How Japanese Studios Can Successfully Enter the US Market

The US entertainment market represents enormous opportunity for Japanese content creators, but success requires more than subtitles and good intentions. After 17 years at Warner Bros working across Japan, the US, and UK markets, I've seen what separates successful market entries from expensive failures.

Warner Bros Burbank lot with "Funko" Friends

Understanding the Distribution Landscape

The first critical mistake Japanese studios make is assuming that quality content automatically finds its audience. In the US market, distribution relationships matter as much as the content itself. You need partners who understand both the content and the market—not just translators, but cultural interpreters who can position your IP effectively.

The streaming era has democratized access in some ways, but it's also made discovery harder. Netflix and Amazon have massive libraries where content can disappear without proper positioning and promotion. Traditional theatrical and broadcast windows still matter for building brand awareness, especially for properties you want to monetize long-term through licensing and merchandise.

The Localization Question

Localization goes far beyond translation. I've watched Japanese partners struggle because they thought providing English subtitles was sufficient. Effective localization means understanding what resonates with American audiences while preserving what makes the content distinctively Japanese.

This doesn't mean compromising your creative vision. It means having American partners involved early who can advise on everything from pacing to cultural references that won't translate. The goal is accessibility without dilution.

Building Real Partnerships vs. "Global Theater"

Too many Japanese companies engage in what I call "global theater"—announcing international ambitions, attending markets and festivals, but never committing the resources or accepting the risks that real market entry requires. American partners can sense this immediately.

Successful market entry means:

• Investing in boots-on-the-ground presence, not just flying in for meetings

• Giving American partners real decision-making authority, not requiring Tokyo approval for every choice

• Understanding that the first project might not be profitable—you're building relationships and learning

• Committing to multi-year strategies, not one-off experiments

  
  

The Case of Gunma-Chan at Anime Expo

When we brought Gunma Prefecture and their character Gunma-Chan to Anime Expo 2023, success came from understanding the ecosystem. We didn't just show up with a cute character. We built activations that engaged the anime community authentically, created photo opportunities that generated social media buzz, and positioned Gunma-Chan within the context that American anime fans already understood.

The result? Real engagement, media coverage, and a foundation for ongoing presence in the US market. But it required American partners who understood both the Anime Expo audience and how to position a regional Japanese character for international appeal.

The Path Forward

Japanese studios have incredible IP and storytelling tradition. The US market is hungry for distinctive content that breaks from Hollywood formulas. But success requires treating market entry as a serious long-term business investment, not a PR exercise.

Start with partners who have real distribution experience, not just enthusiasm for Japanese content. Build relationships before you need them. Attend markets not to announce your global vision, but to learn what American buyers actually want and how they make decisions.

The opportunity is real. But so is the work required to capture it.

About the Author: Doug Montgomery is founder of Global Connects Media and former Warner Bros executive with 17+ years in international distribution. He teaches Communication and Social Influence at Temple University Japan Campus and writes regularly on Japan-US entertainment partnerships for Nikkei Asia and the Japanese Times.