Toei global expansion is accelerating in ways that go far beyond simply exporting Japanese film and TV. At Taiwan Creative Content Fest, the iconic studio outlined a bigger vision: turn beloved franchises like Kamen Rider into worldwide entertainment brands while investing in GenAI, gaming, virtual production and local-language remakes.
For a company with a 75-year legacy, the message is clear. Toei is no longer thinking only as a Japanese content producer; it is positioning itself as a global IP business built for streaming, co-productions, short-form video and interactive media.
Toei global expansion is centered on IP with international reach
Toei’s long-term strategy stems from its ambitious “Toei New Wave” plan, launched in 2023. The company set a goal of increasing the share of international revenue from 30% to 50% by 2033, backed by major upgrades to studio operations in Tokyo and Kyoto.
What makes the current Toei global expansion strategy stand out is its focus on maximizing established intellectual property while tailoring content for local audiences. Instead of relying on a one-size-fits-all export model, Toei is adapting well-known franchises for specific territories and building partnerships on the ground.
One of the strongest examples is Kamen Rider, which is already streaming in Taiwan and other overseas markets. India has emerged as a particularly important target, with Toei reporting strong consumer response following an event designed to introduce the franchise to Indian audiences. A distribution deal with a Disney affiliate further underscores the company’s confidence in that market.
Why Kamen Rider remains a global asset
Kamen Rider is not new to internationalization. Decades ago, the broader franchise DNA helped inspire the English-language adaptation that became Mighty Morphin Power Rangers, one of the most recognizable kids’ action brands in the world. That legacy shows why Toei global expansion is built on a proven formula:
- Iconic characters with cross-generational appeal
- Strong merchandising potential across toys and licensing
- Flexibility for live events, animation and remakes
- Built-in fan communities that can support localization
Toei is now extending that ecosystem even further, including a new anime label tied to the Kamen Rider brand through collaboration with major partners in Japan’s entertainment sector.
Localization is replacing the old export model
A major takeaway from Toei’s presentation is that simply selling completed content abroad has limits. The studio’s answer is localization: remakes, co-productions and original local stories developed with regional talent.
This approach has already shown results. The classic mecha property Voltes 5, which has long held cultural significance in the Philippines, found new life through the live-action remake Voltes V: Legacy. The series became a major success locally and even aired in Japan, proving that localized content can travel back across borders.
That is the heart of Toei global expansion today: create stories with local relevance first, then build global value from there.
Key markets driving Toei’s overseas push
Toei highlighted several territories as central to its next phase of growth:
- India: A massive population, expanding middle class and growing appetite for franchise entertainment.
- Taiwan: Strong audience affinity for Japanese content and meaningful box office demand.
- Thailand: An increasingly active production hub for remakes and genre films.
- South Korea: A strategic co-production partner, particularly in genre storytelling.
- The Philippines: A market where Japanese legacy IP already carries emotional and cultural resonance.
In Taiwan, Toei has collaborated with local companies on projects including Dear Stranger and the horror title The Rope Curse 4: Kuntilanak. It is also teaming with Thailand’s M Studio and Korea’s Showbox on a feature adaptation based on Junji Ito’s manga The Long Hair In The Attic.
GenAI, virtual production and gaming are part of Toei global expansion
Toei is not limiting its international strategy to film and television. The studio is also investing in production technology and new entertainment formats that can widen its global footprint.
On the technology side, Toei is expanding virtual production and motion-capture capabilities in Tokyo and Kyoto. It is also experimenting with GenAI tools in practical workflows, including image generation, budget estimation support for junior producers and background art assistance. Importantly, the company has stressed that human creativity remains at the center of the process.
That balanced stance matters. Across the screen industries, AI adoption is growing fastest where it supports efficiency without replacing creative leadership. Toei global expansion appears to follow that model, using technology to strengthen production pipelines while protecting the artistic core of its brands.
Gaming opens a new frontier
Gaming may become one of the most important pillars of Toei’s next chapter. The studio sees games as a natural extension of global IP exploitation because they travel easily across markets and platforms.
Its first game, Hino, is scheduled for spring 2027, with Debug, Nephemee and Killa expected to follow. Multi-platform distribution plans include Steam, Nintendo and Xbox, signaling that Toei wants international players from day one.
That makes strategic sense for several reasons:
- Games create new revenue streams beyond box office and licensing
- They deepen fan engagement with existing franchises
- They allow global launches without relying on local broadcasters
- They can support transmedia storytelling across film, TV and merchandise
Short-form video and production services broaden the business
Another interesting piece of Toei global expansion is its move into microdrama and mobile-first entertainment. The company has already produced short-form anime and vertical drama designed for smartphone viewing, a sign it is adapting to changing consumer habits rather than defending old distribution models.
Toei is also supporting international productions filming in Japan. On the action thriller Iris, for example, the company provided facilities, assisted with casting and helped navigate incentive applications. That service-based role adds another layer to Toei’s international presence while strengthening relationships with foreign producers.
What Toei’s strategy means for the global screen industry
Toei global expansion reflects a wider shift happening across entertainment. Legacy studios can no longer depend solely on domestic markets or traditional exports. Growth increasingly comes from adaptable IP, regional partnerships, technology-enabled production and format diversification.
For Toei, the opportunity is especially strong because it already owns franchises with deep history and merchandising power. If it can continue blending localization, co-production, GenAI experimentation and gaming, it may build a far more resilient international business than one built only on catalog sales.
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Ultimately, Toei global expansion is about meeting audiences where they are: on streaming platforms, in local cinemas, on mobile screens and inside game worlds. For a studio rooted in classic Japanese storytelling, that forward-looking strategy could be the key to staying culturally relevant and commercially powerful for decades to come.
