Japan Must Follow Hollywood’s Distribution Playbook, Says Tokyo Market Chief Shiina Yasushi, Who Eyes Major Expansion by 2030

Japan’s entertainment industry must adopt Hollywood’s distribution model to hit its ambitious content export targets, says Shiina Yasushi, CEO of TIFFCOM, the Tokyo International Film Festival’s content market. Speaking ahead of the market’s 23rd edition, Shiina stressed that Japan needs to move beyond a domestic focus and embrace global distribution strategies that have made Hollywood studios worldwide powerhouses. The Japanese government has set a target of JPY20 trillion ($126.6 billion) in content exports by 2030, a goal that requires a fundamental shift in how Japanese films, TV shows, and animation are marketed and sold internationally. Shiina pointed to the success of Japanese anime as proof that the country’s content can resonate globally, but noted that other sectors lag behind due to a lack of coordinated distribution and marketing. TIFFCOM, held alongside the Tokyo International Film Festival, is positioning itself as a key platform to bridge that gap, connecting Japanese creators with international buyers and distributors. With the global streaming boom increasing demand for diverse content, Japan has a unique opportunity to expand its footprint. Shiina’s call to action underscores the urgency: without adopting Hollywood’s playbook, Japan risks missing its 2030 export goals and ceding ground to competitors like South Korea, whose entertainment industry has seen explosive global growth. The next few years will be critical for Japan to turn its creative strengths into a truly global business.