Economic contribution of Japan’s content industry

This article studies the economic contribution of Japan’s cultural content industry. Based on statistical data, the dynamics of particular industries are considered in detail, and the evaluations of the entire content industry are presented. It is observed that structural changes take place in the industry, driven by technological progress and current demographic processes in the country, while the overall size of the content industry remains approximately the same. Japan’s cultural content exports are also considered. It is noted that Japanese content producers used to be scarcely motivated to advance into foreign markets because of the large size of Japan’s domestic content markets, but nowadays the demographic processes make export revenues more and more important for them. Digitalization, implementation of technical innovations, participation in global value chains - these are the essential conditions to increase Japanese cultural exports in the present era, as the example of collaboration between Japansese animation studios and Netflix demonstrates. In the final section of the article, Japan’s content industry’s spillover effects are considered. First, cultural exports contribute to the attraction of foreign visitors to Japan, who in turn consume various goods and services within the country. Moreover, allocation of numerous cultural productions within a particular city or a territory is supposed to contribute to the creation of a ‘creative milieu’, which attracts creative people and makes positive impact on the region’s economy. We review some examples of Japanese ‘creative cities’, making a conclusion that such cities create socially inclusive environment and improve the population’s well-being. Summarizing the above, cultural enterprises hold a complex significance, which is hardly reducible to a simple numerical value. Furthermore, cultural creativity becomes more and more relevant in traditionally ‘non-creative’ industries; this is an additional reason why cultural assets are now as important as ever.

Cool Japan, «креативные города», content industry, creative industries, cultural industries, Cool Japan, cultural exports, spillover effects, creative cities

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