Promoting a “Local Production for Local Consumption” Strategy in China’s Expanding Market

Inland China’s entertainment market has experienced rapid growth in recent years, with the merchandise segment of said market alone estimated to exceed ¥5 trillion, centered on toys and hobby-related goods. Under these market conditions, the Bandai Namco Group has long enjoyed strong brand recognition in China. However, sustaining growth in this fast-evolving market requires the ability to develop and execute strategies that respond quickly to local market dynamics. To that end, we have placed a strong emphasis on our “local production for local consumption” business model, under which products are planned and developed locally for the Chinese market. As a result, the scale of our business has continued to expand year after year.
In particular, the Local Development Division, which I belong to, was established to plan, develop, and market products specifically for Inland China that are distinct from the brands developed by the Group’s Toys and Hobby Business in Japan. In just a few years since this division was established, we have achieved significant business growth. While many of the IPs we roll out in the Chinese market originate in Japan and have garnered robust support from fans, we have also been expanding initiatives involving IPs created in China, which have become increasingly influential in recent years. Going forward, we will continue to engage in product development tailored to local market needs while leveraging the appeal of both Japan- and China-originated IPs.