Japanese cartoons slow to gain Thai foothold
ENTERTAINMENT
Japanese cartoons slow to gain Thai foothold
PORNNALAT PRACHYAKORN
Thailand is not yet a major market for Japanese animation due to a limited target market and difficulty in business negotiation, according to Toei Animation Enterprises (TAE), the Asian marketing unit of Japan’s leading animation production house, Toei Animation. Ryuji Kochi, TAE’s manager, said the target group in Thailand was mostly young children, which made it hard for the company to market new characters.
”The target age for animation in Thailand is just one demographic, which makes competition very tough. Thailand has potential, but is not yet a major market for us,” he said.
Japanese cartoons have wider appeal in Japan, Hong Kong and Taiwan, where adults above 30 are also fans.
Moreover, Mr Kochi said, the merchandising system in Thailand was a top-down one, making business negotiations harder.
Therefore, TAE plans to bring only one new character to the Thai market next year and will continue to focus on Thailand’s long-time favourites Dragon Ball Z and Digimon to build long-term passion among its young audience.
Mr Kochi said continuous marketing would eventually expand the target age just as Masked Rider, after 50 years in the market, has developed young and adult audiences.
Hong Kong-based TAE covers marketing, broadcasting and merchandise licensing for the Asian market. Its parent, Toei Animation, is the producer of Dragon Ball. Asia accounts for 20-30% of the company’s licence fee earnings and Europe, with higher prices, about 50%.
Toei’s Dragon Ball and Digimon licence is sold to its local agent Animation International (Thailand).
Animation International expects 20% sales growth to 50 million baht this year, boosted by marketing campaigns and events at stores and schools, said managing director Pariphan Nunbhakdi.
It has licences for 10 characters from Japanese producers Toei and ShoPro. Popular characters in Thailand include Doraemon, Dragon Ball Z, Crayon ShinChan, Digimon and Ikkyu San.
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Tags: Adult Audiences, Animation International, Animation Production, Asia Accounts, Asian Market, Business Negotiation, Business Negotiations, Dragon Ball, Dragon Ball Z, Japanese Animation, Japanese Cartoons, Licence Fee, Marketing Campaigns, Masked Rider, Merchandising System, Target Age, Target Group, Target Market, Thai Market, Time Favourites