Content Market Growing in Asia

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Content market growing in Asia Content characteristics and Content Acceptance in Asian Markets preferences in 14 Asian cities Driving Economic Growth Local and foreign content To summarize, our analysis shows that local content is either preferred or frequently consumed in all 14 of the Asian cities we studied. However, in some types of content, non-local content ranks alongside local. • In manga/anime, Japan’s strength is overwhelming. • In movies and music, the West is strong. • In dramas, Korean and Western dramas are strong, although there are differences between cities. • In makeup/fashion, there is a three-way split between cities that prefer Japanese, Korean and Western looks The content industry’s business environment is changing dramatically everywhere, but especially in although, again, there are differences between cities. Asia. A growing number of countries/regions see the content industry as an engine of growth and are taking strategic steps to foster its development. They believe that a growing content market and content Different cities, different content preferences In-depth analysis of each type of content using time series analysis revealed the preferences of each city. export success will have powerful economic effects, both direct and indirect. These high hopes for the • In the two cities in India (Delhi, Mumbai), the preference for local content is extremely strong. content industry do, however, raise an important question: How do Asia’s content consumers see content • In Hong Kong and Taipei, there is a strong preference for Japanese manga/anime and makeup/fashion. produced in their own country or region versus that produced elsewhere? This is the question we • In the three cities in China (Beijing, Shanghai, Guangzhou), Korean dramas and makeup/fashion are favored. attempt to answer, using data from Hakuhodo’s Global HABIT research. • In Singapore, there is a strong preference for Western content in all of the content genres we studied.

Our comparative analysis of preferences for local, Korean, Japanese and Western content in the five content genres manga/anime, movies, music, dramas and makeup/fashion in 14 cities in Asia revealed the characteristics of each content genre and preferences for each type of content in the 14 cities.

The Data The data used in this report were collected in 2010 and 2012 through surveys in Hong Kong, Taipei, Seoul, Singapore, Kuala Lumpur, Bangkok, Metro Manila, Jakarta, Ho Chi Minh City, Shanghai, Beijing, Guangzhou, Delhi, and Mumbai. Interviewees were male and female aged 15–54. Total sample MANGA/ANIME numbers were 9,468 in 2010 and 10,932 in 2012. Japanese manga/anime still a powerful force • Penetration by Japanese manga/anime is higher than that of local alternatives manga/anime make the personal growth of the hero, a theme with universal in most of the cities studied. Penetration is especially high in Hong Kong, Taipei, appeal, their central focus. Hakuhodo Global HABIT is an annual survey conducted in 36 major cities around the world, providing information that allows comparisons between and Shanghai, where it is twice that of local content. In Hong Kong, in particular, • High penetration of local manga/anime is most pronounced in Delhi, Mumbai cities and observation of trends in individual cities. This single-source survey focuses on respondents’ lifestyles, value systems, media preferences, the audience for Japanese manga/anime increased more than 20 points and Kuala Lumpur. Since 2010, moreover, local content has also seen audience purchases, and usage of and perceptions toward a variety of brands and goods. With these data, users and supporters (i.e. future customers, adherents, and between 2010 and 2012. Strong growth is also visible in Shanghai and Metro growth of 20 points or more in Hong Kong, Seoul, Metro Manila, and Delhi and fans) of brands can be analyzed. Manila. One reason for the high acceptance of Japanese manga/anime may be growth of 10 points or more in Taipei, Kuala Lumpur, Jakarta, and Ho Chi Minh that Japanese cartoon characters are not easily identified as belonging to City. The popularity of local manga/anime is growing in most of the cities particular races or ethnic groups. Another may be that many Japanese studied. Cities: Main Items Surveyed (some apply only to China and other Asian countries): Shanghai, Beijing, Guangzhou, Dalian, Shenyang, Wuhan, Chengdu, • Sei-katsu-sha characteristics Q: Which countries/regions’ manga or anime do you read or watch frequently? (Multiple Answer) Fuzhou, Hangzhou, Ningbo, Xian, Hong Kong, Taipei, Bangkok, Seoul, Demographics, lifestyle, media contact, information gathering, consumer Singapore, Kuala Lumpur, Metro Manila, Jakarta, Ho Chi Minh City, Delhi, habits, hobbies, sports, travel, ownership of durable goods, category and Mumbai, Sydney, New York, Los Angeles, Chicago, London, Paris, Berlin, brand perceptions, housing, and more. Frequently seen manga/anime (2012) Change (2012 vs 2010) Frankfurt, Milan, Madrid, Moscow, Sao Paulo, Tokyo, Osaka • Products and brands 100 50 Product usage and brand evaluation (using Hakuhodo’s own Bonding & Voice 90 Respondents: branding metrics): Passenger cars, motorcycles, AV products, home electrical 40 80 Either 500 or 800 males and females aged 15–54 per city. The total number appliances, computers/printers, mobile phones/smart phones, digital 30 70 (+) of persons interviewed was 16,000 worldwide. Based on screenings by cameras, cameras, copiers, wristwatches, game consoles, alcoholic drinks, 60 20 household income, survey responses were obtained from persons in the non-alcoholic drinks, toiletries, cosmetics, and more. 50 10 middle/high income bracket of each city (50–90% of the urban population). 40 Survey period: 0 30 Power sei-katsu-sha* account for approx. the top 10% of income earners in May–August 2012 -10 20 (-) each city. Due to their strong spending habits, active lifestyles, and high * Sei-katsu-sha 10 -20 information awareness, power sei-katsu-sha are consumption leaders with Sei-katsu-sha are more than simply consumers, just as people’s lives and lifestyles include more than just shopping. Hakuhodo introduced this term in the 1980s to emphasize our commitment to a comprehensive, 360-degree 0 -30 significant power in the market. By paying attention to such power perspective on consumers’ lives. Hong KongTaipei Shanghai Beijing GuangzhouSeoul Singapore Kuala LumpurBangkok Metro ManilaJakarta Ho Chi MinhDelhi City Mumbai Hong KongTaipei Shanghai Beijing GuangzhouSeoul Singapore Kuala LumpurBangkok Metro ManilaJakarta Ho Chi MinhDelhi City Mumbai sei-katsu-sha, it is now possible to analyze the relationships between brands and consumers with strong purchasing power. Local 36 22.5 18.3 24.8 15.6 38.6 6 32.8 25.1 38.9 21.1 17.9 65.5 82.5 Local 21.9 14.2 0.1 0.8 1.6 23.8 4.8 10.6 -0.5 28.1 12.4 12.4 30.5 5.8 Japanese 76.3 65.4 39.5 31.5 23.5 50.6 16.2 11.9 25.5 52.1 26.4 22 2.1 0.9 Japanese 28 4.4 14.1 4.9 -8.1 7.4 -1.2 0.4 -2.1 15.1 7.5 9.1 2.1 0.5 Korean 7.3 2.4 8.9 7.9 4.5 – 4 2.5 0.5 12.5 3.8 6.6 1.1 0.3 Korean 6.1 1.3 4.7 5.9 1.4 – 1.8 1.5 -1.3 9.7 3.4 4.3 1 0.3 Western 19.1 11.6 9.8 9.7 5.9 11.1 15.4 16.6 6.3 16.1 11 26.8 2.9 3.8 Western 13.6 0.7 2.3 -0.3 -0.4 4.1 4.4 -1.9 -3.6 -7.5 4.8 14.5 1.8 -0.3

Local manga/anime Japanese manga/anime Korean manga/anime Western manga/anime (PP): Percentage points * Figure for Seoul is that for local content 1 2 MOVIES DRAMAS Local and Western movies attract larger audiences Local and Korean dramas score high marks • In 11 of 14 cities, local movies are No. 1. Their audience is up by 20 or more points grown by 10 points or more since 2010. • Local dramas are No. 1 in popularity in all of the cities studied. They are more Bangkok, Metro Manila, Jakarta and Ho Chi Minh City, their audience is now second since 2010 in Hong Kong, Taipei, Seoul, and Metro Manila. In Metro Manila, local • Japanese and Korean movies do not score nearly as high as local or Western than twice as popular as foreign dramas in Delhi, Mumbai, Jakarta, Metro only to that of local dramas. The growing popularity of Korean dramas is especially movies have captured No. 1 position, dethroning Western movies. Conversely, movies. That said, Japanese movies have shown 10-point or higher growth in Manila, Bangkok, and Seoul. In Ho Chi Minh City, the audience for local dramas striking in Beijing, where their score has risen by more than 20 points since 2010. however, the popularity of local movies is down in Beijing, Guangzhou, and Hong Kong and Taipei, while Korean movies have posted similar growth in has risen by more than 20 points since 2010, surpassing that for Korean and • Western dramas are second to local dramas in Taipei, Seoul, Singapore, and especially in Shanghai, where it is down by more than 10 points. Hong Kong, Beijing, Metro Manila, Jakarta, and Ho Chi Minh City. Korean movies Western dramas. In contrast, the popularity of local dramas is falling in the three Kuala Lumpur, and their audience has increased by 10 points or more since 2010 • Western movies are No. 1 in Taipei, Singapore and Jakarta but are No. 2, behind are expanding their geographical reach. Chinese cities, Shanghai, Beijing, and Guangzhou. in Hong Kong, Beijing, Seoul, and Jakarta. In contrast, their audience has local movies, in other cities. In Beijing, Seoul, and Jakarta, their audience has • Korean dramas are becoming more popular; in Shanghai, Beijing, Guangzhou, declined by more than 10 points in Ho Chi Minh City. Q: What types of movies do you like? (Multiple Answer) Q: What types of dramas do you like to watch? (Multiple Answer)

Types of movies preferred (2012) Change (2012 vs 2010) Preferred types of dramas (2012) Change (2012 vs 2010)

100 50 100 50 90 90 40 40 80 80 30 30 70 (+) 70 (+) 60 20 60 20 50 10 50 10 40 40 0 0 30 30 -10 -10 20 (-) 20 (-) 10 -20 10 -20 0 -30 0 -30 Hong KongTaipei Shanghai Beijing GuangzhouSeoul Singapore Kuala LumpurBangkok Metro ManilaJakarta Ho Chi MinhDelhi City Mumbai Hong KongTaipei Shanghai Beijing GuangzhouSeoul Singapore Kuala LumpurBangkok Metro ManilaJakarta Ho Chi MinhDelhi City Mumbai Hong KongTaipei Shanghai Beijing GuangzhouSeoul Singapore Kuala LumpurBangkok Metro ManilaJakarta Ho Chi MinhDelhi City Mumbai Hong KongTaipei Shanghai Beijing GuangzhouSeoul Singapore Kuala LumpurBangkok Metro ManilaJakarta Ho Chi MinhDelhi City Mumbai

Local 82.6 62.3 62.8 77.8 72.5 76.6 35.6 57.5 81 89.3 47.4 72.6 97.9 99.1 Local 26.4 35.9 -13.3 -8.9 -6.6 22 13.4 1.7 4.7 44.1 4.5 4.8 0.2 1.2 Local 74.1 52.3 63.3 80 69.9 85.8 47.2 66.4 82.8 84.8 69.5 64.6 96.8 98 Local 16.5 8.2 -9.8 -8.8 -4.6 14.2 8.6 9.4 8 19.2 6 28.5 -0.3 3.9 Japanese 46.4 43 28.4 30.9 24.4 13.4 11 5.9 5 9.8 6.8 7.9 1.4 2.5 Japanese 23.4 15.1 1.3 9.6 0.4 5.8 0.4 2 -4.3 5.8 1.7 4.2 1.4 2.1 Japanese 50.3 45 32.5 30.7 19.4 14 10.4 5.5 5.9 6.4 4.9 16.1 2.4 0.3 Japanese 12.7 0.2 7.2 9.1 -6.2 5.2 -1 1.6 -3.9 4.8 1.7 2.4 2.4 0.3 Korean 38.8 19.9 35.4 43.1 27.1 – 20.8 7.8 17 24.9 12.3 42.3 0.4 0.5 Korean 22.9 9.8 5 24.6 8.4 – 4 0.2 -9.3 16.1 10.2 10.1 0.3 0.4 Korean 50.6 39.8 47.7 50.6 37.3 – 26 11 27.8 42.4 17.3 51.3 1 0.1 Korean 17.1 5.9 5.5 22.9 6.2 – -1 4 -4.2 16.4 12.8 3.4 0.9 0.1 Western 73.3 87.6 45.6 48.5 40 71 61.2 49.3 39 49.1 50.4 65.9 6.1 11 Western 3.6 -4.7 2.3 10.4 -5.3 15.2 -4.6 -7.9 -8.4 -18.9 14.1 -1.3 4.8 4.5 Western 50.4 50.4 28.3 28.7 18.2 37.3 41 37.5 11.5 20.6 14.3 44.1 2.8 2.5 Western 17.4 9.4 5.1 13.1 -2.3 10.3 2.2 1.1 -6 -1 10.1 -16.1 1.7 1.8

Local movies Japanese movies Korean movies Western movies (PP): Percentage points * Figure for Seoul is that for local content Local dramas Japanese dramas Korean dramas Western dramas (PP): Percentage points * Figure for Seoul is that for local content MUSIC MAKEUP/FASHION Local No. 1, West No. 2 Local makeup/fashion a strong influence, but Japan and Korea also strong • Except for Singapore, local music is overwhelmingly the local favorite. In 9 of 14 Metro Manila. Even in Mumbai, where preference for local content is strong, the • In virtually all of the cities studied, local makeup/fashion defines the mainstream. • The influence of Korean makeup/fashion is rising in Beijing, Metro Manila, and cites (Hong Kong, Taipei, Seoul, Bangkok, Metro Manila, Jakarta, Ho Chi Minh audience for Western music has grown by more than 10 points since 2010. Local makeup/fashion’s score has risen by more than 20 points since 2010 in Ho Chi Minh City as well as Hong Kong and Taipei. City, Delhi, and Mumbai), 90% or more of our interviewees listen to local music. • Japanese and Korean music are not as popular as local and Western music Hong Kong, Taipei, Seoul, and Metro Manila. • Scores for Western makeup/fashion are not very high compared to those for Since 2010, local music has seen growth of around 20 points in Hong Kong, overall. But in three Chinese cities, Shanghai, Beijing, and Guangzhou, Korean • In Hong Kong and Taipei, the influence of Japanese makeup/fashion is either on their Asian rivals, but Western makeup/fashion is No. 1 in Singapore and No. 2 in Taipei, and Metro Manila. music has, by a narrow margin, surpassed Western music and become No. 2. a par with or slightly stronger than that of local products. Since 2010, however, Seoul, Kuala Lumpur, and Metro Manila, where local makeup/fashion is No. 1. • Western music is No. 1 in Singapore and No. 2 in 10 of 14 cities. It is listened to by the influence of local and Korean makeup/fashion has increased dramatically, 50% or more of those interviewed in Hong Kong, Taipei, Seoul, Singapore, and putting strong pressure on Japanese makeup/fashion’s leading role. Q: What countries/regions’ music do you often listen to? (Multiple Answer) Q: What countries/regions influence your choice of makeup or fashion? (Multiple Answer)

Frequently listened to types of music (2012) Change (2012 vs 2010) Influential makeup/fashion (2012) Change (2012 vs 2010)

Local 89.8 90.5 73.2 80.2 77.1 93 25.2 60 91.9 92.9 90.9 96.4 96.5 96.5 Local 18.8 22.5 7.9 -2.1 3.2 13.4 5.4 -1.1 -3.2 22.1 3.8 0.1 8.6 0.4 Local 61 64.8 60.2 78.1 63.9 84.1 13.8 39.6 39.5 78.1 72.8 76.3 47.4 81.6 Local 42 41.8 4 7.3 14 25.1 5.8 0.7 -11.6 28.3 7.6 6.4 -8.9 2 Japanese 34 40.3 16.5 13.5 16.3 9.5 9.4 3 2 5.4 2.3 2.3 0.9 0 Japanese 13.5 6.3 -1 6.2 -3.5 3.1 3.2 0.7 -1.3 2.4 1 1.7 0.9 -0.2 Japanese 65.9 64 13.5 14.5 20.5 13.1 12 5.3 6.5 16 2.6 4.8 3.1 0.4 Japanese 15.6 11.9 0.5 9.9 -7.2 3.5 0.6 1.8 -2.8 11.2 2 3.2 3.1 0.4 Korean 33 29.3 26.4 29.9 20 – 15.8 5.4 7.8 9.5 6 20.8 0.6 0.1 Korean 23 12.8 4.6 19.8 9.1 – 6.2 2.1 -4.4 4.1 5.1 9.5 0.6 0.1 Korean 49 42.8 23.8 28.6 17.1 – 15.8 4.6 11.1 17.1 4.5 28.4 1 0 Korean 29.5 22.5 1.8 16.7 -2.8 – 6.4 2.7 -12.1 12.7 4.5 15.1 1 0 Western 63.3 75.3 24.2 27.8 17.4 56.6 52.8 33.9 18.6 49.9 31.3 34.5 4.9 16 Western 20.9 8.8 3.1 11.2 -2.9 24.8 -4 -4 -8.7 -8.9 15.2 9.9 3.7 13.5 Western 38 32 6.9 12.4 10.6 27 24.4 16.3 3.9 34.9 8.9 26.3 2.4 3.9 Western 17.2 3.5 -1.8 3.7 0 5.6 0 4.6 -4.5 0.1 6.8 8.1 1.5 1.9

Local music Japanese music Korean music Western music (PP): Percentage points * Figure for Seoul is that for local content Local makeup/fashion Japanese makeup/fashion Korean makeup/fashion Western makeup/fashion (PP): Percentage points * Figure for Seoul is that for local content 3 4 Products, services and entertainment associated with Reflections and Conclusions Korea, Japan, and the USA

Our analysis has revealed that in many cities there is still a strong preference for associated with Korea, Japan, and the USA in 2012 with those in 2007. We focus local content. In some cities, however, the influence of foreign content is rising. our analysis on Ho Chi Minh City, where Korean content is a rising force; Taipei, But which countries/regions are influential? And what types of content are where Japanese content is powerful; Singapore, where Western content is Popular content leads to purchase of related products (fashion, cosmetics, food), associated with them? In the tables below, using data from 13-item multiple more popular; and Jakarta and Mumbai, where local content is strong. Popular Content answer questions, we compare the top five products, services and entertainment which leads in turn to purchase of other consumer goods from that country (mobile phones, home electronics, cars), with the final result overall improvement in the Products, services and entertainment associated with Korea country’s national brand and image. There is strong potential for synergistic 2012 2007 When they think of Korea Related Product Purchases relationships between content and other industries. One powerful example is the Taipei Singapore Ho Chi Minh Jakarta Mumbai Taipei Singapore Ho Chi Minh Jakarta Mumbai The last five years have seen many success of Korean dramas in Asia. While watching Korean dramas on TV, viewers see City City changes in top-five rankings. The change Digital Products Digital Products has been especially dramatic in fashion. stars wearing Korean makeup and fashions, together with Korean home electronics 1 (PCs, Cameras) Home Electronics Fashion Movies Home Electronics Home Electronics Travel Movies Home Electronics (PCs, Cameras) (81.8%) (46.8%) (64.8%) (44.6%) (14.9%) (74.5%) (50.9%) (63.3%) (36.2%) (20.7%) In Ho Chi Minh City, where Korean Consumer Durables Purchases and automobiles in fashionable settings. The success of Korean dramas fuels products are popular, the top-five Digital Products Digital Products Digital Products aspirations for Korean lifestyles throughout Asia, increasing the popularity of Korean 2 Home Electronics (PCs, Cameras) Movies Fashion (PCs, Cameras) Travel Automobiles Fashion (PCs, Cameras) Automobiles list now includes home electronics, (71.9%) (46.8%) (56.9%) (29.1%) (14.8%) (74%) (47.5%) (46.9%) (31.8%) (16.8%) automobiles and digital products in the products and stimulating their purchase, in what becomes an on-going cycle. The Digital Products durable goods category, as well as 3 Travel Fashion Home Electronics Music Sports (PCs, Cameras) Home Electronics Travel Automobiles Luxury Brands Enhanced National Brand/Image way in which Korean content producers, the Korean government, and other Korean (66.3%) (44.4%) (54%) (26.1%) (13.9%) (73.6%) (43.2%) (42.8%) (24.5%) (6.8%) fashion and movies. The range of goods associated with Korea is widening. Music industries have united to promote Korean culture could become a model for other Fashion Automobiles Automobiles Home Electronics Fashion Food Movies Luxury Brands Food Home Electronics 4 (60.1%) (42.4%) (53%) (24.5%) (13.4%) (57.3%) (41.8%) (33.6%) (16.5%) (5.2%) has joined the list in Taipei, and both nations as well. movies and music in Jakarta. In all these Digital Products Digital Products Digital Products Music Travel (PCs, Cameras) (PCs, Cameras) Luxury Brands Automobiles (PCs, Cameras) Music Fashion Fashion markets, Korea now evokes associations 5 (56.4%) (38%) (12.8%) (52.5%) (30.7%) (15.5%) (4.4%) (52.1%) (23.6%) (40.5%) with fashion, movies and music as well as Effective use of content is not confined to licensed merchandise or events. The effects of content have spread to consumer and durable digital products, home electronics, and goods and to services as well. The potential for content to become an effective fusion of soft and economic power is large. For marketers, automobiles and other durable goods. being alert to cultural marketing perspectives when making effective use of content will become increasingly important.

Products, services and entertainment associated with Japan 2012 2007 When they think of Japan Here we see no major changes. Manga/ Taipei Singapore Ho Chi Minh Jakarta Mumbai Taipei Singapore Ho Chi Minh Jakarta Mumbai Content business approaches from Japan City City anime continues to score high, together Digital Products with home electronics, digital products 1 Home Electronics Home Electronics Home Electronics Automobiles Home Electronics (PCs, Cameras) Automobiles Home Electronics Home Electronics Home Electronics In countries/regions throughout Asia, governments and private industry are working together to (93.3%) (70%) (87.6%) (66.4%) (71.3%) (94.5%) (83.5%) (85.4%) (67.8%) (27.3%) and automobiles. In Taipei, where improve the competitive edge of locally generated content. Japan is no exception. The government Digital Products Digital Products Digital Products Digital Products Digital Products Japanese content is strong, all top-five (PCs, Cameras) (PCs, Cameras) Automobiles Home Electronics (PCs, Cameras) Home Electronics Home Electronics (PCs, Cameras) Automobiles (PCs, Cameras) items score above 75%. Compared with 2 (82.8%) (60.4%) (94.3%) (78.2%) (66.5%) of Japan and private industry work together to develop joint programs and promote Japanese (90.1%) (65.2%) (67%) (84.2%) (19.6%) five years ago, Japanese food products content in localized versions worldwide. Digital Products Digital Products Digital Products Digital Products have joined the top five in Singapore, 3 Travel Automobiles (PCs, Cameras) (PCs, Cameras) Luxury Brands Automobiles (PCs, Cameras) Automobiles (PCs, Cameras) Automobiles (82.6%) (65%) (79.8%) (59.6%) (62.9%) (86.3%) (74.9%) (78.1%) (57.1%) (13.1%) while medical care has joined the list in Ho Chi Minh City. In Mumbai, the Food Food Medical Care Manga/Anime Fashion Travel Travel Travel Manga/Anime Fashion India Hong Kong Singapore Shanghai association of Japan with manga/anime 4 (78.4%) (47.4%) (57.9%) (48.3%) (56.6%) (86%) (49.1%) (49.6%) (34.5%) (3.8%) A single master license has Suraj: The Rising Star TOY BANG!, a T-JOY-operated JRunway is the first multi-label SNH48 is an overseas sister has grown sharply, from 3.6% to 52.5%. been created for kid-oriented Jointly produced by Japan and retail outlet in a cinema store devoted to sales of “real group connected with 5 Manga/Anime Manga/Anime Manga/Anime Food Manga/Anime Food Manga/Anime Manga/Anime Food Manga/Anime In all cities, such items as manga/anime, content broadcast on the India, this anime is based on the complex, is the first Japanese clothes,” primarily Harajuku Japanese popular female idol (75.8%) (44.2%) (55.4%) (45.1%) (52.5%) (79.4%) (46%) (48.2%) (27.4%) (3.6%) food, and medical care are now mentioned local Disney Channel. The famous Japanese anime Kyojin content-related merchandise and Shibuya fashions. It also group AKB48, active primarily license also covers associated no Hoshi (Star of the Giants). retailer linked to direct-to- serves as a platform for in Shanghai, China. along with home electronics, cars, and ©IKKI KAJIWARA, NOBORU KAWASAKI/KODANSHA, merchandizing.* RISING STAR COMMITTEE. All Rights Reserved. cinema distribution of the supporting Japanese fashion other durable goods. content itself.* brands entering the overseas market.* Products, services and entertainment associated with USA 2012 2007 When they think of the USA Taipei Singapore Ho Chi Minh Jakarta Mumbai Taipei Singapore Ho Chi Minh Jakarta Mumbai Movies and music are strong, with City City movies displacing tourism from the

Movies Movies Automobiles Luxury Brands Luxury Brands Travel Travel Movies Movies Automobiles top spot in Taipei and Singapore in 1 (82.1%) (46%) (74.4%) (45.1%) (50%) (79.4%) (54.2%) (73.2%) (40%) (16.8%) the last five years. In Singapore, Ho

Digital Products Chi Minh City, and Jakarta, luxury The Genie Family ©Tatsunoko Production Music Luxury Brands Home Electronics Movies Home Electronics Movies Movies Home Electronics Music 2 (PCs, Cameras) brands have entered the top five; in (74%) (39.2%) (71.6%) (42.3%) (48%) (79.3%) (51.7%) (64.5%) (39.1%) (16.4%) Mumbai they are No.1. In Singapore, Digital Products Digital Products where Western content is strong, in 3 Sports Music (PCs, Cameras) Music Fashion Sports Music (PCs, Cameras) Automobiles Home Electronics (73.9%) (38.6%) (71.4%) (34.9%) (45.4%) (76%) (44.8%) (62.9%) (32.2%) (11.4%) addition to movies and music, luxury brands and home electronics have risen Travel Travel Luxury Brands Automobiles Automobiles Automobiles Automobiles Automobiles Travel Fashion 4 (70.5%) (36.2%) (60.8%) (33.9%) (41.3%) (75.6%) (39.1%) (57.6%) (31.2%) (11.1%) in rank.

Paboo & Mojies Digital Products Digital Products Digital Products ©SEGA TOYS•DAEWON MEDIA•BS FUJI All Rights Reserved. Food Home Electronics Movies Travel Music Travel Luxury Brands (PCs, Cameras) (PCs, Cameras) (PCs, Cameras) * Part of Japan’s Ministry of Economy, Trade and Industry’s “Cool Japan” strategy. 5 (57%) (35.2%) (60%) (31.1%) (39.8%) (71.6%) (36.7%) (50.4%) (30.5%) (6.8%)

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