Jake Fumitaro Ohama, Founder and Creative Director of RABBITWARREN Animation Studios, represents a new generation of creative entrepreneurs blending business strategy with philosophical depth and cultural ambition. With a professional background that spans digital innovation, brand development, and creative direction, Ohama has led ventures across industries—from fashion and organic cosmetics to large-scale marketing and technology initiatives. His latest focus, however, is firmly on the intersection of storytelling, identity, and next-generation media.
Launched in 2022 with the UNCONDITIONAL PROJECT, RABBITWARREN is a multimedia creative universe that incorporates animation, music, fashion, books, and games. At its core is a consistent message around shared human values and the potential for global collaboration through creativity. Ohama’s vision is to build a sustainable, long-term storytelling ecosystem that appeals to diverse audiences while remaining independent and unconstrained by short-term market expectations.
In this in-depth interview with Business Frontier, Ohama discusses the foundations and aspirations behind RABBITWARREN, his approach to collaboration, technology, and team building, and the broader cultural shifts shaping how stories are created and experienced today.
Q. You’ve built RABBITWARREN around a powerful vision for future storytelling and creative leadership. What inspired you to start the company, and how has that original idea transformed as the business has grown?
We originally believed that February 22, 2022, would mark an important turning point in Earth’s long cycle. Guided by this idea, our team travelled to Hiroshima, Japan, to launch the UNCONDITIONAL PROJECT (https://unconditionable.org/), sending a message to the world. The first chapter of this project is an animation called RABBITWARREN, whose core message is: “On this small planet, there is no need for us to hurt one another. We are originally one, and by remembering our ‘unconditional hearts,’ we can work together to transform the Earth into a richer and more beautiful place.”
RABBITWARREN is a space fantasy that incorporates perspectives from quantum mechanics and explores parallel universes. It’s not designed to be educational or preachy—it’s simply entertainment with a deep message. That message will remain constant as we expand into serialized videos, picture books, films, fashion, and games. If audiences recall “a small courage” from the story during difficult times in their lives, that would bring us great happiness.
Q. Much of your work explores intersections between identity, philosophy, technology, and culture. How do you approach translating those complex ideas into experiences that connect with both niche and mainstream audiences?
We believe audiences worldwide are highly intelligent and sensitive. No matter their age, people’s intuition and perception are fundamentally similar. Although animation is often seen as content for children, we rejected the notion of targeting specific age groups. Instead, we focus on creating stories for fans who genuinely enjoy our animation. Even if someone doesn’t grasp the story fully at first, we believe repeated viewings will gradually reveal its essence.
Honestly, we’re still in the experimental phase. In the beginning, we’re focusing on trial and error, particularly centred around music. But once we reach 80 to 100 million subscribers, our project will begin in earnest, with multiple storylines unfolding simultaneously. Through RABBITWARREN, we hope to inspire people to reflect on life and reconnect with the idea of unconditional love.
Q. You’ve spoken about creating the “next-generation creative enterprise.” In today’s rapidly evolving media landscape, what does that look like in practice—and what do you believe needs to change in the way we tell stories?
Times change rapidly, but stories that touch people’s hearts are timeless. I’ve launched many cutting-edge IT ventures, but those fields are fiercely competitive, with constant pressure around funding and innovation. In contrast, stories and messages that resonate emotionally scale more deeply and have greater longevity.
In Japan, I’ve initiated projects like KOBE COLLECTION, a post-earthquake recovery initiative, TOKYO GIRLS COLLECTION, launched to revitalize Japan’s textile industry, and Cosme Kitchen, the country’s first organic cosmetics select shop. These ventures continue to thrive after 20 years. On the other hand, my IT businesses haven’t had the same lasting impact. Based on that experience, we launched RABBITWARREN—a project built around a universal message we hope will be passed down for hundreds or even thousands of years. We’re genuinely excited about where it could be 30 years from now.
Q. Your company spans continents and cultures. How do you balance global ambitions with staying grounded in community values and personal authenticity?
In truth, to us, having a “global perspective” means viewing the world in a minimised way. We don’t carry global ambition for its own sake—we just aim to keep our perspective as broad as possible. Humanity has far more important responsibilities on this planet.
We prefer a “galactic perspective”—recognising that humanity is just a small presence in the Milky Way. It seems foolish that we continue to hurt each other on this tiny planet. We simply want to share that realization. In all our projects, we respect local culture, history, and values. Our guiding philosophy, “For Unconditionable Heart,” helps us act with integrity and consistency in any region.
We also plan to collaborate with local communities around the world. While maintaining a galactic perspective, we hope to be a company that’s locally beloved.
Q. As a founder and creative director, what role does technology play in shaping your strategy not just in content creation, but in how you build teams, scale ideas, and reach new markets?
We use technology, but never depend on it entirely. AI can streamline production, but it cannot create a vision or message that resonates across generations. A truly moving story reflects real-life experiences and the creator’s personal journey—it’s about their way of living. Without authenticity, a story cannot genuinely move or persuade.
AI might suggest new ideas based on historical data, but that alone doesn’t create originality. In a world where AI is accessible to everyone, that isn’t a competitive edge. In fact, overreliance on AI may result in something soulless. Audiences aren’t inspired by perfect efficiency—they’re moved by the human story: the failures, the perseverance, and eventual triumph.
We should not expect too much from AI—it has limits, and human experience is irreplaceable.
Q. You often collaborate across disciplines from architecture and animation to social movements. What do you look for in collaborators, and how do you create space for truly generative partnerships?
A collaboration with Takashi Murakami gave us a unique insight: creative collaboration is like resonance—or even a kind of “nuclear fusion.” In quantum physics terms, it might be called a form of “quantum entanglement.”
Whether a collaboration happens by our wish or the other party’s, we can’t always perceive the true cause (laughs). That’s why we don’t impose expectations on collaborators. If the project helps people remember their unconditional heart, that’s more than enough.
If someone resonates with our message, collaborations happen naturally—an inevitable phenomenon that arises neutrally. Since we’ve started emitting the ‘DENSITY’ of the UNCONDITIONABLE PROJECT, we hope to connect with others who match that frequency.
Q. Entrepreneurship is filled with uncertainty. What have been some of your biggest leadership lessons so far, and what advice would you give to emerging founders who want to build culturally relevant, purpose-driven companies?
My life has been filled with uncertainty and unexpected events. Looking back, I realise that every one of those experiences was necessary. Setbacks and failures become the foundation and fuel for the next phase. Even when obstacles feel overwhelming, it’s important to treat them as “new life challenges” and move forward positively and steadily.
I’ve experienced betrayal and disappointment, but those very moments became catalysts for growth. To anyone starting a new venture: don’t overthink it. Believe that life will work out in the end. Chase your dreams without clinging to the outcome. Something good is surely waiting.
Q. You’re juggling a lot—business, art, strategy, global projects. How do you stay motivated and centred through the inevitable highs and lows of creative leadership?
I never set out to work across so many fields. By sincerely responding to the needs of the times and of my clients, I naturally found myself in many roles. Every step has been unexpected.
When I was young, I never imagined I’d become an internet entrepreneur or creative director. But titles are not something you pursue—they’re something you realize you’ve acquired along the way. What matters is staying focused on the present and calmly doing the work without obsessing over results.
I even wrote a song called ‘Now Here (Focus On Now)’. I believe that by focusing on now, everything will work out. That alone is enough. I’ve had my share of struggles, but I now believe the principles of the universe are actually quite simple.
Q. Looking ahead five or ten years, what’s your boldest vision for RABBITWARREN—and how do you see it influencing broader cultural, creative, or even societal narratives in the years to come?
Here’s something paradoxical: we intentionally avoid setting fixed goals or detailed business plans. That’s because goals can lead to attachment, and attachment can cause you to miss rare, once-in-a-lifetime opportunities.
Instead, we focus on what’s in front of us each week. Honestly, we don’t know what’s coming next! Nothing has ever gone according to plan anyway—it’s always been a series of unexpected events. But each time, the result has exceeded our expectations.
Now, we simply surrender to the flow of the universe. With countless proposals and requests arriving, we’ve accepted that our job is to address each one calmly and steadily when the time is right. We’re excited to see how the magic of RABBITWARREN continues to unfold and influence the world.
