Muse Mania! Taiwan’s Anime Kingpin Plans Major India Expansion

Recently, JioCinema launched its first anime slate with the global simulcast of "Demon Slayer" on its platform Anime Hub. This was done in collaboration with the Taiwan-based anime distribution and licensing company, Muse Communication. The company is now planning a major expansion in India by collaborating with multiple agencies, content platforms, and brands to launch various projects.

Muse Communication is in discussions with several Indian brands across categories, primarily clothing and toys, as well as stationery, electronics, fashion accessories, and footwear. The Licensing and Merchandising (L&M) sector has seen a high demand for anime co-branded products in India.

With popular anime titles like "Demon Slayer," "Spy x Family," "One Punch Man," "That Time I Got Reincarnated as a Slime," and "Hunter x Hunter," and over 300 classic library titles available for the Indian market, Muse Communication is also focusing on the release and promotion of new simulcast anime series, which will be released in 5 to 10 shows per season. Titles such as "Fairy Tail: 100 Years Quest" in the July simulcast and the highly anticipated "DAN DA DAN" in October 2024.

India's Growing Demand for Anime

In an interview with IndianRetailer.com, Julia Cheng, Director, India / Head of Business Development, International Content Distribution, spoke in-depth about the India strategy and the growth of the licensing and merchandising industry.

Talking about the collaboration with JioCinema in India, Julia said, “As one of the leading anime distribution companies in Asia with over 30 years of experience, Muse has been dedicated to promoting anime culture throughout the continent. India holds a significant role in the future of anime.”

She further stated, “Since 2021, we have actively developed in the Indian market. Our collaboration with JioCinema, one of the most popular streaming platforms in India, has greatly increased the visibility of anime in India. It is a very significant and strategic collaboration for us, and we eagerly anticipate launching various projects with a diverse range of partners in India.”

Merchandising in India

According to US-based Grand View Research, the anime market in India is expected to grow at a CAGR of 13% from 2024 to 2030. This growth is fueled by factors such as Japanese pop culture, increased global media exposure, and demand from millennials and Gen Z.

Elaborating on the strategy to enhance the growth of anime led merchandise in India, Julia said, “In recent years, the anime market in India has rapidly grown, with popular streaming platforms driving strong demand for anime merchandise among fans.”

She added, “We plan to introduce our successful licensing cases and resources from across Asia into India, including themed exhibitions, limited-edition products, and fan-engaging activities, which allow Indian anime fans to experience a wide variety of anime merchandise and entertainment in their daily lives.”

Julia stated, “We are eagerly seeking local partners in India to collaborate on officially licensed anime merchandise. Also, through social media, we aim to strengthen our interaction with Indian anime fans, planning products and events that cater to their preferences. Our goal is to establish India as one of the premier destinations for anime shopping, offering the most comprehensive experience.”

SEA Region and India

When asked about the streaming and merchandising market situation in Southeast Asia compared to India, Julia said, “With its large population and vast market, India shows significant diversity in consumption levels and languages, which leads to highly varied viewership of anime across different regions. On the other hand, Southeast Asian markets are more consistent in certain ways. Although preferences for different anime titles vary among countries, the overall viewing habits and consumption patterns in Southeast Asia are relatively stable and mature.”

She added, “Consequently, there is relatively limited flexibility and room for strategies in meeting anime demands. While the diversity of the Indian market creates significant challenges for agility, it also provides greater opportunities for growth and innovation.”

Expansion Strategies

Elaborating on the expansion strategies on the L&M front in India, Julia said, “Understanding and connection are always our biggest strengths. We adapt ourselves to fans' needs and preferences from various perspectives, including movie screenings, IP licensing, and exhibition events. Together with strong local brands, sales channels, and event partners, we are highly anticipating expanding the anime merchandise market, creating a comprehensive anime experience covering all aspects of life.”

She further said, “We are excited to collaborate with local partners to create mutual success, organizing interactive events in various locations in India, such as exhibitions, stores, and department stores, to provide comprehensive services.”

Elaborating on the partnerships, Julia said, “One is our partnership with local brands to launch co-branded products; another is the collaboration with local merchandise licensors for cross-category partnerships, including toys, clothing, bags, and footwear, to establish a wide range of sales channels; the other is to plan experiential events in conjunction with local partners, integrating with visual media events such as recreating anime scenes or launching pop-up stores/events and merchandise.”

As Muse Communication continues to expand its presence in India, the future looks bright for anime fans and the growing demand for anime merchandise in the region.