This document introduces an interview with Toluwalakin Olowofoyeku, President and CEO and Head of Publishing Division of Kugali Media, a Nigerian-based animation studio, as a special feature exploring the potential of Japanese pop culture in Africa.
Kugali Media was established in 2015 and gained international recognition in 2024 with the original animated series "Iwaju" co-produced with Walt Disney Animation Studios. The company monetizes through three business segments: publishing, creative services, and IP development, launching the children's book publishing brand "Kugali Ink" in collaboration with Disney Publishing Worldwide.
In Nigeria, the aesthetic sensibilities of Japanese anime are gaining popularity, with classic works such as "NARUTO," "ONE PIECE," and "BLEACH," as well as "My Hero Academia," "Chainsaw Man," and "Demon Slayer" being well-received. Young people cosplaying anime characters are prominently featured at Lagos Comic Convention. Olowofoyeku attributes the popularity of Japanese anime to storytelling and visual originality, analyzing that differences in character and background depictions and visual sensibilities from American cartoons are influential factors.
Regarding Nigeria's creative industry, while challenges exist due to the young market lacking established distribution channels and appropriate revenue structures, he points out the enormous potential market including the domestic population of 230 million plus the diaspora (overseas Nigerians). The piracy problem stems from content accessibility difficulties, and with Crunchyroll's monthly subscription fee set at an affordable 1,000 naira (approximately 97 yen), he analyzes that increased platform awareness can resolve the issue.
Concerning collaboration potential with Japan, Olowofoyeku ideally envisions co-producing globally distributable animation, proposing the necessity of programs for African co-producers to travel to Japan for learning. To elevate African works to global markets, world-standard quality is essential, and Japanese support could enhance the level of African artists and storytelling. He concludes that Nigerians' greatest strengths are persistence and creativity, and through improvements in technical details such as lighting, editing, and color correction, mutually beneficial collaborative partnerships are possible.