【Tokuma Shoten】The Company Behind Japan's First Anime Magazine "Animage"! A Publisher with Deep Ties to the Gaming Industry

Tokuma Shoten is known for its wide-ranging business ventures that go far beyond being just a publisher. It has deeply contributed to the development of culture such as anime and games, carving its name in Japanese cultural history.This time, we'll take you through Tokuma Shoten's history and charm in a light, conversational tone!

Tokuma Shoten's history began unexpectedly with a gossip paper called “Asahi Geino Shimbun.” This flashy debut hinted at the boldness of its later business expansions. Later, the company expanded its business and is now a subsidiary of Culture Convenience Club (CCC), which operates TSUTAYA.

A historic moment for anime lovers came in 1978 with the launch of the monthly magazine “Animage.”As Japan's first anime magazine, it became a vital source of information and a central hub for anime fans.This magazine played a role in elevating anime from mere children's entertainment to a cultural genre.

In 1985, Tokuma Shoten established the legendary Studio Ghibli! The founding of Ghibli, with its focus on feature-length animated films, is one of Tokuma Shoten's greatest achievements. It laid the groundwork for masterpieces such as “Nausicaä of the Valley of the Wind” and “Kiki's Delivery Service,” significantly raising the bar in the anime industry.

Tokuma Shoten also focused on gaming culture. It established a subsidiary, Tokuma Shoten Intermedia, and launched the Famicom magazine “Family Computer Magazine.”This was like a bible for gaming enthusiasts in the 1980s, offering everything from strategy guides to news about new releases, never failing to meet fans' expectations.At the time, many people likely associated game strategy guides with Tokuma Shoten.

In 1989, following the huge success of “Kiki's Delivery Service,” Studio Ghibli announced a new policy: introducing “staff employment” and a “fixed salary system,” as proposed by director Hayao Miyazaki. This reform in the working style of the anime industry, which included regular hiring and training of newcomers, contributed to the improved quality of Ghibli's later works and the development of creators.

What sets Tokuma Shoten apart is its involvement not just in publishing but in a wide range of cultures, including anime, film, and games. Through “Animage” and Studio Ghibli works, Tokuma Shoten nurtured Japan's anime culture and supported the gaming industry through publishing game magazines. Its influence continues to be passed down in various forms today.

What Tokuma Shoten aimed for was not just entertainment but the creation of new culture and the enrichment of people's lives. Behind its great success in the two fields of anime and games was the “Tokuma-ism.”

Tokuma Shoten has been a behind-the-scenes supporter of the growth of anime and games. If you ever get the chance to delve into the history of anime or games, be sure to look into Tokuma Shoten's achievements. There, you'll find the passion that supported the evolution of Japanese pop culture!