Where Captivating Stories Touch Hearts and Inspire Generations…
“A story stays in a person’s heart forever. Our goal is not just to make RABBITWARREN a commercial success—that would only be a secondary outcome. What truly matters is creating a story that friends and family can enjoy and connect with.”
The animation industry is expanding at a faster pace across the globe. There is an increasing demand for region-specific content for diverse consumer consumption. Big brands are adapting their storytelling to different cultures and languages, keeping a major focus on Asian countries, Latin America, and the Middle East as key growth markets. Here, we found a promising player with the global aspiration to capitalize this trend and change lives with the art of animated storytelling.
As a well-regarded animation studio based in Singapore, RABBITWARREN is well-positioned to bring its animated characters into the limelight and tap the global market. The founder of animation studio, Jake Ohama, covered several touchpoints on his venture’s journey and what makes it our undisputed choice for the cover page. Let’s find out more about RABBITWARREN based on the excerpts of conversation held with the ‘man at the helm’ :
The inspiration behind the conceptualization
Jake Ohama established the organisation with a deep curiosity for the global entertainment industry. The journey began in California, where the pursuit of knowledge led to enrollment at Santa Monica College. Majoring in amusement studies, the early years were shaped by an interest in the world of animation and the broader amusement industry—an ambition that, though undefined at the time, planted the seeds for future entrepreneurial endeavors. His initial career took many detours spanning across different industries. However, he never felt so much drawn to any other industry except the animation world.
That long-held desire has now come true after years of experience and investigation— creating and growing an animation business that is consistent with the initial vision. What started out as an idea has now developed into a real business, proving that tenacity and flexibility can transform goals into reality.
Echoes behind the scenes
We wanted to delve into the untold story of the founder’s life. Every entrepreneur has his fair share of ups and downs in the journey of entrepreneurship. Jake’s journey is nothing short of phenomenal but it has many turning points that led him to this journey of purpose and impact. One such pivotal moment came during his student years when he studied abroad at the University of Southern California (USC). He was present for the catastrophic Great Hanshin-Awaji Earthquake in 1995, which claimed over 6,000 lives.
He felt driven to provide a hand he could after seeing the devastation on TV. He arranged a student-led fundraising event that drew 1,500 people as he was determined to make an impact. $10,000 was raised by their combined efforts and given to the city of Kobe. The city officials conveyed their sincere appreciation for their assistance during this difficult period. Jake took a big risk in 1999 by quitting his job to start his own firm and used the internet to enter the mobile commerce space.
When he was asked to co-host the Kobe Collection fashion show as part of a local economic regeneration program a few years later, his entrepreneurial journey took an unexpected turn. The event was intended to be a community-driven initiative to support the city’s rehabilitation, given Kobe’s close links to the fashion and textile sectors. In 2002, Jake’s business co-hosted the event with a well-known local television station, Mainichi Broadcasting. Soon after, the Kobe Collection became well-known across the country and attracted attention from outside the area.
The Tokyo Metropolitan Government quickly sought his help in reviving the city’s fashion and textile industries. This strengthened his position as a catalyst for industry change by resulting in partnerships with important government agencies such as JETRO, the Ministry of Foreign Affairs, and the Ministry of Economy, Trade, and Industry.
He eventually introduced the Tokyo Girls Collection (TGC) in 2005. Engagement ranged from 30,000 to 60,000 people every show, making it one of Japan’s biggest fashion events. Explaining about the venture’s success, he said, “In 2000, my company became the first in the world to sell clothing via mobile phones.
The idea of allowing audiences to purchase outfits in real time from fashion shows gained attention across Asia. At the time, mobile phone screens were small and monochrome, but I strongly believed in the future of mobile commerce. I launched girlswalker.com and fashionwalker.com, which gained 20 million users and drove a massive increase in mobile fashion sales.”
Ascending to new heights
Jake also oversaw the launch of Louis Vuitton Japan’s first mobile commerce project in 2006. It was an experimental project at the time, and an NDA (Non-Disclosure Agreement) kept it private. However, this information can be published now as the confidentiality period has ended. Their firm also ran the official Japanese website for Colette, a Paris-based boutique that is regarded as one of the top fashion select shops in the world. Additionally, they managed Cartier’s very first mobile marketing campaign.
A Coca-Cola Japan advertising campaign Jake worked on sold over 20 million bottles throughout its run, making it a big success. He was in charge of marketing the American fashion company Kitson to sell their bags in Japan in 2007. An incredible milestone was reached when a luxury bag brand with prices ranging from $120 to $170 sold over 1.5 million units in just nine months, bringing in over $200 million. But, quick success also brought with it an unexpected problem: fake bags started to proliferate on the market.
This was a big challenge, but it also taught them a lot about market dynamics and trademark protection. The Singapore government, through the Economic Development Board (EDB) and the Singapore Tourism Board (STB), acknowledged the entrepreneurial spirit that underpinned these successes and sent out several invitations to start a company in the nation and support the growth of new sectors. The choice to start a new business in Singapore at the ideal time was reached after considerable deliberation.
The UNCONDITIONABLE PROJECT, an endeavor founded on the idea that mankind is fundamentally one, was the result of this vision in 2022. The initiative aims to resurrect the spirit of unconditional love and generosity in a time that is frequently characterized by rivalry and conflict, reaffirming that advancement on a global scale should not come at the price of others.
The project’s initial effort was an animated series meant to motivate viewers of all ages. Beyond merely providing amusement, the storyline aims to have an impact, conveying a message of fortitude, compassion, and solidarity to both adults and children. It is hoped that viewers would remember these stories and draw courage and insight from them during trying time.
Insights on future of animation and AI-generated characters In the present course of time, Jake conveyed that there will be a lot more parallel universes in the future. It totally depends on the choices we made and is hard to forecast since it ultimately relies on whatever future mankind chooses to grasp.
“If I were to make a prediction, I would say that AI will eventually consolidate into three or four major ASI (Artificial Super Intelligence) systems—or perhaps Super-Quantum AI. When that happens, customization will become even more tailored to individual preferences, tastes, and consciousness. At that point, animation characters like ours will play a role similar to fashion (clothing) for AI,” shared Jake in reference to the topic, “The animation industry is still in its early stages and has the potential for significant growth.
Stories that inspire humanity will continue for thousands of years. I hope to create such grand, next-generation narratives.” He proceeded to add that it is unclear when quantum computing will be fully utilized, but its development may eventually contribute to solving issues linked to regional consciousness in different countries and even the collective consciousness of the entire planet!!
“The channel has just started, so there hasn’t been much activity yet. However, we have already received requests from over 150 companies wanting to use our content for advertisements or turn it into toys. At this stage, we are asking all of them to wait. Once our subscriber count reaches around 70 million to over 100 million, we will start considering these opportunities. We are still primarily focused on 2D CG, and so far, this approach seems to be working well.
Our research indicates that many children find 2D CG easier to watch than 3D CG. While 3D CG can create immersive, powerful visuals in movie theaters, our analysis suggests that 2D CG is often more suitable for viewing at home on YouTube,” Jake mentioned about their overall planning to establish their USPs in the industry.
Interactive media making a difference
Jake shared that AR and VR as interactive media mode is very positive not only for their company but for the entire industry. It expands business revenue opportunities and increases user engagement and frequency of use. The team sincerely hopes to see more interactive media that enhances these aspects. However, no matter how much this market grows, the demand for experiences like visiting amusement parks continues to expand as well.
The road for the future ahead
We couldn’t help but ask Jake about his plans for the future. To this, he replied that his venture is still in the experimental phase. His team has envisioned that the project remains rooted in exploration to test various production styles and creative approaches to refine its unique identity. The current focus is on establishing strong audience recognition and cultivating a dedicated fan base. Once a significant milestone is reached, particularly when subscriber numbers surpass 70 to 100 million, monetization will naturally follow.
Plans are already in motion to expand beyond content creation, with the introduction of Baby Nin Nin storybooks, merchandise, and an online fashion store set to launch as a strategic first step. His approach is deliberate and measured, prioritizing sustainable growth over rapid expansion. Designed as a 30-year evolution, this project embraces continuous exploration and innovation, ensuring each phase aligns seamlessly with the scale and maturity of the business.
Parting words for the readers
“Your struggles, hardships, and failures in life are what fuel your creativity and lead you to true growth. Within them lie the greatest hints for your abundance & success. May the world remember the magic of an ‘Unconditionable Heart’…”
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