Explore the Future of Animation with Essam Bukhary and Manga Productions
Welcome to Deadline’s International Disruptors, a series dedicated to highlighting influential executives and companies revolutionizing the global marketplace beyond the U.S. In this edition, we feature Essam Bukhary, the CEO of Manga Productions, a pioneering animation company based in Saudi Arabia. This week, Bukhary is making his inaugural appearance at the Annecy International Film Festival in France, where he will showcase the innovative work coming out of Saudi Arabia.
Bukhary has played a crucial role in establishing Saudi Arabia not only as a consumer of manga and anime but also as a creator and distributor of these popular art forms. His company has produced groundbreaking works, including "The Journey," "Asateer," and "Grendizer U." In a recent Zoom conversation from London, Bukhary shared insights into his journey and the vibrant animation landscape in Saudi Arabia.
Having spent nearly two decades as a cultural attaché in Japan, Bukhary brings a wealth of experience to his role at Manga Productions, which he joined in 2017. This initiative is part of Crown Prince Mohammed bin Salman’s Misk Foundation, aimed at empowering youth through education and leadership development as part of Saudi Arabia’s Vision 2030 plan. "Like many Saudis, I grew up watching Japanese anime, and it profoundly influenced my life," says Bukhary. He recalls how the anime "Haikyu!!" inspired his daughter to take up volleyball, illustrating the profound impact of this cultural exchange.
When Bukhary assumed leadership of Manga Productions, the company was a blank slate—lacking staff, infrastructure, and educational institutions to foster anime and gaming talent in Saudi Arabia. “Our vision and passion were our greatest assets,” he says. He quickly set to work, negotiating partnerships with Toei Animation to offer internships for young Saudi talents, successfully sending 11 participants to Japan for hands-on experience.
Over the past six years, Manga Productions has trained over 4,000 aspiring animators and introduced anime to 3.5 million high school students through an innovative online educational program. “I like to see Manga Productions as a youth empowerment company,” Bukhary explains. “Our young talents are actively involved in production, distribution, and all aspects of our projects.”
One of the company’s landmark achievements was the 2020 release of "The Journey," co-produced with Toei Animation. Directed by Kōbun Shizuno, this historical drama set 1,500 years ago tells the story of a disgraced warrior defending the holy city of Mecca. The film was a trailblazer, being the first Arab movie to win the Best Experimental Film category at the Septimius Awards in Amsterdam and the first Arab film to premiere at the iconic Chinese Theatre in Hollywood.
Following the success of "The Journey," Manga Productions continued its collaboration with Toei Animation on "Asateer" (Future Folktales), which draws from Arabian folklore. The second season aired on multiple platforms, including TV Tokyo and MBC1, reaching an audience of 500 million across the Arab world. "The greatest achievement of Asateer is the involvement of Saudi talents," notes Bukhary, highlighting their role in directing and producing the series.
In 2022, Manga Productions secured a strategic partnership with Dynamic Planning, the licensing company of the beloved anime series "Grendizer." This collaboration allowed Manga to bring "Grendizer" back to life, culminating in the release of "Grendizer U" in July 2024. Bukhary’s team also launched a game based on the series, further expanding their footprint in the entertainment industry.
Manga Productions is now poised to broaden its reach beyond animation. The company has partnered with Tsubasa Co. for the "Captain Tsubasa" IP and Production I.G for "Great Pretender." Additionally, they are set to release "Dynasty Warriors: Origins" in early 2025, marking a significant milestone in making popular Japanese games accessible to Arabic-speaking audiences.
Looking to the future, Bukhary aims to elevate the animation sector in Saudi Arabia and the broader MENA region, emphasizing the importance of diverse storytelling. "I believe that Arab IP should not be limited to historical narratives. We need to focus on imaginative and innovative storytelling that resonates with future generations," he asserts.
As Manga Productions continues to expand its influence, Bukhary’s vision is set on creating a sustainable animation ecosystem that empowers local talents and fosters international collaborations. With a commitment to quality and creativity, Manga Productions is poised to become a key player in the global animation industry.
Stay tuned for more updates as Bukhary and his team shape the future of animation in Saudi Arabia and beyond!
