A Japanese critic has warned that the anime industry’s increasing focus on turning intellectual properties into interchangeable products could eventually lead to a future where audiences care more about brands and characters than anime itself.
Speaking about changes within the industry, Japanese critic Ryusuke Hikawa suggested that anime is increasingly being treated as part of a broader intellectual property ecosystem rather than as a medium with its own unique artistic identity. According to him, companies are placing greater emphasis on building franchises that can expand across merchandise, games, events, collaborations, streaming platforms, and other forms of media.
Hikawa expressed concern that audiences may eventually become attached primarily to characters, brands, and intellectual properties rather than anime as a medium. In such a scenario, consumers would continue supporting their favorite franchises regardless of whether the content originated from anime, games, novels, social media projects, or other sources.
The critic also pointed to broader changes in entertainment consumption, where digital platforms make it easier than ever for audiences to move between different forms of media while following the same property. Rather than developing loyalty to a particular medium, consumers increasingly follow the characters and brands they enjoy wherever they appear.
The observation arrives as anime continues experiencing significant international growth. Many modern franchises launch simultaneously across multiple forms of media, with anime often serving as one component in a larger ecosystem that includes mobile games, merchandise, live events, music projects, and licensing partnerships.
Hikawa did not argue that commercialization itself is inherently negative. Rather, his concern centered on whether the growing focus on intellectual property management could eventually overshadow the unique strengths that anime possesses as a storytelling medium.
The comments may resonate with some longtime fans who have noticed an increasing emphasis on franchise-building within the industry. While successful intellectual properties can generate revenue across numerous markets, critics occasionally question whether commercial priorities can sometimes compete with artistic ones.
I regret that I will likely live long enough to witness creation of an anime cinematic universe. The ‘Marvel-ization’ of entertainment, everyone.
So the westernization of eastern media.
But anime was always like this: A medium to advertise other merchandise, that’s where the profits comes from, specially in the case of TV broadcasts
“Critic” This oldfag is just sour because the business model he has grifted off of for decades is drying up. No one wants to hear it from a newspaper critic. In his article he was gassing about the ‘good old days’ twenty years ago and and how the explosion of anime since then has diluted the brand. I look around and see today some of the best anime that’s ever been made. Like I said, oldfag just wants to tell everyone how things were better in his day.
Way ahead of him.