Akihiko Okamoto: "Japanese variety content can take on the challenge of reaching a global audience"

Japanese content is gaining global attention after hit titles like "Shogun" and currently there is a strong desire globally for Japanese scripted and non-scripted formats and shows like “LOL: Last One Laughing” created by Japanese entertainment powerhouse Yoshimoto Kogyo. Their President, Akihiko Okamoto, talked with Señal News about this global hit and the Japan content momentum.

What do you think has been the key to the international success of "LOL: Last One Laughing"?
"The format’s success lies in its simplicity: 10 comedians locked in a room, competing to make each other laugh for a grand prize of 10 million yen. Shooting the show in just one day also makes it easier to bring together celebrities. The simple rules allow for local adaptations, enabling each country to add their unique twists and incorporate cultural trends while preserving the format’s charm. Additionally, Hitoshi Matsumoto, the original creator, focused on the humor in watching people try to suppress laughter. This universal concept seems to resonate with audiences across cultures."

How did the collaboration with Amazon MGM Studios for "LOL: Last One Laughing" come about?
"In 2015, when Amazon launched its Prime Video service in Japan, Yoshimoto Kogyo proposed an unscripted show concept, one of our core strengths. Knowing that Prime Video would be distributed globally, we saw an opportunity to showcase the talents of our 6,000 performers, including Hitoshi Matsumoto, on a global stage."

What was the biggest challenge in bringing the show to an international platform like Prime Video?
"As the saying goes, 'Comedy doesn't travel' Humor often reflects the culture and context of its country or region, making it difficult for audiences from different backgrounds to fully connect. The biggest challenge was figuring out how to overcome these cultural barriers and create a format that is universally relatable and easy to understand while retaining its comedic appeal."

What lessons have you learned from the success of “LOL: Last One Laughing” that you plan to apply to future projects at Yoshimoto Koygo?
"Working with Amazon and witnessing the global success of LOL taught us that 'comedy does travel' when the format is strong. We now have an environment where Japanese variety content can take on the challenge of reaching a global audience. Using this success as a blueprint, we hope to see new talents emerge who can follow in the footsteps of Hitoshi Matsumoto."

Japanese content is experiencing a resurgence in global demand. In your opinion, what makes Japanese scripted and non-scripted formats so appealing to international viewers today?
"It’s exciting to see Japanese content gaining global attention, and it’s insightful to learn what resonates with international audiences. Japan has long been known for its scripted content, such as manga and anime, which enjoy immense global popularity. At the same time, Japan’s culture has fostered non-scripted formats with a playful and unique approach that have evolved independently. Comedy, in particular, spans diverse genres and has the potential to transcend cultural and national boundaries when presented in the right way."

As the President of Yoshimoto Koygo, you’ve overseen tremendous growth in both local and international markets. What strategies have you implemented to ensure the global reach of your shows?
"We’ve consistently taken on new challenges to expand the spaces and opportunities for our talents to shine, which has driven our growth. Our content has also evolved over time, adapting to the needs of each era. Recently, we’ve focused on creating content with a strong emphasis on format development, tailoring it for global appeal. Additionally, we make it a priority to build meaningful relationships with producers and creators worldwide through our content production. We’re confident that the next 'LOL' is on its way, so please stay tuned!"