Japanese businesses and creators are betting on character intellectual property (IP) to drive growth and expand their global footprint [1].
This strategic shift comes as streaming giants and international markets increasingly seek localized content that can scale globally. By leveraging established characters, Japan aims to transform its cultural assets into sustainable economic drivers in an increasingly competitive digital landscape [1], [2].
Industry leaders from Netflix, Prime Video, Disney, and Warner Bros. Discovery recently emphasized the shift during the APOS 2026 event in Bali. These executives said that Asian IP and local storytelling are no longer regional plays but the streaming industry’s most valuable global assets [2].
The movement represents a coordinated effort across the private sector. The Japan Times said that hard-working Japanese businesses and creators are banding together to drive what is now one of Japan’s most valuable assets [1].
This focus on IP extends beyond traditional anime and manga. The goal is to create a comprehensive ecosystem where characters can transition across gaming, merchandising, and streaming platforms to capture diverse audience segments. This approach allows creators to maintain control over their narratives while scaling their reach through partnerships with global distributors [1], [2].
By prioritizing the ownership and development of characters, Japan is positioning itself to lead the next wave of content exports. The strategy relies on the ability of Japanese storytelling to resonate across different cultures, a trend that has already seen success with various anime franchises globally [2].
“"Asian IP and local storytelling are no longer regional plays but the streaming industry’s most valuable global assets."”
Japan is transitioning from a model of exporting finished media products to a model of exporting intellectual property frameworks. By focusing on character IP, the country can secure long-term royalties and brand loyalty across multiple platforms, reducing reliance on a single distribution channel and insulating its creative economy from regional market fluctuations.
