The Rising Popularity of Anime Toho CEO Reveals Surprising Turning Point
In recent years, Japanese manga and anime have shifted from being niche interests to becoming mainstream global phenomena. Streaming platforms like Crunchyroll and ADN have made hits such as Tokyo Revengers, Jujutsu Kaisen, and My Hero Academia more accessible than ever. Meanwhile, platforms like Netflix are venturing boldly into live-action adaptations, with series like One Piece, Parasyte, and Nicky Larson.
But according to Hiroyasu Matsuoka, CEO of Japan’s legendary production studio Toho, there’s one title that played a pivotal role in this massive cultural shift—and it’s not One Piece or Dragon Ball.
Anime’s Global Boom From Niche Interest to Mainstream Success
A decade ago, manga and anime were seen as niche hobbies, often misunderstood or dismissed by mainstream audiences. Fans were frequently stereotyped and faced criticism for their interests. The perception of Japanese pop culture was clouded by clichés, and anime enthusiasts were often overlooked or mocked.
Fast forward to today, and the global influence of Japanese culture is undeniable. From massive convention attendance to the explosive growth of streaming platforms, anime and manga have cemented their place in mainstream entertainment. But what triggered this transformation?
Hiroyasu Matsuoka shared his thoughts on this cultural revolution in a recent interview with VIPO. He revealed that the turning point in the international success of anime was sparked by none other than My Hero Academia.
The Role of My Hero Academia in Anime’s Global Success
Matsuoka recounted his experiences as Toho’s head of international development, highlighting the massive interest in My Hero Academia when it debuted:
“At the time, when I was still in charge of international development, distribution companies started talking to me daily to negotiate,” he said. “They all desperately wanted to get My Hero Academia back. We noticed that distributors were increasing their offers, even though their previous ones were still being analyzed.”
This overwhelming demand for My Hero Academia was surprising given the series’ relative youth—it launched in 2014—and its straightforward premise. However, its accessibility to international audiences, coupled with its themes of young superheroes battling villains, made it a perfect entry point for viewers unfamiliar with Japanese culture.
“The advantage of My Hero Academia is that its story, marked by clashes between young superheroes and supervillains and carried by a few references to pop culture, is very easy to access for an international audience,” Matsuoka explained.
By drawing on familiar tropes from American superhero comics like DC’s Batman and Superman or Marvel’s Iron Man and Spider-Man, My Hero Academia resonated with global audiences. Its narrative echoed the struggles and stakes found in X-Men, making it an effortless gateway for Western viewers into the world of anime.
Establishing Toho’s Global Presence
Recognizing the international interest in My Hero Academia, Toho capitalized on the momentum to expand its presence in the global market.
“My Hero Academia helped us recognize the potential for anime to be successful abroad, and so we began to expand our business,” Matsuoka explained.
“Obviously, we needed to continue to meet the demands of the domestic market, but we were driven by the motivation to continue this expansion. We didn’t want to miss out on this boom.”
Building on its success, Toho established a strong network that allowed them to promote other titles such as Jujutsu Kaisen, Frieren, and The Apothecary’s Notebooks. This strategy cemented Toho’s reputation as a global powerhouse in anime production and distribution.
A Milestone for Modern Manga and Anime
The impact of My Hero Academia goes beyond mere distribution deals. A survey conducted last year revealed that Kōhei Horikoshi’s manga was the most cosplayed series worldwide, outpacing even legendary titles like Dragon Ball, One Piece, and Naruto. This speaks to the significant cultural footprint left by Deku and his friends, as well as the universal appeal of their story.
For many fans, this revelation may be surprising, given the longstanding influence of other iconic franchises. However, Matsuoka’s insights shed light on how My Hero Academia paved the way for the current anime boom.
“We already had our network, which is what later allowed us to sell titles as different as Jujutsu Kaisen, Frieren, and The Apothecary’s Notebooks,” he explained.
A New Era of Japamania
The rise of My Hero Academia marks a turning point in the global perception of anime and manga. By bridging cultural gaps with its relatable themes and accessible storytelling, it played a crucial role in transforming Japanese pop culture into a global phenomenon.
Today, the influence of anime can be seen everywhere, from the box office to fashion, gaming, and even education. Thanks to trailblazing titles like My Hero Academia, Japanese pop culture has not only gained widespread acceptance but also earned the respect and admiration of audiences worldwide.
As Toho continues to expand its global reach and streaming platforms push anime to new heights, the legacy of My Hero Academia serves as a reminder of how powerful and unifying stories can be.
The Evolution of Anime in Pop Culture
The impact of My Hero Academia is just one chapter in the long history of anime’s global rise. While the series has undoubtedly contributed to the cultural shift, the roots of anime’s international success date back decades.
In the late 20th century, anime made its initial foray into Western markets. Titles such as Astro Boy (1963) by Osamu Tezuka, often regarded as the “father of manga,” were among the first to capture global attention. Shows like Speed Racer (1967) and Gigantor (1963) became staples of children’s programming in the West, offering a glimpse into Japanese animation. However, anime at the time was primarily viewed as a novelty rather than a serious artistic medium.
The 1980s and 1990s Cult Classics and Fan Communities
The 1980s and 1990s were transformative decades for anime. Cult classics such as Akira (1988) and Ghost in the Shell (1995) showcased the medium’s potential to tackle complex, mature themes. These films, with their intricate storylines and groundbreaking animation, caught the attention of cinephiles and critics worldwide, sparking debates about the artistic merit of anime.
During this time, fan communities began to form, with conventions, fan clubs, and early internet forums providing platforms for enthusiasts to share their passion. These grassroots efforts helped spread awareness of anime, even as mainstream acceptance remained elusive.
The Turn of the Millennium The Big Three
The early 2000s marked a pivotal moment with the rise of the “Big Three”—Naruto, One Piece, and Bleach. These long-running series introduced millions of viewers to anime, particularly through popular TV blocks like Cartoon Network’s Toonami. These shows, filled with intense battles, heartfelt friendships, and epic journeys, became cultural phenomena, solidifying anime’s foothold in Western entertainment.
At the same time, the rise of DVD collections and online fan-subbed episodes made anime more accessible than ever. Fans who had limited access to TV broadcasts could now experience the medium in its original language with subtitles, deepening their appreciation for the art form.
The Role of Streaming Platforms
The 2010s ushered in a new era of accessibility with the advent of streaming platforms like Crunchyroll, Funimation, and Netflix. These services removed many of the barriers that had previously limited anime’s reach, offering extensive libraries of content to viewers worldwide.
This shift also allowed lesser-known titles to gain recognition. Series like Attack on Titan (2013), Sword Art Online (2012), and Demon Slayer (2019) captivated audiences with their breathtaking visuals and compelling narratives. Streaming platforms not only increased anime’s visibility but also normalized its consumption as part of everyday entertainment.
Anime in Modern Media
Today, anime’s influence extends far beyond its original medium. Hollywood has increasingly embraced Japanese stories, with mixed success. While live-action adaptations like Dragon Ball: Evolution and Death Note have been criticized, others, like Alita: Battle Angel (2019) and One Piece (2023), have garnered praise for their faithful representations.
Anime-inspired elements are also evident in Western animation, gaming, and even fashion. Collaborations between major brands like Louis Vuitton and League of Legends, or Uniqlo and popular anime series, highlight the crossover appeal of Japanese pop culture.
The Legacy of My Hero Academia
With its universal themes and relatable characters, My Hero Academia represents a culmination of decades of anime evolution. It serves as a bridge between Western and Japanese storytelling traditions, introducing a new generation to the rich world of anime.
As newer titles like Chainsaw Man, Spy x Family, and Blue Lock continue to captivate audiences, My Hero Academia remains a cornerstone of modern anime. Its impact will likely inspire creators for years to come, ensuring that the medium continues to evolve and thrive.
Conclusion A Cultural Revolution in the Making
The journey of anime from a niche subculture to a global sensation is a testament to the power of storytelling. Each era, from the early days of Astro Boy to the groundbreaking success of My Hero Academia, has contributed to this transformation.
Today, anime is not just entertainment—it’s a cultural movement that unites people across the globe. Whether through its themes of heroism, its intricate worlds, or its ability to resonate with universal human experiences, anime has proven itself to be a medium of unparalleled influence.
The rise of My Hero Academia marks a significant milestone in this journey, but it’s far from the end. As new creators emerge and technology continues to push the boundaries of animation, the future of anime looks brighter than ever.