Overseas Marketing Suggestions for the Korean Animation Industry

Overseas Marketing Suggestions for the Korean Animation Industry
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A scene from Tooniverse's TV series Bungabu. © Tooniverse.

Working Together Internally
If the "relatives" of the Korean animation industry were convinced of its serious standing in the world community, I would suggest that these large corporations utilize their competent agents for overseas marketing help. Several tries to accomplish this goal were made by the subsidiary companies of the "Chaebol" (large Korean companies like Samsung, Hyundai, LG), but most of these companies retreated from the entertainment business in the late 1990s due to the Asian economic crisis. All except one, that is. Diamond Ad Ltd., the advertising division of the Hyundai Group, has not only worked for a number of recent animation projects in Korea, but has acquired experience and knowledge for overseas marketing through their other projects with multiple international partners. As the field of overseas marketing is still in the developmental stages in Korea with the high probability of progress, the new companies that join the field could find a niche for themselves without much difficulty. Several new companies, like Mirror Vision, have come out as specialists in overseas marketing. They have successfully exported several films, so I hope these young focused companies will take action in the animation realm.

Milo's Great Adventure was able to make it to the small screen with help from Western investors. © Sunwoo Entertainment.

Another important key to overseas marketing is "the big productions." As I have mentioned, most productions in Korea are usually on a "work for hire" basis, and there are always several big productions going on in Korea. Even though Korean companies have not been able to apply themselves in overseas marketing, they have an advantage in that they are linked to the major studios in Hollywood and Japan. Since the beginning of the Korean animation industry, they have had the potential to build bridges to the overseas markets by these links. It would be very helpful if they developed a way to connect their creative projects with the major film or animation companies to which they are related. There are currently several attempts to accomplish this goal in progress. Sunwoo Entertainment is making the TV series Milo's Great Adventure, in cooperation with Fremantle Corporation of America for worldwide distribution. Dong-A Export Co. Ltd. of Korea co-produced Gundress, a theatrical animated film, with 5 companies in Japan. Hahn Shin Corp. is another example of a company actively pursuing overseas opportunities. Mr. Peter Choi, the CEO of Hahn Shin, was a director in the Daewoo Corp., which is well known for all of its products, and for its enthusiastic presence in international trade. This makes Hahn Shin very competitive in overseas marketing and has definitely influenced Hahn Shin to be a more active overseas marketer. Turtle Hero, Hahn Shin's theatrical feature project, will set a record by getting the highest amount of funding for a Korean film project in the international pre-sale film markets.