Government and ‘Cool Japan’: measures to improve conditions for creators

Faced with international pressure and recognition of the economic importance of anime, the Japanese government is reviving its Cool Japan strategy with measures focused on improving working conditions for creators and ensuring the sustainability of the sector.

Press reports (Wall Street Journal and other publications) cite official statements pointing to support programs, surveys on working conditions, and the intention to establish guidelines to prevent exploitation for the sake of “passion.” The initiative ranges from tax incentives to training and certification programs for small studios.
There are two reasons for this: on the one hand, anime is a key cultural export—in 2024 and 2025, it achieved record revenues—and on the other, there is growing scrutiny of the working conditions that support this growth. Public policy seeks to resolve this contradiction by improving compensation, promoting more transparent contracts, and encouraging responsible internationalization.

Analysts point out that the key will be effective implementation: studios and unions are demanding concrete resources and deadlines. The sector’s reaction will be an indicator of whether words translate into real change.