MUMBAI: Nippon TV is taking its global ambitions seriously—and stylishly. Japan’s leading multiplatform entertainment giant has just unveiled Gyokuro Studio, a premium content label for international audiences, and Nippon TV LA Business Office, a full-fledged U.S. outpost opening in July to chase co-productions and IP sales across North America and Latam.
The Tokyo-based Gyokuro Studio—named after Japan’s most exquisite green tea—plans to roll out 10 unscripted titles a year, aiming for a full-bodied portfolio of 100 global-ready formats in the next decade. It promises the same handcrafted quality as its namesake tea, brewed through a blend of in-house talent and heavyweight co-creators. Think less sushi bar, more global showbiz kitchen.
Kenichiro Akiyama, veteran chief producer of prime-time hits, will head the new studio. “We are restructuring our production framework from a domestic-focused model to one designed for global rollout, accelerating the development of a robust foundation for creating content that resonates with audiences worldwide,” said Akiyama. “We will actively engage in truly global ‘co-creation’ with our production partners both in Japan and abroad, and together we will strive to generate new needs and value in the global entertainment market. We will continue to take on new challenges every day, aiming to build a strong and sustainable presence.”
Meanwhile, the Los Angeles office will be led by Tom Miyauchi, vice president of Nippon TV International and the man behind the Canadian adaptation of cult favourite Old Enough!. Miyauchi moves to LA in June and kicks off operations in July.
“With the launch of our Los Angeles business hub at the forefront of the global entertainment market, we are here to tap into the pulse of local trends and connect with global audiences with precision and agility. By strengthening collaboration and co-creation with valued partners and creators, our aim is to lead every phase of the content journey – from content development and full-scale production to distribution and international rollout, and the establishment of local production frameworks. In collaboration with Gyokuro Studio, we aim to pioneer new frontiers for globally driven entertainment, proudly originating from Japan.”said Miyauchi.
Nippon TV has been flexing its format muscles globally, with Dragons’ Den/Shark Tank spawning 52 versions across 186 countries and Mother crowned as Asia’s most exported scripted format. Add to that the viral Old Enough! and Netflix-fuelled anime success, and you’ve got a broadcaster not just chasing trends—but setting them.
Now with Studio Ghibli in its corner, Nippon TV is stacking its global arsenal. The new studio and LA office mark a strategic two-punch play, positioning Japan’s content powerhouse to charm the west, one gyokuro-infused idea at a time.