LM interviewed Kendrick Wong, Founder & CEO of Kasagi Labo, with HQ in Singapore. The discussion aimed to explore how Kasagi Labo brings Japan’s anime heritage across global markets, highlighting its background, strategies for international collaboration, and insights into anime’s cultural influence and future projects
Could you share an overview of Kasagi Labo’s background and its journey in the anime industry?
Kasagi Labo was founded as a bridge between Japan’s rich anime heritage and the global audience’s growing demand for authentic and innovative anime content. Our core mission is to connect a billion anime fans with top-tier creators to actively participate in and influence the creation of anime stories.
In what ways does Kasagi Labo serve as a vital partner for international collaborators seeking to connect with the Japanese anime ecosystem?
Kasagi Labo bridges the traditional Japanese anime ecosystem with global opportunities, empowering licensing partners to tap into previously inaccessible markets and creator networks and access content that resonates with worldwide audiences. Our comprehensive approach integrates merchandise licensing, targeted marketing, collaborative content creation, and cutting-edge technological innovations – enabling partners to maximize IP value across multiple revenue streams. A large part of our business strategy also focuses on building up the fan-creator ecosystem to drive engagement so we can constantly seek new growth and monetization opportunities in the expanding international entertainment marketplace.
What are the key drivers behind anime’s growing global popularity, and how does Kasagi Labo leverage these trends?
Initially perceived in the 70s and 80s as primarily children’s entertainment, anime has undergone a significant transformation. Today, it encompasses a wide range of complex themes that resonate deeply with adult audiences, broadening its appeal across diverse age groups. The entry of international streaming giants like Netflix and Crunchyroll, who now produce original anime content, has further propelled this trend. Additionally, platforms like TikTok have become instrumental in driving the spread of anime among Gen Z. A recent survey by Polygon and Vox Media Insights and Research in 2024, which involved over 4,000 U.S. adults, revealed that 42% of Gen Z watch anime weekly, a number that has steadily increased with successive generations, illustrating its significant appeal amongst younger demographics.
How would you articulate anime’s cultural and economic influence within the global entertainment landscape?
Anime’s impact on the global landscape extends far beyond traditional media to influence the world of fashion as well. Over the years, anime has moved from being niche to mainstream in global entertainment; for instance, luxury brands like Jimmy Choo, Loewe, Dior have launched collections inspired by iconic anime series like Sailor Moon, Studio Ghibli’s My Neighbour Totoro and Spy x Family.
The seamless melding of anime aesthetics into high fashion underlines its significance and enduring influence on global culture.
Beyond Japan, which international markets or regions does Kasagi Labo prioritize, and what strategies drive its presence in these areas?
Kasagi Labo actively engages with markets not only in Japan but across North America and Europe, where anime fandom is vibrant and growing. Additionally, Southeast Asia has emerged as a dynamic market where our content is enthusiastically received. We are exploring further opportunities in these regions through tailored content strategies that address local tastes while retaining the universal themes of our productions.
Could you provide insights into Kasagi Labo’s upcoming projects?
We have an exciting lineup at Kasagi, including several TV series and a movie. One of the highlights is Special Kid Factory, from the team behind ID: Invaded, and Netflix’s Garouden: The Way of the Lone Wolf. There are more projects in the works, including revivals of some classics tailored for today’s audiences. More updates will be shared soon – stay tuned!
