03 November 2025
Built on loveable doe-eyed characters, vibrant visuals and immersive plots, the Manga industry has conquered the world. Playing a vital role in turning Japanese comic book storytelling into a global, multi-platform empire is Kodansha – a Tokyo-based publishing company that expands the popular Manga titles it serialises in its magazines into anime, games and merchandise for an overseas audience.
Founded in 1909, Kodansha also brings out various other types of magazines and books, but it’s Manga that has been the main driver for an expansion plan that has seen the company branch out to New York, San Francisco, London and Beijing.
“We are currently trying to expand our business beyond Japan to global markets, and Manga has become the most strategic channel for us and the powerful growth engine for advancing this global expansion,” Yoshinobu Noma, President and CEO of Kodansha, revealed at the recent FIPP World Media Congress in Madrid.
“Our purpose is to inspire impossible stories. This is the origin of our thinking, the reason why we exist and our goal for the future.”
There has long been a close link between Manga comics and magazines, with almost all creators coordinating with publications to debut and serialise their new works.
“Whether a series continues or ends depends on whether it gains popularity with (magazine) readers,” Noma pointed out. “Editors watch readers’ reactions carefully and provide feedback to creators and support their creative activities. Our bestsellers like Akira, Sailor Moon and Attack on Titan were all born through this process.”
The process of gauging the popularity of Manga series has been boosted by the digital shift in publishing. Leading Manga titles in digital format have become very common in Japan, with the digital share reaching almost 70%. In overseas markets, the share of print remains around 90% but is expected to show the same digital growth in the future as Japan.
“This trend brings us significant advantage,” said Noma. “We can gain more direct connection with readers worldwide. We simultaneously distribute the latest Manga chapters in English to the world, and we can now capture global readers’ reaction in real time, just as we do in Japan.
“And we can now directly get information that was unavailable before – for example, in which cities is Manga popular and in which regions.”
Getting things moving
Adopting a “one source, multi-use” model, Kodansha uses this data to expand hit Manga series into anime, games and merchandise. First, the original Manga becomes anime, reaching a global audience through streaming platforms like Netflix. From there
it expands into games and merchandise, further growing the fan base. It’s also not unusual for Manga to be adapted into movies and musicals.
“We have been executing this ultimate strategy over many years, and we will continue to challenge ourselves to deliver IP, originally created as Manga, in various forms so that more fans can enjoy it,” said Noma. “As a result, our global licensing revenue is steadily growing. Last year’s sales were approximately three times those of five years ago through the pandemic period.
“Anime has now become an important part of entertainment content. The scope of our business continues to expand, and we will advance our one source, multi-use strategy even further. However, the world is now overflowing with entertainment content, and I can see competition intensifying further.”
Noma conceded that, with technology such as generative AI evolving at breakneck speed, staying on the current path will not be enough for Kodansha.
“I believe that getting closer to our fans and coexisting with them will become increasingly important from now on,” he said. “The key will be how we can leverage enthusiasm and connect it to business.”
One effective way Kodansha is connecting with Manga fans is through events. Labelled as the place “Where Manga Meets”, Kondasha House was held for the first time in New York in 2024 and drew 20,000 people over 20 days with its exhibitions, events, creator meet-and-greets and exclusive merchandise. This year’s instalment, again held in New York, lured even larger numbers.
“Kodansha House was an initiative to create real connections with fans and inspire them to communicate with each other,” said Noma. “I’m surprised and feel it has great potential when I see how many people come and enjoy themselves. We have already received many requests saying, please do this again next year and please hold it in other cities too. We plan to continue holding this type of event.”
Game on
In the virtual space, Kondasha is reaching out to Manga fans, too. The company has struck up a partnership with Roblox to bring popular Manga and anime intellectual properties to the gaming and game-creating platform. Teaming up with Netflix, Sega and Lionsgate, Kondasha has launched the Licensing Catalog, which allows users to browse and apply for licensable IPs.
“We have been creating magazines for a long time. In that process, we have produced new projects by listening to readers’ voices and actively worked on using social media,” said Noma.
“These experiences should be valuable in the coming era when interactive collaboration with fan communities becomes increasingly important. We must learn from successful platform like Roblox and explore ways to leverage our own experience and strengths.
“As we have advanced Kondasha in the Manga business, we have encountered new business opportunities, one after another. What we have learned is that we should try things even if they’re totally new. Only such continuous attempts will increase the organisation’s adaptability.”
Noma stressed the importance of learning from fans and coexisting with them.
“Having IPs, a brand and human resources that are used to engage with readers are our strengths, and there are not many other companies that can catch up to us easily. It is important to leverage these strengths in interactive exchanges with fans and aim for mutual prosperity.
“This isn’t only applicable to anime and Manga. It can be applied to anywhere where we find enthusiasm from fans.”
AloJapan.com