How ‘KonoSuba’s’ Animation Studio Fixed the Anime Industry’s Worst Problem by Changing the Meaning of ‘Profit’

After a long seven-year wait, KonoSuba finally returned with its third season in 2024, instantly taking the internet by storm and earning widespread praise from the fandom. KonoSuba: God’s Blessing on This Wonderful World! isn’t just the funniest isekai—it’s one of the most hilarious anime series of all time.

It features one of the most frustratingly lovable cast of characters, a world filled with mystery, and some of the best writing in anime, all genres included. With the massive success of Season 3, fans are eagerly awaiting any updates on Season 4.

To be a great show like KonoSuba, an isekai series needs humor, solid animation, and decent writing. However, the most crucial factor is a supportive studio that values its staff’s well-being, ensuring a healthy work environment without excessive overtime, and allowing creativity to thrive.

KonoSuba’s Animation Studio CEO takes a stand against overtime culture in the anime industry

KonoSuba is a highly successful isekai anime and is widely praised for its humorous take on the genre. Far from following the typical trope of a powerful protagonist and epic quests, the anime succeeds with slapstick humor, offbeat characters, and ridiculous misadventures.

While KonoSuba has gained a massive following over the years, it’s impressive how the studio behind it has challenged industry norms in an era where excessive overtime and neglecting employees’ well-being have become common.

Shinichiro Ikeda, CEO of Studio Deen—the studio behind classics like Urusei Yatsura, KonoSuba, and Ranma ½—has taken a bold approach to Japan’s anime industry.

Instead of pushing animators to the brink for higher profits, he has prioritized a healthier work environment, proving that creativity thrives when artists aren’t overworked.

Speaking with Comic Natalie in a recent interview, Ikeda revealed how he ended up creating this drastic change after IMA Group’s acquisition of Studio Deen. In his first meeting with the previous owner, he was told to drop by the studio between 1 and 3 a.m. to witness the animators at their most active.

It was a shock to Ikeda’s realization as it exposed the endemic culture of overtime and neglect for the employees’ health. Convinced in his determination to break this toxic cycle, he pledged to reform the studio’s working conditions.

One of his major undertakings was implementing a 6 p.m. cut-off for working hours, a drastic departure from the industry standard late-night working hours.

Who says you can't be tough and cute at the same time? 💪💖 (via @Konosuba_Anime) pic.twitter.com/pnb6KPK2ye

— Crunchyroll (@Crunchyroll) May 26, 2024

Although this offer was met with strong resistance from executives who were adamant about meeting deadlines, Ikeda held ground firmly, believing that a healthier workplace was paramount to the well-being of his employees.

The CEO of Studio Deen puts employees’ well-being ahead of profit.

Despite facing strong opposition from executives, Ikeda remained steadfast in his vision. Acknowledging the potential short-term impact on sales, he emphasized that prioritizing employee well-being was far more important.

In the interview, he shared:

Of course, it’s impossible to ‘go home early while increasing sales,’ even I can’t do that. So we made it a policy to ‘go home early even if it means lower sales’. Thanks to this, although I don’t finish work at exactly 7 p.m., I’ve started going home quite early.

There’s no doubt that Studio Deen saw a dip in revenue during the first few years after the new policy was put in place. As employees grew used to changes, sales picked up.

Ikeda mentioned that with the shorter working hours, the employees were more productive. He further added:

I don’t think that having employees work overtime and make a profit is business. It’s no good if employees don’t make a profit by doing normal work. The role of a manager is to make a profit as a company and pay employees a fair wage.

Overtime culture has long been the norm in the anime industry, with little attention paid to the negative impact on employee well-being. However, Studio Deen’s approach, led by Ikeda, sparked a revolution.

By focusing on the welfare of workers and building a good working culture, he enabled the workers to perform at their best. Such a change is clear from the huge success of KonoSuba, making it one of the best anime series ever.

If you enjoy fantasy and adventure, or you just want to laugh, then KonoSuba is an absolute must-see for anime fans who want something light-hearted.

KonoSuba: God’s Blessing on This Wonderful World! is available to stream on Crunchyroll.