Japan: character business market size 2024

The character business market in Japan was valued at 2.7 trillion Japanese yen in fiscal year 2023. It was expected to increase to 2.75 trillion yen by fiscal year 2024. The market consists of the character merchandising and the character licensing business.

Character business market size in Japan from fiscal year 2015 to 2023 with a forecast until 2024 (in trillion Japanese yen)

Characteristic	Market size in trillion Japanese yen
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Release date

July 2024

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Region

Japan

Survey time period

fiscal year 2015 to 2023; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Special properties

combined value of merchandising and licensing business**

Supplementary notes

*Forecast.
**Merchandising refers to the rights to use a character attached to a product. The market size is calculated based on the retail value.
Licensing refers to the rights to use a character for publication, advertisement, etc. The market size is calculated based on the contract amount.

“Characters” in this research refers to fictional characters in anime titles, manga, games, and illustrations. Celebrities and entertainers (non-fictional characters) are not included.

100 Japanese yen equal 0.67 U.S. dollars or 0.62 euros as of August 2024.
Values have been rounded.

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