TBS Outlines Plan to Turn Japanese Content Into the Next Global Wave at TIFFCOM

Tokyo Broadcasting System (TBS) Group used a Thursday morning session at TIFFCOM, the content market of the Tokyo International Film Festival, to describe how it is seeking global footholds for Japanese content and "inspiring global love for Japan."

Watanabe Shinya, president of the global business division at TBS Holdings, appeared alongside Setoguchi Katsuaki, an executive officer of that division and president and CEO of The Seven and The Seven U.S. They explained how the group is trying to speed up its international business, starting with its partnerships. These include Legendary Entertainment, as well as South Korea's CJ ENM and Japanese streamer U-Next, with whom TBS has formed a new joint venture called Studio Monowa.

Setoguchi said that about 20 years ago he saw a gap between Korean and Japanese studios in production capability, and that "to my embarrassment," he did not foresee how large Korea's cultural influence would become. "Everywhere you go around the world, K-content and K-drama, they are a part of everybody's everyday lives," he said. He described his mission as spreading Japanese content to a similar degree, saying that "instead of working to generate a profit to TBS, I would be working to establish a new genre of J-content."

In North America, TBS made a $150 million equity investment in Legendary Entertainment earlier this year. Setoguchi called the tie-up a case of "matching needs": TBS wants global hits in global markets, while Legendary is watching the potential of Japanese IP such as manga, anime and novels for live-action adaptation. TBS is to "play the role of cultural translator" for the American company. Studio Monowa, meanwhile, pairs TBS with CJ ENM's "global standard production capabilities" to develop IP that resonates worldwide.

Variety and game shows remain central to the strategy. Banijay Entertainment is partnering on local versions of "Sasuke: Ninja Warrior," which also serves as a model for new properties such as "Kasso," a skateboarding-focused show using a similar sports entertainment format. Setoguchi said "Kasso" was planned from the start as a street culture IP rather than just a TV program, with rollouts in the U.S. and China. He also wants The Seven to become a studio that "creates the next obsession that the world will go wild for," starting with its production collaboration on "Alice in Borderland." The company's ambitions extend to Africa, which he described as an uncultivated market.

Watanabe detailed the reach of "Sasuke: Ninja Warrior," now in its third decade on air. It has local adaptations in 25 countries, including NBC's "American Ninja Warrior," which is in its 18th season with Seasons 19 and 20 already greenlit. The show reaches 170 countries and was, he said, "the very first TBS sports entertainment which has aired globally."

Partners backed up the claim in video clips. James Townley of Banijay Entertainment cited the brand value and a "clear format USP." Ella Brahmachari of ITV Studios said "Ninja Warrior UK" is aspirational, and that amateur athletes make audiences feel involved. Thomas Goseberg of RTL Studios, which produces the German version, predicted a second golden age for the show, citing its sense of challenge and accomplishment.

Watanabe noted that the show's 30th anniversary arrives in 2027, and that it has inspired a new obstacle discipline in modern pentathlon at the 2028 Los Angeles Olympics. TBS is pursuing a "360-degree experience" for the brand through indoor parks in the U.K., Germany and the U.S., along with merchandise, licensing and placement advertising. It operates overseas bases in Los Angeles through The Seven and in New York through TBS International, and plans bases in Europe to strengthen sales.

Setoguchi acknowledged that while anime and manga are hugely popular abroad, he does not believe "J-content is also accepted on the same level." To change that, the executives said, TBS must "create a market from scratch, and then grow the market" for a "new category of J-content."