Industry, Government, and Academia Discuss the Future of Japan’s Content Industry, Targeting ¥20 Trillion in Overseas Sales by 2033

On Sunday, April 26, 2026, a special stage session titled “Where Is the Future of the Content Industry Headed? An Industry × Government × Academia Special Discussion” was held at ZEN University Festival “Tenjikusai 2026,” inside Niconico Chokaigi 2026 at Makuhari Messe in Chiba Prefecture. Speakers included Kimi Onoda, Minister of State for Special Missions at the Cabinet Office in charge of the Cool Japan Strategy and Intellectual Property Strategy; Takeshi Natsuno, President and CEO of KADOKAWA and visiting professor at ZEN University; and Koichi Hosoi, Director of ZEN University’s Historical Archive Research Center for the Content Industry (HARC). The discussion covered Japan’s national strategy to raise content exports to ¥20 trillion by 2033 and develop the sector into a core industry second only to the automotive industry. Topics also included creator protection and responses to generative AI, with participants speaking frankly from the perspectives of industry, government, and academia. Natsuno said Japan’s content industry is receiving unprecedented government support, but that he feels intense pressure over the goal of increasing overseas sales to ¥20 trillion by 2033. In response, Minister Onoda emphasized that content is unquestionably one of Japan’s core industries, already surpassing semiconductors to become the country’s second-largest export industry in terms of overseas earning power. She stated that while the government has expectations for the sector, it will not impose a fixed ideal form, but will support creators, production teams, and fans so they can continue smiling. The audience responded most strongly when the discussion turned to overseas expression regulations and criticism. Minister Onoda said that content exported overseas must adapt to local rules, but added that when content is intended for the domestic Japanese market, the government needs the resolve to protect it even if it faces criticism from abroad, saying in effect, “Be quiet, this is Japan.” Speaking also as the minister responsible for AI strategy, she expressed concern about unauthorized use of IP by generative AI, saying that property created through everyone’s love must not be consumed without permission. Natsuno suggested that corporate consolidation may be necessary for the content industry to become stronger. He pointed out that the anime and publishing industries have many small production companies with overlapping back-office functions. Referring to the game industry, he discussed the significance of industry restructuring, inter-company collaboration, and consolidation to create an environment where creators can focus on creative work. Minister Onoda, drawing on her own experience working at a game company, said that small companies can generate distinctive projects and make it easier for younger generations to take on challenges, indicating that an environment where diverse creators can thrive remains necessary. The discussion concluded with the role of academia: studying and developing talent for content in a scholarly and systematic way, rather than treating it only as an economic or cultural matter. Minister Onoda said there is demand around the world for comprehensive exhibitions of Japanese manga and anime, and expressed hope for the development of academic talent capable of handling such efforts holistically. She also noted that while the content industry has a broad talent base, production sites increasingly outsource work overseas, and that industry, government, and academia should jointly consider support for talent development. Hosoi said that because content has both cultural and industrial dimensions, industry, government, and academia must work together to consider and act on how to protect and develop it. He stated that HARC, as a ZEN University research institute, intends to confront this issue directly and hopes to create further opportunities for deeper discussion. Before the discussion, Minister Onoda tried HARC’s “otaku attribute diagnosis test.” The test uses AI to determine a person’s otaku attributes based on the content that has influenced them. When she received the alias-like result, “A circuit tracing the path of boys’ manga with the afterglow of machinery in its heart,” she appeared convinced and said, “That is so me! I totally get it.” Stage overview: The session was held on Sunday, April 26, 2026, from 15:00 to 15:30 at the main stage of ZEN University Festival “Tenjikusai 2026,” inside Niconico Chokaigi 2026 at Makuhari Messe. Speakers were Kimi Onoda, Takeshi Natsuno, and Koichi Hosoi. Full session video: https://www.youtube.com/watch?v=HjkXUORJDLI ZEN University’s Historical Archive Research Center for the Content Industry (HARC) conducts research to pass on the history, testimonies, and knowledge of Japan’s content industries, including manga, anime, and games, to the future. HARC official website: https://zen.ac.jp/harc ZEN University uses advanced IT technology to provide everyone with the opportunity to pursue higher education. Its sole faculty, the Faculty of Intelligent Information Society, offers learning not limited to a specific academic field, helping students acquire the literacy needed to succeed in the rapidly changing AI era. More information: https://zen.ac.jp/ Brochure request: https://zen.ac.jp/form