When the president of two of the biggest anime studios in the world steps up and says Japan needs its own anime awards, you know something is shifting. George Wada, president of both Production I.G and WIT Studio, recently called for the creation of a Japanese anime awards system during a government-backed symposium on the sustainable development of Japan’s anime industry. His comments have reignited a debate that has been simmering for years: who actually gets to decide what “excellence” in anime looks like?
The Speech That Shook the Anime World
Wada’s proposal came on April 16 and was published publicly on May 25, 2026. At the symposium, he laid out a multi-point plan to strengthen the anime industry’s sustainability. Beyond calling for better human resources development, improved working conditions, and a formal skills certification system, Wada specifically advocated for a Japanese version of anime awards, one rooted in Japan’s own creative community rather than driven by overseas platforms.
He was not alone. Several other major industry leaders shared their perspectives at the same event. MAPPA CEO Manabu Otsuka discussed growth strategies including self-funded IP management, pointing to how MAPPA independently funds projects like the Chainsaw Man anime instead of relying on traditional production committees. A-1 Pictures CEO Akira Shimizu talked about the advantages of being part of the Aniplex and Sony Group ecosystem. Toei Animation senior director Kiichiro Yamada emphasized targeting global audiences while combating piracy. Bandai Namco Filmworks operating officer Ai Takai spoke about the need for legitimate distribution infrastructure in underserved markets. And Avex Pictures CEO Hideo Katsumata stressed that Japan needs to unite and build a joint foundation for overseas expansion.
The Elephant in the Room: Crunchyroll Anime Awards
Wada did not mention it by name, but everyone knows what he was responding to. The Crunchyroll Anime Awards is by far the largest anime-centric award show in the world. The latest edition reportedly pulled in 73 million votes. Yet it has faced mounting criticism from multiple angles.
The core issue is who gets to vote and who picks the nominees. Panellists who determine the nominations are largely journalists, bloggers, and content creators, with very few actual anime industry professionals involved. Compare that to the Academy Awards, where voting is driven by people who have actually worked in the industry. Crunchyroll also selects these panellists through an opaque process, and maintains relationships with many of them through its marketing outreach, something Japanese production companies generally do not do.
As one editor-in-chief of a major Japan-based entertainment website told Anime News Network, the very fact that the event is hosted by Crunchyroll, a service that is completely geoblocked in Japan, tells you everything. It is not targeted at a Japanese audience at all. Many people in Japan do not even know it exists.
An international distributor was even more blunt, describing the awards as a marketing gimmick to brand anime with the Crunchyroll logo, and said industry people respond with a collective eye-roll. A European industry professional noted that promotional materials for the event feature influencers, brand ambassadors, and American celebrities patting each other on the back, far larger than life and often only tangentially connected to the anime industry itself.
Another unnamed production insider put it simply: awards should be neutral. They should not be owned, run, and branded by one controlling platform. It is like having the Netflix Emmys.
Is a Japanese Anime Awards Even Possible?
The question is whether Japan’s anime industry can come together to create something that rivals Crunchyroll’s global reach. The symposium made one thing clear: there is no shortage of ideas. From LDP chairman Fumiaki Kobayashi’s suggestion of public-private partnerships to Kazuko Ishikawa of Nippon Animation’s call for regional production bases beyond Tokyo, the blueprint is being drawn.
But execution is another story. Japanese studios have historically been fragmented, competing rather than collaborating. Creating a unified awards system would require unprecedented cooperation between rival companies, government bodies, and international distributors.
What This Means for Anime Fans
If a Japanese anime awards system does emerge, it could shift how we talk about anime globally. Instead of celebrating what performs best on a single streaming platform, an industry-rooted awards show could highlight craft, innovation, and storytelling that resonates within Japan itself. Imagine categories judged by actual animators, directors, and producers rather than media panellists.
At the same time, the Crunchyroll Anime Awards undeniably brings attention to anime and draws in newer generations. The question is not whether it should exist, but whether it should be the only voice.
With industry heavyweights like George Wada, Manabu Otsuka, and Hideo Katsumata all pushing for structural change, the conversation has moved beyond complaints. Japan’s anime industry is at a crossroads, and how it handles awards and recognition could define its direction for the next decade.
What Do You Think?
Should Japan create its own anime awards to rival the Crunchyroll Anime Awards? Or do you think the Crunchyroll system works fine as it is? Should anime awards be judged by industry professionals instead of media panellists? Drop your thoughts in the comments below.
