Japan’s big India content bet goes beyond Doraemon

Japan's content industry is diversifying its presence in India, moving beyond merely exporting animated programs. The shift involves monetizing existing intellectual properties through various channels, including films, licensing, merchandise and localisation. The company TV Asahi, which owns the popular Doraemon franchise, sees India as a key market for animation, with plans to bring Doraemon to Indian cinemas. This is part of a comprehensive strategy that includes licensing and merchandising.

In the domestic market, a growing anime market is attracting both younger and older demographics. India ranks third globally in anime viewership, with 79% of viewers reportedly spending on anime-related products. The streaming platforms JioHotstar, Netflix and Prime Video have been instrumental in this growth. Merchandise for anime characters is also gaining popularity, extending into everyday categories like apparel and stationery.

Anime studio Shin-Ei Animation, producer of Doraemon films, aims to release more titles in India. Doraemon alone has 45 films in its catalogue, and the studio believes more will find success in the Indian market. For Shin-Ei Animation, India offers a larger potential audience for commercialising their intellectual property.