‘Monkey Quest’ and a New Anime Frontier: How Toei Animation Is Rewriting Its Global Playbook

By Naman Ramachandran

Naman Ramachandran

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With Japan‘s animation industry recording its highest-ever market value — JPY3.8 trillion ($23.7 billion), according to the Assn. of Japanese Animations — Toei Animation is in Cannes this week to make the case that the next chapter of anime’s global story is one of co-creation, not just export. The timing is not incidental: Japan’s government Intellectual Property Promotion Plan, released by the Intellectual Property Strategy Headquarters, sets an explicit target of growing content-related overseas revenue from JPY4.7 trillion ($29.3 billion) in 2022 to JPY20 trillion ($124.9 billion) by 2033, with anime at the center of that ambition.

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