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Animation by Argonavis Project appeared throughout the Tokyo Anime Center exhibition "Argonavis Thanks Exhibition From AAside," which was on display from July 15 to August 21, 2022 Animation by Argonavis Project appeared throughout the Tokyo Anime Center exhibition "Argonavis Thanks Exhibition From AAside," which was on display from July 15 to August 21, 2022 Tonomura Seiji Art: Argonavis Project

The Real and the Virtual: Anime, Manga and Games in Tokyo

By Onodera Fukumi

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Tokyo Anime Center in DNP Plaza Shibuya is creating business opportunities with its new anime exhibitions.

Using Virtual Technologies to Promote Anime, Manga and Games

The Tokyo Anime Center in DNP Plaza Shibuya, which opened in spring 2021 in Shibuya, Japan, is run by the Association of Japanese Animations and Dai Nippon Printing Co. Ltd. (DNP). Their goal is to promote the value of a new kind of animation experience that combines the real with the virtual.

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Some of the exhibitions incorporate AR apps. Here a visitor scans a QR code, which is surrounded by art by Argonavis Project. The characters are then displayed on smartphone screens Some of the exhibitions incorporate AR apps. Here a visitor scans a QR code, which is surrounded by art by Argonavis Project. The characters are then displayed on smartphone screens Tonomura Seiji Art: Argonavis Project

The facility has no permanent exhibit. Instead it consists of an area that features different shows every month or two, along with a retail space and a pop-up store that showcases different animation every two to three weeks. The special exhibitions and pop-up store offer various works of anime, manga and games to accommodate visitors from a range of generations, from children to adults. "Argonavis Thanks Exhibition From AAside," which was produced by DNP and was held from July 15 to August 21, 2022, featured the spatial reality display ELF-SR1, developed by Sony, as well as original animation and art by Argonavis Project.

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Some of the merchandise offered in the retail area includes items made in collaboration with and exclusively for the exhibitions. Some of the merchandise offered in the retail area includes items made in collaboration with and exclusively for the exhibitions. Tonomura Seiji Art: Argonavis Project

A Launch Point for New Business to Business Opportunities

The exhibitions, which incorporate virtual technologies, such as extended reality (XR) and augmented reality (AR), have allowed fans a deeper immersion in the feel and atmosphere of the works they love. As such, they have served as a great opportunity for the companies involved to promote their technologies.

Asaba Shintaro, the sales and product representative of the content communication business division at DNP, explained, "It's obviously important to create exhibitions that anime fans can enjoy. But the anime center also serves as a showroom for exhibitions and products that have incorporated virtual technologies."

The facility also hosts "sneak peeks" where they introduce virtual technologies using works of anime. These opportunities allow a more concrete understanding of the product and the technology, and have been popular among those in the digital- and events-related fields.

Said Asaba, "We often collaborate with companies in the digital realm. And I think there's meaning in the fact that the facility is in Shibuya, the promotional hub of culture in Japan." Asaba added, "There has been considerable anticipation surrounding these sneak peaks and their possible implementation in shopping malls and restaurants."

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The "Argonavis Thanks Exhibition From AAside" featured the spatial reality display ELF-SR1, developed by Sony, that when viewed at the right angle makes videos look as though they are in 3D. The "Argonavis Thanks Exhibition From AAside" featured the spatial reality display ELF-SR1, developed by Sony, that when viewed at the right angle makes videos look as though they are in 3D. Tonomura Seiji Art: Argonavis Project

Transmitting Japan's Anime Culture to Young People and the World

The Tokyo Metropolitan Government (TMG) has been running the Anime Archive Project, which involves storing precious resources like animation cels in optimal conditions so they can be used later for promoting tourism, training personnel, and more. The Tokyo Anime Center has worked with TMG on this project, conducting occasional exhibitions of original drawings, animations, cel images and artifacts from past works of anime.

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Tokyo Anime Center in DNP Plaza Shibuya is a permanent facility in Shibuya, an area of Tokyo where young people gather. Tokyo Anime Center in DNP Plaza Shibuya is a permanent facility in Shibuya, an area of Tokyo where young people gather. Tonomura Seiji Art: Argonavis Project

Said Asaba, "Anime is a part of Japanese culture that's known throughout the world. We think we can use this approach of ours not just in Japan, but overseas, as well."

The idea is that people who may previously have known nothing about anime will find their interest piqued by the innovation and the virtual technologies involved in these special exhibitions. Through that, they may become more interested in anime and Japanese animation culture as a whole. It seems a new gateway into Japanese anime culture may well have emerged in Shibuya.

Asaba explained, "We want the Tokyo Anime Center to be able to promote a new kind of animation experience, one that combines the animation culture of Japan with the technologies of various different companies. We're hoping to expand economic activity in that area—and contribute to the economy of Tokyo and Japan as a whole."