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Hulu Japan teams with Vice to target youth audience

Hulu Japan and Vice have inked a deal to work together to attract Japan's youth audience

Vice has teamed with Hulu Japan to sign a content licensing and co-production deal which will give the two brands greater access to Japan’s youth audience.

The deal will see Hulu Japan feature 250 hours of Vice programming including content such as the Emmy-nominated LGBTQ travel series ‘Gaycation,’ the Emmy-nominated LGBTQ travel series; ‘F*ck, That’s Delicious’ the food series by rapper-chef Action Bronson, crime series ‘Black Market,’ as well as a selection of Vice’s best digital features.

Hulu Japan will also work with Vice Studios to co-produce drama and anime productions. The deal also includes cross-promotion by Hulu parent company Nippon TV.

The deal aims to help Hulu Japan to boost its awareness among Japan’s youth audience. Hulu currently boasts 1.8 million subscribers in Japan. It will also provide Vice with access to this audience as the brand looks to grow across the Asia Pacific region.

Kazufumi Nagasawa, chief content officer, Hulu Japan, said “We are thrilled to be able to introduce Vice's highly distinctive program line-up to our users who, we believe, are the most discriminating group of viewers in Japan.”

Hosi Simon, chief executive officer, Vice Asia Pacific said, “Offering more Vice content to an expanding Japanese audience is a key part of our continued growth across Asia, and an ongoing commitment to bring original, culturally relevant content to as many young viewers as we can, wherever they are, and whatever the screen.”