KADOKAWA CEO Emphasizes Japan-First Approach to Stories – 'You Can Create Unique Works by Not Marketing With the Mindset of ’Let’s Make a Manga That Will Sell Globally.’' [UPDATED]

Nikkei interviewed KADOKAWA CEO and President Takeshi Natsuno about overseas expansion and the global potential of Japanese content. He praised the country’s diversity in storytelling, even by global standards, and the various outlets to discover new creators.

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He added, “If you create content that sells in Japan, it will sell overseas. You can create unique works by not marketing with the mindset of ‘Let’s make a manga that will sell [globally].’ It’s necessary to create a wide variety of intellectual property without compromising on quality.“

His words follow those of Evangelion‘s Hideaki Anno, who said that it’s overseas fans who should adapt to Japanese works, praising the power that a uniquely Japanese approach has; Sword Art Online director Tomohiko Ito said just this week that being too conscious of global appeal may lead to failure, adding that the Japanese perception of what is liked overseas likely differs from what actually is popular overseas (via Daily Shincho). In essence, Japan should stick to what it knows.

Despite Natsuno’s latest comments, KADOKAWA Chief Anime Officer Daijo Kudo said in August 2025 that the company needed to produce anime with themes also liked by Western audiences. Various anime producers have sought to strike a balance — incorporating themes liked overseas, or adapting foreign original works, but through the lens of Japanese storytellers.

You can check out the full interview below, where Natsuno discusses the importance for Japanese companies to step into the ring overseas, citing low royalties from licensees; the need to lower bookstore return rates; and more on KADOKAWA’s global strategy.

UPDATE: Natsuno’s quote has been updated from “more unique” to “unique.”

Source: Nikkei
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