Hong Kong★ Expanding Markets Through "Image": Asia's Largest Licensing Show

For companies targeting overseas markets, sales strategies are shifting "from characters to image."
This shift in approach was evident among many exhibitors at the Hong Kong International Licensing Show, Asia's largest content, character, and brand business event, held January 6-8 at the Hong Kong Convention and Exhibition Centre in central Hong Kong. This was reported by NNA, a provider of Asian economic information.
Approximately 230 companies from 19 countries and regions participated in the event.

Liverpool FC of England's Premier League, exhibiting for the third time, aims to further expand its market capitalizing on Asia's growing soccer popularity. The club currently sells merchandise like uniforms, shoes, and trophies primarily through e-commerce in Asia. While its website was previously only in English, launching a Chinese-language official site in mainland China several years ago doubled sales compared to the previous year. The club is now actively promoting sales in Thailand and Indonesia through social media and Facebook. Mike Cox, the club's Director of Commercial Planning, expressed confidence: "Asians have a significant interest in Europe. A famous football team alone makes for a formidable brand."

A representative from Hong Kong-based LONG WISE (Pinbi), which handles works by renowned European artists like Vincent van Gogh, notes, "In Hong Kong and mainland China, more people are showing interest in art compared to before." At a free Van Gogh reproduction event held in Hong Kong two years ago, 600,000 visitors attended. By contrast, last July's event drew approximately 2 million visitors, including those from mainland China. Total sales of overseas-related merchandise at that event exceeded HK$6 million (approximately ¥80.74 million). Hong Kong has also seen a rise in the number of children attending painting classes in recent years.

Even without owning specific characters, there is a noticeable trend of developing products based on "images" like "art" or "soccer" to expand into Asian markets, including Hong Kong and mainland China.

Japan leverages its "kawaii" image

Studio Fake, exhibiting for the second time, aims to promote its 2009 character "Sebatan" overseas. It served as a mascot for a Kanto region information program for three years and was also adapted into an anime. Consequently, it enjoys recognition in the Kanto area, and sales of related merchandise are strong. However, recognizing the limitations of the Japanese market size, the company is exploring overseas expansion. According to the company, "The strength of the Asian market lies in its values and sensibilities being close to those of the Japanese. They positively embrace the sense of 'kawaii' that Japanese people appreciate." The initial focus is on increasing recognition in the Chinese-speaking world, including Hong Kong, mainland China, and Taiwan.

Additionally, Hibiki, which handles clothing and accessories themed around Japanese high school girls, is exhibiting for the first time. Sales of its uniform-style clothing, launched three years ago in response to the Japanese idol boom, have been steadily increasing. Currently sold only in Japan, the company plans to expand sales into the Asian market.