Hakuhodo Conducts Survey on Japanese Anime IPs in Indonesia, India, and Saudi Arabia; Reveals Challenges and Unexpected Local Trends

Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Kenji Nagura; hereinafter "Hakuhodo"), together with FANFARE, a global team established by Hakuhodo DY Music & Pictures Inc. (which plans, produces, distributes, and promotes entertainment content such as anime and films) to support the expansion of entertainment content fandom worldwide, conducted the "Japanese Anime IP Global Fan Survey" targeting viewers and users of Japanese anime IPs. *1 Major Japanese anime titles: Famous Japanese anime titles independently selected. *Survey subjects in all three countries were aged 16-39. *Population composition ratio: 1,000 people per country were surveyed, and weighted back tabulation was conducted according to the population composition ratio. With the cooperation of the "Content Business Lab," a specialized team that supports advertising and business design based on content, a survey and analysis was conducted on awareness, preferences, and consumption behavior towards Japanese anime titles, targeting "Japanese Anime Potential User Groups (*)" in Indonesia, India, and Saudi Arabia, three countries where the content market is expected to grow. The results showed that in all three countries, anime is penetrating as "general entertainment enjoyable by children and adults alike," but preferences for anime differ by country. It also became clear that the average recognition rate for major Japanese anime titles is currently around 20%, indicating significant potential for market expansion. (*) Japanese Anime Potential User Groups: Individuals aged 16-39 who are aware of at least one of the surveyed anime IPs, have experience viewing anime or using/purchasing related products/services, or intend to view/purchase even without prior experience. 1. [Image of Anime/Manga] In all three countries, more than half of viewers/users have an image of anime/manga as "general entertainment enjoyable by children and adults." 2. [Favorite Anime Genre] "Action/Adventure" is the most popular in all three countries. "Fantasy/Isekai" followed in Indonesia, while "Mystery/Thriller" followed in India and Saudi Arabia. 3. [Key Points in Anime] "Story composition" was important in Indonesia and Saudi Arabia, while "characters" were important in India, showing differences by country. 4. [Purchase of Anime-related Goods/Use of Services] While all three countries have a positive image of anime/manga, the recognition rate for major Japanese anime titles is around 20%, also revealing potential for market expansion. 5. [Top 10 Recognition of Japanese Anime IPs] In India and Saudi Arabia, the existence of Japanese anime IPs enjoying unique popularity in those countries was confirmed.

■In all three countries, more than half of viewers/users have an image of anime/manga as "general entertainment enjoyable by children and adults." The image of anime/manga in Indonesia, India, and Saudi Arabia showed that "general entertainment enjoyable by children and adults" received the highest score in all three countries. This was followed by the image of "cultural content that Japan is proud of" in each country, surpassing the score for "entertainment for a specific group of enthusiasts." Especially in Indonesia, the scores for "general entertainment" and "cultural content that Japan is proud of" were high.