Netflix Celebrates 10 Years in Japan with Expanding Originals, Anime, and Global Collaborations
Netflix is celebrating 10 years in Japan, transforming from a brand with no local presence to a dominant streaming platform with over 10 million households subscribed. Known affectionately as “Netofuri,” the service has become a powerhouse in the Japanese streaming ecosystem.
Kaata Sakamoto, Netflix’s Vice President of Content for Japan, recalls the early days when brand awareness was almost nonexistent. “When the service launched, awareness was very low. Now, many people know about Netflix, and they’re enjoying our services,” he told Deadline.
At a recent creators’ event in Tokyo, Netflix’s co-CEO Greg Peters highlighted the company’s journey. “When we launched Netflix in Asia in 2015, we chose Japan as our starting point. Ten years later, Netflix has grown to reach more than 10 million households.”
To maintain momentum, Netflix is expanding its portfolio of Japanese films, series, and anime. The company also announced its first live-streaming venture outside the U.S., securing domestic rights to the World Baseball Classic.
Sakamoto emphasizes a commitment to diverse genres: “We want to be the best in class across films and series, telling stories never told before and supporting creators’ vision.”
Recent highlights include Last Samurai Standing, Netflix’s first original samurai drama, and Bullet Train Explosion, a remake of the 1975 Japanese classic The Bullet Train. According to Peters, Japanese titles have accumulated 25 billion viewing hours globally, making them the second most-watched non-English content worldwide. Over 120 Japanese titles have entered the global Top 10 rankings across 93 countries.
Between 2021 and 2024 alone, Netflix’s investment in Japan generated an economic impact of more than ¥450B ($3B). Productions have spanned 37 prefectures and 200 filming locations, underscoring Japan’s significance as a creative hub.
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Adaptations remain a key strategy, with global hits like Alice in Borderland, One Piece, Yu Yu Hakusho, and Pokémon Concierge. Sakamoto explains, “When we look at mangas, we focus on intriguing stories and how characters resonate today, especially when adapted into live action.”
The anime division also experiments with hand-drawn, 2D, and 3D techniques, ensuring each project matches the story’s vision while leveraging Japan’s advanced animation technology.
Cross-Border Collaborations
Netflix Japan is also pushing into multi-national productions. Upcoming project Romantics Anonymous is a co-production with Korea’s Yong Film, featuring stars like Shun Oguri, Han Hyo-joo, Yuri Nakamura, and Jin Akanishi. Another co-production, Soul Mate, will feature Hayato Isomura and Korean actor-singer Ok Taec-yeon, with a storyline spanning Berlin, Seoul, and Tokyo.
“Our goal is for Netflix to be the studio of choice for creators in Japan,” says Sakamoto. “We want to empower them to create titles seen and loved worldwide.”
