Japan’s Culture: A Unique and Unparalleled Fantasy The Past, Present and Future of the Captivating World of Japanese Anime

In the 2000s, manga serialized in Japanese weekly magazines were adapted into anime and became massive hits overseas. By the mid-2000s, with the advent and spread of the internet, a culture began to emerge where people could enjoy Japanese anime in real-time around the globe. During this transformative era, Otsuka worked at two of Japan’s premier animation studios as an assistant director, assistant producer and director.

“Even back then, I could feel how popular Japanese anime was overseas. Events abroad were vibrant, and fans eagerly sought spaces for interaction. However, there weren’t enough points of connection between creators and viewers,” Otsuka recalls. Typically, production staff remain behind the scenes, yet Otsuka sensed that many fans were curious about the creators and what their motivations were, and believed that this would allow for a deeper enjoyment of their works. This realization led him to organize several events to interact with fans, solidifying his sense of purpose. Around that time, he began considering a new studio model and eventually established Trigger Inc. with colleagues Director Hiroyuki Imaishi and Producer Kazuya Masumoto.

“One of the studio’s objectives was to increase opportunities for interaction and connection with fans, not only in Japan but worldwide.”

March 2, 2013. An original work from Trigger called Little Witch Academia was released as part of the Agency for Cultural Affairs’ Anime Mirai 2013 project aimed at training young animators. “When we received the offer, our in-house animators weren’t yet well-developed. Since the theme of Anime Mirai was to nurture new talent, it felt like the timing was perfect,” Otsuka explains. Supporting the development of the next generation of directors and animators was one of Otsuka’s goals when establishing Trigger. The story of Little Witch Academia follows a young girl who, inspired by a magical show in her childhood, enrolls in a prestigious witch academy in Europe and overcomes numerous challenges as she grows.

In April of the same year, the entire anime was made available for free on YouTube with English subtitles, receiving an outpouring of praise from overseas fans who clamored for a sequel. Anticipating the new era of real-time global distribution enabled by the internet, Otsuka implemented a groundbreaking strategy for overseas promotion with Little Witch Academia.

“Passionate overseas fans already knew about us and our works, so we were confident. After releasing the anime on YouTube in April, we announced the sequel in July at Anime Expo, North America’s largest anime event,” Otsuka shares. Alongside this announcement, Trigger launched a crowdfunding campaign — which was still relatively uncommon in Japan at the time — to raise production funds. Within a month, over $600,000 (approximately 60 million yen at the time) was raised.

However, the crowdfunding campaign was not solely about raising money. “Many anime and manga fans want to express their gratitude and support for those creating what they love. Crowdfunding provided a platform to connect with these passionate fans,” Otsuka explains.
Little Witch Academia not only expanded its global fanbase through strategic distribution and event utilization but also contributed significantly to nurturing young talent and the commercialization of original works.

Japanese anime aired abroad is often subtitled rather than dubbed, with many fans learning or wanting to learn Japanese through them. Anime serves as a more accessible medium than manga for foreign audiences, making it an essential gateway to Japanese culture. In regions like the U.S., reactions to the works are significant, with fans enthusiastically engaging through cosplay and other activities, which is often covered by major media outlets.

“For people around the world, Japanese culture itself is a unique fantasy. That’s why we believe creating works with genuine passion rather than tailoring them to overseas fans’ preferences results in more powerful content,” Otsuka states. Trigger values freedom and diversity, emphasizing the support of directors’ visions over business objectives. Knowing that their works are appreciated beyond Japan motivates the team daily.

Looking ahead, Otsuka envisions studio-led media mix strategies such as internet distribution of low-budget works, and the production of high-budget original projects. For him, the most pressing challenge is talent development. “This is not just an issue for Trigger but for the entire industry. For Japanese anime to flourish further, we need to foster the growth of young directors and animators,” Otsuka emphasizes. While aspiring animators and directors may graduate from specialized schools or art colleges, they still need to learn the craft in studios. However, the industry currently faces a shortage of talent and lacks sufficient training systems.

Concerned about the industry’s future, Otsuka is developing an internal training curriculum, assigning veteran employees as instructors for animation and key frame production. Creating an environment where aspiring creators can build meaningful careers will be vital for the continued growth of Japanese anime.