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Toei's Global IP Push: GenAI, Gaming & New Markets
7 Nov
Summary
- Toei invests $2BN in 'Toei New Wave' plan to boost international revenue by 2033.
- Kamen Rider and Voltes V franchises are key to Toei's global localization strategy.
- Toei explores GenAI, gaming, and local content creation for sustainable revenue.
Japan's Toei Animation is aggressively pursuing global expansion through its ambitious $2BN 'Toei New Wave' initiative, aiming to double international revenue's share by 2033. This plan involves modernizing studio facilities and expanding into new markets.
Central to this strategy is the globalization of established intellectual properties (IP) such as Kamen Rider and Voltes V. Toei is leveraging remakes and local productions, exemplified by the successful live-action Voltes V remake in the Philippines and collaborations in Taiwan and Thailand.
Beyond traditional content export, Toei is embracing technological innovation, exploring Generative AI for production workflows and background art, while emphasizing human creativity. The company is also venturing into gaming and microdrama production to reach wider audiences globally.
Toei identifies Taiwan as a crucial market due to cultural affinity and strong demand for Japanese content. The studio is also actively partnering with companies in India, Thailand, and South Korea on various co-productions and IP extensions, including horror features and anime labels.
