In an age where screens flicker with content around the clock, audiences are no longer looking just for entertainment; they seek meaning, connection, and reminders of what holds us together as humans. The digital content industry, particularly the animation sector, is expanding at an unprecedented pace. As per industry estimates, worldwide animation industry was estimated more than USD 270 billion over the past years. The young and the old viewers are drawn towards stories that capture common experiences and greater realities, not mere superficial entertainment.
It is upon this scenario of cultural thirst and market momentum that one narrative-based enterprise project has been silently formed with an unusually intentional heartbeat. At a precise moment on February 22, 2022—22:22:22—a group gathered in Hiroshima with a clear mission: to remind the world of what they call the “Unconditionable Heart.” The words suggest more than a usual creative launch. This marked the commencement of Rabbit Warren, an animation venture with a human-centered message, focusing on the notion of unity, compassion and the fact that people, at the heart, have a fundamental.
Shaping a Mission Through Storytelling
Jake Ohama, Founder at Rabbit Warren says, “We are centered on the most basic and yet deep concept that people are born with an ‘Unconditionable Heart’.” The project’s mission is to reignite that fundamental sense of shared humanity through storytelling that resonates across ages. It is deliberate effort on all fronts. Instead of rushing into the production years were spent polishing the message, the outline of the story and avenues of delivering it to the world. The approach determines what matters, make assumptions, and correct on the basis of true audience responses. What comes out is not a ready-made form of entertainment but a kind of living story that is yet to establish its rhythm and voice in public spaces.
The early products offered by the company reflect this phase of exploration. Two primary YouTube channels serve as the current canvas for its storytelling: Baby Nin Nin vs Oniball and Haru & Haruka – Into Rabbit Warren. The latter that debuted on October 1 last year achieved rapid subscriber growth, reaching 1 million subscribers in just three weeks and now passing 2 million. According to Google, this made it the quickest animation channel to achieve 1 million subscribers during that time.
Jake mentions that, “Although numbers are useful in providing a perception of scale, we lay more emphasis on the audience responses and engagement pattern rather than the growth metrics alone.” Every piece of content is viewed as an experiment and an opportunity to learn more about the way people throughout the world relate to the themes the animations explore.
connection of empathy. The history of Hiroshima as a place of devastation followed by peace lent a real symbolism to the message conveyed in the project. In the days that followed, Russia’s invasion of Ukraine underscored the urgency of reminding people of our interdependence and shared humanity. Even before the advent of smartphones, this venture allowed people to make fashion purchases during live runway events.
Over the years, the business gained a broad following in East Asia and reached annual revenue of about USD 280 million before being sold in the year 2011.
Yet the journey toward Rabbit Warren was a different kind of build. It was not created in response to the gap in the market or the trend analysis but a profound consideration of the history, human nature and meaning of unconditional connection.
A Long-Standing Team with a Shared Aim
Behind the scenes is a team that has been working together for more than a decade. This continuity addresses a culture based on shared values rather than personal resumes or previous achievements. For those involved, alignment with the project’s core mission is as important as technical skill.
In team composition, trust and interpersonal care outweigh traditional credentials. Jake is of the view that a strong shared purpose brings about stability and happiness in the creative process. Practically, this translates into continuous discussions, collaborative testing of ideas and an understanding of quality rather than speed.
Such a focus on human relationship within the organization is a reflection of themes presented in its storytelling. As such, the creative output is shaped not just by artistic skill but by a broader intention to reflect real, compassionate relationships in the work.
Balancing Creativity with Technological Change
The medium of animation is at the junction of technology and creativity. The company does not just perceive it as a technical but a structural advantage - a means to expand the content and storytelling without the inflexible boundaries of the older production models.
Jake emphasizes the potential of future technologies, particularly AI in reshaping how audiences connect with characters. In his view, characters could evolve beyond screens into supportive digital companions, guides, or familiar presences.
Yet this is not a rush toward every emerging trend. There is a measured patience in the approach. Rather than being the first to adopt every new tool, the company watches how innovations settle into everyday life and then adapts thoughtfully. This reflects a broader philosophy: change is constant, but meaning must anchor it.
Learning to Grow Without Rushing
If the project were like raising a child, Jake likes the period before the public launch to the long months of preparation before a birth. Over ten years went into refining the concept, understanding how the story should unfold, and deciding when it would be ready to share.
Numbers are useful in providing a perception of scale, but we lay more emphasis on the audience responses and engagement pattern rather than the growth metrics
Once public-facing work began, the experiment-first mindset took over. The company approaches growth as a series of hypotheses, tests, and learnings. Revenue models are not dismissed, but they are treated as secondary to narrative integrity and audience resonance.
This patience has afforded a kind of freedom. Without pressure to deliver immediate profitability, the team has been able to observe, refine, and grow with intention.
The Next Chapter
The larger aspiration behind this work goes beyond animation studios and view counts. It speaks to the possibility of a world less defined by conflict and more by shared experiences of care and cooperation.
Looking ahead, the work is far from complete. The company is refining its craft, learning from its early audience, and preparing for future expansions that remain aligned with its message. As audiences continue to shape what meaningful engagement looks like, this project sits at an intersection of art, humanity, and thoughtful innovation. Its path forward is not defined by traditional measures of commercial success but by the depth of its impact on how people see themselves and each other. “The future we imagine is not distant or abstract. It is rooted in everyday choices, shared moments, and the simple idea that what we share as humans matter more than what divides us,” Jake concludes.
Jake Ohama, Founder, Rabbit Warren
Jake Ohama, Founder of Rabbit Warren, is a Japan-based entrepreneur and storyteller with a background in early mobile technology and digital commerce. He previously built one of Asia’s first mobile e-commerce platforms, scaling it to USD 280 million in annual revenue before selling it in 2011. Today, he focuses on purpose-driven animation rooted in empathy, unity, and shared humanity.
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