In a vibrant seminar titled From Local to Global: New Horizons in Japan-Italy Content Collaboration, Yomiuri TV (YTV) unveiled Pino & Shinoby, an international co-production animated series created in partnership with Italy’s historic Studio Bozzetto. The session highlighted how a chance encounter at TIFFCOM 2023 blossomed into a creative project set to debut in Spring 2026.
The project represents a significant cultural bridge, combining YTV’s popular local mascot with the legacy of Italy’s renowned animation studio to create content for a new generation of global audiences.
Shinoby: Japan’s Local Star Goes Global
YTV, a key commercial broadcaster in Japan’s Kansai region with a rich animation history dating back to Golden Bat in 1967, introduced the audience to Shinoby — a small, cute ninja boy who lives near Osaka Castle and dreams of becoming a cool ninja. Created in 2018 to celebrate YTV’s 60th anniversary, Shinoby has become a regional media star, regularly appearing on a Kansai evening information program and maintaining a strong online presence across YouTube, X, Instagram, and TikTok.
“Japan has a unique character culture, with anywhere from 2,000 to 3,000 mascots representing local governments, companies, and organizations,” a YTV representative explained. “Shinoby grew from this culture into a beloved figure, and we saw his potential as a global ambassador.”
The Collaboration: From Chance Meeting to Co-Creation
The partnership with Studio Bozzetto began serendipitously at TIFFCOM 2023. Representatives from the Italian studio, attending with support from the Italian government, were drawn to YTV’s booth, which prominently featured Shinoby.
“They fell in love with the Shinoby character and saw its global potential,” said YTV’s Mr. Tanaka. “After returning to Italy, they researched Shinoby’s activities online and then approached us with a collaboration proposal.”
Founded in the 1960s by animation maestro Bruno Bozzetto, Studio Bozzetto is renowned across Europe for its philosophical and socially insightful animated works. Today, under the leadership of his son Andrea Bozzetto and CEO Pietro Pinetti, the studio continues this legacy from its base near Milan.
The Series: Pino & Shinoby – Celebrating Cultural Differences
Pino & Shinoby is a 26-episode co-production targeting children aged five and up. The series follows the two main characters as they visit each other’s homes in Japan and Italy, discovering cultural differences in food, clothing, and seasonal events, and joyfully incorporating these discoveries into their daily lives.
The creative process was a true cross-cultural fusion. Shinoby inspired the character Pino — reminiscent of Pinocchio — along with Nimbus, a cloud-like companion. The Italian team led most of the production, generating a wealth of ideas that were refined with input from a cultural consultant.
The production process became a lesson in cultural perspective. The YTV team often had to reconsider their own “common sense” when reviewing Italian storyboards.
A Unique Narrative Structure
The series employs a clever technique to handle its bilingual nature. Shinoby speaks Japanese in both versions, while a narrator guides viewers through the story.
“This special structure allows perspectives to shift constantly between Japan and Italy,” Miyayama explained. “It’s not a one-way translation; there’s continuous interaction, which makes the viewing experience unique and dynamic.”
A Message from the Creators
The seminar concluded with a lively greeting from Shinoby and Pino, accompanied by video messages from Andrea Bozzetto and Bruno Bozzetto. The legendary animator expressed his belief that “creative and imaginative worlds, and collaborations across cultures in animation, are essential for the future of storytelling.”
Pino & Shinoby exemplifies how Japanese and Italian creators can combine heritage, innovation, and cultural sensitivity to produce content with universal appeal, offering young audiences a playful yet meaningful exploration of global diversity.
