The debate about the identity of anime that raised its voice KADOKAWA, through its president and CEO, Takeshi Natsuno. According to the executive, trying to please the Western market could compromise the quality of the works.
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In an interview with the Nikkei portal, Natsuno was direct in his response. For him, the right approach is to create with the Japanese audience in mind. "If it works in Japan, it works abroad," he stated. Therefore, the focus should be on cultural authenticity and not on global formulas.
Furthermore, the CEO argues that originality is born when there is no pressure to create a "global manga." Therefore, producing a wide variety of intellectual properties, without diluting ideas, ensures stronger and more unique works.
However, there is an internal contrast. In 2025, a director from KADOKAWA suggested focusing more on themes that would appeal to the West. Thus, the debate between adaptation and identity remains alive within large companies.
Finally, Natsuno also highlighted the strategy of international expansion with wholly-owned subsidiaries, avoiding losses in licensing and maintaining total creative control.
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