‘Ninja Warrior’ Maker TBS Tells Tokyo Market How Legendary, CJ ENM Alliances Fit Its Push to Make J-Content the Next K-Drama

Tokyo Broadcasting System (TBS) Group is intensifying efforts to elevate Japanese entertainment on the global stage, as revealed during a recent session at TIFFCOM, the content market of the Tokyo International Film Festival. The group outlined an ambitious strategy to broaden the international footprint of Japanese content, aiming to cultivate worldwide appreciation and market presence akin to the global popularity of Korean dramas.

Leading the discussion, Watanabe Shinya and Setoguchi Katsuaki, senior executives at TBS Holdings, emphasized a vision that moves beyond domestic success to establishing a new genre of Japanese content—or J-content—that resonates globally. Setoguchi reflected on the rapid rise of Korean cultural exports over the past two decades and expressed a commitment to positioning Japanese IP in a similar influential role internationally.

Central to this expansion is TBS’s strategic collaboration with well-established industry players. Earlier this year, the broadcaster invested $150 million in Legendary Entertainment, a move designed to capitalize on Legendary’s global expertise in adapting Asian IP, including manga, anime, and novels, into live-action projects. TBS intends to serve as a cultural intermediary, facilitating the translation of Japanese storytelling for broader audiences.

Meanwhile, in the Asian market, TBS has joined forces with South Korea’s CJ ENM and Japanese streaming service U-Next to launch Studio Monowa, a joint venture focused on producing content with global appeal. This partnership combines TBS's deep cultural knowledge and CJ ENM’s high production standards, creating a collaborative platform to develop innovative IP that can capture international markets.

TBS is also leveraging its existing successful properties to reinforce its global presence. The sports entertainment franchise 'Sasuke: Ninja Warrior,' which has been on air for nearly 30 years, exemplifies the group's international impact. Adapted in 25 countries and broadcast in 170 territories, 'Ninja Warrior' has become a blueprint for TBS’s approach to content exportation. The show’s enduring global reach is further supported by partnerships with companies like Banijay Entertainment, which oversee local adaptations such as NBC’s 'American Ninja Warrior' and counterparts in the UK and Germany.

Building on the formula of 'Ninja Warrior,' TBS is developing new IP like 'Kasso,' a skateboarding-focused sports entertainment program designed as a street culture brand from inception. This indicates a strategic diversification aimed at capturing younger, trend-savvy demographics across multiple regions, including the United States and China.

TBS’s ambition extends beyond content creation to creating immersive brand experiences. Plans are underway to establish indoor parks themed around 'Ninja Warrior' in key markets such as the U.K., Germany, and the U.S., alongside merchandising and integrated advertising opportunities. These initiatives aim to transform television formats into multi-dimensional entertainment franchises with sustained consumer engagement.

To support these expansive goals, TBS is reinforcing its international infrastructure. The establishment of The Seven in Los Angeles and the TBS International office in New York serves as bases for content production and distribution in the North American market, with plans to develop European hubs to enhance sales and partnerships. These moves underscore TBS’s commitment to building a robust global network for Japanese content.

Despite the recognized global popularity of anime and manga, TBS executives acknowledge that other forms of Japanese entertainment have yet to achieve comparable international acceptance. The group is therefore focused on pioneering and nurturing new categories of J-content, effectively creating fresh markets and audiences from the ground up.

Looking ahead, TBS envisions a long-term trajectory that stretches toward 2030 and beyond, with aspirations to nurture worldwide enthusiasm for Japanese entertainment formats. Their strategy not only aims to replicate the success of Korean content but also to innovate in the realms of sports entertainment, drama, and variety programming, drawing on global partnerships and culturally resonant storytelling.

Details on specific future releases and further partnerships remain limited, but TBS’s current initiatives highlight a concerted effort to reposition Japanese media within the global entertainment ecosystem, signaling a new chapter in the internationalization of Japanese cultural exports.