Japan’s largest advertising agency is expanding its anime business internationally just as the industry’s power dynamics shift away from traditional intermediaries.
Dentsu launched “dentsu anime solutions” targeting North America, China, and Southeast Asia, banking on a global anime market projected to reach $60.3 billion by 2030. The Tokyo-based agency established Dentsu Anime Solutions in 2023 to consolidate its animation marketing expertise.
However, Dentsu’s timing coincides with structural changes that could undermine its strategy. Nearly 23,000 anime licensing contracts were signed last year, six times the 2021 figure, but increasingly these deals bypass traditional agencies. Production companies now handle overseas distribution and licensing independently, threatening the intermediary role that has been Dentsu’s bread and butter.
The competitive landscape has intensified following Crunchyroll’s merger with Funimation, creating a platform with nearly 10 million subscribers. Meanwhile, manga and anime sales growth in the U.S. has “leveled off” after explosive pandemic-era gains.
Dentsu’s international push will be led by executives from its existing operations, with North American activities headed by Sei Matsumoto from the parent anime unit. The agency hopes to leverage its global client relationships, though success will depend on whether traditional marketing approaches can compete with studios’ direct-to-market strategies.
The expansion reflects Dentsu’s broader sports and entertainment focus but faces headwinds from an increasingly self-sufficient anime industry.
