Anime is no longer a niche import. It is pop culture’s new center of gravity – and nobody is moving faster to press that advantage than the studio behind “Demon Slayer.”
Nishimoto Shu, appointed president of Aniplex earlier this year, has outlined a plan to deepen the Sony Music Entertainment Japan subsidiary’s foothold in international markets, treat each of its IP franchises as long-term global assets, and step cautiously into artificial intelligence – all while keeping anime at the center of a business that already stretches from theatrical film to live-action drama to live events.
Nishimoto joined Aniplex in 2009, starting out on the Japan sales team before moving to the international division and then crossing to Aniplex of America, where he became president in 2017. He took the company’s top job when predecessor Atsuhiro Iwakami was elevated to president of parent company Sony Music Entertainment Japan. In an interview with Variety – his first extended conversation since assuming the role – Nishimoto reflects on his years running the U.S. operation. “Through those experiences, what I felt most strongly was that Japanese anime is truly being embraced by so many people around the world,” he says. “What was once a market supported primarily by a core group of passionate fans has now become part of broader pop culture, especially among younger generations.”
