Super Kaguya Hime! Publicity Producer Details Sns Strategy Behind 2.5 Billion Yen Hit
The interview reveals how a targeted, fan-engaged social media campaign helped an original animated film achieve theatrical and streaming success without a pre-existing fanbase.
Reporting from 1 sources: Eiga Natalie.
The animated film Super Kaguya Hime! surpassed 2.5 billion yen at the box office as of June 18, 2026. Publicity producer Misaki Hashimoto discussed the SNS strategy that helped drive the film's success, including the approach of enjoying the internet alongside fans and the use of scene cuts, Live2D Kaguya, and postable screenings.
Super Kaguya Hime! began streaming on Netflix on January 22, 2026, followed by a limited one-week theatrical run starting February 20 that sold out consecutively, prompting an emergency extension. The film expanded to over 100 theaters nationwide on March 13 and has grossed more than 2.5 billion yen as of June 18. The Blu-ray special limited edition sold out at multiple retailers, with additional orders accepted on the official store before closing.
Publicity producer Misaki Hashimoto, who previously worked on the viral Shikanoko Nokonoko Koshitantan campaign, told Eiga Natalie that the team set an internal target of 10,000 X followers before broadcast but achieved it the day after the information embargo lifted on November 6, 2025. Hashimoto said the strategy focused on avoiding an advertising-like tone and instead aimed to enjoy the internet together with fans, using high-quality scene cuts, the weaponized Live2D Kaguya, and postable screenings to create unity between Netflix and theatrical audiences.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.