Japanese character 'Npochamu' targets global growth and expansion
In an exciting development, the beloved Japanese character Npochamu is set to conquer new territories, thanks to strategic merchandising rights acquisitions by ITOCHU Corporation. The focus is on Asia, excluding Japan and South Korea, and North America (U.S. and Canada).
The expansion is driven by Npochamu's popularity on social media, particularly among young people. The character's cute design, approachable nature, and unique storytelling have resonated with audiences, leading to millions of views of clips featuring Npochamu and its companion Kimimaro.
ITOCHU aims to capitalise on the booming global anime and character market, which is projected to reach approximately $60.3 billion by 2030, growing at an average annual rate of 9.8% from 2025 to 2030. The goal is to significantly increase the annual total distribution value of Npochamu content within this timeframe, with a strong emphasis on overseas growth fueled by social media's rapid content sharing and recognition.
The Japanese conglomerate aims to increase the total annual distribution value of Npochamu content to approximately 150 billion yen ($1.02 billion) by 2029, up from its current value of around 10 billion yen. This ambitious target underscores ITOCHU's commitment to making Npochamu a major global character brand.
The Japanese government has positioned the export of goods and content like manga and video games as part of its "Cool Japan" strategy for economic growth. The strategy, which has been instrumental in the growth and recognition of Japanese pop culture around the world, is a part of Japan's broader economic policy to boost its cultural industries.
Npochamu, created by Japanese illustrator Kawaisouni!, is marketed as a goofy yoghurt fairy. Goods featuring its likeness and that of Kimimaro are common in cities, making it a familiar sight for many. In Japan and South Korea, a separate Japanese firm holds the rights to and manages the sales of Npochamu goods such as plushies and keychains.
The Hong Kong-based firm also holds the rights to the Finnish storybook characters known as The Moomins, further expanding ITOCHU's character portfolio. As the global market for anime and characters continues to grow, it's clear that ITOCHU is positioning itself to be a key player in this exciting industry.
[1] ITOCHU Corporation Press Release, [Title of Press Release], [Date of Press Release] [2] Anime News Network, [Title of Article], [Date of Article]
- ITOCHU Corporation, with its acquisition of merchandising rights for the popular Japanese character Npochamu, aims to tap into the booming global anime and character market, particularly in Asia (excluding Japan and South Korea) and North America.
- In its pursuit to make Npochamu a major global character brand, ITOCHU Corporation, in collaboration with other firms like a Hong Kong-based company holding the rights to The Moomins, plans to increase the total annual distribution value of Npochamu content to approximately 150 billion yen by 2029, leveraging the power of AI, finance, business, and entertainment.
