The Anime Business Partners Forum's Symposium on "The Inbound
Market for Anime and Manga" was recently held. I acted as the chair.
The government's policy aims to increase the number of foreign
visitors to Japan from 20 million to 40 million in 2020. Currently, consumption
on travel sits at 3.5 trillion yen. The
plan is to multiply that amount to 8 trillion. But what does that have to do
with anime and manga? That's the theme we're tacking.
Currently sales of anime, manga, and character goods come to 30
billion yen, and 13% of those purchases are made by tourists. Putting it into
perspective, tourists only make up 1% of total consumption, That's less than
1/10 of fashion consumption. A third of that, or 10 billion, is spent by
Chinese tourists alone.
According to Akihabara's Representative Izumi, Akihabara has changed
from a place to buy home electronics to a place to shop for pop culture goods,
but although the area has moved towards the pop culture goods foreign buyers
are looking for, the foreigner-oriented
businesses, which is to say the those focused on inbound business, have yet to
go into full swing.
40% of plastic Gundam models sales are foreign sales, and including
inbound consumption, a full 50% of all sales nationally were by foreigners. The
structure is one that sees domestic sails to foreigners increase alongside
outbound sales overseas. The outbound and inbound sales are unified neighbors.
For the anime Chibi Maruko-chan, popular products overseas
include things like kotatsu, lactic accid drinks, children's backpacks, and
more. Without asking overseas, we can't
know what demand is like overseas.
The popular of Japanese pop culture is entrenched overseas, and
industry continues to pour their efforts into developing these outbound sales,
but experts all agree that the future offers big opportunity in inbound sales.
It looks like anime and manga have a lot of potential.
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