To achieve true completeness, one must look beyond the domestic market, as many artists and creators find their ambitions limited by focusing solely on local success. This issue arises when there’s a significant disparity between domestic and international markets. As success within the domestic sphere becomes evident, there’s a natural tendency for individuals to remain focused on it. However, this can be a perilous choice.

     Consider the music industry as an example: During the 1970s and 1980s, international music recordings significantly outpaced Japanese ones, creating a noticeable gap between Japanese pop music and global MTV rock. Yet, from the 1990s onward, Japanese music saw remarkable improvements and domestic success. Ironically, this success has fostered an obsession with the local market, with over 90% of the music consumed by young people now being Japanese music, while international music’s share has dwindled.

     A similar trend is evident in the film industry. In the 1990s to 2010s, foreign films dominated, but recent years have seen a rise in the market share of Japanese films. While this might seem like a sign of a mature domestic culture, it actually highlights a closed market and missed opportunities for global expansion. From an international perspective, the Japanese market appears to be contracting.

     This inward focus is further compounded by demographic challenges. The declining population, aging demographics, and the impact of excessive COVID-19 measures, which have disrupted external communication and contributed to lower marriage and birth rates, are accelerating the contraction of the domestic market. This will intensify competition in cultural sectors like art, music, and film, making it increasingly difficult for artists to thrive.

     To overcome the contraction of the domestic market and succeed internationally, it’s essential to take domestic success stories to a global stage. Start by understanding domestic market demands and developing strategies that work locally. These strategies can then be tested and refined internationally. Venturing into the global market without a solid foundation can result in wasted effort and time.

     Looking ahead, a global market perspective will be crucial for future success. Texts and promotional materials related to works should be prepared in English, leveraging advanced translation apps and AI tools. The key challenge is the commitment to entering the international market. Although there are hurdles such as distribution and shipping costs, Japanese artists’ high-quality work offers a cost-effective advantage compared to Western and even Chinese creators, making them highly competitive.

     For future artists and creators, it is imperative to aim for international success, building upon domestic achievements. By continually challenging the global stage, they can unlock new opportunities and reach broader audiences. A determined pursuit of both domestic and international success will be essential for future endeavors.

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https://x.com/kenji_tokumitsu

Second book written by the president of Tagboat, Kenji Tokumitsu, “Textbook of Contemporary Art Investment,” is now available for purchase on Amazon here.

 

First book written by the president of Tagboat, Kenji Tokumitsu, “Art as Culture, Art as Investment” is now available for purchase on Amazon here.