Kadokawa targets foreigners with EJ Anime store online

Kadokawa Corporation has launched an EJ Anime store online where people living overseas can purchase official merchandise for Japanese anime, comics, light novels and games.

The EJ Anime store stands on a burgeoning anime market in Japan that has continued to increase for nine years, reaching sales of ¥2,180 billion (US$20.07 million). The rapid increase in the overseas market is contributing to this major growth, with more than ¥1 trillion ($9.2 billion) in sales and accounting for 46.3 per cent of the market.

The Kadokawa EJ Anime store aimed at the Japanese domestic market has also seen an increase in overseas traffic (increasing roughly 170 per cent over four years since 2016), demonstrating a high level of interest in Kadokawa products among people living overseas, mainly in North America and Asia.

Opening an EJ Anime Store online allows people living overseas to buy official merchandise and premium products that are difficult to obtain overseas.

When the site opens, target areas for sales will include 17 countries and regions, including the US, France, Spain, the UK, Taiwan, Hong Kong, and Australia – with plans to expand to 80 areas, including China.

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