Program Period

  • March 20 (Tue) – 24 (Sat), 2018

3. Venues

  •  AOTS Tokyo Kenshu Center/Other Facilities in Tokyo Area (Lectures & Accommodation)
    * Will be determined in consideration of various circumstances.
  • Tokyo Big Sight (Anime Japan 2018)

4. Lecturers

In the program, the leading persons of fields related to Animation Industry will be invited as lecturers so that you can acquire new knowledge and deepen your understanding of the industry.

Leading person of research on the Animation Industry!
Hiromichi Masuda (Course Director)
Auditor, Video Market Corporation / The Association of Japanese Animations (AJA), Vice Chairman, Business Committee

Lecture 1 (9:30-11:30)
Overview of Animation Industry in Japan
Lecture 2 (13:30-16:30)
Latest affairs of Japanese Animation
Live Entertainment Business in Anime
Profile
In his career, Mr. Masuda worked in Kitty Records, Todo Press, Bronze Publishing, Inc. and some more. He became an Executive Director of Madhouse Studio in 2000, and being an Auditor in Video Market Corporation since 2005.

Pioneer of “Seichi-jyunrei” – “pilgrimage” to settings of animation!
Syundou Kakizaki
President, Seichi-kaigi / Producer, Seichi-jyunrei

Visit 1 (9:00-12:00)
Anime Tourism business
– What is The anime Tourism business
– Providing of services ans products utilizing Japanese anime contents
– Measures to promote to increase the inbound tourists
– Private-public initiative “Cool Japan”
Profile
As a pioneer of the idea “Seichi-jyunrei” (“pilgrimage” to settings of animation), Mr. Kakizaki has produced “ANITAMASAI” sponsored by Saitama prefecture as well as other regional events related to the animation industry, developed original licensed goods and web marketing. He also has been issuing a unique and prominent magazine in the field of “Seichi-jyunrei” and contents tourism, named “Seichi-kaigi”, to deepen and extend public understanding about these activities. In 2005 he published a book which is regarded as a “Bible” of “Seichi-jyunrei”.

President of ONLY ONE character marketing consulting company in Japan!
Kazuo Rikukawa
President, Character Databank, Ltd.

Lecture 3 (9:00-10:30)
Character Licensing Business in Animation Industry
– What is the Character Licensing Business?
– Models of Character-based Business and the current market of related products
Profile
After working as an Editor of a journal specialized in PR/marketing and as a Researcher of a marketing company, Mr. Rikukawa established Character Databank, Ltd. (CDA) in 2000 and accepted the office of president of the company. Besides this position, he has been active as an analyst, commentator on TV programs and magazines, writer and presenter because of his leading role in character licensing business. In 2002 he invited the biggest international organization for licensing industry “LIMA” (the International Licensing Industry Merchandisers’ Association) and established its brunch in Japan.

Competent planner handling planning, license, and overseas sales of famous TV animation series: “Doraemon”, “Crayon Shin-chan”, “ONE PIECE”!
Naofumi Ito
Department Director, Content Strategic Planning Department, Content Division, Asatsu-DK Inc.

Lecture 4 (10:45-12:15)
Overseas Expansion of Japanese Animation
– The anime business in Japan
– International sales promotion of Japanese anime
– Future of the anime business
Profile
As a starting point of his professional career, Mr. Ito joined in Asatsu-DK Inc. and had been worked as a Marketing Director being in charge of sponsoring in several fields of business. By utilizing an original ADK branding method, “EX-Branding”, that he co-developed, he has supported branding activities of several companies. From 2005, as a Strategy Planner in a content related department, he actively is involved in research, strategy planning, and planning/development related to animation such as “Crayon Shin-chan” and “Doraemon”.

Popular commentator writing many column and articles about 2.5D musical!
Hiromi Kou
2.5news Supervisor

Lecture 5 (9:00-10:30)
2.5 dimensional Musical
– What is 2.5 D Musical
– Characteristics of popular works’ attractiveness and directing
– Reason why popular actors attract many fans
– Reason why AiiA 2.5 Theater operate at nearly 100% of capacity
Profile
Ms. Kou started her career as a Contributing Editor and later took her position as a Deputy Editor-in-chief of a general magazine for female readers whereas she was involved in Public Relations activities of Tokyo Anime Center specifically targeting foreign media. From 2012 to 2016 she has contributed to a web news site “Anime! Anime!” by writing column about 2.5 dimensional Musical. Now she provides articles about 2.5 dimensional Musical to “2.5 news” as a Supervisor as well as publishes serial review of the musical, being regarded as a leading person of this newly emerged field of musical.

Talented salesperson in charge of promotion of blockbuster animation movies “Your name.” & “Spirited Away”!
Yusuke Kikuchi
Sales Manager, International Department, TOHO Co., Ltd.

Special Lecture (16:00-17:30)
– Behind-the-scenes of overseas promotion of “Your Name.”
– How to localize marketing strategy?
– Episodes of marketing strategy localization
Profile
In a publicity department of TOHO Co., Ltd., a leading company in the field of film distribution, he had handled promotion of many popular movies including “Crayon Shin-chan”, “Socrates in Love”, “Be With You”, “Train Man”, “NANA”, “Gachi☆Boy”, “Paco and the Magical Book”, “Norwegian Wood”, and “Spirited Away”. After he was assigned to be a managing position of overseas sales, he has actively promoted several blockbusters such as “Your Name.”, “Shin Godzilla” and “Attack on Titan” to overseas.

5. Target Participants: Total 20 Persons from multiple countries

  • The persons who are willing to buy Japanese animation contents and production techniques(animation business, media, content business, animation contents’ gamification, sales and wholesales, etc.)
  • The persons who aim to join Animation-related business
  • Anybody interested in Japanese Animation industry

    NOTE: Expected number of participants is 20 from multiple countries. Minimum number of participants for implementation is 17.

6. Program Language

  • English or Japanese with translation into English.
  • Documents for lectures / visits and some exhibition materials will be prepared in English.

7. Tentative Schedule

DateAMPM
20-Mar (Tue)Orientation/Opening Ceremony
Lecture 1
- Overview of Animation Industry in Japan
Lecture 2
- Latest affairs of Japanese Animation
- Live Entertainment Business in Anime
21-Mar (Wed)Visit 1:Anime Tourism business
- What is The anime Tourism business
- Providing of services ans products utilizing Japanese anime contents
- Measures to promote to increase the inbound tourists
- Private-public initiative "Cool Japan"
Visit 2: Animation Related Museum (Fujiko・F・Fujio Museum) & Anime-collaboration Café

Visit 3: Akihabara Tour
22-Mar (Thu)Lecture 3: Character Licensing Business in Animation Industry
- What is the Character Licensing Business?
- Models of Character-based Business and the current market of related products

Lecture 4: Overseas Expansion of Japanese Animation
- The anime business in Japan
- International sales promotion of Japanese anime
- Future of the anime business
Lecture 5: 2.5 dimensional Musical
- What is 2.5 D Musical
- Characteristics of popular works' attractiveness and directing
- Reason why popular actors attract many fans
- Reason why AiiA 2.5 Theater operate at nearly 100% of capacity

Visit 4 : The Galaxy Theatre
- Watching the 2.5 D Musical "Patalliro! ★Stardust Keikaku★" *
23-Mar (Fri)Visit 5: Animation Production Company (OLM, Inc. **)
- Project Management of Animation Production
Visit 6: Anime Japan 2018 Business Day

Special Lecture:
by the talented salesperson in charge of promotion of blockbuster animation movies "Your Name." and "Spirited Away"
24-Mar (Sat)Anime Japan 2018 Public Day @ Tokyo Big Sight

NOTE: The schedule is subject to minor changes.

* What is “Patalliro!”?
“Patalliro!” is a comedy manga series which started serializing in 1978 and has kept its high popularity for about 4 decades as a legendary manga. It was made into a TV animation series by Toei animation (later its title was changed into “Boku Patalliro!!”).
The first 2.5 dimensional musical of this manga released in 2016 caused a stir because the casts reflected features of each character very well. This time the participants will have an opportunity to watch the second 2.5 dimensional “Patalliro!” and experience its chaotic but fun world.
Official Website: https://www.nelke.co.jp/stage/patalliro2018
** Visit to OLM, Inc. (Animation Business Company)
OLM, Inc. is an leading Animation, CG Animation and VFX studio. As its noticeable works of animation production, “Pocket Monster” series, “Yokai Watch” series, “Doraemon (from 2005)” can be listed. In this program you can learn the process of animation production by visit the company and see the process as a first-hand experience.
Official Website: http://olm.co.jp/?lang=en

8. Participation fee

  • 255,000 Japanese Yen
  • This fee covers:
    • Accommodation at an AOTS Kenshu Center or other facilities (single room, from March 19 (Check-In) to March 25 (Check-Out))
    • Breakfast from March 20 to March 25
    • Instructional materials
    • Interpretation (1 or 2 interpreter(s) during the lectures and visits as well as several of them during the exhibition* will be arranged)
    • Transportation for the program**
    • Travel insurance premiums covering the program period
    • Tickets of the museum and of the musical
    • Fee for participating in the exhibition

    • * Japanese English interpreters will be arranged per 6-7 companies (average) during the exhibition visit.
    • ** The cost of your international travel between your country and Japan is NOT included.
  • NOTE:
    • Additional Interpreter for Your Company during Anime Japan 2018
      If you need an interpreter only for your company for visiting the exhibition, we can also arrange it with an additional charge (a Japanese English interpreter: 65,000 yen/day; another language interpretation service: 68,000 yen/day).
    • Airport Pick-Up
      AOTS will arrange a meeting service staff holding a signboard “ARI Business Study Program on Animation Industry” at the arrival gate in Narita and/or Haneda International Airport (Chartered bus will not be arranged for the airport to pick the participants up).
      The meeting staff will escort the participants to the shuttle bus or train station at Narita and/or Haneda International airport and inform the way to the accommodation. The participants have to go to the accommodation by a train or a taxi by themselves.
      Also the participants will be requested to go to Narita and/or Haneda International airport by a train or a taxi from the accommodation on their departure date by themselves.
    • Optional Limousine Service
      An optional limousine service from the airport to the arranged accommodation could be arranged upon the request of a group of no less than 10 passengers boarding the same flight bound for Japan, with an additional charge.
    • Accommodation for Extended Stay
      If you would like to stay at AOTS Tokyo Kenshu Center before March 19 or after March 25, it could be arranged upon a request with additional accommodation fees (price per night and person is JPY 6,380: single room only) which is payable at the reception desk. Please contact us to check for room availability before you plan an extended stay.

9. Procedures from Application to Participation

  1. A person who considers participation in the program will be requested to submit an application to the Alumni Society of your country* with following documents (original).
    The documents A-D can be downloaded from this webpage.

    1. Application Form (Attachment 1-3)
    2. Medical Check Sheet (Attachment 1-4)
    3. Overseas Travel Insurance Procedure and Consent Form (Attachment 1-5)
    4. About the Handling of Personal Information Concerning Participants (Attachment 1-6)
    5. Photocopy of passport, an election card, a driver’s license or any other identification document issued by a public organization of the applicant’s country. It must contain the applicant’s name in full in Roman letters, a photo of the applicant and his/her date of birth.
    6. 1 copy of a photo of the applicant (4 cm×3 cm) (Please write down the applicant’s name on the back.)
  2. Participants make payment to the Alumni Society.
  3. AOTS will send the Alumni Society an invitation letter for the applicant’s perusal.
  • NOTE: If you do not know contact address or person of HIDA/AOTS Alumni Society of your country, application could be submitted directly to AOTS.

10. Schedule of Application

  • By February 20: Intent of program participation needs to be expressed to the Alumni Society.
  • February 25: Application Deadline: application needs to be submitted to the Alumni Society.

  • NOTE: If we do not receive enough number of applications, we may cancel the program.

11. Payment & Cancellation Policy

  • Payment
    All applicants will be requested to pay the participation fee to the HIDA/AOTS Alumni Society before the date set by the respective HIDA/AOTS Alumni Society.
  • Cancellation Policy
    An applicant who cancels his/her application will be charged for a cancellation fee of which the amount is set as below:

    ・Before or by February 25 : 0% of participation fee
    ・February 26 – March 9 : 50% of participation fee
    ・On March 10 and after : 100% of participation fee

12. Contact for Submission of Application

  • Please contact to HIDA/AOTS Alumni Society in your country.
  • NOTE: If you do not know contact address or person of HIDA/AOTS Alumni Society of your country, application could be submitted directly to AOTS.

13. Program Organizer: AOTS Research Institute

  • Business Promotion Group, AOTS Research Institute
  • The Association for Overseas Technical Cooperation and Sustainable Partnerships (AOTS)
  • Address: 30-1, Senju-azuma 1-chome, Adachi-ku, Tokyo 120-8534, Japan
  • E-mail: ari-zc@aots.jp
  • Phone: 81-3-3888-8215, Fax: 81-3-3888-8242