During an interview with Japanese media 4Gamer at AnimeJapan 2026, Saudi anime, manga, and game publisher Manga Productions made a bold comparison. Its CEO said Japanese content is basically ‘oil’ — something valuable that is needed worldwide. But the company also argued that developers focus too much on Western markets, while the Middle East remains largely overlooked.
“Japanese content is like oil for the Middle East,” said CEO Issam Bukhari. “Instead of only being consumed domestically, there are many people outside Japan who need them, and they are one-of-a-kind. It would be a waste not to take them overseas.”
Manga Productions itself handles the distribution of Koei Tecmo and SEGA games in the Middle East. Its most recent published Japanese games in the region include Sonic Racing Crossworlds and Fatal Frame 2: Crimson Butterfly Remake.
“[Sonic]’s popular, yes. I like him too (laughs),” when asked if gamers there actually like SEGA’s blue hedgehog. Bukhari added that even games like Fatal Frame, which might not seem culturally relatable at first glance, still work because gamers are drawn to that distinct ‘Japan-ness’ feel.
“I think being able to create distinctly Japanese content is one of Japan’s major strengths. […] Such works can compete globally and are very competitive. The ‘Japan-ness’ created by Japan really resonates [with people]. Everyone loves it,” explained Bukhari.
That global appeal, he argued, is exactly why Japanese companies should think beyond their usual targets: Europe, America, and China.
“It’s said that by around 2055, the average age in Japan will be 53-54, and in Europe, around 55. In contrast, Saudi Arabia has a very young society, with an average age of about 39. So when thinking about the world 25 to 35 years from now, partnerships with the Middle East will become very important,” he said.
That message lines up with what Saudi Arabia has already been doing behind the scenes. The country has been aggressively investing in gaming as part of broader economic diversification efforts. Officially, it’s doing so to reduce reliance on oil and expand its global entertainment footprint. But critics often frame these moves as attempts to ‘whitewash’ the kingdom’s oil-rich image and ongoing human rights concerns.
The spending on this sector has been pretty significant. It has built a massive stake in Electronic Arts, and it’s aiming at Asia’s gaming industry as well. In 2022, the Mohammed bin Salman Foundation took majority control of fighting game giant SNK. More recently, a Saudi-backed firm acquired roughly a 6% stake in Capcom, adding another major Japanese publisher to its growing portfolio.
Whether it’s strategic economic diversification or soft power diplomacy, the message is pretty clear. Saudi Arabia is betting big that Japanese anime and games are the next resource worth drilling.
