Global Expansion: TBS Targets International Markets

Tokyo Broadcasting System Group is committing significant capital and new partnerships to expand the global reach of Japanese entertainment beyond anime and manga. The company presented a detailed strategy at TIFFCOM on Thursday, outlining plans to establish a broader presence for Japanese content in international markets.

TBS Holdings made a $150 million equity investment in Legendary Entertainment earlier this year. This deal pairs TBS with the American studio to adapt Japanese intellectual property, including manga and novels, into live-action productions. The company stated that it will serve as a cultural translator for Legendary, bridging the gap between Japanese source material and Western audiences.

Watanabe Shinya, president of the global business division at TBS Holdings, led the presentation alongside Setoguchi Katsuaki. Setoguchi serves as an executive officer at TBS and as the president and CEO of The Seven, TBS's American production arm. The two executives outlined a multi-pronged approach that includes new joint ventures and the expansion of existing sports entertainment formats.

A new entity called Studio Monowa was formed with South Korea's CJ ENM and Japanese streamer U-Next. This partnership aims to combine TBS's intellectual property with CJ ENM's production capabilities to create content for global audiences. Setoguchi described the mission as establishing a new genre of J-content rather than simply generating profit for the parent company.

The strategy relies heavily on the success of Sasuke: Ninja Warrior, which has been on air for three decades. The show currently has local adaptations in 25 countries and reaches viewers in 170 nations. Watanabe noted that the format has inspired a new obstacle discipline in modern pentathlon for the 2028 Los Angeles Olympics. The show's 30th anniversary will arrive in 2027.

NBC's American Ninja Warrior is in its 18th season, with seasons 19 and 20 already approved for production. TBS is also developing new properties based on this sports entertainment model. Kasso, a skateboarding-focused show, was designed as a street culture brand from the start. The company plans rollouts for Kasso in the United States and China.

TBS operates overseas bases in Los Angeles through The Seven and in New York through TBS International. The company plans to open additional bases in Europe to strengthen sales efforts. It is also pursuing a multi-faceted brand experience through indoor parks in the United Kingdom, Germany, and the United States, alongside merchandise and licensing deals.

Setoguchi acknowledged that while Japanese anime remains popular, other forms of Japanese content have not achieved the same global acceptance. He stated that TBS must create a market for this new category from scratch before it can grow. The company aims to turn Japan into a central player in the global entertainment economy through these structured international partnerships.