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

Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Kenji Nagura; hereinafter "Hakuhodo") and Hakuhodo DY Music & Pictures Inc., which plans, produces, distributes, and promotes entertainment content such as anime and films, have established "FANFARE," a global team that supports the expansion of entertainment content fandoms worldwide. This team conducted the "Japan Anime IP Global Fan Survey" targeting viewers and users of Japanese anime IP. *1 Major Japanese Anime Titles: Prominent Japanese anime titles independently selected. *Survey targets in all three countries were aged 16-39. *Population composition ratio: 1,000 people were surveyed in each country, and weighted aggregation was performed 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, Hakuhodo investigated and analyzed the awareness, preferences, and consumption behavior of Japanese anime titles among "potential Japanese anime users (*)" in Indonesia, India, and Saudi Arabia—three countries where the content market is expected to grow. The results showed that while anime is becoming established as "general entertainment enjoyable for both children and adults" in all three countries, there are differences in anime preferences across nations. It also became clear that the average recognition rate for major Japanese anime titles is currently around 20%, indicating significant potential for market expansion. (*) Potential Japanese anime users: Individuals aged 16-39 who are aware of at least one of the surveyed anime IPs, have experience watching anime or using/purchasing related products/services, or have the intention to watch/purchase even if they haven't yet.

<Survey Results Summary> 1. [Image of Anime/Manga] In all three countries, more than half of viewers/users hold the image of anime/manga as "general entertainment enjoyable for both children and adults." 2. [Favorite Anime Genres] "Action/Adventure" is the most popular in all three countries. In Indonesia, "Fantasy/Isekai" followed, while in India and Saudi Arabia, "Mystery/Thriller" came next. 3. [Important Points in Anime] In Indonesia and Saudi Arabia, "story composition" was deemed most important, while in India, it was "characters," showing differences by country. 4. [Purchase of Anime-related Goods/Services] Although anime/manga has a positive image in all three countries, the average recognition rate for major Japanese anime titles is around 20%, indicating potential for market expansion. 5. [Top 10 Japanese Anime IP Recognition] In India and Saudi Arabia, the existence of Japanese anime IPs with unique local popularity was confirmed.

<Detailed Survey Results> ■ In all three countries, more than half of viewers/users hold the image of anime/manga as "general entertainment enjoyable for both children and adults." As for the image held towards anime/manga, "general entertainment enjoyable for both children and adults" received the highest score in all three countries: Indonesia, India, and Saudi Arabia. This was followed by the image of "cultural content Japan is proud of" in each country, surpassing the score for "entertainment for a niche group of enthusiasts." Particularly in Indonesia, the scores for "general entertainment" and "cultural content Japan is proud of" were high, and the difference from "entertainment for a niche group of enthusiasts" was the largest among the three countries, suggesting that anime/manga is widely popular and the market is growing and maturing.

"Action/Adventure" is the most popular genre in all three countries. In Indonesia, "Fantasy/Isekai" followed, while in India and Saudi Arabia, "Mystery/Thriller" came next. When asked about their favorite anime genres, "Action/Adventure" was ranked first in all countries, exceeding half of the responses. The second most popular genre was "Fantasy/Isekai" in Indonesia, and "Mystery/Thriller" in India and Saudi Arabia, while the third most popular in all countries was "Comedy." Compared to the other two countries, the genres of fantasy and romance showed a lower preference in Saudi Arabia.

The most important elements in anime were "story composition" in Indonesia and Saudi Arabia, and "characters" in India, showing differences by country. The most important point in anime was "story composition" in Indonesia and Saudi Arabia, and "character design and settings" in India. In Indonesia, where the anime market feels more mature, "visual beauty/visuals" followed in second place, indicating an interest in the animation visuals themselves. In Saudi Arabia, "character design and settings" was second, suggesting that in India and Saudi Arabia, anime is also popular as character IP.

Although anime/manga has high recognition and a positive image in all three countries, the average recognition rate for major Japanese anime titles is around 20%, indicating potential for market expansion. Among "potential Japanese anime users (*)," anime/manga has a positive image. However, the average recognition rate for major Japanese anime titles remained at 23.1% in Indonesia (considered a mature market among the three countries), 20.5% in India, and 14.3% in Saudi Arabia, revealing significant potential for market expansion. *1 Major Japanese Anime Titles: Prominent Japanese anime titles independently selected.

In India and Saudi Arabia, the existence of Japanese anime IPs with unique local popularity was confirmed. When asked about the recognition rate of Japanese anime IPs in each country, 6 out of the top 10 recognized works in Indonesia had a recognition rate exceeding 50%. "Pokémon" and "NARUTO" in particular seem to be widely popular. In India, "Ninja Hattori-kun," which has even had TV animation produced for the Indian market, and the "Beyblade series," whose toys are showing signs of popularity, had recognition rates exceeding 30%, a distinctive result. In Saudi Arabia, "Captain Tsubasa" ranked first in recognition, and "Inazuma Eleven," popular on free TV channels, also ranked high, reflecting the country's strong preference for soccer as the most popular sport. These results show unique characteristics in each country.

Furthermore, regarding purchasing channels for anime-related goods, it was found that India and Saudi Arabia tend to be online-centric, with "e-commerce sites" being prominent, indicating distinct trends in each country.

Hakuhodo DY Group will continue to dedicate its efforts to supporting the overseas expansion of Japanese anime IP by leveraging its network, expertise, and research.

□ Survey Overview ・Survey Name: Japan Anime IP Global Fan Survey ・Survey Method: Internet survey ・Target Regions: Indonesia, India, Saudi Arabia (metropolitan areas) ・Target Conditions: Males and females aged 16-39 who are "potential Japanese anime users (*)" (*) Individuals aged 16-39 who are aware of at least one of the surveyed anime IPs, have experience watching anime or using/purchasing related products/services, or have the intention to watch/purchase even if they haven't yet. ・Valid Sample Size: 3,000 samples (1,000 samples per country) ・Survey Period: August-September 2025 ・Survey Organization: Market Xcel

□ Information on Detailed Reports and Additional Analysis The content disclosed in this news release is an overview of the survey results. Based on the extensive data obtained from this survey, we accept requests for more in-depth analytical reports and the implementation of in-house study sessions/reporting meetings tailored to your company's challenges.

□ "FANFARE" "FANFARE" is a cross-group global team born from the accumulated knowledge of the Hakuhodo Group, with the meaning of being a banner for global expansion to make the value of entertainment content resonate worldwide.

"FANFARE" Features - 5 Approaches Japan IP Expert Collective The Hakuhodo Group has many members with deep knowledge and diverse expertise in entertainment content such as anime, manga, movies, music, and games. Based on long-standing collaboration with content holders, including major domestic publishers and game companies, we provide end-to-end support from IP creation to creative communication, content activation, and sponsor tie-ups, powerfully promoting the global expansion of IP. Fandom Spark Network We integrate local consumer understanding with specialist knowledge to form co-creation teams that connect fans and companies. Global Fan Culture Lab Starting from Hakuhodo's philosophy of "Seikatsusha Insight" (consumer insight), we research the passion and cultural background of fans worldwide across all entertainment fandoms. We provide insights for content creators and companies to build richer relationships with fans. Fan Data Intelligence We multi-dimensionally understand how content generates empathy, expands passion, and forms fandoms in various countries, from both emotional and data perspectives. Fan Echo Framework We identify tipping points to spread passion like waves from core fans to light users and the general public, carefully deciphering the structure of fan passion and triggers for empathy in each country and segment.

□ Content Business Lab A specialized team that supports advertising and business design based on content, which has seen increasing corporate demand in recent years, leveraging insights from its proprietary "Content Fan Consumption Behavior Survey." Through unique hit research and data analysis, the team supports the design of advertising communication based on content implemented by companies and content holders, as well as marketing support for new business and service development. Composed of knowledge development professionals from Hakuhodo DY Holdings, marketing planners from Hakuhodo, and content production specialists, the members are also avid fans of various categories such as sports, dramas, anime, games, and music, possessing rich knowledge and passion for content.