Bridging Japan with Europe

Pascal J. Bonnet , Founder of PJB ENTERTAINMENT , is one of the major European experts in scouting Japanese content for the European market. LICENSING MAGAZINE had a conversation with Pascal to learn more about Japanese trends in Europe.

How has this "liaison" between Europe and Japan evolved over time?

I've witnessed significant changes since I first started managing licenses at VIZ Media Europe in the mid-2000s. Back then, the focus was predominantly on children's and preschool IPs, which were heavily supported by PayTV and Free TV broadcasts. There were fewer Japanese IPs making their way to Europe, mainly largely mass-market focused, such as Hamtaro, Yu-Gi-Oh!, Hello Kitty, and Yo-Kai Watch. At that time, many manga-based IPs targeting teenagers were not legally available.

As piracy became more rampant in the streaming space, the industry started to adapt. Legal streaming platforms like ADN in France, Crunchyroll in the US (and later Europe), and WAKANIM in France began to emerge. These platforms allowed for day-and-date simulcasts of the biggest anime series from Japan. Major players like Netflix , Prime Video & Amazon MGM Studios , Disney+ and MAX also entered the scene. Today, we can watch up to 75 new anime series every quarter here in Europe! This shift has led to a significant increase in licensed products derived from these anime.

In your opinion, why have Japanese IPs become so appealing?

I see several reasons for this appeal:

• Many Japanese IPs are rooted in manga, which often feature compelling storytelling and unique artistic designs.
• There's a "Japan is cool" factor at play, with manga and anime being mentioned by various celebrities.
• Anime and manga resonate strongly with young generations, offering a sense of freedom from conventions and allowing for self-expression, as well as promoting values of diversity and inclusion.

How do you see this "bridge" between Japan and Europe evolving in the future?

I believe this bridge will continue to strengthen as our world becomes more connected and culturally open. There are also more and more Western and Eastern entertainment co-productions, as seen in recent announcements like the Yakuza TV series and live-action adaptations of Cat's Eye and The Mysterious Cities of Gold.

ABOUT PJB ENTERTAINMENT

PJB Entertainment is an Anime/Manga Consulting company, led by Pascal J. Bonnet, an experienced Strategic Advisor specializing in Entertainment & Licensing, with a focus on Japanese IPs. He guides C-level executives to secure optimal deals in the distribution and acquisition of Films, TV series & Licensing ventures. Current clients include MBC/Shahid, FAST Media, Kitsune Statue, and various management consulting firms.

Curated by Cristina Angelucci