Interview with Takaaki Kidani (Bushiroad), Planner of “Gargantia on the Verdurous Planet” [4/4]

For the expansion of Japan

Ishikawa: Well then, lastly, could you please tell us what kind of development Bushiroad will be aiming for in the future?

Kidani: What we publicly say is that, “Firstly, we aim for the world of card games.” What we started saying now is that until the middle of next year, “we will take 50% share of Japanese card games,” meaning analog card games.

Ishikawa: 50%!

Kidani: Although we declared that, it didn’t really create an echo. Maybe we’re not working hard enough (laughs). We are going to release a new title, and we’ll take that 50% in one shot! After that is done, I will be going to Southeast Asia with confidence, because we also want to claim market there.

Ishikawa: You are talking in big scale.

Kidani: People in Southeast Asia love Japan and its culture. So even if we do business overseas, if we stick to people who like us, there is less likely to be hardships.

Ishikawa: I see.

Kidani: People often say that doing business abroad is dry, but in reality, human relations become important. I think it’s necessary to build up a relationship of mutual respect with Southeast Asia. In terms of results, that is not only for the good of our company, but for the whole Japanese entertainment industry. For example, just like the 47 administrative divisions of Japan, we have to change Singapore into the 48th, and the Philippines to the 49th market. Otherwise, the market will steadily become smaller.

Hirasawa: Well then, as an individual, what kind of things do you want to try, Kidani?

Kidani: Actually, in autumn last year, I was intending to move to Singapore.

Hirasawa: Really?

Kidani: People often ask, “Are you going to immigrate?” but my intention is a job transfer, not immigration. I’m thinking about going there for three to six years.

Hirasawa: Does that mean you will also relocate Bushiroad’s main office to Singapore?

Kidani: I won’t do anything like abandon Japan. It’s more like I will go there to extend Japan.

Hirasawa: So rather than turning into a global enterprise, you will expand as a Japanese company?

Kidani: So that I can expand the Japanese market, I don’t really want to differentiate between Japan and abroad. Actually, we are making an English version in Singapore and exporting it to the world, but in Taiwan and Hong Kong, the Japanese version sells better.

Hirasawa: At the time of your overseas expansion, what do you think, where lies the power of Japanese content?

Kidani: This applies to comics and anime as well, that Japan’s regulations are the loosest in the world. A lot of original work is born in the form of light novels and comics, and I think there are no other countries that mass produce original works in this rate. Moreover, the consumers here are the strictest in the world, making the market forged, so Japan has the potential for strong competitive power.

Hirasawa: So, rather than “localizing,” adjusting the products to the needs abroad, you leverage that strength, raise the overseas market itself, and “Japanize” it.

Kidani: Exactly. Lately, the governments give subsidiary aids to ease the costs of localizing, such as dubbing anime. At last, “cool Japan” has become an upright trend; this is an amazing improvement.

Hirasawa: From now on, those who can speak both English and Chinese will have a massive advantage.

Ishikawa: I will study Chinese and English at college (laughs).

Gargantia x Tokyo Otaku Mode Special Site

Source: Gargantia on the Verdurous Planet Official Site

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