No.4146
Character Business in Japan: Key Research Findings 2026
Market Size for Character Business Is Predicted to Increase by 3.0％ YoY to 2.9635 Trillion Yen
Yano Research Institute (the President, Takashi Mizukoshi) conducted a survey on the character business market in Japan. The survey revealed the market size by segment, market trends by character, and future outlook.
Market Overview
The character business market, which consists of merchandising rights and copyrights, reached 2.8767 trillion yen in FY2025, marking a 3.2% increase from the previous fiscal year.
This growth was driven by the increased exposure of certain characters through their anniversary-year campaigns. These campaigns strengthened ties with their existing fans and raised awareness among new fans through social media dissemination. Additionally, characters and items that were popular during the period between the late 1990s and early 2000s returned to the spotlight, driven by people who were elementary school students at the time. This trend fueled demand for merchandise featuring characters from that period and worked as a tailwind for the market.
Noteworthy Topics
Transitioning from a Product-Centered Approach to a Comprehensive Brand Strategy
Character development is evolving beyond traditional merchandising and product sales. It incorporates multifaceted developments, combining physical events, collaborative projects, and digital initiatives, while aligning with tourism and local communities.
In sync with anniversaries, film and game releases, and anime broadcasts, a series of character promotions tend to be implemented, such as pop-up stores, collaborative café openings, and exhibitions. This concentrated approach seems effective in disseminating topics and encouraging continued fan consumption and participation.
Future Outlook
In recent years, character-based content has become more diverse. In addition to anime, manga, and video games, examples now include events, character-themed shops, and experience-based facilities. As more young people incorporate characters into their daily lives, the general consumer base, including potential customers, is expected to continue expanding. The growing number of character merchandise stores increases the opportunity and frequency of purchasing character items.
Driven by continued robust market growth, the character business market, comprising merchandising rights and copyrights, is expected to reach 2.9635 trillion yen in FY2026, which is a 3.0% increase from the previous fiscal year.
Research Outline
2.Research Object： Companies involved in the character business (manufacturers, wholesalers—including intellectual property (IP) holders, licensors, and agents—as well as licensees, retailers, and distributors.)
3.Research Methogology： Face-to-face interviews (including online interviews) by expert researchers, surveys via telephone and email, questionnaire, and literature research
Character Business in Japan
This research defines the character business as consisting of merchandising rights and copyrights. Licensees are permitted to use the licensor’s characters to create merchandise, use them in advertisements, and develop them into movies, television programs, anime, and manga.
In this research, “characters” refers to those in anime titles, manga, games and illustrations, etc., but not to celebrities or entertainers.
＜Products and Services in the Market＞
Character-featured products, character copyrights
Published Report
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