Takahiro Yamauchi x Maiko Okada – Challenging the Global Market with a Creator First Strategy

― What was the deciding factor for you to join CyberAgent, Okada-san?

Okada: I did have the hunger for new expressions and global-standard quality. To protect the anime culture we love, I believe that the production system itself needs to evolve. 

Then I read an interview with Yamauchi-san. His stance resonated with me. The anime industry has a long history and unique customs. He didn't trample on them; he respected them and sought to build relationships over time. I felt I could trust that approach.
When we actually met, I felt the speed and heat unique to the IT industry. My intuition said, "Here, we can try something new." That was the moment I decided to jump in.

― What kind of new challenges are you planning?

Okada: Beyond creating good works, we aim to challenge larger titles and pursue expression that breaks the mold. Specifically, we need to refine 3D and effects processing to elevate the visual quality and build a team that can fuse technology with hand-drawn art to reach a new tier of visual experience.

Yamauchi: Okada-san has produced numerous masterpieces, but she’s not one to boast. She’s rather quiet, but inside, she burns with intensity. We’re almost the same age and from the same hometown, so I felt a connection from day one. 

Yamauchi: Beyond the physical environment, we believe our strengths in technology and marketing serve as powerful tools to support creators. Long working hours and low wages have long been issues in the anime industry. We are addressing these by leveraging our capabilities to drive the digital transformation (DX) of production processes.

For instance, we are reviewing inefficient processes to reduce workload while maintaining quality. The resources saved are redirected to fair pay to creators and appropriate working hours, aiming to create an environment where they can focus on creation and balance their lives.

Okada: We've begun working with in-house engineers to shorten production workflows. The greatest benefit is that efficiency gains from tools enable production staff to spend more time directly engaging with creators.Also, the enthusiasm and potential of our engineers are incredibly high. Having technical experts nearby for consultation is a unique strength of this environment.

― You are using technology to make time and value. What do you provide in terms of marketing?

Yamauchi: ABEMA, now in its 10th year, maintains over 30 million WAU, with the anime channels as a pillar. In addition to its free-to-watch model, we maximize the value of our works through global expansion via CyberAgent America and other branches.

If the work is good, the world will watch. Because quality travels.  Our job is to take Japan’s unique strengths, work hand in hand with original authors, and maximize the creator’s vision, delivering it with our marketing muscle. That’s how we do.

― Okada-san, you mentioned you'd like responsibility for delivery, not just production.


 Okada: Yes. With hundreds of anime streamed each season, the market is flooded. Even when creators dedicate their souls to the work, it can get lost in the sea of information. We have long felt the frustration of not reaching the audience.
If technology and marketing can help our works reach further and return value, that is exactly what we've been seeking. We aim to create a new model of anime production by tuning ourselves to the times. 

Okada: Thanks to the support from Yamauchi-san and the team, we can show candidates that we’re serious. We offer stability and ambition.
Recently, young "gems" with exceptional talent have emerged via social media, regardless of age. Those digital natives can animate entire scenes on an iPad. We want to find that new talent early and help them grow.

― What is your future outlook?

Yamauchi: If we stick to Creator First and make great things, the world will watch. The global market is wide open. There has never been a more exciting time to be in this business.The key is creating an environment where creators can work easily and take on challenges. If we achieve this, Japanese anime can compete more effectively worldwide. Let's use our assets to create works that reach the world. 

Okada: I am excited. I entered this industry fulfilling my childhood dream. I respect the culture, but to protect it, we have to evolve. We’ll take the new currents, build a sustainable system, and lift Japanese anime to the next stage. We have the best team to do it. Step by step, we’ll get there.