Universal Studios Japan Looks to Anime, Games, and Global Growth

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On June 1, Taku Murayama, 53, officially took the helm as president of Universal Studios Japan (USJ). The popular venue is operated by USJ LLC in Osaka's Konohana Ward.

In a joint interview with The Sankei Shimbun and other media outlets ahead of his appointment, Murayama voiced strong enthusiasm for creating new attractions and themed areas inspired by anime and video game content. He also described Expo 2025, currently underway on the nearby artificial island of Yumeshima, as a key "litmus test" for the future of tourism in Osaka and the broader Kansai region.

Murayama is the first Japanese national to lead the company in 21 years. Notably, he is the first to rise through its internal ranks. Looking ahead, he emphasized a deliberate approach to content strategy. "I want to carefully consider which intellectual properties we choose to work with," he stated.

Tokyo Disney Resort (TDR) in Urayasu, Chiba Prefecture, centers its identity around Mickey Mouse and the Disney universe. USJ, on the other hand, stands out for its eclectic blend of domestic and international anime and gaming content. It is this mishmash that defines its unique appeal.

Balancing Japanese and Global IPs

Asked about how he plans to strike a balance between Japanese and overseas IPs, Murayama pointed to Super Nintendo World, which debuted in 2021 and brings the world of Nintendo games to life. He stressed the importance of choosing "globally popular, long-lasting IPs" as a guiding principle.

"Every country has its own hit content," he noted, adding that USJ conducts regular market research to stay attuned to shifting tastes. "We want to understand what kinds of attractions and areas people are really looking for — and develop experiences that meet that demand."

*Murayama lays out his strategic vision for USJ's future.*

Rising Attendance and Global Recognition

According to data released by the Themed Entertainment Association in August 2024, USJ ranked third in global theme park attendance for the second consecutive year. Visitor numbers surged by 29.6% year-on-year, reaching a total of 16 million.

Reflecting on his time as Director of Inbound Sales in 2009, Murayama recalled the challenges of raising USJ's international profile. "At the time, people in mainland China really didn't know who we were," he said.

Seasonal Events and Staff Dedication

Murayama attributed USJ's continued success not only to its strong lineup of IP-based attractions but also to its immersive seasonal programming. For example, events like Christmas and Halloween transform the park's atmosphere throughout the year. "Guest satisfaction is built on the dedication and hard work of our team," he emphasized.

To remain a top-tier destination, he stressed the need to position Osaka and the Kansai region as must-visit travel hubs. He highlighted the significance of Expo 2025, calling it "a true test of Kansai's tourism potential and its challenges."

Murayama also pointed to the integrated resort (IR) project — including a casino — set to open on Yumeshima in autumn 2030. that, he says, will provide another key benchmark for long-term tourism growth in the region.

About Taku Murayama

Born in Tokyo, Murayama completed his graduate studies at Webster University in the United States in October 1999. He joined USJ in 2000 and held various roles in marketing and sales before being appointed Executive Vice President and Chief Marketing Officer in April 2020. He became president of USJ on June 1, 2025.

Author: Keiko Tamura, The Sankei Shimbun

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