A Once Mysterious Presence

— Let’s start with the background behind establishing Helixes USA Inc.

Shimura: Over the past few years, we’ve had more and more opportunities to work alongside top leaders in Japan’s content IP industry. Naturally, that brought more consultations and project inquiries regarding the North American market. That’s the core business reason.

On a more personal level, our team has been profoundly influenced by culture originating from the U.S. Ever since we founded maxilla, I’ve always wanted to eventually make our own mark on the culture that shaped us.

And third, quite simply, when I brought this up to my friend Adam, he immediately agreed to join. Honestly, that accounts for about 70% of the decision.

Adam: For me as well, the fact that Ryunosuke asked me to partner with him was huge. Japan is a fundamental part of my identity, and ever since I played in a band in Japan, I’ve been deeply involved in Japanese culture and entertainment.

— How far back does your relationship go?

Adam: I first heard the name maxilla about 14 or 15 years ago when I was playing in a band called FACT over in Japan. I kept hearing their name from close friends in other bands, so I knew they must be an incredible team. But at the time, I had no idea who they actually were—they were complete mysteries to me! (laughs)

We would occasionally exchange quick greetings at show venues, but we only started working together for real around 2020 when I got involved in artist marketing at my previous job. After that, I gradually became involved in North American projects they were working on, including Anime Expo in 2025.

When Ryunosuke approached me about this opportunity, I was just at a point where I was considering my next steps. The chance to team up again with people I’ve always enjoyed spending time with and who truly inspire me at work—having that kind of foundation made me feel this was a project I just had to be involved in.

Japanese Content IP – Beyond Subculture

— Adam, you are based in Los Angeles. From a local perspective, how do you view the growing reach of Japanese content IP?

Adam: Living in L.A., you really feel how integrated Japanese culture has become into everyday life. Anime is hugely popular on streaming platforms, bookstores dedicate large sections to manga, and Japanese content IP merchandise fills shopping mall shelves. Right across from my house there’s a middle school, and the kids walking to class are wearing Chainsaw Man and Jujutsu Kaisen t-shirts. You realize this isn’t a niche subculture any more.

However, even though we sometimes refer to “the U.S.” as a whole, culture actually varies dramatically depending on the region. What happens in Los Angeles doesn’t automatically apply to the entire country. We want to look closely at these regional differences and adapt our approach to fit each specific environment.

— Where do you see potential for further growth?

Adam: My career has centered primarily on music, so speaking from that perspective, I believe there’s a lot of room to better leverage a more integrated approach to marketing. For example, when Japanese artists perform in the U.S., while individual show marketing might be executed well, there’s rarely a bigger strategy connecting those dots to build long-term momentum.

There’s no question that the content coming out of Japan is incredible, high-quality, and totally unique. The key now is figuring out how to build a clear pathway from the early adopters who discover it first to the broader audience beyond them. By having Helixes involved in these projects, I believe we can bridge that gap.

— What unique challenges do Japanese content companies face when expanding business into North America?

Shimura: The way Japanese companies approach the U.S. market is changing fast. As business models get more complex, you have to plan everything in tight alignment with local teams. You’re dealing with federal laws, state laws that change line by line, different tax systems—honestly, it’s best to treat every state like its own country.

Whether executing a photo shoot or hosting an event, collaborating with local partners is essential. Running projects from afar creates a ton of communication friction that you just can’t ignore. That realization was a huge reason why we decided to put boots on the ground in the U.S.

Adam: The crucial element is bridging the gap between local partners and Japanese IP holders looking overseas. Helixes has built incredible trust with IP holders in Japan, and I have my own strong relationships with partners here in the States. By linking those two worlds together, we can make running complex projects feel smooth and seamless.

Connecting Both Worlds: The Role of Helixes USA Inc.

— What areas will Helixes USA Inc. focus on initially?

Shimura: Our primary focus will be supporting Japanese clients with their North American needs. Whether they want to host local events, build more effective promotional campaigns, or partner with North American entities, we aim to collaborate with them right from the brainstorming stage. We’ve already engaged in projects from the Japanese side—collaborating with North American partners on convention booth executions and anime title promotions. We want to build upon each of these experiences step by step.

Down the line, we want to take the creative tech and know-how Helixes built in Japan to create even more touchpoints between Japanese content and American fans. We’ll listen to what the market actually needs and expand from there.

Adam: What we execute on the ground in the U.S. is going to look different from what the team does in Japan. Japan has a full creative studio, so sometimes we’ll collaborate closely, and other times we’ll build entirely new workflows over here. It really depends on the project.

Our immediate priority is establishing a solid operational foundation for launching projects—setting up multiple pre-tested models, such as knowing exactly which partners to bring in for a given project type. It’s about cultivating the soil to make full use of everything we’ve built.

— In a few years, how would you ideally like to be recognized in North America?

Adam: First off, I want the name maxilla to be a household name in the creative scene over here. When a Japanese client thinks about launching something in America, I want Helixes and maxilla to be the very first names that pop into their head. Transforming the physical distance between Japan and the U.S. into strong project connections—that’s why we’re doing this. We’ve got a lot of work ahead, but I’m excited to expand what we can do so Japanese content reaches way more people over here.

Shimura: Beyond that, I want to create an environment where Japanese content IP is genuinely loved in America. Not merely translating or localizing, but ensuring it takes root in local culture and is truly embraced. This is the reflection of how much we were influenced by American culture growing up—it’s now our turn to give back in a way that is distinctly Helixes.