Netflix Hosts “Creators’ Spotlight” for 10th Anniversary in Japan: Honoring Creative Partnerships and Looking Ahead

As part of Netflix's 10th-anniversary festivities in Japan, "Creators' Spotlight - To the Next Episode: The Unchanging Core of Storytelling" was held on September 4 at TOHO Studios. The event honored the many directors, producers, actors, and creative partners who have helped shape a decade of diverse storytelling on Netflix. With the theme "A Decade with Netflix and the Challenges Ahead," the gathering brought together directors, producers, actors, and other talented creators to share behind-the-scenes stories from past projects and discuss their visions for the future. Netflix Co-CEO Greg Peters opened the event by reflecting on the company's early days in Japan and its journey both locally and globally over the past 10 years. He also expressed his expectations for the Japanese team's continued growth. Kaata Sakamoto, Vice President of Content (Japan), followed with remarks on the power of Japanese creativity, the thrill of taking risks, and the importance of producing one-of-a-kind stories with creators underpinned by freedom of thought and determination. He reaffirmed Netflix's commitment to bringing beloved Japanese titles to audiences around the world.

Sakamoto concluded by referencing Netflix's first-ever live streaming in Japan-the World Baseball Classic 2026, highlighting that Netflix will continue to expand its challenges into new territories.

Greg Peters, Co-CEO, shared the following remarks on Netflix's journey so far and its future outlook.

"When we launched Netflix in Asia for the first time in 2015, we chose Japan as our starting point and opened our office here. Ten years later, Netflix has grown to reach more than 10 million households in Japan, becoming affectionately known as 'Netofuri.' Japanese titles have been viewed for a cumulative 25 billion hours, making them the second most-watched non-English content globally. More than 120 Japanese titles have entered the global non-English Top 10 rankings, and in country-specific Top 10 lists, Japanese titles have ranked across 93 countries, from Asia to Latin America. Domestically, productions have taken place across 37 prefectures and over 200 filming locations. From 2021 to 2024 alone, Netflix's investment in Japan generated an economic impact (Gross Value Added) of more than ¥450 billion. These numbers demonstrate that Japan is an indispensable market for Netflix. For the next 10 years, we will continue to deliver Japanese culture and creativity to the world, creating entertainment experiences that exceed imagination."

Kaata Sakamoto, Vice President of Content, shared the following remarks on the past 10 years in Japan and the challenges ahead.

"These past 10 years of countless challenges have only been possible thanks to our creators, partners, and fans. We believe that even when a subject is difficult, by trusting a strong creative vision, we can deliver authentic stories. This is what we call 'Creative First.' At the same time, we are committed to 'Local First'-working closely with Japanese creators to tell stories that resonate with local audiences, stories that eventually spread to the world. Now, as our next challenge, we are stepping into live streaming. Japan will be the second country after the United States to launch this, beginning with the World Baseball Classic, allowing us to share the thrill of the game in real time and bring audiences an unprecedented experience."

Next, leading Japanese creators took the stage for panel discussions, divided into live-action and anime sessions.

The live-action panel featured film director Hitoshi One, who sparked a social phenomenon in Japan with Tokyo Swindlers ; film director and screenwriter Shinsuke Sato, who propelled Japanese creativity to the global stage with Alice in Borderland ; film director and screenwriter Michihito Fujii, who redefined the period drama genre with Last Samurai Standing ; and actor/creator Takayuki Yamada, who boldly tackled challenging themes in The Naked Director. The discussion was moderated by Shinichi Takahashi, Netflix Director of Live-Action, with each creator sharing their perspectives on past challenges and future expectations for Netflix titles.

Highlight Comments from Live-Action Creators

Hitoshi One: When I brought the proposal for Tokyo Swindlers , Netflix quickly determined it was a good fit and approved it at unprecedented speed. Since each country holds decision-making authority, with creative and promotional freedom left to local teams, I've felt Netflix is an open and dynamic company. I'm now under an exclusive contract with Netflix, and several new projects have already been confirmed. My next work is about men confronting formidable enemies in extreme natural environments. While Tokyo Swindlers used VFX, for this new title, Netflix suggested incorporating even more advanced VFX technologies, which we are currently working on. This refreshing and liberating environment is quintessentially Netflix, and I aim to create even more stimulating content. I also greatly appreciate Netflix's commitment to safe filming conditions and excellent staff care, and I hope they continue to enhance this.

Shinsuke Sato: Alice in Borderland became one of the most-watched Japanese titles worldwide. Yet, when we first started planning, many people didn't even know what Netflix was-it was truly uncharted territory. Still, the series reached No. 4 in the global Top 10, proving that opportunities for Japanese works on the world stage are expanding. The entire creative process with Netflix-building the show through repeated conversations-was fascinating. Currently, I'm working on a new sci-fi project: a human drama with epic scale, rooted in Japan but expanding outward globally. It's a genre that surprisingly hasn't often emerged from Japan-serious science fiction. We intend to push it as far as it can go.

Michihito Fujii: Nine years ago, when I was still a young filmmaker without much recognition, Netflix gave me a chance. Back then, not many people in Japan were watching Netflix, but I wanted to grow alongside the platform. Traditionally, filmmakers like us believed that unless we screened at festivals, our works wouldn't reach audiences abroad. Netflix shattered that fixed mindset by giving us an opportunity. My upcoming film, my last as a director in my 30s, will be a culmination of everything I've experienced with the people I've met. It's a large-scale project with our Japanese team traveling around the world to prepare. The theme explores what prosperity and peace mean to Japanese people, expressed through intense action entertainment.

Takayuki Yamada: When I was offered The Naked Director , I had been studying English, thinking it was difficult to find opportunities outside Japan while staying here. But this project allowed me to test my abilities-good or bad-in Japanese, with a Japanese theme, and see whether my work could resonate globally. It was a huge turning point. After the release, people even called out to me overseas, saying, 'Are you on Netflix?'-that's when I realized how far the show had traveled globally.

(Regarding his script contribution to Quiztopia ) When adapting manga into live-action, deciding what to portray realistically and what to preserve as manga-like elements was a major challenge. In creating characters, I had to dig deeply-asking why they act this way, what feelings drive them-to bring out their humanity. Sometimes that made roles extremely difficult, but for actors, such challenges bring valuable learning and connect to future projects. I'm excited to keep growing through these experiences.

In the anime segment, the discussion featured Manabu Otsuka, President of MAPPA, an animation studio that began a business partnership with Netflix in 2020 and has produced numerous popular titles; Kotaro Yoshikawa, Executive Officer and Senior Managing Director of TMS Entertainment, whose Baki series consistently ranks at the top worldwide and whose new hit, SAKAMOTO DAYS , continues to succeed; and emerging filmmaker and animation director Tomoki Misato, along with playwright and director Shuko Nemoto, who created the stop-motion anime My Melody & Kuromi , which was exclusively released worldwide on Netflix in July. Yuji Yamano from Netflix, who oversees anime content, served as the facilitator, leading the discussion on anime production in collaboration with Netflix and the global reach of Japanese anime.

Highlight Comments from Anime Creators

Manabu Otsuka: The COVID-19 pandemic not only changed how people around the world enjoy anime, but also led to reforms in the working environment at production sites, such as promoting remote work. With support from Netflix, we were able to improve the working conditions for our staff, which was a significant change. I want to continue striving to be as close as possible to viewers who enjoy anime on Netflix. Although our works are distributed worldwide, the sense of closeness that Netflix provides is unique, and moving forward, we aim to create content that leverages this strength. We hope to expand the range of expression and take on projects with surprises and originality that make audiences around the world say, "I didn't know anime like this existed."

Kotaro Yoshikawa: Baki received positive reactions from the very beginning of Season 1, but it was with Season 2, which entered Netflix's global Top 10, that we truly felt a strong response overseas. SAKAMOTO DAYS , also released exclusively overseas on Netflix, received significant promotional support and generated a huge response. Being distributed on Netflix, with its 300 million members worldwide, rapidly increases a work's recognition. I feel that Baki has grown together with Netflix-it's a work that Netflix has nurtured. Their commitment to preserving the integrity of the series has helped it resonate globally, including in Japan. Nowadays, we can truly feel that anime studios are recognized as creative collectives, and Netflix has contributed to elevating the status of Japanese anime. Moving forward, we aim to continue approaches that can stand shoulder to shoulder with Hollywood films and dramas.

Tomoki Misato: Working with Netflix, which has produced high-quality stop-motion works both in Japan and abroad, and seeing My Melody & Kuromi reach #2 on the global Top 10, made me truly realize that 'kawaii' can reach audiences worldwide-this was a huge joy. At the same time, there was a strong sense of pressure to deliver a work worthy of beloved characters like My Melody and Kuromi. Expressing 'cuteness' by layering 24 frames per second was a major challenge, but it was only possible at this scale thanks to Netflix. I felt a real sense of accomplishment in taking this meticulous, artisanal stop-motion technique and experimenting with new approaches to bring it from Japan to the world. In terms of scale, what used to be a few people working on the project grew to over 100 staff and collaborators, making this the first experience where I could truly direct at this level. Riding this wave, I hope to challenge myself with a feature-length project someday. Netflix always brings the image of taking on new content, and I want to continue pursuing new challenges in anime as well.

Shuko Nemoto: Being able to work on the script for My Melody & Kuromi , characters I have loved since childhood, was a tremendous joy. It was my first anime project, my first stop-motion experience, and working on such a large-scale production with Netflix was overwhelming yet exciting. The wide-ranging responses we received-from different generations and even from overseas audiences-were something I could not have expected, and I feel that this is unique to Netflix. For this project, I was able to boldly propose what I wanted to do, and ideas that might normally have been scaled down were realized thanks to Netflix's openness and vision. It was surprising to see that even someone from a completely different field, like me, could be welcomed. I hope Netflix will continue to give talented creators the opportunity to take on challenges, and I will work hard so I can collaborate with them again. In the future, I would like to explore new forms of expression that combine theater with Netflix.

Netflix Japan's 10th Anniversary Event is Open from September 5-14

The 10th-anniversary event will be held at MEDIA DEPARTMENT TOKYO in Shibuya for a limited period, from Friday, September 5 to Sunday, September 14, 2025. Through the various exhibits, visitors can step into the immersive worlds of Netflix titles, from past hits to current favorites and even glimpses of the future. Interactive content allows fans to relive memorable scenes, from battling alongside legendary heroes, experiencing heart-stirring love stories, to thrilling challenges. Exclusive merchandise available only at the event will also be offered. Additionally, the first floor-featuring a photo booth and phone box that bring iconic scenes from past popular titles to life, along with merchandise sales-is open to all visitors during the event. Access to the second floor and above requires advance reservation, so please book your visit through the event's application site.

• Period: Friday, September 5 - Sunday, September 14, 2025

• Venue: MEDIA DEPARTMENT TOKYO (19-3 Udagawacho, Shibuya, Tokyo)

• Admission: Free, but advance online reservation required

• Application page: https://netflix10anniversaryjapan.com/

※ Merchandise sold in the first-floor sales area is paid.