Current trends, competitors, and changes in consumer demand affect whether or not an IP becomes a hit. However, truly outstanding IP always become major IP regardless of such factors. Aiming to create content that is still fresh even after 10 or20 years-as opposed to content that only appeals to a specific era-we analyze diverse data and research thoroughly. As a result, the Group has chosen to focus on heroes (and heroines). Heroes make a lasting impression. Even though the times and the appearance of heroes change, they continue to excite and inspire people. The large number of Hollywood blockbusters featuring heroes illustrates this. In any age, stories about heroes enrich people and offer moral instruction. Therefore, we are convinced that advancing the “Developing Business Model” strategy for IP based on heroes will generate a positive spiral.

In 2010, the Ministry of Economy, Trade and Industry issued the Report by the Study Group on the Content Industry’s Growth Strategy, which anticipates the content industry becoming one of Japan’s top 5 exporting industries. In this scenario, by 2020 the industry’s overall sales will grow from ¥15 trillion to ¥20 trillion, overseas sales will increase from ¥0.7 trillion to ¥2.3 trillion, and overseas sales as a percentage of overall sales will rise from 5% to 12%. The Group will help make this a reality by advancing cross-media rollouts of IP in Japan and overseas while continuing far-sighted initiatives looking 10 or 20 years ahead.