‘My Hero Academia,’ ‘Jujutsu Kaisen’ Lead Toho Presence at Anime Expo 2026
Toho International, the U.S. subsidiary of Japan’s Toho Co., Ltd., will return to Anime Expo 2026 in Los Angeles this July with an immersive booth and a slate of franchise panels headlined by “My Her…
Toho International, the U.S. subsidiary of Japan’s Toho Co., Ltd., will return to Anime Expo 2026 in Los Angeles this July with an immersive booth and
Read Full Story at Variety →Why This Matters
The return of Toho International to Anime Expo underscores the growing strategic importance of North America as a gateway for Japanese pop culture exports. With "My Hero Academia" and "Jujutsu Kaisen" anchoring its presence, the move reflects a calculated effort to deepen fan engagement in the U.S., the world's largest anime market, ahead of potential streaming and merchandising expansions.
Background Context
Toho Co., Ltd. has historically prioritized Japan’s domestic market, but shifting consumer habits and the global rise of anime franchises—particularly among Western audiences—have compelled the company to adopt a more outward-facing approach. Anime Expo, the largest convention of its kind in the U.S., has become a proving ground for Japanese studios testing international demand before committing to major marketing or localization investments.
What Happens Next
Toho’s booth and panels could serve as a litmus test for future expansion, with early audience reactions influencing decisions on dubbing, regional licensing, or even live events. If the turnout mirrors recent trends—where Western fandoms increasingly drive franchise longevity—the company may accelerate its U.S. marketing efforts, potentially rivaling competitors like Shueisha’s "Weekly Shonen Jump" initiatives.
Bigger Picture
This move aligns with a broader industry shift where Japanese studios are treating the West as a primary growth market rather than a secondary one. The success of "Demon Slayer" and "Attack on Titan" in Western markets has proven that anime can sustain mainstream appeal beyond its traditional niche, encouraging even historically conservative companies like Toho to invest more aggressively in global outreach.
