How Los Angeles Powers the Global Anime Industry
From local distributors to big Japanese producers to everyone working with them, LA is where the anime action happens outside of Tokyo
If you were to ask any anime fan on the streets where anime is from, you’d get a clear answer: Japan. And if you were to do a quick search, you’d find that while a small number of production studios are scattered elsewhere in Japan, all of the producers are in one spot: Tokyo. But ask a well-informed industry insider what singular city is driving the global growth of anime, and you might be surprised with the answer: Los Angeles.
From well-established local players to the U.S. offices of big Japanese producers, and from decision makers in anime merchandising to the voice actors dubbing our favorite shows, the Los Angeles Metropolitan Area isn’t just an important place for anime, it’s an absolutely critical hub. With overseas revenue now permanently surpassing Japan, anime’s ongoing rise (and health) rely on — will continue to rely on — the global streaming and merchandise deals that flow through Los Angeles.
The devastating fires in the region have highlighted the resilience of Los Angeles and its people, who contribute to many industries, including entertainment. As a former LA resident myself, seeing photos of the fires spreading to different places I’ve known is heartbreaking. In light of this, it feels like an appropriate time to reflect on the vital role the region plays in anime’s global growth. By taking a closer look and spreading the word, we might better appreciate the impact of LA’s people on anime and find meaningful ways to support them in this challenging time and beyond.
Who’s in LA and what are they doing?
1. U.S. subsidiaries of Japanese companies are building bridges.
Why do so many Japanese companies have offices in the Los Angeles Metropolitan Area? At a high level, having a local presence is a bridge to their consumers and provides an increased understanding of the market. And when it comes to dealmaking, many key partners are local. Global streaming players like Netflix, Amazon, Disney/Hulu, and WBD/Max are in Los Angeles (the Hollywood teams drive cross-border productions like Cyberpunk Edgerunners and The Lord of the Rings: The War of the Rohirrim). Hot Topic, based in the aptly named nearby City of Industry, is the most coveted “specialty” retailer where anime brands want to be. Awards like the Annies, Golden Globes, and Oscars are based in Los Angeles, providing a starting point for FYC (“for your consideration”) campaigns. Not to mention all the local U.S. players who touch anime which are based in or have presences in LA we’ll get to next.
Anime Producers: Aniplex of America, Bandai Namco Filmworks, Pony Canyon, Production I.G, TMS Entertainment, Toei Animation, and Toho International. Note that some of these local offices are going as far as theatrical distribution and merchandising, whereas others are focused on mainly on sales and marketing.
Adjacent Companies: 33 USA (public relations & marketing), Amuse (talent), Animate (retailer), Avex USA (music), Bandai Namco Entertainment (games), Bandai Namco Toys & Collectibles America (toys & collectibles), Dentsu (advertising & content), Good Smile Company US (collectibles), Iyuno Los Angeles (dubbing), Marza Animation Planet USA (CG animation), Media Do International (digital publishing), and Sola Digital Arts (CG animation).
Just a few of the big things U.S. subsidiaries of Japanese companies have done in the past year are pictured below:
2. Local U.S. companies are leveraging their passion for anime.
What role do local U.S. companies play in the anime business? As the most basic level, the U.S. is the endpoint monetization for anime in its biggest overseas market. If you zoom out, consider that many U.S. companies’ products and services are global (or at at least ex-Asia). In that sense, Los Angeles is the gateway to the U.S. market, and then U.S. the gateway to the West, thereby allowing anime to properly monetize and money to optimally flow back to Japan. It might be somewhat easy to understand that a portion of the money from your Crunchyroll subscription is allocated towards royalties, or similar for your GKIDS movie ticket of VIZ Media Blu-Ray box set, but what’s a little more abstract is the impact of “adjacent” companies on the industry. Anime Expo, for example, with nearly 400,000 “turnstile” attendees, is a must-attend event for anyone in the anime industry where real business deals happen. Bang Zoom and others create voiceover dubs for popular anime, helping shows reach broader audiences. Creative agencies like Foundry LA are even opening anime practices since the demand for anime to punch through is so high (because when it does, anime goes even more places). In short, LA has developed into a true hub of anime activity.
Full-Service Anime Distributors: Though none of Crunchyroll, GKIDS, or VIZ Media are officially headquartered in Los Angeles, they all have presences in town. Technically, all three are owned or are in the process of being owned by Japanese companies, but not as direct subsidiaries, so I’ve listed them here rather than the first category. MediaOCD is based in town, and while smaller, it is bringing many overlooked classics to home video.
Streaming Companies (Carrying Anime): Amazon, Disney/Hulu, NBCU/Peacock, Netflix, Pluto, Roku, Tubi, WBD/Max.
Adjacent Companies: AAA Anime (wholesale anime goods distribution), Anime Expo / SPJA (conventions), Anime Impulse (conventions), Animé Los Angeles (conventions), Azuki (digital collectibles), Bang Zoom Studios (dubbing), Emerging Technology Company (brand development), Foundry LA (creative agency), Great Eastern Entertainment (merchandise), Hot Topic (retail), HYPLAND (streetwear) NYAV Post (dubbing) Shout! Factory (physical distribution), Skybound Entertainment (co-productions), Studiopolis (dubbing), TokyoPop (manga), and VSI (dubbing).
Individuals/Freelance: From the voice actors, voice directors, translators, and producers who are behind the English versions of anime, to the journalists and content creators keeping us talking about anime, to the event staff (and many volunteers) who work these big conventions, to the consultants and other freelancers providing ad hoc support to the companies above, there are countless individuals who don’t have office jobs yet are a key part of the industry, too.
Just a few of the big things local U.S. companies have done in the past year are pictured below:
Supporting LA in what’s next
Los Angeles’ critical role in the global anime industry is undenied. Local companies, subsidiaries, and countless individuals are driving anime’s global success, ensuring revenue flows back to Japan. By highlighting the incredible work happening in LA, I hope to provide context for the region’s vital place in the anime boom.
The recent fires have been devastating. While there are no reports of anime companies directly affected, many individuals have felt the impact (including people I know). The most important we can do now is to offer support in ways that matter to us.
Support can take many forms. It might mean contributing to a verified GoFundMe, donating to Direct Relief, or extending grace on project deadlines. Even something less direct like choosing to keep business in the area helps. However you choose to support is going to be appreciated, and by continuing to recognize LA’s role in anime, we can ensure a bright future for the anime industry and its people.
I didn’t know about this! This is very interesting, especially as a Japanese person! I always thought of Tokyo as the hub for anime, so learning about Los Angeles’ role in driving anime’s global growth is fascinating!