It will be the first time in 21 years that a Japanese person has been appointed to the top of the company, and the first time that a president has come from within the company. Regarding the future of Universal Studios Japan, Murayama said, "We want to carefully consider what IP (intellectual property) we use."
While Tokyo Disney Resort (TDR, Urayasu City, Chiba Prefecture) expresses the world of Disney centered around Mickey Mouse, USJ is characterized by its "mixture" of domestic and international anime and games.
Regarding the balance of Japanese and overseas IP to be incorporated, Murayama cited "Super Nintendo World," an area that depicts the world of Nintendo games that opened at Universal Studios Japan in 2021, as an example, indicating his intention to place emphasis on "IP that is popular globally and has a long life."
He also said, "Each country has its own popular content," and based on the market research that is conducted regularly, "we will consider what kind of attractions and areas are desired and carry out development that suits that market."
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In an interview, Murayama talks about USJ's future strategy.
In the annual report released by the Themed Entertainment Association in August last year, USJ ranked third in the number of visitors to theme parks around the world in 2023, for the second consecutive year. The number of visitors increased 29.6% from the previous year to 16 million.
Murayama said that when he was director of inbound (visitor to Japan) sales in 2009, it was difficult to raise awareness of USJ overseas, recalling that "it was really unknown in mainland China."
In addition to the appeal of its IP, USJ's current visitor numbers have been boosted by the following analysis: "There are so many new discoveries to be made with each season, such as Christmas and Halloween, that it feels like a completely different theme park, and the guest services it provides are the result of the efforts of its employees."