ADK Marketing Solutions Announces "Global IP Power Survey 2026 Report"

ADK Marketing Solutions Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Toshiya Oyama; hereinafter "ADK MS"), in collaboration with ADK Emotions, conducted a large-scale survey on works and characters (hereinafter "IPs") targeting approximately 23,000 people across five markets: Japan, North America, China, Thailand, and Indonesia, and has compiled the "Global IP Power Survey 2026 Report." Recently, IPs have become established as everyday entertainment in countries worldwide, and the multi-layered and diversified IP experience of each work is progressing. Through this survey, commonalities and differences in how people interact with and perceive IPs in each country have been highlighted. ― Survey Summary (Partial Excerpt) ― 1. Differences in National Awareness and Consumption Behavior ● Liking IPs is now commonplace worldwide. Especially in China, over 96% have a "favorite IP." In all five markets, over 70% of people responded that they have at least one favorite IP, revealing that IPs are deeply rooted as cross-border entertainment. Particularly in China, an extremely high acceptance rate of 96.6% (96.4% for adults / 96.8% for children) was shown overall. It was also found that in Japan (81.7% overall) and the United States (84.7% overall), IPs are rooted in daily life regardless of generation. Furthermore, looking at the Top 20 "Favorite IPs" in each country, Japanese IPs account for most of the top rankings, with 90% in Japan and 80% in Thailand. In the United States, China, and Indonesia, Japanese IPs also account for more than half, proving that Japanese IPs are widely loved around the world. ● Different IP awareness across countries. Japan emphasizes immersion in worldview, the US emphasizes production quality, and China emphasizes the expansion of experience. Comparing the emotions gained through engagement with IPs across countries, "enjoyment (laughing, feeling energized)" was prominent in Japan, the United States, and Indonesia, showing similar tendencies. On the other hand, it was found that in China, there is a strong tendency to seek "emotion and excitement," and in Thailand, "healing" in addition to "enjoyment." Also, while "story x character design" is a common important appeal point across all five countries, different characteristics were observed in each country. Japan is an "immersion (worldview) type" that deeply delves into the story, interpreting backgrounds and settings to enjoy it. The United States is a "quality evaluation type" that emphasizes production quality, including animation and cast/production team, in addition to the story. China is an "experience expansion expectation type" that values "experience" such as fan events and merchandise development, not just viewing. ● "Streaming" is a globally important point of contact. However, the top channel differs by country: TV in Japan, food products in the US, cinemas in China, and game apps in Thailand. In terms of how people interact with IPs, "streaming services" ranked in the TOP 5 across all five countries, but the top channel (the channel with the highest contact experience rate) differed by country. In Japan, "TV" was 33.2%, in China "cinemas" were 47.7%, and in Thailand "game apps" were 48.9%, with content-related channels topping. In the United States, "food products" showed a unique trend at 42.1%. This revealed the necessity of considering how to deliver to fans, taking into account the characteristics of each country, even for the same IP. 2. ADK's Unique Method: Strategic Design in Each Country Since market conditions and characteristics differ by country even for the same IP, our company has systematized a method for initial analysis from two perspectives when considering IP strategies. To grasp the current position of individual IPs, we visualize "how IPs are loved" by combining "penetration" and "enthusiasm" in the market, and organize priority issues to address. Even if they are located in the same quadrant in each market, the IP experience sought by fans differs by country, making it essential to formulate strategies tailored to each country's IP awareness. *This is data analyzed for a certain Japanese IP positioned as a heavy type in the US and a mega-heavy type in other markets. To increase the probability of marketing success and achieve IP growth, it is crucial to accurately grasp the "current position of the IP," such as its growth stage and fan structure, and then determine the direction of the strategy to be adopted. ADK MS will continue to consistently support the marketing activities aimed at the IP growth of its client companies. ・Survey Name: ADK Global IP Power