Renowned Japanese animator Makoto Shinkai returned to China last week to unveil and promote a new exhibition based on his blockbuster film "Suzume."

Japanese animator Makoto Shinkai tours an exhibition themed on his film "Suzume" in Shanghai, Dec. 22, 2023. [Photo courtesy of GuGuGuGu]

The animated film follows the unlikely encounter between a 17-year-old girl and a mysterious young man who embarks on a journey to prevent a series of disasters across Japan. It has grossed more than 807 million yuan ($113 million) since its debut in China in March, becoming the highest-grossing Japanese film in the Chinese market.

GuGuGuGu, a new company founded by Road Pictures, aims to integrate and operate resources of major franchises. Its special "Suzume"-themed exhibition opened on Dec. 22 at a mall in Shanghai, including iconic scene reenactments, original drawings, storyboards and merchandise, and will run until Feb. 16, 2024. After a high-profile promotional tour in March for the film, Makoto Shinkai returned to China this year from Dec. 20-22 to interact with his fans. 

"Thanks to our partner Road Pictures, we have the opportunity to host this exhibition, which I believe is a valuable platform for Chinese-Japanese cultural exchanges," Shinkai told China.org.cn. "We have been considering how to present our delicate work to Chinese audiences. This serves as a means of exchange, and we anticipate more collaborations in various formats in the future."

Japanese animator Makoto Shinkai poses with fans at a screening of "Suzume" in Shanghai, Dec. 20, 2023. [Photo courtesy of China Film Co. Ltd.]

The animator first met with fans at special screenings of "Suzume" in a packed theater in Shanghai on the night of Dec. 20. Although the film's theatrical run concluded some time ago, it is now part of China Film Co. Ltd.'s new "appointment screening" program. This means that from Dec. 20 to Feb. 29, 2024, fans of the film can make an appointment at any nearby theater. When the number of movie ticket purchases reaches a certain number, a screening will be arranged for them.

Shinkai said he was very nervous when coming to China earlier this year because he didn't know if Chinese audiences would like his film. But now he was excited and even anticipated his second visit because he knows his film is loved by Chinese people. "I feel like going to a friend's home for fun," he said. He added that Chinese audiences' enthusiasm has inspired him to deliver his next film as soon as possible.

Japanese animator Makoto Shinkai and Chinese animator MTJJ pose for a photo as they hold the renowned cat characters from each other's films at an event in Shanghai, Dec. 21, 2023. [Photo/China.org.cn]

On Dec. 21, the Japanese animator also took part in a dialogue event with MTJJ, the director of the critically acclaimed Chinese animated feature "The Legend of Hei," which also received praise on its Japanese release. The two animators held in-depth exchanges about creating animation. During the dialogue, MTJJ revealed that the sequel to "The Legend of Hei" will be released in 2025, and a new online series is scheduled for 2026. Shinkai mentioned that his new film will be released in almost the same time frame but remained tight-lipped about the details. However, he promised to consider drawing inspiration from his tours and sightseeing experiences in China and integrating them into his new film.

Shinkai noted that he was very interested in Chinese culture and the development of China’s animation industry, and had been touched by the Chinese animated film "I Am What I Am" by Sun Haipeng. He also shared that he loved Chinese sci-fi work "The Three-Body Problem" and even wrote a recommendation for the Japanese edition of the book. "How I wish I could read Chinese! The last book of the 'Three-Body' was just published in Japan this year, otherwise I can read the ending of the novel a decade ago and find inspiration from it to add to my film," he said.

On Dec. 22, Shinkai launched his "Suzume" exhibition in front of a crowd of passionate fans. Cai Gongming, president and CEO of GuGuGuGu, also expressed the company's willingness to cooperate further with Shinkai in the future, to which Shinkai positively responded. 

Japanese animator Makoto Shinkai at the launch of his "Suzume" exhibition in Shanghai, Dec. 22, 2023. [Photo courtesy of GuGuGuGu]

"The birth of GuGuGuGu originates from our passion for anime, our confidence in the future development of the franchise IP industry, and, more importantly, the demand from the ACG (anime, comic and games) community for an integrated one-stop service encompassing content, merchandise and experiences," Cai explained. 

The company has launched a WeChat mini-program, will release a variety of limited products related to franchises during Spring Festival, and plans to open IP experience stores in Beijing, Shanghai, Chengdu and Wuhan, where fans can participate in merchandise designing and fan communication events.

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