KyoAni: “K-ON! Sells Because of Our Passion!”


Kyoto Animation explains that what underlies the success of K-ON! and its other top sellers is the company’s “passion,” and not the presence of moeblobs or popular novel and manga source material as some ignorant souls might think.

Kyoto Animation boss Hideaki Hatta gloats keenly over his company’s success with K-ON! in an address to the audiences assembled at Kyoto CMEX 2010:

I’m often asked why such hits are born in Kyoto. “Disappearance” only showed in 21 theatres nationally. But it grossed over ¥800,000,000. It’s even selling internationally.

In Kyoto you won’t get business unless you do the work yourself. We cooperate as we’re in Kyoto.


I don’t mean to criticise Tokyo, but they use a lot of freelancers so it can’t be helped. As for us, we do things together as company employees. This injects an energy into our products which just isn’t there in other works. We have passion. Maybe that’s why they sell.

Games can’t beat us with mere CG – character is what moves animation. Human feelings move characters.

We’d like to shift the stage to Kyoto some time, and make our characters move amidst the natural splendour of Kyoto. Please take care of Kyoto, and thank you for listening.

It should be noted that Kyoto residents have a certain reputation for taking their city, the traditional capital of Japan, rather seriously.

2ch is not impressed:

The sell if they’re being fawned over by moetards…

The best marketing spiel in the industry! They’re capturing the casual fanbase as well…

“We have a passion (for exploiting otaku), that’s why we sell.”

They’ve finished brainwashing their followers so it’s no wonder.

With such passion you make such a bland anime. Those creepy otaku are just fapping to it, that’s all…

I thought they were always making Kyoto the setting?

Certainly, watching a well animated anime is fun.

A passion for tricking moetards! Tell us if Munto sold!

What sells: K-ON! What they want to make: Munto.

K-ON! was godly, it really changed my outlook on life!

Nice animation isn’t all that makes a good anime.

Soon the KyoAni bubble will burst, make no mistake! Their believers aren’t otaku, but fashion-concious fans, so it’ll go out of fashion all the quicker!

JC > Shaft > KyoAni

I want to see Angle Beats made by KyoAni!

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    Avatar of Myballz
    Comment by Myballz
    23:21 01/10/2010 # ! Good (+0.4)

    They market it to a fanbase that is creepy and it manage to sell because of Otaku's obsession with moe was far from greater with pillows,dolls,DVD,Blu-ray's and fake virgina's.

    Comment by Anonymous
    01:08 02/10/2010 # ! Neutral (0)

    Just imagine trying to sell K-ON in the US or Europe or some other country other the Japan.

    It would bombed. (Not in a good way)

    What the hell does the "K" stand for anyway??

    Comment by Anonymous
    01:52 02/10/2010 # ! Neutral (0)

    Please don't try criticizing something you haven't even watched...

    Comment by คภєк๏
    03:38 02/10/2010 # ! Neutral (0)

    けいおん, romanized as Keion, read as K-On.

    Avatar of Dia
    Comment by Dia
    20:12 01/10/2010 # ! Neutral (+0.2)

    Looking at the picture, it seems KyoAni knows who doesn't sell :)

    Avatar of Megidola
    Comment by Megidola
    23:20 01/10/2010 # ! Neutral (+0.2)

    "K-ON! was godly, it really changed my outlook on life!"

    try saying that with a straight face...

    Comment by Anonymous
    00:48 02/10/2010 # ! Neutral (0)

    I wanna see Angel beats by SHAFT that would be DIFFERENT.

    Comment by Anonymous
    02:53 02/10/2010 # ! Neutral (0)

    are you mean by kyoani?

    Avatar of Grim32
    Comment by Grim32
    22:59 01/10/2010 # ! Neutral (0)

    Would of sold more if more people liked K-On...

    Comment by Anonymous
    00:54 02/10/2010 # ! Neutral (0)

    Yea, anime series "X" would sell more if more people liked "X"

    What a brilliant person you are

    Avatar of Lannando
    Comment by Lannando
    22:53 01/10/2010 # ! Neutral (0)

    I just get the K-on game 4 PSP.......

    Avatar of Ben
    Comment by Ben
    01:34 02/10/2010 # ! Neutral (0)

    All I have to say is that people are far too critical of K-ON. (I have nothing to say for immature producers on both sides though)

    Comment by Anonymous
    01:42 02/10/2010 # ! Neutral (0)

    Personally, I love Kyoani's animation. Now that K-On! will end (after the movie... maybe...?), hopefully they'll go on to more ambitious works.

    Avatar of Densetsuko
    Comment by Densetsuko
    20:30 01/10/2010 # ! Neutral (0)

    "Maybe that’s why they sell.
    Games can’t beat us with mere CG – character is what moves animation. Human feelings move characters.
    We’d like to shift the stage to Kyoto some time, and make our characters move amidst the natural splendour of Kyoto. Please take care of Kyoto, and thank you for listening."


    I fucking raged

    Comment by Anonymous
    20:45 01/10/2010 # ! Neutral (0)

    You guys are all idiots. Of course kyoani is more passionate about it's works. That's because the people who work on shows produced by kyoani ACTUALLY WORK AT KYOANI.

    Look at the staff credits for pretty much any show, Angel Beats, Bakemono, whatever. I guarantee that a huge chunk of the people working on the show, whether it be key animation, animation direction, or episode direction have almost no association with the studio producing that show at all. The people doing almost all the work on the show are either freelancers, subcontractor studios, or outsourced studios in Korea and China.

    The only people working on the show who are associated with the studio are the people at the extremely key positions like series director or character designer and some of the more important key animators.

    How can you expect any consistency when most of the people working on a show only work on one episode in the entire series? Or when they're horribly underpaid animators working at a subcontracting studio with 10 employees in a Tokyo slum? Or when they're very nearly slave labor from China? These people are working on multiple shows from all kinds of studios at once just to survive and they have no real passion or connection to the shows they work on.

    Now look at the staff for a kyoani show, K-ON for example. Very nearly every person working on the show are employed by kyoani and work exclusively on series by kyoani. They are divided into teams and all work on multiple episodes throughout the whole show, unlike freelancers who contribute to one episode of a series and are not seen for the rest of the shows run. They are really the only late-night anime studio who uses this production system because it's so expensive to maintain. Yet they do it at a large cost to themselves for the sake of the quality of their works.

    This is why kyoani is renowned for their animation. This is why kyoani shows have incredible consistency.
    And this is why kyoani is the most successful animation studio of the 2000's right next to Sunrise.

    And it's also why all you haters can suck kyoani's giant money and moe jizzing cock.

    Comment by Anonymous
    21:09 01/10/2010 # ! Neutral (0)

    You mention KyoAni not subcontracting work to other workers hence their success but yet you go on to mention Sunrise, a studio that does subcontract, being also successful.

    Contradiction much?

    Clearly the reason why KyoAni has been successful is because of their clever pick of great IPs such as Key Visual arts and Lucky Star, much like Sunrise being successful because they do Gundam.


    Comment by Anonymous
    21:10 01/10/2010 # ! Neutral (0)


    You can claim that KyoAni has more passion than other studios but it still doesn't prove that it's their passion that what makes their animes sell. So congrats for writing all that up and miss the point.

    At this point anything KyoAni touches sell cause 1. it's prolly moe 2. rabid KyoAni fans

    Comment by Anonymous
    20:06 01/10/2010 # ! Neutral (0)

    I don't get what's so wrong.
    They obviously put alot of effort into their animes what with the great animation and stuff and usually you need to be passionate about something if you're willing to put effort into it.

    Hell, some people watch K-ON because of the art.
    It may not be the main reason to watch K-ON but it's one of small reasons.

    So yeah.

    Avatar of CoolServbot
    Comment by CoolServbot
    22:41 01/10/2010 # ! Neutral (0)

    Meh. A-1 Pictures and P.A. Works are better. Produce equally high quality animation as Kyoto, and are much more diverse in their productions.

    Birdy the Mighty: Decode, Fairy Tail, Kannagi, Sora no Woto, Seikimatsu Occult Academy all are great enough for me in the A-1 department.

    And all three of P.A. Works anime are great; Angel Beats! (Definitely better than any of Jun Maeada's other works...) CANAAN, and True Tears.

    Comment by Anonymous
    04:11 02/10/2010 # ! Neutral (0)

    >P.A. Works
    >high quality animation
    Are you retarded?

    Comment by คภєк๏
    06:38 02/10/2010 # ! Neutral (0)

    Are you rude?

    Comment by Anonymous
    21:17 01/10/2010 # ! Neutral (0)

    They struck paydirt with Haruhi and Hirano Aya and continued to milk both for all its worth in Lucky Star as well.

    Once a certain fanbase is captured, they know their next work will be widely anticipated for.

    IMO, they just got lucky.

    Comment by Anonymous
    00:06 02/10/2010 # ! Neutral (0)

    Good point there!!

    Another example; thanks to the undefeatable classic Dragonball Z, senior citizens Nozawa Masako, Ryusei Nakao, Horikawa Ryo and Wakamoto "Emperor Charles Britania" Norio STILL have a steady income FIFTEEN years after its conclusion.

    To a lesser extent, the sweet and lovable Kamiya Akira, now SIXTY FOUR, is STILL loved as Saeba Ryo the City Hunter and Kenshiro of Fist of the North Star.

    Comment by Anonymous
    22:01 01/10/2010 # ! Neutral (0)

    passion, now a substitute for penis

    Avatar of Firelord
    Comment by Firelord
    01:58 02/10/2010 # ! Neutral (0)

    KyoAni seems to have a knack for making quality shows. Sure, they're better at adapting stuff than creating original shows, but a lot of other studios have that same problem, so it's not like they're the only ones.

    So why does K-ON! do so well as it does? Well, the moe-factor is definitely a part of it, but if it were just that, I doubt it would sell so well, even if it has KyoAni's seal of approval on it. It's also the character interaction, the humor and the music that play vital roles in the show's success.

    So from whatever point you see this, you can't deny that KyoAni knows how to make this all work, so I definitely agree that there is a certain amount of passion involved that contributes to the show's success.

    As for him gloating about it, can you blame him? It's the most successful franchise his studio has ever made and it doesn't seem to be dying down any time soon. I say let him have his fun, because I doubt they can ever make another series as big as this one.

    Comment by Anonymous
    03:49 02/10/2010 # ! Neutral (0)

    You're wrong about "I doubt it would sell so well, even if it has KyoAni's seal of approval on it."

    You're seriously underestimating the power of a brand name. I'm sure you don't need me tell you that there are a lot of slice of life moe animes out there with better humor and music but they don't sell as much as K-On. You know what's the difference? The brand name. Yes, being made by a popular studio matters.

    Comment by Anonymous
    13:18 03/10/2010 # ! Neutral (0)

    No, the others don't sell so well because the animation fucking blows. They also don't have any original songs the characters perform, besides obscure image albums that no one knows.

    Avatar of Zwars
    Comment by Zwars
    10:18 02/10/2010 # ! Neutral (0)

    Angle Beats <-- Epic FAIL anyways I think Key did a great work, and AB by Kyoani will be a Haruhi Spinoff, even the voice of Yuri reminded me a lot Haruhi's, Otonashi will be Kyon and Tsuruya is Yui, wonder who will be Mikuru, maybe Shiinachi??

    Comment by Anonymous
    03:26 03/10/2010 # ! Neutral (0)

    What was Endless Eight all about then?

    Comment by Anonymous
    03:26 03/10/2010 # ! Neutral (0)

    What was Endless Eight all about then??

    Comment by Anonymous
    03:26 03/10/2010 # ! Neutral (0)

    What was Endless Eight all about then???

    Comment by Anonymous
    03:27 03/10/2010 # ! Neutral (0)

    What was Endless Eight all about then????

    Comment by Anonymous
    08:38 02/10/2010 # ! Neutral (0)

    Its not just passion its also the skill and the resources to do their products the best they can.

    Comment by Anonymous
    15:56 07/10/2010 # ! Neutral (0)

    you know, K-On is quite impressive in it's fanbase, but I still believe the Gunota and Eva-Ota are the most hardcore. Especially those who devote their life for Gunpla... man, when you talk about milking money, Bandai and Gunpla does it very well

    Comment by Anonymous
    23:50 10/01/2014 # ! Neutral (0)

    K-ON! without the doubt, my favorite all time anime. To me, is sexless and about the love of friends, rock'n'rock, humor and kawaii beyond belief. I am a bit of a hentai hound-Bible Black and naughty tentacles for that! Not K-ON!, not any of KyoAni's works. And the instrument or best rendering in CG history! I know, I had a Les Paul.

    Comment by Anonymous
    08:01 06/10/2010 # ! Neutral (0)

    K-on promised music.
    it didn't deliver.


    fuck U Kyo-Ani

    bring us more FMP, then talk!!!

    I dont care bout Clannad or Kanon or Haruhi

    spare the Lucky star though..

    Comment by Anonymous
    12:55 03/10/2010 # ! Neutral (0)

    This guy is right, Kyoani put alot of passion into their animation and production and this is why K-on sells well. I can think of other moe anime that are far superior but the production quality just isnt up to standard eg Hidamari.

    I dropped Angel Beats because the animation sucked, the characters are the most static shit you will ever see and just look at everyones hair, they all overdo hairspray or something it doesnt fkn move

    Comment by Anonymous
    08:02 06/10/2010 # ! Neutral (0)

    I drop AB coz the premises suck

    Comment by Anonymous
    01:39 04/10/2010 # ! Neutral (0)

    KyoAni: “K-ON! Sells Because of Our Passion!”

    Yeah right, shitty moe series with the same face pallet only difference is the hair.

    Comment by Anonymous
    Avatar of haibane13
    Comment by haibane13
    04:32 02/10/2010 # ! Neutral (0)

    I don't why this articles states that KyoAni says passion is their reason for success when clearly the animation boss said that passion is "Maybe that’s why they sell" . I can agree with KyoAni and there are plenty of anime that could say the same . Otomo anime , Gainax anime , Ghibli films , etc . It's rather dense to think passion has nothing to do with it and they're certainly not saying passion is the ONLY reason .

    Comment by Anonymous
    04:15 02/10/2010 # ! Neutral (0)

    They have passion for their. That's good. I admire that because it shows they care about what they're doing but don't BS me. We've all seen dark-skinned Azusa.

    Avatar of PrinceHeir
    Comment by PrinceHeir
    13:37 01/10/2010 # ! Neutral (0)

    “We have a passion (for exploiting otaku), that’s why we sell.”

    soo true, though i like K-ON! myself the amount of popularity and sales attribute to this ^^

    Comment by Anonymous
    14:49 01/10/2010 # ! Neutral (0)

    K-ON sells because of its moe shit, which is just staying true to its original(manga) source material.

    That Haruhi shit on the other hand.... THAT'S exploitation right there.

    Comment by Neutral_Eyes
    13:08 01/10/2010 # ! Neutral (0)

    I believe them. They do put a lot of passion into their shows and movies. I'd rather have one show per year from Kyoto done well than 4 shows per year by JC Staff done halfheartedly. It's a more satisfying and enjoyable experience.

    The same can be said for their shows' content. If their passion lies with the average lives of cute girls in high school their work is going to be better than if they were doing some Bee Train story no one cared about.

    What would you rather them do? Animate Berserk?

    Avatar of zeniselv
    Comment by zeniselv
    13:06 01/10/2010 # ! Neutral (0)

    well no one can argue that kyoani quality was excelent till k-on, hell in clannad there were scenes that look out of an anime movie, but k on came, they made a weird season of haruhi, the ova of kyou in clannad had a lot of "quality issues", and now they are focused in moeblobs, if they want to prove otherwise, then make another season of full metal panic and i migth think about it.

    Avatar of Inovader
    Comment by Inovader
    13:22 01/10/2010 # ! Neutral (0)

    No KyoAni = No Lucky Star

    As for passion, w/e

    Avatar of kamiru
    Comment by kamiru
    13:31 01/10/2010 # ! Neutral (0)

    nope, kyoani didn't invent lucky star, if kyoani didn't animate it, other companies will.

    Comment by Anonymous
    15:18 01/10/2010 # ! Neutral (0)

    You say that as if another producer were able to animate Lucky Star and achieve the same result.

    Avatar of CoolServbot
    Comment by CoolServbot
    22:30 01/10/2010 # ! Neutral (0)

    Lucky Star was the greatest thing they ever produced that remained untainted by over done milkage and exposure. Haruhi is second of course, well to me that is.

    Comment by Anonymous
    13:57 01/10/2010 # ! Neutral (0)

    >It can't be helped.

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