Yoshimoto’s Global Expansion Sparks China-based Comedian and Terrestrial TV Decline

Mitsubishi Corporation has formed a business partnership with Yoshimoto Kogyo to advance the international expansion of comedy content and other entertainment.

“In 2011, Yoshimoto launched the ‘Sumimasu Geinin’ project, sending comedians to all 47 prefectures in Japan to engage in local activities. Following its success, the ‘Asia Sumimasu Geinin’ initiative was started in 2015. This also saw comedians becoming major stars in their respective countries, and a subsidiary, MCIP, was established to handle content planning, production, and distribution in various Asian regions. In 2018, Yoshimoto collaborated with a South Korean entertainment agency to create ‘KOKOON,’ a comedy-based K-pop idol group (one of its members, Yoshimoto comedian Ryo Tanaka, graduated in 2022).” (Advertising agency source)

Yoshimoto Kogyo successfully held an overseas performance of Yoshimoto Shinkigeki at the 10th Shanghai International Comedy Festival from November 21-24. They have also begun focusing on activities in the UK and the US.

“With the success of the upbeat comedian Akira Yasumura (42) on the popular UK talent show ‘Britain’s Got Talent,’ Yoshimoto seems to have gained confidence. Yasumura, who had a desire to go international, applied on his own, but comedians like ‘Chocolate Planet’ and ‘Gerardon’ were recruited by the agency. In August this year, they also held a non-verbal (silent) comedy performance written, directed, and starring Akira Ishida (44) of ‘NON STYLE’ in Scotland.” (Yoshimoto Kogyo source)

Popular comedians are steadily moving abroad.

In response to the increase in inbound tourism, the Yoshimoto∞Dome theater in Shibuya, Tokyo, has been holding the “Yoshimoto Comedy Night Owarai” twice a week since last autumn, featuring English and non-verbal performances.

“Information about the event is posted on a site for foreigners in Shibuya, and the theater, which can hold nearly 100 people, is often sold out. Performers include Wes P (37), who appeared on talent shows like ‘Got Talent’ in various countries and has over 10 million followers on TikTok, as well as top entertainers in unique skills such as Isomoto Godan (28), Japan’s kendama champion, and ‘Boyon Boyon,’ a yo-yo comedian. The focus is on entertainers excelling in acts that make audiences laugh, even without language,” said a comedy writer.

This year, Yuriyan Retriever (34) announced that she would be moving her base of operations to the U.S., and more comedians are following suit and relocating abroad. Yoshimoto sees benefits in sending popular comedians overseas as well.

“Yoshimoto will be setting up a pavilion at the ‘Osaka Kansai Expo’ next year, with many related events planned. Hosting ‘Yoshimoto Comedy Night’ and sending comedians to ‘Got Talent’ are seen as rehearsal for the Expo. As the international recognition of Yoshimoto comedians like Naomi Watanabe (37) grows, it will positively impact Expo-related businesses.

They also plan to increase the number of ‘Asia-based comedians,’ and it’s expected that a ‘China-based comedian’ will soon emerge. Additionally, the variety show ‘FREEZE,’ which was planned and produced by Hitoshi Matsumoto (61), has been sold as a format to Portugal’s largest TV station. Global expansion will likely become a key revenue pillar for Yoshimoto in the future,” said a source from the advertising agency.

With the rise of streaming businesses and the accelerating overseas expansion of comedians, the hollowing out of terrestrial TV seems set to continue.

From the December 13-20, 2024 issue of FRIDAY