TBS Group Targets Global Market With New Ventures and Legacy Franchises

TBS Holdings detailed a multi-part strategy to expand Japanese content into international markets during a session at TIFFCOM on Thursday. The plan centers on accelerating international business through new partnerships and leveraging existing global franchises.

The group announced a new joint venture called Studio Monowa with South Korean media company CJ ENM. This entity aims to develop intellectual property that appeals to a global audience by combining TBS content with CJ ENM production capabilities. The move follows a $150 million equity investment TBS made in Legendary Entertainment earlier this year. TBS officials describe the relationship with Legendary as a mutual effort to adapt Japanese manga, anime, and novels into live-action projects for Western audiences.

Setoguchi Katsuaki, president of The Seven, admitted that he initially underestimated the scale of South Korea's cultural influence. He stated that his current objective is to establish a new genre of Japanese content rather than solely focusing on profit for the parent company. He noted that while anime and manga are popular abroad, the broader category of Japanese content has not yet achieved the same level of global acceptance.

The strategy relies heavily on the long-running sports entertainment franchise Sasuke: Ninja Warrior. Watanabe Shinya, president of the global business division, reported that the show has local adaptations in 25 countries. It currently reaches viewers in 170 countries. The franchise is in its third decade on air, with the 30th anniversary scheduled for 2027.

NBC's American Ninja Warrior is part of this global network. The series is in its 18th season, and Seasons 19 and 20 have already been approved for production. TBS is also pursuing a 360-degree experience for the brand, which includes indoor parks in the United Kingdom, Germany, and the United States, along with merchandise and licensing deals.

New properties are also in development. The Seven is producing a skateboarding-focused show called Kasso, which is planned for rollout in the United States and China. The company also continues its production collaboration on Alice in Borderland. TBS maintains overseas bases in Los Angeles and New York and is planning new offices in Europe to support sales.

The executives presented partner testimonials to support their claims. James Townley of Banijay Entertainment cited the clear format value of the Ninja Warrior brand. Ella Brahmachari of ITV Studios described the UK version as aspirational. Thomas Goseberg of RTL Studios predicted a second golden age for the German version. Watanabe noted that the show has also inspired a new obstacle discipline in the modern pentathlon for the 2028 Los Angeles Olympics.