TOHO is marking the 70th anniversary of Godzilla with a new poster and the announcement of a strategic partnership with Shanghai Xinchuanghua Cultural Development Co., Ltd. (SCLA) to expand Godzilla branding and licensing in Mainland China.
TOHO and SCLA Join Forces
The new deal puts SCLA in charge of driving Godzilla’s presence in China through exhibitions, merchandise, live events, and broader licensing campaigns. TOHO calls the move part of its larger push to grow the Godzilla IP globally, with China as a central focus.
TOHO has also launched TOHO Entertainment Asia (TEA) in Singapore as a base for Asian market development. TEA will coordinate with SCLA to manage operations and strategy in the region.
Why Now?
Godzilla debuted in 1954 and remains one of TOHO’s most valuable franchises. The company says the move ties into its broader “TOHO VISION 2032” plan, focused on global content expansion and long-term IP growth.
TOHO Global Inc. President Koji Ueda cited Godzilla’s strong popularity and box office success in China as key reasons for the move. He also emphasized SCLA’s proven record in Chinese licensing markets.
“Given Godzilla’s popularity and recognition in Mainland China, as well as the box office performance of Hollywood Godzilla films, we strongly believe in the significant potential for expanding the ‘Godzilla’ IP business in this market,” said Ueda, “At the same time, we recognize the importance of partnering with a strong local ally who has a solid foundation, given the unique characteristics of the Chinese market.
Ueda continued, “We are thrilled to advance our expansion in the Chinese market alongside SCLA, an exceptionally powerful partner. We have already witnessed SCLA’s impressive track record and wide-ranging capabilities in IP development. We look forward to leveraging these strengths to accelerate the growth of the Godzilla IP business. Through this strategic partnership, we are excited to bring ‘Godzilla’ closer to our Chinese audience.”
A Cultural Push
SCLA CEO Sun Jian noted Godzilla’s historic impact on Japanese tokusatsu film and global pop culture. He described the partnership as both a business move and a step in cultural exchange between Japan and China.
“TOHO holds a vital position and influence not only in the Japanese market but also in the global film industry, especially in film production and distribution,” said Jian. “The ‘Godzilla’ series, Toho’s iconic Tokusatsu (special effects) films, boasts a history of over 70 years. ‘Godzilla’ not only pioneered Japan’s Tokusatsu film genre but also led the development of Japan’s broader Tokusatsu culture. Its unique aesthetic style and storytelling approach have profoundly influenced film and animation creators worldwide, including Hollywood productions.”
Jian continued, “SCLA has been the exclusive agent for many well-known Japanese IPs and has been deeply engaged in Mainland China’s anime and licensing market for over 20 years. Among these IPs, Japanese Tokusatsu content holds particular importance, and we have accumulated extensive experience in its operation and management. We are honored to become the official partner for ‘Godzilla,’ one of Japan’s most legendary IPs, in the Chinese market.”
Jian added, “We also sincerely appreciate Toho’s trust. We believe this partnership is not only a commercial collaboration but also a significant symbol of cultural exchange between Mainland China and Japan. SCLA looks forward to joining forces with TOHO to open a new chapter for the ‘Godzilla’ IP in Mainland China and to share the unique appeal of ‘Godzilla’ with countless fans.”
A Global Icon
Godzilla has appeared in over 30 Japanese films and numerous Hollywood productions, with a total audience of more than 100 million. The franchise reflects themes relevant to each era and continues to draw audiences worldwide.
Poster Marks New Era
Alongside the partnership, TOHO released a new 70th anniversary poster as part of the ongoing branding campaign for the franchise in China.
