Tag: Anime

‘Singapore – Pan-regional streaming platform Viu has announced a collaboration with Azuki, a Web3-powered anime company focused on anime-driven decentralised IP and fan engagement, in order to expand the platform’s Web3-focused initiatives.

The initiative kicks off this April with Viu streaming Enter the Garden on its platform. Created by Azuki in collaboration with renowned creative producer Goro Taniguchi, who worked on anime titles such as Code Geass and One Piece Film: Red. Said anthology from Azuki showcases powerful storytelling and stunning visuals for Web3 and anime fans. 

Moreover, as part of its broader content strategy to embrace innovative storytelling and engage new audiences, Viu will feature three of Azuki’s community NFTs in a spin-off digital comic. It will soon be available on TN7, a new content universe anchored by Viu’s first digital comic series where fans can contribute their own creations, fostering new forms of viewer participation. 

To celebrate the collaboration, Viu is hosting a giveaway. Fans can simply follow Azuki, Viu Singapore and TN7 on their X accounts, retweet the giveaway post and tag friends in the retweet for a chance to win highly sought-after Azuki merchandise, including a Twin Tigers Jacket, and a unique TN7 Digital Pack. 

Lofai Lo, COO at Viu, said, “We are thrilled to embark on this journey with Azuki, whose strong digital presence opens doors for Viu to interact with a new generation of highly participatory viewers. By connecting our entertainment services with the dynamic Web3 ecosystem, we are catering to the evolving preference of today’s audiences.” 

Meanwhile, Alex “Zagabond” Xu, CEO, Azuki, commented, “Collaborating with Viu amplifies Azuki’s presence, introducing Enter the Garden to Viu’s vast global audience across 16 markets.” 

Singapore – Anime, the popular form of Japanese animation, has generated $19.8b in total global revenue in 2023, including $5.5b from streaming and $14.3b from merchandising sales, according to the latest data from global entertainment analytics firm Parrot Analytics and the Association of Japanese Animations (AJA).

According to the report, anime accounted for 6% of global streaming revenue in 2023. Notably, 41% of anime’s streaming revenue originated from North America, highlighting the region’s strong engagement with the medium. 

Merchandising further amplified its global impact, with North America and Asia leading as the largest contributors to anime’s total revenue. Asia led merchandising revenue with $5.46b, followed by North America at $4.97b, together comprising 73% of global anime merchandise sales.

It is also worth noting that anime drove over $2b in revenue for Netflix globally, demonstrating its importance as a cornerstone of the platform’s content library and accounting for 38% of total anime streaming revenue.

Alejandro Rojas, VP of applied analytics and global head of Parrot IQ at Parrot Analytics, said, “Japan is at the heart of the global entertainment ecosystem, and anime is a clear testament to its creative power. Our expertise in streaming economics, global entertainment analytics, and IP valuation enables Japanese creators to unlock new revenue opportunities and expand their global footprint even further.”

Singapore – Kasagi Labo, a local-based anime venture studio, has announced a $10 million commitment towards anime productions. This investment aims to strengthen Kasagi Labo’s role in connecting Japanese creativity with global audiences, starting with “Special Kid Factory,” the first of several anime productions under Kasagi Labo’s expanding portfolio.

The studio’s recent $12 million fundraising round, led by Burda Principal Investments and other strategic partners, will support the development, marketing, and global amplification of these projects. This investment indicates growing interest in comprehensive approaches to anime creation, promotion, and IP maximisation. 

Leading Kasagi Labo’s slate of upcoming productions is “Special Kid Factory,” an ambitious sci-fi adventure series that delves into compelling themes of identity and mystery. The anime’s debut trailer, showcased at Anime Expo in Los Angeles in July 2024.

“Special Kid Factory” follows the journey of Genpei, an ordinary boy who discovers he is a clone of Denshiin, a seasoned detective. Together, they embark on a galactic quest, solving mysteries and fighting for survival in a universe populated by “Special Kids”. This flagship project will be joined by several other diverse productions currently in development, each designed to appeal to different segments of the global anime audience. 

“Special Kid Factory” is being co-produced with NAZ Studio, renowned for anime titles such as “ID: INVADED,” “Good Night World,” and “Sabikui Bisco.” This collaboration sets a high standard for Kasagi Labo’s content and underscores the studio’s commitment to blending Japanese creativity with global storytelling. 

Kendrick Wong, founder of Kasagi Labo, said, “Our goal is to contribute to the evolving landscape of anime production and distribution for a global era. Our projects will not only push the boundaries of storytelling but also introduce new ways for fans and business partners around the world to interact with and experience anime.”

Hong Kong – iProspect Hong Kong has recently spearheaded KFC Hong Kong’s brand campaign with the sought-after Japanese anime “Attack on Titan The Final Season”. This “Krunch! Chill Out and Attack On!” campaign marks another massive undertaking by KFC with an iconic anime IP. 

Despite the anime’s focus on high-stakes battles against giant titans, iProspect demonstrated its expertise in orchestrating complex brand collaborations. Through its dedicated IP offerings and a blend of creative, media, and UX/UI elements, iProspect thoughtfully reframes these intense anime motifs in a way that resonates with the local market and aligns with KFC’s brand identity.

At the heart of the campaign is KFC’s brand positioning of providing a “Krispy” break – a moment of indulgence and relaxation amidst the daily pressures of life. This concept is brought to life through the animated commercials that integrated “Attack on Titan” characters into scenarios that mirror the daily struggles faced by the local consumers. 

Leveraging iProspect’s creative expertise in marrying animated IP and the brand products seamlessly, the animated Titan characters were designed to carry KFC chickens in their hands, further echoing the KFC brand identity of playful and bold.

Moreover, one of the animated spots features the Attack Titan dressed in business attire who emerges to tell a stressed-out office worker “Feeling stressful? Eat KFC to relax! (有壓力？ 食件雞囉！)”. The other commercial features the Attack Titan who stopped the Jaw Titan with a student backpack who is overwhelmed with homework, to “Slow down, chill out and eat KFC to relieve (唔洗咁 chur 喎，食件雞唞吓啦你！)”.

These relatable scenarios, enhanced by the use of familiar Hong Kong idioms and colloquial phrases, further enhance the local relevance and resonance of KFC’s brand messaging.

KFC x Attack on Titan merchandise

iProspect Hong Kong and KFC have also developed a line of six exclusive merchandise items inspired by “Attack on Titan: The Final Season” character elements with a pun-intended product name in Cantonese – “Krispy Break” Maneuver Gear (唞唞「雞」動裝置)”, including ‘Krispy Break Titan Eye Mask’, ‘Survey Corps Neck Pillow with Cape’, ‘Infinite Stress Popping Bucket’, ‘Survey Corps Krispy Break Portable Fan’, ‘Titan “Kooling” Towel’, and ‘“Krispy Break” Acrylic Stand Blind Box’, aimed to remind working classes and students to take a break during their busy days.

KFC x Attack on Titan OOH activation

Both have also have taken the collaboration a step further by transforming the flagship KFC store in Causeway Bay into a fully immersive “Attack on Titan” experience. Both the interior and exterior of the store are decorated with the designs of the anime characters, bringing the thrilling Titan scenes to life.

The second floor also features two giant photo spots, recreating classic scenes from the anime. This first-of-its-kind move showcases KFC’s commitment to providing consumers with a 360-degree engagement that aligns with their brand positioning of making life easier and offering an instant space for people to dive in, set themselves free, and indulge in what they want for a moment.

KFC x Attack on Titan store wrap

Lastly, to further reinforce the brand’s role in providing a moment of respite and relaxation, KFC created an opportunity for the audience to reflect on their daily stresses and the need for a break. Leveraging iProspect’s UX/UI expertise, an interactive “Titan Attribute” game has been implemented to allow consumers to match their personality traits to corresponding Titan characters and discover their “Titan alter ego” with tailored stress-coping methods.

Janet Lau, marketing director of KFC HK & Macau, said, “We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration. The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic.”

KFC x Attack on Titan “Titan Attribute” game

Meanwhile, Christa Ma, business director at iProspect Hong Kong commented, “This successful campaign showcases our agency’s expertise in bringing IP activations to life, especially through the immersive Causeway Bay flagship store experience and the diverse merchandise offerings. It demonstrates our ability to deliver innovative, eye-catching campaigns that drive real impact and engagement. By tapping into the beloved anime’s characters and motifs, we’ve successfully engaged the busy working class and student segments, delivering a campaign that strikes a profound chord with our target audience.”

The campaign is running from 22 August to 18 September and being promoted across a diverse array of multimedia platforms, including television broadcasting, digital channels, outdoor advertising, influencer social media channels, print ads, MTR network, domination of the Causeway Bay KFC flagship store and all other KFC stores.

Singapore – With anime–the popular form of Japanese animation–seeing greater revenue by licensing anime titles to overseas audiences, the popular anime-centric streaming service Crunchyroll is seen ramping up its presence in Southeast Asia, most notably in Indonesia where they recently launched their local campaign to bring localised versions of popular anime titles.

It is worth noting that while Crunchyroll has been present in Asia, most markets have limited availability on its portfolio and audiences shifting to other services, including those that offer free viewing on YouTube. The question is: how will Crunchyroll tap in this market where there is active competition between platforms and licensors?

For that, we recently spoke exclusively with Akshat Sahu, senior director of marketing for APAC at Crunchyroll to learn more about Crunchyroll’s plans in Southeast Asia, and learning more about why anime is more than just the streaming experience.

Competing and expanding Crunchyroll in SEA

When asked why Crunchyroll is ramping up its expansion in Southeast Asia in recent months, Sahu said that Southeast Asia has a large and passionate anime fanbase, and at Crunchyroll, they have seen a growing demand for access to high-quality content. 

“We’re ramping up our expansion to meet this demand by bringing fans closer to the anime they love. Our aim is to create a localised experience that caters to the unique cultural and consumption preferences of each market. By expanding further into Southeast Asia, we aim to provide fans with seamless access to an extensive collection of anime and introduce them to new and exciting titles at the same time as they stream in Japan,” he said.

A report from Culture Group in 2023 notes how over-the-top (OTT) streaming platforms in Southeast Asia have given the rise to anime consumption in the region. This is in addition to anime being an important part of the region’s cultural tapestry and has been a part of many consumers’ upbringing. 

It is also worth noting that with Crunchyroll entering finally into the region with expanded offerings, it will go against streaming competitors and other licensing companies that offer free and legal anime streaming like Muse Communications and Medialink. When asked about what makes them stand out from these players, Suha notes how anime is more than just the streaming experience.

“At Crunchyroll, we offer more than just anime streaming—we provide a holistic experience for anime fans. With our vast catalogue featuring exclusive titles and simulcasts from Japan, we help fans access the latest episodes as they air. We are also focused on expanding localized anime content and bringing theatrical releases to the region, such as the ‘Demon Slayer Infinity Castle’ trilogy. Additionally, we are curating anime experiences at upcoming regional events, allowing us to connect more deeply with our audience. Our goal is to deliver an immersive experience that goes beyond viewing, fostering a sense of belonging for anime fans in Southeast Asia,” he explained.

In 2023, Crunchyroll made its way as a sponsor and promotional partner for Anime Festival Asia 2023, which was held in Singapore and is one of the region’s largest festivals dedicated to anime. Moreover, Sony Pictures Entertainment chairman and CEO Tony Vinciquerra has also hinted earlier this year of launching Crunchyroll to Amazon channels dedicated to consumers in Southeast Asia.

What to look forward for Crunchyroll in SEA

When asked about the anime appetite amongst SEA audience, Sahu said, “In Southeast Asia, we’ve noticed a strong appetite for simulcast content—fans want to watch anime at the same time as their peers in Japan. This immediacy, combined with the desire for diverse genres, is fueling watchtime growth in the region. Additionally, there is a steady rise in mobile viewership, reflecting the digital-first habits of audiences in SEA.”

In response to said continued growth, Crunchyroll’s SEA expansion will begin in Indonesia, with Sahu stating the market’s big anime fanbase as its touchpad to launch the platform in the country.

“Indonesia is an important market in the SEA region due to its large and passionate anime fanbase. Indonesian anime fans have demonstrated high engagement with anime content, and we believe there’s significant potential for growth. We are delivering localized content, customised pricing and features tailored to the preferences of Indonesian fans. Recently, we also partnered with Telkomsel to offer special bundled packages for anime fans,” he said.

Sahu refers to a recent partnership they have with Indonesian telco Telkomsel for its first specialised anime destination package in Indonesia, namely the ‘Telkomsel and Crunchyroll Bundling Package.’ 

In terms of what can Southeast Asian audiences expect from the platform in the coming months, he said, “In the SEA region, we are committed to bringing engaging and immersive anime experiences to fans and will focus on campaigns that excite our audiences while also highlighting the breadth of our anime library. Our goal is to make Crunchyroll synonymous with anime in Southeast Asia through dynamic and culturally relevant initiatives. As part of our ongoing campaign, ‘Ayo Crunchyroll,’ we will soon launch Out-of-Home (OOH) displays featuring popular anime titles at locations like Jakarta’s iconic Bundaran HI and Blok M MRT stations.”

The platform’s expansion into SEA follows its recent brand revamp centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

As anime becomes a cultural phenomenon across the region, the expansion of Crunchyroll into Southeast Asia marks a significant development in the media landscape. By entering this growing market, Crunchyroll not only meets the rising demand for legal and accessible anime content but also positions itself as a key player in the regional entertainment industry.

Ultimately, Crunchyroll’s presence in Southeast Asia is a strategic move that underscores the region’s importance in the global anime market and highlights the potential for further growth and engagement.

Jakarta, Indonesia – Popular anime streaming platform Crunchyroll is launching a new campaign ‘Ayo Crunchyroll!’ (Let’s Go Crunchyroll!) as it brings more anime to Indonesia by adding more than 100 titles in Bahasa Indonesia for fans to enjoy on its streaming service. It is worth noting that Crunchyroll is amping its presence in the country with a recent partnership with Telkomsel for plan packages.

Starting August 15 until the end of September, Crunchyroll’s new campaign will go live with video ads on social media platforms like YouTube, TikTok, and Meta, and eye-catching Out-of-Home (OOH) displays featuring popular anime titles at locations like Jakarta’s iconic Bundaran HI and Blok M MRT stations. The new collaterals also bear Crunchyroll’s recent brand revamp, which focuses on portraying an ethos of fun and celebration for anime.

Crunchyroll’s anime library consists of nearly 3500 hours of content, of which over 630 hours (over 100 shows) are now available with Bahasa Indonesia subtitles and growing. Some of the popular anime titles available on Crunchyroll in Indonesia include ‘Attack on Titan’, ‘Demon Slayer – Kimetsu No Yaiba’, ‘Dr.Stone’, ‘Frieren’, ‘JUJUTSU KAISEN’, ‘Kaiju No.8’, ‘KONOSUBA -God’s blessing on this wonderful world!’, ‘Naruto Shippuden’, ‘One Piece’, ‘Solo Leveling’, ‘SPYxFAMILY’, ‘The Rising of the Shield Hero’, amongst others.

Additionally, Crunchyroll offers an array of simulcasts for Indonesian anime fans every new season so that they can watch the latest episodes simultaneously as they air in Japan, capturing the thrill and excitement of being among the first to see the latest episodes. Some of the current ongoing simulcast series on Crunchyroll include ‘Alya Sometimes Hides Her Feelings in Russian’, ‘Bye Bye Earth’, ‘Dead Dead Demons Dededede Destruction’, ‘My Hero Academia’, ‘One Piece’, ‘That Time I Got Reincarnated as a Slime’, ‘The Cafe Terrace and Its Goddesses’, ‘Tower of God’, ‘True Beauty’ amongst many.

Akshat Sahu, senior director of marketing of APAC at Crunchyroll, said, “We’re thrilled to bring an immersive anime experience for fans in Indonesia. We believe in the power of anime to connect people, and our expansion in Indonesia reflects the great potential of the anime fandom in the country. We are already seeing high traction on our platform in the region with growing subscribers. We aim to make anime more accessible and enjoyable for everyone in Indonesia by providing localised content and exciting anime experiences.”

Manila, Philippines – Global anime streaming platform Crunchyroll has announced the rollout of a new brand identity, centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.

The updated brand identity rollout will officially begin on July 25 with San Diego Comic-Con at the United States, and will be rolled out across all fan touchpoints of the organisation over the next year.

Development of the new brand identity package was led by Crunchyroll’s Markus Gerdemann, its senior vice president for marketing, and Norman Rabinovich, the vice president of creative services.

The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark; a new font set called Crunchyroll Atyp that blends classic and modern elements for improved readability; and a vibrant colour system featuring orange, black, white, and taupe to reflect anime’s dynamic nature. The new glyph system boasts over 139 anime and manga-inspired characters, adding depth and personality. 

Moreover, a new seven-second audio-visual mnemonic captures the immersive Crunchyroll experience with anime-inspired sound design and playful elements. Collaboration and co-creation with Japanese artists on new textures and patterns further enhance the brand’s authenticity and immersive storytelling.

Rahul Purini, president of Crunchyroll, said, “As the number of ‘anime-curious’ people approaches the one billion mark, and anime continues to command a prominent place in popular culture, we wanted to evolve the Crunchyroll brand to appeal to a growing diversity of global fans without losing the core essence of what fans have loved about Crunchyroll along the way. We believe this new brand evolution will encourage and welcome many anime fans to deepen their love for years to come.”

Additionally, the new brand identity will also be showcased inside and outside the Convention Center. There, fans will get a chance to showcase their passion for anime by picking up a limited and fan-forward streetwear collection inspired by the new and refreshed Crunchyroll – designed by 2024 CFDA Fashion Fund finalist Sebastian Ami.

Meanwhile, Gita Rebbapragada, chief operating officer of Crunchyroll, who also oversees marketing, commented, “A lot of attention to detail and meaning was embedded into all the unique elements of our updated look and feel. Whether it be the vibrancy of our new Crunchyroll orange or the audio mark inspired by anime’s unique sounds. Our teams live and breathe anime, and we wanted to pour that passion into designing a brand that is purposely fit for legions of fans around the world – giving them space to deepen their love and further their emotional connection.”

Jakarta, Indonesia – Local telecommunications provider Telkomsel has announced a partnership with anime streaming service Crunchyroll for its first specialised anime destination package in Indonesia, namely the ‘Telkomsel and Crunchyroll Bundling Package.’ 

Through the bundle, Telkomsel customers, including both prepaid and postpaid (Halo) users, can easily purchase it through the MyTelkomsel app and website. ‘The Crunchyroll Fan’ package, when purchased through Telkomsel, is priced at IDR 36,000 which includes 3 GB of MAXstream quota for use on a single device. Similarly, ‘The Crunchyroll Mega Fan’ package on Telkomsel is priced at IDR 48,000 and includes 5 GB of MAXstream quota for use on up to four devices simultaneously.

Moreover, ‘Mega Fan’ subscribers will also get access to the Crunchyroll Game Vault which provides unlimited access to a constantly growing library of premium mobile games specifically for fans of anime and anime-inspired entertainment.

Both packages are valid for one month and include a Crunchyroll subscription, allowing access to a wide range of popular Japanese anime content, such as One Piece, Kaiju No. 8, Solo Leveling, Chainsaw Man, JUJUTSU KAISEN, That Time I Got Reincarnated as a Slime Season 3, Dead Dead Demon’s Dededede Destruction, amongst others.

After purchasing the Telkomsel and Crunchyroll Bundling Package through MyTelkomsel, customers will receive an SMS containing a Crunchyroll Voucher Code. Telkomsel customers can redeem this voucher code via tsel.id/croll. After downloading the Crunchyroll App from the Play Store or App Store, they will have access to both the exclusive Japanese anime shows, many of which are exclusive to Crunchyroll.

Terry Li, executive vice president of business development at Crunchyroll, said, “Crunchyroll’s goal is to always meet fans when, where and how they want to love anime, and the Telkomsel partnership aptly positions us to give Indonesian fans that access. It’s a significant milestone in expanding our audience base in the region with localised access.”

Meanwhile, Nirwan Lesmana, VP of digital lifestyle at Telkomsel, commented, “By integrating Telkomsel services with premium content from Crunchyroll, we aim to enhance the experience of our customers, especially anime content lovers spread across Indonesia. We hope this collaboration will facilitate anime fans in accessing their favorite content, supported by the widest and most advanced broadband connectivity from Telkomsel.”

Subsribers can utilise the MAXstream Quota included in the Telkomsel and Crunchyroll Bundle Package to watch the latest contents on Crunchyroll, MAXstream, and other video streaming services that have partnered with Telkomsel.

Singapore – Kasagi Labo, a local-based anime venture studio, has recently raised US$12m in funding for its pre-series A funding round in a bid to bring authentic Japanese anime to a global audience.

The funding round was led by Burda Principal Investments alongside Sfermion, Gold House, CMT Digital, and Superscrypt.

Kasagi Labo’s multifaceted approach unites fans and creators to develop and shape global anime IPs, uniquely positioning them to change the anime landscape worldwide. Moreover, through this funding, the company aims to leverage this industry momentum, investing strategically in anime productions and partnerships and leveraging their IP value chain in licensing, distribution, and merchandising.

Kendrick Wong, founder and CEO at Kasagi Labo, said, “With a strong coalition of strategic investors, industry advisors, and an experienced management team, the company is well-positioned to spearhead innovation and set new benchmarks in the global anime landscape.”

Meanwhile, Edwin Mak, principal at Burda Principal Investments, commented, “Partnering with Kasagi Labo reflects our commitment to supporting innovative and transformative businesses. Anime is a fast-growing market globally that is ripe for change. Kendrick and his team have demonstrated an ability to execute effectively against a business model which we believe has the potential to transform the industry. We are incredibly excited to lead the company’s Pre-Series A round and support their long-term growth across Asia and beyond.”

Kasagi Labo recently debuted its own VTuber project called Project: Verses, comprising of three talents. The anime venture studio also recently teamed up with Netflix and anime studio Genco to release mobile accessories based on the Pluto anime series.

United States – Popular fast food chain McDonald’s has launched a new campaign catered to anime fans globally, and utilises the ever-popular ‘WcDonald’s’ anime gag being used across multiple anime and manga titles over time.

To do this, McDonald’s has partnered with popular Japanese animation house Studio Pierrot to produce the first official WcDonald’s anime. Four episodic shorts will take fans into the flavorful world of WcDonald’s, where a story about the WcDonald’s Sauce and WcNuggets unfold each week.

It has also teamed up with manga artist/illustrator Acky Bright to design custom WcDonald’s packaging that will take fans deeper into the world of WcDonald’s with every meal. For a limited time, fans will receive manga-inspired packaging featuring WcDonald’s Crew characters, sketched by Acky himself.

A limited edition sauce will be also available, featuring a unique combination of ginger, garlic and soy with a slight heat from chili flakes packs an energetic blast of flavor in every bite.

Lastly, McDonald’s will be launching a multi-sensory dining experience in Los Angeles, California a genre-bending fusion of entertainment and food. Guests will be transported into the WcDonald’s universe through 360 projection mapping and immersive tabletop projections inspired by the four WcDonald’s anime episodic shorts – all while enjoying a set menu of WcDonald’s items. This will go live from March 9-10.

Tariq Hassan, chief marketing and customer experience officer at McDonald’s USA, said, “Anime is a huge part of today’s culture, and we love that our fans have been inviting us into the conversation for years. The WcDonald’s universe is a reflection of what fans have created. It honors their vision and celebrates their creativity, while authentically bringing it to life in our restaurants for the first time ever.”