© Orange Inc.Earlier this year, Orange Inc. introduced emaqi, a manga reading application for iOS and Android catering to readers in the United States and Canada. The platform showcases many prominent publishers and titles from VIZ Media, Kodansha USA, Yen Press, Akita Shoten, Futabasha, Shonen Gahosha, Nihon Bungeisha, COAMIX, among others. The firm utilized AI technology, sparking some concerns. Orange Inc. CEO Shoko Ugaki communicated with Anime Trending via email to elaborate on the company’s objectives within the manga sector.
There’s apprehension regarding your AI-assisted translations in the manga community. How can a technology that yields inconsistent results and diminishes opportunities for translators, editors, and letterers aid in fostering the artform?
Shoko Ugaki: We actually operate on two fronts. First, our app emaqi distributes finished, publisher-supplied English editions of manga. Those translations are produced entirely by the original rights-holders, so our role there is merely retail.
Second, we run a manga translation studio that integrates AI with human editorial and design work. Our translations are led by humans, and we believe this model will encourage more individuals to enter the manga localization field, not fewer.
Every page published by Orange undergoes scrutiny by multiple members of our in-house professional localization team. Our translators get an advantage with large-language-model drafts, but manga localization is an art form itself: they refine that raw material so that tone, cultural subtleties, and humor resonate across borders. Our editors ensure continuity and voice across all titles, while our letterers craft a font that integrates well with each manga author’s unique style.
This method aids our translators, allowing them to concentrate on the creative aspects of localization—grasping the author’s intent and determining the best way to convey it—while enabling us to publish more manga. We are actively recruiting more translators, editors, and letterers; anyone interested can apply through our website.
Yes, we did face some inconsistent outcomes in a few early releases and rectified them after considering feedback from the manga community. Those problems originated from human error, not the AI itself, prompting us to strengthen our team and elevate our hiring standards to avoid a recurrence. We’re pleased to receive positive feedback on almost every new translation we’ve issued this year.
Let me turn to what we aspire to achieve for the artform and the wider manga community.
Currently, only about 2 percent of Japanese manga has an official English edition (by volume). For most manga authors, there is no channel to connect with English-speaking readers, and losing today’s backlog using the previous, entirely manual workflow would require roughly 50 years and a nine-figure budget. By amplifying human capacity with AI, we aim to enhance accessibility for readers, support for creators and publishers, and beyond.
In summary, our AI × human professional model is not a means of cutting expenses but a capacity multiplier that enables the global manga community to expand, enrich, and become more sustainable for everyone involved.
What is your ultimate goal with AI in the translation process? Do you intend to eventually eliminate human translators?
Shoko Ugaki: Our goal is to permit translators to concentrate on the high-skill components of the craft while AI takes care of the repetitive workload, resulting in both a broader library and translations that readers and creators can rely on. We have no plans to phase out human translators.
AI-assisted translation is a contemporary tool that allows professionals to spend less time on mundane tasks and more time on nuance, voice, and cultural context. A decade ago, nearly every page of manga was inked on paper, but nowadays, many manga authors sketch on tablets, equipped with shortcuts and preset patterns. Just as digital art software broadened their capabilities, AI enhances the work of human translators, enabling more readers to enjoy an authentic version of the narrative.
No products found.
What type of feedback have you received from manga authors regarding the translation quality of their works?
Shoko Ugaki: Manga creators seldom comment on the individual English phrasing, but the feedback we receive is vibrant with gratitude that an official translation is reaching eagerly awaited readers and that they can witness firsthand how much fans value their art. The general sentiment we hear is that what matters most is that new readers engage with an official English version that truly reflects their storytelling and is enjoyed just as passionately as in Japan.
The authors are greatly interested in learning how international readers respond to their work, and we’re well-positioned to relay that feedback directly to them and their publishers.
Shoko Ugaki: emaqi provides US reader access. We regularly share data on how many international fans have discovered each series, which series emaqi users enjoy, and where those readers are located. Several authors have expressed fascination at seeing fans worldwide embracing their work.
We also gather anecdotal feedback from conventions and events. At this year’s Anime Expo, we set up display booths for localized titles featuring PVs and sample booklets. Some authors who traveled from Japan to visit our booth—seeing their manga highlighted and the lines of fans waiting—remarked, “It finally feels like my story has officially reached abroad.”
We’ve observed significant anti-AI feelings from manga authors. How do you reconcile that with your localization practices?
Shoko Ugaki: We engage in regular discussions with numerous manga authors and publishers in Japan and the US, and we recognize that most of the criticism is directed at AI-generated artwork—images that may have been trained on the manga author’s drawings without permission. Our usage of AI is entirely different.
AI is utilized for translation enhancement and never for illustration. The language models we implement are tailored based on an LLM model, not on copyrighted manga art. No panel, character design, or visual composition is ever replicated or synthesized by our system.
On another note, we recognize that authors and publishers are passionate about ensuring every line sounds as they intended in localized versions, so every AI draft is revised by professional translators who use reference materials, style guides, and—when necessary—the publishers themselves. Misinterpreting the author’s intent represents our single biggest warning sign — and it’s also where unauthorized scanlations often falter.
We collaborate directly with a diverse array of Japanese publishers. To date, none has raised objections to the application of AI in translation; their sole condition is that quality and accuracy remain high, which is why we maintain a localization process utilizing both AI and humans.
You’ve established robust partnerships with some of the foremost names in manga publishing, such as VIZ Media, Kodansha, Yen Press, and even Shueisha. How did these discussions initiate, and what persuaded them to join forces?
Shoko Ugaki: The discussions typically commenced with a common issue: every publisher we approached has far more series they wish to publish in English than their traditional production capacity allows, and they’re eager to reach readers globally in both print and digital formats.
When we showcased that our AI-assisted, human-led localization pipeline could safely increase output without compromising quality, it piqued their interest; what secured their agreement was trust.
Many readers are accustomed to subscription-based models for digital content. Why did emaqi opt for a pay-per-title and coin-based system instead?
Shoko Ugaki: Many manga authors and publishers still decline subscription deals (unless it’s on their own platform), so devising emaqi around a subscription plan would immediately exclude hundreds of titles we aim to highlight.
A coin-based, pay-per-title structure permits us to feature the widest possible selection, while the “Wait until Free” window provides budget-conscious readers a legal means to try new titles. We’re also investigating hybrid options—similar to Kindle Unlimited-style bundles layered on top of coins—to balance access, creator royalties, and reader choice.
🇯🇵 Japan lovers, don’t miss these essential picks for learning and travel!
No products found.
Source: Orange Inc.
