Sony targets China's Gen Z with $400m stake in Bilibili

Japanese group joins Alibaba and Tencent as backer of video platform

Fans cheer for their anime and gaming idols at a Bilibili World event. (Photo courtesy of Bilibili)

ALEX FANG, Nikkei staff writer

April 10, 2020 02:12 JST

NEW YORK -- Sony will buy a $400 million stake in Bilibili, a Nasdaq-listed Chinese video platform popular with millennials for its animation and gaming content.

The deal, announced Thursday, will give Sony a 4.98% holding in the Shanghai-based company, making it the fourth-largest outside shareholder behind Alibaba Group Holding, Tencent Holdings and Loyal Valley Capital.