Giant robots, big-eyed princesses, and historic disaster relief campaigns after the catastrophe, can these become the main content of Japan’s next magnificent industry? In the electronics and automotive industries, Japan is the second largest economy in the world. According to Wharton experts and analysts, today’s animation and entertainment industry in Japan, also known as cartoons, is growing into a global industry.
Japanese anime fans across Japan and around the world have spent more than $ 5 billion in the film and DVD industry . In addition, consumer spending related to Japanese anime is $ 18 billion. Not only that, but the animation industry has also produced a halo effect on other Japanese products and services. Associate Research media and entertainment Wharton professor Nelson Gayton ( Nelson Gayton ) pointed out: “Japan is for the Japanese anime of all walks of life – including business – to create new profit space.”
Guyton the Japanese anime industry and the Walt Disney Company ( at The Walt Disney Co. ) were compared, which attracted global attention to the United States. Seeing Disney’s contribution to the export of American culture, “Maybe some people will point out that Japanese anime has played an equally important role in promoting Japanese culture and all issues related to Japan.”
Japanese anime is closely integrated with online games and comic book books (also known as comics) . These cartoons are cartoons evolved from a number, such as 1960 of heroes of ” Astro Boy” ( Astro Boy ) and “Need for Speed” ( Speed Racer ), 90 years later, ” Bika Qiu” ( Pokemon ), and 2003 years of Oscar-winning film ” Spirited Away” ( Spirited Away ) . According to the statistics of the Japan External Trade Organization ( JETRO ), more than 70 countries in the world watch Japanese anime through television. In the United States, the number of Japanese anime programs from 1990 in 13 of development to the beginning of the year 37 Ge.
1998 , Sony ( Sony ) and many other partners to set up the animation satellite television network in Japan. In 2004 , it began to develop markets in Asia and Latin America. In the United States, headquartered in Houston, Texas Chau animation satellite television network, in 2002 Nian and Comcast company ( Comcast ) to develop video-on-demand programming. This initiative has grown into an all-weather cable channel that covers 40 million homes in the United States . ADV Films ( ADV Films Inc. ) – Cable television network’s parent company, this year and Sojitz Corporation ( Sojitz Corp. ) Group established a joint venture company, which is family property can be 480 million US dollars joint venture will expand the market in North America .
In Japan, advertising agency Dentsu Company ( Dentsu ) and industrial giant Mitsubishi Corporation ( Mitsubishi ) announced earlier this year: two each year that they will co-production and sales of 15-20 a Japanese anime. Gayton said: “There has been a lot of this kind of development. As various cooperation and distribution agreements are becoming more and more clear, the future development of Japanese anime looks good.”
Wharton marketing professor Johann Aiberg (Jehoshua Eliashberg ) said that in Japan, the animation industry and tying behavior are inseparable. Includes toys, video games, stickers, watches, cutlery and figurines. The relationship between Japanese animators and market sellers is much more harmonious than it is in the United States. In the United States, filmmakers complete the production of the film first, and then show it to sellers and marketers for possible legal sales.
Iberg said that in Japan, TV stations, advertisers and toy manufacturers have all been involved in product development and promotion since the beginning. Put money into the project financing, and after the film is shown, extract the corresponding profit. “I am not sure if this approach will make the film more popular, but obviously it is more commercial.”
Aiberg said: “The American film company has also shown a strong interest in Japanese anime, buying the right to edit the film. Although the Japanese anime movies have not yet obtained the same box office as Hollywood blockbusters, in fact, they have achieved very good results. Aiberg added: “There is a box office income of $ 10 million to $ 20 million in the US market . Although such income is not particularly outstanding, if they continue to achieve such success in other countries, it will be very impressive.” The proceeds [filmmakers] do not have to pay for Hollywood stars, and they have launched excellent animation works in Korea and China. So the animation industry can become the most profitable industry.”
Tokyo KBC Securities Company ( KBC Securities ) analyst Hiroshi Kamide said, because the animation saturation in the Japanese market, its future is in the global market. At the same time, the Japanese population is gradually aging. “Japan has a population problem. Now, there are fewer and fewer children, so they hope to reshape the industry with more sexy content.” And added that in Japan, comic books and cartoons are more than just children’s needs. . Sensual stories and sexy images have become men’s demands. Recently, more and more women have similar requirements. These are the rapidly growing segments of comic books and the Japanese animation business. The animation and entertainment industry will also seize the market through mobile phones and other wireless transmission methods.
“Soft real force .”
Gayton said that in history, the Japanese government has never supported cultural trade. But recently, it has changed the policy and made the promotion of Japanese anime into the world a top priority. Last year, the Japan External Trade Organization set up its own Japanese Entertainment Platform ( EPJ ) to foster a relationship between Japanese entertainment companies and global partners. 3 , the Japanese anime Association ( Japan Anime Association or ) in Tokyo’s Akihabara ( Akihabara ) electronics district opened a Tokyo Anime Center ( Tokyo Anime Center ), as a showcase of Japanese animation portal. Japanese anime Association of 25 companies, the Tokyo Metropolitan Government and the Japanese Economy, Trade and Industry ( Japanese Ministry of at Economy, Industry and Trade’s ) for the Center for funding. Gayton said : “Because of the various measures taken by the Japanese government to promote the issuance of animation, I think its prospects are very bright.
With Hello Kitty ( the Hello Kitty ), Bika Qiu ( Pokemon influence) and Japanese animation as the representative of Japanese culture to the world’s growing. 2002 , the “Foreign Affairs” ( Foreign Affairs ) magazine called this influence: Gross National “cool” ( Gross, National Cool ). This paper claims that “cool” is a “real soft power”, it helps to enhance the global position of Japan, even though Japan lacks several important factors “soft power” in – including strong economic and military power. 2004 Nian Japan External Trade Organization report cited Japan’s Dentsu research results, the study attempts to give 15 Ge with the “Hard power” national rankings. The United States ranked first, Japan sixth, after Sweden.