Overseas Marketing Suggestions
for the Korean Animation Industry
(continued from page 2)
New Technology
The role of Korean studios in the global animation industry
could be specialized more positively to influence overseas investors.
Some predict the Korean animation industry will succeed the Japanese
cel animation one and get a large portion of the traditional cel
animation market, because now the Korean companies have experience
in the planning process of their own numerous creative projects.
Others say the Korean animation industry has an edge in 3D animation
production, so it is not too late for Korean companies to participate
in this field and be both economically and technically competitive.
The animation industry in Korea has flourished due to the competitive
pricing that drives the animation production field. In the traditional
cel animation market however it is getting harder and harder for
Korean companies to compete with China
and other South Asian countries. However it is reasonable that Korea
will keep the edge in 3D animation production because the technology
will function as an entry barrier against those other countries.
Moreover, animation companies can take advantage of government
support for multi-media projects including 3D computer graphics.
Government support has grown from the fact that 3D animation and
special effects shots will glean bigger profits to the animation
industry than the traditional cel animation has done in the past.
Now creative ideas and advanced technology
is more influential to the field than solely labor. As high quality
productions are more desirable to the overall industry structure,
animation companies should infuse their own projects with new technologies
in order to enter this market.
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Mulan
screened with mixed results in Korea. © The Walt Disney
Company.
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Opening Markets
Korean animation companies should pay more attention to the
Chinese market because they have the same cel animation advantages
like "good quality labor at a low wage" as Korea used
to have. Lately, we have been losing this advantage. Korean companies
have abundant
experience in production and should co-operate with Chinese
production houses. As the Chinese economy grows, the Chinese market
will become formidable in the new millennium. Major Hollywood
studios are already trying to grasp the Asian market as in the
case of Disney's Mulan (1998). However, Mulan was
not as successful in Korea as Disney had hoped. This was mainly
because the storytelling and expressions used were different from
the Asian way and it made the audience refuse the story. For the
Hollywood studios, Korean companies have a geographic and cultural
advantage over the Chinese. Therefore, it is easier for Korean studios
to make more economical and interesting productions than Hollywood.
Korean companies should keep their steady approach and co-operate
with the Chinese in this market. Due to Korea's long animation production
history, it is highly possible for Korean companies to succeed in
this market more than the other countries.
Since the early `90s, it has been predicted that "work for
hire" projects will disappear from Korea and move to China.
However, here we are in the year 2000 and there are still many "work
for hire" projects in Korea. This may give members of the Korean
business community a feeling of security, like they do not have
to change their procedures quickly and risk a few unpredictable
bumps in the production road. However, Korean animation companies
cannot help but to innovate and reinvest a part of their profits
for the future. The only way to secure the survival of the Korean
companies in the competitive global animation industry is by fresh
ideas and digital technology.
Joe Jo is a freelance writer who has previously worked as a producer
at Tooniverse Inc., the Korean animation channel. In addition, Jo
has produced three animated short films.
