BTS architect steers global expansion at Japan record label Avex

Japan's anime industry is thriving in international markets, yet this expansion is raising concerns about cultural differences, local laws, and social media criticism clashing with creative expression. The issue came to light with the anime "Chainsmoker Cat," based on a Kodansha manga, which ran in July. Despite its popularity, the series faced distribution suspension in Hong Kong following complaints about tobacco advertising.

Authorities deemed its depiction of a heavy-smoking anthropomorphic cat as potentially illegal. The production committee acknowledged the problem and is working with the local licensee to find a compliant distribution method.

Japan's anime market reached $24.2 billion in 2024, with the overseas market surpassing $16 billion, challenging creators to balance global appeal with maintaining creative integrity. The government classifies content industries, including anime, as core industries, aiming to boost overseas sales from $5.8 billion in 2023 to $20 billion by 2033.

However, this expansion requires navigating unfamiliar cultural and religious sensitivities. Examples include the removal of audio of the Islamic call to prayer from "Demon Slayer: Kimetsu no Yaiba" due to religious concerns and the redesign of Tanjiro Kamado's earrings in South Korea to avoid resemblance to the Rising Sun Flag.

Experts note that as anime reaches viewers with little prior cultural understanding, creators must pay closer attention to local customs, laws, and ethical standards. Social media's role has amplified overseas criticism, making it more visible in Japan. While some Japanese fans defend creative freedom, others cater to overseas criticism.

Despite potential backlash, experts caution against overreacting, as it could compromise the work's distinctive qualities. Japanese production companies are adopting policies to identify sensitive content, with companies like Bandai Namco Holdings Inc. establishing ethics committees to review creative works. These measures aim to avoid unintended offense while preserving the creators' intended message.