The projects that MCIP develops are extensive. The Asian countries they have expanded to are Indonesia, China, Taiwan, South Korea, Vietnam, Malaysia, and the Philippines. Some of their projects include Sumimasu Asia Geinin, a project in which an entertainer is sent to live in a different country and have to work from scratch for fame; television program production in collaboration with local television networks; and the production of idol groups featuring local young people. Recently, “Huashan Laugh&Peace Factory,” a building that holds events for Japanese content in Taiwan, has become a hot topic. MCIP’s target demographic is all of the local people in Asia. How will they seize the hearts of people of different languages and cultures?
- I feel that becoming rooted in the local area is extremely important. It’s true that in Asia, there are many people that like Japan and Japanese pop culture and would be happy if we brought over popular Japanese entertainers. However, that’s actually a niche market. To really put down roots, we have to target the general public, including people who don’t fall into that category. If we just bring Japanese content as-is, then it can’t possibly go well. I strongly feel that we have to create content locally from a local point of view.
- If you ask “how much do Thai people like Japan?” then there are plenty of people who don’t. The opinions are entirely different based on generation and environment. On the other hand, there is a lot of strong content that everyone knows, such as anime like Kamen Rider and Ultraman as well as Japanese cuisine. It’s important to figure out how to localize content that people in different countries are interested in to reclaim the market.
- We learn which content will be popular in the local area by first testing it out. Even if you do research beforehand, you won’t know until it is implemented. For that reason, making the “Huashan Laugh&Peace Factory” in Taiwan into a place where we constantly present content 365 days a year is big. I think that having such a space can create content and popular people, and would like to try in overseas as well.
- Yoshimoto Kogyo, which is a core company of MCIP, creates events and playhouses, holds film festivals, and uses its powerful domestic network as a weapon to create transmission centers for their content. It’s very important to do the same thing throughout Asia. For that purpose, how you enter the local market is essential, such as finding good partners. Last year, when MCIP held a music event in Thailand, we included people such as local well-known music producers as part of the team. Those people already have a local network. From here on, on top of broadening our content production, I think it’s important to construct and utilize a local network through various functions.
- It’s really important to do things with someone local. For example, instead of analyzing the Thai market, having Wim, a Thai person who also knows Japan well, in the area became one of our strengths. I think finding as many partners like him as we can in each country is the key to this project.
Top) “Sumimasu Asia Geinin” appear on local TV programs
Bottom) 「SPACE SHOWER RETSUDEN ASIATOUR 2017 powered by MCIP」
“Huashan Laugh&Peace Factory” in Taiwan