Disney Plus Japan Exec Admits Anime Industry Making “A Shift Toward More Acceptable Expressions” In Order To Appeal To Wider Audiences
In finally giving confirmation to the bitter truth that many fans of the medium already knew, Disney Plus Japan boss Takuto Yawata has admitted that the wider anime industry is actively attempting to change it’s core identity in an attempt to make the medium more appealing to global audiences, particularly those located in the Western world.
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To the disbelief of many fans, the House of Mouse’s entry into the anime business has, admittedly, surpassed expectations.
Launching an anime-only streaming hub named ‘Disney Plus Star’ in October 2021, the entertainment conglomerate has since outpaced some of their more-established rivals in acquiring an impressive and popular catalog of exclusive content, including Bleach: Thousand-Year Blood War, Ranger Reject (unfortunately localized as Go! Go! Loser Ranger), Sand Land: The Series, and the entirety of the Macross catalog.
Having overseen the service’s continued growth ever since its inception, Yawata was extremely informed on the current state of the overall anime industry when he was asked about during an April 2024 interview with Japanese news outlet Mantanweb.
Asked for his thoughts on the fact that the general anime medium is no longer a ‘niche’ one, with more and more fans finding themselves drawn to its unique offerings every day, the Head of Disney Plus Japan opined (as machine translated via DeepL), “There is no doubt that we have undergone very significant changes over the past 10 years. Now, Japanese animation is entering a golden age.”
“What has changed compared to 10 years ago is that we used to think of the business as a set of videograms and TV broadcasts, and we used to make works for people who could buy videograms,” he explained. “We were making films for people who could buy videograms. Videograms are still around today, of course, but [streaming] distribution has become more common, and the target audience is no longer limited to the domestic market. The rise of [streaming] distribution is why it has spread globally. It is playing a very large role as a communication tool for users around the world, and I believe that Japanese animation is still in the process of evolving.”
“Today, Japanese animation is entering a golden age, he acknowledged. “Compared to 10 years ago, what has changed from something that was aimed at a limited number of fans is that people started thinking about the business of videograms and TV broadcasts and bought videograms.”
“Videograms are still around today, of course, but distribution has become more common, and the target audience is no longer limited to the domestic market,” he added. “The rise of distribution is why it has spread globally. It is playing a very significant role as a communication tool for users around the world, and I believe that Japanese animation is still in the process of evolving!”
Yawata then revealed that, “a few years ago, the North American market was growing, so we focused on storytelling that would be well received in North America. In Asia, a different genre was being received, and we, as creators, were conscious of the fact that we had to focus on domestic, North American, and Asian markets.”
“Now, however, the same fun and excitement can be experienced at the same time in any region,” he added. “That is how common Japanese animation has become around the world. What we thought was for the Japanese market is now accepted in all regions. I believe that the market has matured to that extent.”
Their curiosity piqued by his mention of anime’s acceptance on the global stage, Mantanweb then asked Yawata,”Japanese animation has a history of unique evolution that is not found anywhere else. There is even a kind of radicalized expression. When it comes to distribution to the world, is it necessary to change the style?”
In turn, the Disney exec opined, “I don’t think there has been any major shift. The fundamental storytelling, the precision of the action, etc. have not changed, but there may be a shift toward adopting more acceptable expressions.”
“In order to be seen by many people, expressions that do not hurt or mislead people should be taken for granted,” he continued. “That is not a negative thing, but perhaps an evolution. When videograms were the focus, there was a tendency for only those who wanted to buy them to do so, but our awareness is changing because we are now distributing to a larger market through a service that can be viewed at any time by adults and children alike.”
However, despite the industry’s growing focus on Western audiences, Yawata attempted to assure the outlet that when it came to which works to distribute on Disney Plus Star, his main concern was that the given anime provide an viewers with a worthwhile story.
“I want to reiterate that our primary focus is on the best storytelling,” he said. “We don’t have a specific genre or style of work in mind, and since our service is viewed by a diverse audience, we don’t focus on any particular genre.”
To this end, Yawata took a moment to address the widespread the concern many fans have held regarding Disney’s motivation in acquiring the exclusive global rights to big name franchises such as the aforementioned Bleach and Macross.
“We understand that Disney Plus’ exclusive distribution of Japanese animation has been met with a certain amount of surprise,” he noted. “We are a distribution platform, but we are also a member of the productions we distribute, so we want to contribute to the excitement of the productions, not just stick to our own distribution, such as tie-ins with movie versions like Sand Land: The Series.“
“The best example of this is the expansion is our collaboration with Kodansha, for which we are focusing on ways to boost the excitement beyond our position as a distribution platform,” he stated. “We are working hard to make our partners and fans feel the benefits of exclusive distribution. As Disney Plus, we are trying to help bring the best of Japanese creativity and storytelling to the world”
As the conversation drew to a close, Yawata shared his optimism towards the future of anime, telling his hosts, “Storytelling has evolved, and there is now a market that accepts anything that deviates from the high road.”
“We also believe that no matter what the setting, the point at which people are moved remains the same, even if it is universal,” said the exec. “What is the best storytelling? We believe that it is universal and can deliver an emotional experience equally well for any time period, any country, any region, and any generation. The combinations are endless, and while new ones are continually being created, some things will never change.”
At the time of this writing Disney Plus Star is available worldwide except for the US where all Disney licensed anime is available on to stream on Hulu
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