“New Yoshimoto Rule?” Agencies Consider 20% Cut of TikTok Earnings as SNS Controls Tighten

Contract can be terminated if there is no contact for four weeks

A production company director reveals that Kuruma, Takahira Kuruma (31) of “Reiwa Roman,” who appeared at the international short film festival “Short Shorts Film Festival & Asia 2026,” has begun working as a film director.

Even after leaving Yoshimoto Kogyo, Kuruma has continued to expand his activities smoothly, and according to the director, some Yoshimoto comedians may be viewing him with mixed feelings.

“When Yoshimoto Kogyo distributed updated contracts to all its comedians in February, a new clause was added stating that the contract can be terminated if there is no contact for four weeks. Many comedians were left confused by this. What came to mind was last year’s online casino scandal. Kuruma ignored his manager’s repeated attempts to contact him and even released an apology video on YouTube on his own, which led to his contract being terminated. At that time, there was apparently a period of about four weeks with no contact, so some people are speculating that this incident may have prompted the new clause.”

The director continues, noting another new rule introduced this year.

“Until now, TikTok revenue was reportedly kept entirely by the performers, but from this year, about 20% will go to the agency. This is said to be because Yoshimoto has established a new department specializing in TikTok promotion and crisis management. However, many performers are more familiar with the platform’s systems than the staff, so some are disappointed, thinking, ‘Why are they taking 20%?’ Performers who focus on streaming may even start considering going independent.”

In an era where performers are frequently dismissed due to social media-related scandals, it is natural that agencies are tightening their control.

“It feels like every time a talent causes trouble, more restrictive clauses are added to contracts. Yoshimoto is said to hold emergency compliance training sessions, but very few agencies go that far. Smaller agencies often only give verbal warnings or explain things at contract renewal. If restrictions become too strict, there is a risk that popular talents will leave and become independent.”

Even so, a talent agency executive notes that most agencies are closely monitoring social media activity.

“Typically, talent send text or photos to their manager, and only after approval are staff allowed to post them. In some agencies, performers are not allowed to post anything themselves; staff only upload behind-the-scenes photos or announcements.”

However, even with staff oversight, scandals can still occur, so crisis management after an incident has become increasingly important, says an advertising agency source.

“Some agencies now work with lawyers specializing in social media crises. One major scandal can be career-ending, as seen in cases like Fuwa-chan (32). Since advertising deals often pay more depending on follower count, talents naturally want to use social media actively.”

While TV industry downturn continues to reduce talent fees, the burden on agencies continues to increase.

From “FRIDAY,” June 19, 2026 issue