‘NARUTO’ Contributes to the Overseas Ramen Boom Explanation by Former Aniplex President and Others Possibility of Overseas Market Expansion through Japanese Food and Anime Cooperation

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A report presentation on the results of an overseas survey on Japan’s “food” and “animation content” was held in Tokyo on the 1st. Cho, former president of Aniplex) attended and explained that the popular manga “NARUTO” contributed to the overseas ramen boom.

“NARUTO” is a story about the main character, ninja Naruto Uzumaki, who overcomes a deadly battle with his rival and past fate, aiming to become the Hokage, the head of the Hidden Leaf village. It was serialized in “Weekly Shonen Jump” from 1999 to 2014, and the anime began broadcasting on Tokyo TV in 2002. From 2007, it will be called “NARUTO Shippuden” until March 2017. broadcast. It is trendy not only in Japan but also overseas.

Naruto is portrayed as a character who loves ramen, and scenes of him frequently eating at a ramen shop are impressively drawn. Mr. Natsume said, “I think that the fact that ramen was featured in Naruto had an impact on the global ramen boom.” Let’s look for it.’ In urban areas, it’s easy to find a ramen shop, and I saw the locals eating it.”

In response, Mr. Kitagawa said, “While we are doing this kind of work, I don’t think it’s easy to recall that ‘NARUTO’ contributed to the world’s ramen boom.” It’s interesting,” he said, highlighting Japanese food and animation possibilities.

The Japan Food Overseas Promotion Center (JFOODO) conducts promotions to build Japanese brands in selected items and countries/regions based on the government’s export expansion strategy. In addition to surveying, analyzing, and reporting on local needs in overseas markets, we are strengthening our activities to disseminate information about “Japanese food culture” overseas.

The export value of agricultural, forestry, and fishery products and food is 1,414.8 billion yen (+14.3% year-on-year, according to the Ministry of Agriculture, Forestry and Fisheries survey), and the overseas market for Japanese animation and derivative-related products is 1,313.4 billion yen (+6% year-on-year) Japan Animation Association Based on the results of a survey), to explore the possibility of how combining Japan’s assets of “food” and “animation content” will contribute to the expansion of exports of agricultural, forestry and fishery products and foods, we conducted research in Los Angeles in the United States and France A survey was conducted in Paris.

As a result, it was confirmed that the appropriate combination of “food” and “animation content” is expected to increase the value of Japanese products effectively. The possibility of creating new demand in overseas markets is expected. He was reported to have been

Regarding specific issues and methods, he explained that the United States and France have different market environments, such as Japanese food and the degree of distribution of Japanese ingredients. The two countries have distinct recognition and penetration of Japanese “anime content.”

For each of them, “Set targets considering different marketability”, “Concrete combinations of Japanese “food” and anime content that exhibit synergistic effects, and “Select specific methods to raise awareness of food and anime content” It is said that it has grasped the necessity of such things, and in the future, additional research in the Asian region and dealing with intellectual property rights related to anime content will be issues.

“Processed food focuses on the eating and drinking scene,” “expresses food more exaggeratedly,” and “stimulates the senses of smell, taste, touch, and hearing (for example, the sound of cooking tempura appeals to the auditory sense).” Explanation of market expansion.

According to the survey results, in Los Angeles, “Collaboration with existing major anime content titles is optimal,” and “Expansion of recognition among young people through anime exhibitions and events is effective,” and in Paris, “Demand for collaboration with new Japanese anime content.” “It is expensive,” and “From the local distribution situation of Japanese food, it is necessary to promote both PR and distribution.”

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