Introduction to Toei Animation's Global Expansion
Toei Animation, the legendary studio behind iconic hits like One Piece and Dragon Ball, is embarking on a transformative journey to redefine its role in the entertainment world. Historically, the studio has been a powerhouse of Japanese production, exporting its beloved series to over 100 countries. However, the latest Toei Animation global expansion marks a significant shift from a traditional licensing model to a direct, hands-on approach in international markets. As the global anime market growth continues to accelerate, Toei is positioning itself not just as a Japanese exporter, but as a global creative leader capable of producing content that resonates with diverse cultures worldwide.
Overview of the 10-Year Strategic Roadmap
The cornerstone of this evolution is the Toei Animation 10-year plan, a visionary roadmap designed to turn the company into a 500 billion yen global brand. This ambitious strategy, often referred to under the medium-to-long-term vision "TOEI NEW WAVE 2033," outlines a multi-faceted approach to maximize the value of its intellectual property. The plan is divided into phases, with the initial mid-term stage targeting 200 billion yen in sales by 2031. By focusing on four key engines—Studio, IP, Region, and Customer Engagement—Toei aims to have overseas sales account for 60% of its total revenue, solidifying its international footprint.
New International Studios and Regional Hubs
A vital component of the Toei Animation international strategy is the establishment of a physical presence in key growth regions. To support this, the studio has announced the creation of Toei Animation new studios and regional hubs across the globe. Over the next five years, the company plans to open two to three new animation studios across Asia. These facilities will initially support Japanese productions before evolving into independent nodes for local content creation. Specific regional designations include:
- North America: Serving as a base for pre-production and projects aimed at a worldwide audience.
- China: Designated as a hub for localized production and expansion within the Asian market.
- Europe: Focused on co-productions and creative alignment with global standards, with new offices in locations like Italy.
- Middle East: A new frontier for growth, highlighted by a dedicated base in Dubai and the construction of the world’s first Dragon Ball theme park in Saudi Arabia.
- India: Identified as a primary focus for regional culture integration and collaboration with local artists.
Investment in Next-Gen Animation Technology
To maintain its competitive edge, Toei is committing approximately 70 billion yen toward production and technology. This investment targets "Digital Transformation," aiming to pioneer new forms of visual expression that go beyond conventional cel-look CG. The studio is exploring next-generation production capabilities at its Osaka studio and integrating cutting-edge tech such as VR, AR, XR, and motion capture. Furthermore, the strategic use of AI in animation workflows is being explored to automate labor-intensive tasks like background rendering, helping to mitigate the industry-wide labor shortages while maintaining high stylistic quality.
Strategies for Global IP Growth and Local Content
Toei’s goal is to make overseas-originated animation a "second pillar" of its business. The studio plans to triple its creation of new IPs, with a specific target of developing 25 new titles outside of Japan. By collaborating with local creators in regions like Latin America, India, and Africa, Toei intends to produce "culturally native" works that incorporate regional aesthetics and storytelling traditions. This strategy ensures that while flagship IPs like Dragon Ball and One Piece continue to expand, new properties will emerge that are specifically tailored for international audiences from their inception.
Future Outlook for the Anime Industry in 2026
As we look at anime industry news 2026, the landscape is one of unprecedented scale and professionalization. The industry is projected to reach a valuation of over 93 billion USD by 2031, fueled by the global reach of OTT platforms and robust merchandising. However, 2026 also presents challenges, including production bottlenecks and labor shortages. Toei’s proactive investment in human resources—hiring hundreds of new staff at its Oizumi Studio and expanding local hiring abroad—is a direct response to these pressures. With major announcements expected for the Dragon Ball franchise in early 2026 and a stacked lineup of global releases, Toei Animation is leading the charge into a new era where anime is truly a borderless medium.
