WEBVTT 1 00:00:24.219 --> 00:00:28.219 This lecture is about successful cases of animation strategy 2 00:00:28.219 --> 00:00:32.980 I am Professor Han Chanag-wan, in Comics and Animation Tech at Sejong University 3 00:00:32.980 --> 00:00:36.779 Let's look at the success cases of this animation strategy by country 4 00:00:36.779 --> 00:00:41.900 Let's look at examples from Japan, the US, China, Europe, and Korea 5 00:00:42.600 --> 00:00:45.400 Success Cases of Foreign Animation Strategy 6 00:00:46.099 --> 00:00:49.099 First is Japanese animation success cases 7 00:00:49.099 --> 00:00:50.939 Japanese Animation Success Case 1 There is such a thing as the Isekai genre 8 00:00:50.939 --> 00:00:54.180 A strategy to popularize the Isekai genre 9 00:00:54.180 --> 00:00:58.820 Which is virtual reality rather than reality, is emerging in earnest 10 00:00:58.820 --> 00:01:03.540 The Isekai genre is a subculture genre that first appeared in 11 00:01:03.540 --> 00:01:05.900 Japanese light novels in the 2010s 12 00:01:05.900 --> 00:01:10.099 In the process of turning existing Isekai web novels into animations 13 00:01:10.099 --> 00:01:12.860 Various genre subdivisions are being made 14 00:01:12.860 --> 00:01:16.580 Also, by introducing new fandoms through convergence 15 00:01:16.580 --> 00:01:20.300 It is evolving into a popular mainstream genre 16 00:01:20.300 --> 00:01:23.260 Within the Isekai genre, works based on Japanese food culture 17 00:01:23.260 --> 00:01:26.540 'Tondemo Skill de Isekai Hourou Meshi' 18 00:01:26.540 --> 00:01:30.900 'Nobu' are representative works 19 00:01:30.900 --> 00:01:34.500 There is also a work called 'Farming Life in Another World' 20 00:01:34.500 --> 00:01:36.980 That is based on slow-life agriculture in the Isekai worldview 21 00:01:36.980 --> 00:01:40.510 An original animation produced through a collaboration between 22 00:01:40.510 --> 00:01:42.739 DC Comics and Japanese animation production company WIT studio 23 00:01:42.739 --> 00:01:45.419 'SUICIDE SQUAD ISEKAI' 24 00:01:45.419 --> 00:01:50.139 It is a work that even features famous characters such as Joker and Harley Quinn from DC Comics 25 00:01:50.139 --> 00:01:54.180 Isekai genre is continuously expanding its scope 26 00:01:54.180 --> 00:01:57.820 In the end, the Isekai genre may seem like something that has never existed before 27 00:01:57.820 --> 00:02:00.379 But it is a genre that is all familiar to the eye 28 00:02:00.379 --> 00:02:05.379 The marketing point is working properly to recreate that familiar genre format 29 00:02:05.379 --> 00:02:07.459 As Isekai genre 30 00:02:07.459 --> 00:02:08.699 That's what I think 31 00:02:08.699 --> 00:02:11.979 Japanese Animation Success Case 2 Netflix's 'ONE PIECE' Super IP project 32 00:02:11.979 --> 00:02:14.059 What do we call Super IP? 33 00:02:14.059 --> 00:02:18.619 An IP or original work that creates 34 00:02:18.660 --> 00:02:21.300 A large fandom for a very long time through generations is 35 00:02:21.300 --> 00:02:22.419 Called a Super IP 36 00:02:22.419 --> 00:02:25.339 It's an IP like ONE PIECE 37 00:02:25.339 --> 00:02:29.139 'ONE PIECE,' which is its 25th anniversary in 2024 38 00:02:29.139 --> 00:02:32.660 Has begun to produce more diverse content 39 00:02:32.660 --> 00:02:35.979 By collaborating with the global OTT platform Netflix 40 00:02:35.979 --> 00:02:40.220 In 2023, Netflix released the live-action version of 'One Piece' 41 00:02:40.220 --> 00:02:44.860 And it ranked first in the Netflix global TV English category 42 00:02:44.860 --> 00:02:48.500 The total production cost was $144 million 43 00:02:48.500 --> 00:02:52.179 Breaking the record for the highest production cost for a Netflix original series ever 44 00:02:52.179 --> 00:02:54.179 The production of Season 2 is being confirmed 45 00:02:54.179 --> 00:02:58.860 Perhaps in 2024, Netflix plans to release 'Monsters' animation 46 00:02:58.860 --> 00:03:02.500 A prequel based on the worldview of 'One Piece' 47 00:03:02.500 --> 00:03:06.580 A short cartoon by 'One Piece' author Eiichiro Oda 48 00:03:06.580 --> 00:03:11.539 The generation that grew up watching 'One Piece' has now emerged as a generation 49 00:03:11.539 --> 00:03:15.779 That can watch it by paying a monthly subscription to the OTT subscription economy 50 00:03:15.779 --> 00:03:19.940 And they are watching more animations and dramas 51 00:03:19.940 --> 00:03:22.660 Due to their memories of 'One Piece' 52 00:03:22.660 --> 00:03:26.979 In December 2023, Netflix released a reboot project of the 'One Piece' animation 53 00:03:26.979 --> 00:03:28.699 'The One Piece' 54 00:03:28.699 --> 00:03:32.660 From the existing animation series, which started 55 00:03:32.660 --> 00:03:36.020 From the first TV animation work in 1999 and continued until the present in 2024 56 00:03:36.020 --> 00:03:39.380 This is a completely separate project being prepared as a rebuild of 57 00:03:39.380 --> 00:03:42.740 The One Piece IP for the future consumer generation 58 00:03:42.740 --> 00:03:46.580 In some ways, this is a retro project 59 00:03:46.580 --> 00:03:51.059 The 'One Piece' we know is a memory for the generation that grew up watching it 60 00:03:51.059 --> 00:03:54.500 But it is a new product for today's new generation 61 00:03:54.500 --> 00:03:58.460 In the end, retro for those who remember memories 62 00:03:58.460 --> 00:04:01.539 And then a newtro for the new generation 63 00:04:01.539 --> 00:04:04.740 'One Piece' Super IP project 64 00:04:04.740 --> 00:04:06.979 Aims to expand to a wider range of fandoms 65 00:04:06.979 --> 00:04:10.259 As a result, more attention is being paid to classic IPs 66 00:04:10.259 --> 00:04:13.059 That were popular long ago 67 00:04:13.059 --> 00:04:17.380 Japanese Animation Success Case 3 The classic IP began to return 68 00:04:17.380 --> 00:04:22.019 'Slam Dunk,' 'Bleach,' and 'Urusei Yatsura,' which appeared in 2022 69 00:04:22.019 --> 00:04:25.260 New animation series continue to be released 70 00:04:25.260 --> 00:04:29.739 And as investments are made, they are being made into feature-length TV series for theaters 71 00:04:29.739 --> 00:04:33.459 Ultimately, along with the existing fandom of the original work 72 00:04:33.459 --> 00:04:36.820 The new MZ generation consumer base flows in 73 00:04:36.820 --> 00:04:39.980 And this shows the power of classic animation IP 74 00:04:39.980 --> 00:04:43.619 A theatrical animation of the 1993 TV series animation Slam Dunk 75 00:04:43.619 --> 00:04:49.540 The first Slam Dunk utilizes 3D animation motion capture technology 76 00:04:49.540 --> 00:04:53.140 To create vivid and realistic basketball game scenes 77 00:04:53.140 --> 00:04:57.619 While reproducing the feel of the 2D original through cartoon rendering 78 00:04:57.619 --> 00:05:00.100 As animation technology and production environments advance 79 00:05:00.100 --> 00:05:04.380 Well-made remakes of classic animations are being created 80 00:05:04.380 --> 00:05:08.299 And in addition to these sophisticated visuals 81 00:05:08.299 --> 00:05:10.700 Stories and directing that are tailored 82 00:05:10.700 --> 00:05:14.420 I think the strategy of character adaptation is working 83 00:05:14.420 --> 00:05:17.579 In particular, in the case of The First Slam Dunk 84 00:05:17.579 --> 00:05:20.220 This time, rather than the rough action shown in existing TV series 85 00:05:20.220 --> 00:05:23.940 It showed very high-quality and high-definition animation 86 00:05:23.940 --> 00:05:26.940 And was directed by a writer named Takehiko Inoue 87 00:05:26.940 --> 00:05:28.739 As the original director takes over as director 88 00:05:28.739 --> 00:05:32.220 It shows more realistic and realistic movements 89 00:05:32.220 --> 00:05:33.779 And as those who have seen the movie probably know 90 00:05:33.779 --> 00:05:36.739 The scene where the last goal is thrown in the last scene 91 00:05:36.739 --> 00:05:40.779 Turns off the audio for about 30 seconds 92 00:05:40.779 --> 00:05:44.059 The feeling of 300 or 400 people watching the goal in a theater 93 00:05:44.059 --> 00:05:46.100 Without hearing their breath 94 00:05:46.100 --> 00:05:50.820 In some ways, to the adult audience returning to theaters after COVID-19 95 00:05:50.820 --> 00:05:55.100 The example that showed that animation should be seen in theaters 96 00:05:55.100 --> 00:05:57.500 Might be 'The First Slam Dunk' 97 00:05:57.500 --> 00:05:59.420 I personally think so 98 00:05:59.420 --> 00:06:04.179 Japanese Animation Success Case 4 Also, low-budget animations are being made with cartoon-like directions 99 00:06:04.179 --> 00:06:06.220 Is this a cartoon? Is it a moving cartoon? 100 00:06:06.220 --> 00:06:07.820 It makes you think like this 101 00:06:07.820 --> 00:06:13.420 They minimize animation through cartoon-like directing, such as action lines and sound effects 102 00:06:13.420 --> 00:06:16.820 By producing moving toons based on gags or everyday subjects 103 00:06:16.820 --> 00:06:19.779 They reduce production manpower and budget 104 00:06:19.779 --> 00:06:22.899 The static-feeling animation may be a weakness 105 00:06:22.899 --> 00:06:26.660 But the voice acting that matches the character complements the liveliness 106 00:06:26.660 --> 00:06:30.500 So for now, it is possible to spread it to a much new animation issue 107 00:06:30.500 --> 00:06:32.140 This is how it is evaluated 108 00:06:32.140 --> 00:06:36.059 Japanese Animation Success Case 5 Complementary product strategy for TV series and movies 109 00:06:36.059 --> 00:06:41.899 The TV animation 'Demon Slayer' Season 1, screened from April to September 2019 110 00:06:41.899 --> 00:06:45.399 As of October 2020 111 00:06:45.399 --> 00:06:47.700 Based on episodes following the story of Season 1 112 00:06:47.700 --> 00:06:51.540 'Demon Slayer: Kimetsu no Yaiba' the Movie was released 113 00:06:51.540 --> 00:06:54.299 Ultimately, despite the impact of COVID-19 in 2020 114 00:06:54.299 --> 00:06:57.339 'Spirited Away' surpassed the box office performance 115 00:06:57.339 --> 00:07:00.339 And surpassed the cumulative record of 40 billion yen 116 00:07:00.339 --> 00:07:03.779 Becoming the highest-grossing Japanese film of all time 117 00:07:03.779 --> 00:07:07.700 Unlike the existing animation theatrical version, which is not greatly influenced by the main story 118 00:07:07.700 --> 00:07:11.579 Through direct story acting between the TV series and the theatrical version 119 00:07:11.579 --> 00:07:15.380 It is evaluated as a win-win complement 120 00:07:15.380 --> 00:07:19.059 That promotes the success of the existing TV series and the consumption of the theatrical version 121 00:07:19.059 --> 00:07:22.540 Let's look at America's strategy and success cases 122 00:07:22.540 --> 00:07:23.779 It's gender 123 00:07:23.779 --> 00:07:26.260 American Animation Success Case 1 Gender stereotypes are breaking down 124 00:07:26.260 --> 00:07:28.110 Before and after the 1950s, female characters 125 00:07:28.110 --> 00:07:30.899 Mainly played obedient and passive roles 126 00:07:30.899 --> 00:07:34.019 Like Snow White, Sleeping Beauty, and Cinderella 127 00:07:34.019 --> 00:07:35.469 If you look at the princess series 128 00:07:35.469 --> 00:07:38.739 They are all very conservative and obedient female characters 129 00:07:38.739 --> 00:07:40.389 Being saved by a kiss from a male character 130 00:07:40.389 --> 00:07:43.700 And the command of a male character, a prince or a king 131 00:07:43.700 --> 00:07:46.619 It has been expressed in the narrative of a female character 132 00:07:46.619 --> 00:07:51.220 The ideology of the times women with good character 133 00:07:51.220 --> 00:07:53.170 Who sacrifice and serve will be blessed 134 00:07:53.170 --> 00:07:55.859 It was previous gender stereotype 135 00:07:55.859 --> 00:07:58.260 Disney has a PC strategy 136 00:07:58.260 --> 00:08:01.459 The development of political correctness and collectiveness 137 00:08:01.459 --> 00:08:04.540 As well as this PC strategy, is in full swing 138 00:08:04.540 --> 00:08:07.260 American Animation Success Case 2 One of them is a response to racial discrimination 139 00:08:07.260 --> 00:08:11.500 In 1954, Peter Pan was criticized for using “Redskin,” a language 140 00:08:11.500 --> 00:08:13.260 That discriminated against Indians 141 00:08:13.260 --> 00:08:16.330 In 1955, Lady and the Tramp's Siamese cat was 142 00:08:16.330 --> 00:08:19.579 Criticized for being reminiscent of a derogatory reference to Asia 143 00:08:19.579 --> 00:08:22.940 In 2021, Disney+ banned viewing of Peter Pan and Dumbo 144 00:08:22.940 --> 00:08:25.339 For children under the age of 7 145 00:08:25.339 --> 00:08:27.779 And inserted a warning about racism 146 00:08:27.779 --> 00:08:30.140 This shows Disney's role to be conscious of 147 00:08:30.140 --> 00:08:33.299 Consumers' demands for political correctness 148 00:08:33.299 --> 00:08:37.140 Ultimately, this shows that Disney, as a leading animation platform 149 00:08:37.140 --> 00:08:38.590 To the recipients of animation 150 00:08:38.590 --> 00:08:42.780 To create animation in the right direction 151 00:08:42.780 --> 00:08:46.979 Feels a historical duty or responsibility 152 00:08:46.979 --> 00:08:52.460 This PC was a help to Disney, like two sides of a coin 153 00:08:52.460 --> 00:08:54.140 But now it is also becoming a crisis 154 00:08:54.140 --> 00:08:58.340 As a result, starting with Disney's first active female character 155 00:08:58.340 --> 00:09:00.580 Alice in Wonderland, in 1951 156 00:09:00.580 --> 00:09:03.859 We believe that gender began to change 157 00:09:03.859 --> 00:09:07.140 In an adventure sparked by curiosity 158 00:09:07.140 --> 00:09:10.059 Alice grew beyond shame and embarrassment 159 00:09:10.059 --> 00:09:12.739 And became an active subject 160 00:09:12.739 --> 00:09:17.860 It contained the spirit of social criticism of the writer, Lewis Carroll 161 00:09:17.860 --> 00:09:22.539 Toward the moral-centered education, masculinity, and imperialist values ​​and order of the time 162 00:09:22.539 --> 00:09:24.659 Ariel from the 1989 Little Mermaid 163 00:09:24.659 --> 00:09:27.140 Symbolizes a female narrative pursuing enterprising love 164 00:09:27.140 --> 00:09:31.659 Even by selling her voice despite her father's opposition 165 00:09:31.659 --> 00:09:35.299 She showed a very independent woman about love and the fact that she was human 166 00:09:35.299 --> 00:09:38.260 By achieving box office profits of $200 million on a production cost of $40 million 167 00:09:38.260 --> 00:09:42.500 The Little Mermaid revitalized the stagnant American animation market 168 00:09:42.500 --> 00:09:47.979 American Animation Success Case 3 From then on, Disney pursued a new heyday centered on female characters 169 00:09:47.979 --> 00:09:51.739 This is because it was a box office success around 2000 by telling stories of 170 00:09:51.739 --> 00:09:53.700 Enterprising women and people of various races 171 00:09:53.700 --> 00:09:55.299 Mulan, in 1998 172 00:09:55.299 --> 00:09:58.500 By going to war in place of her father and becoming a warrior 173 00:09:58.500 --> 00:10:01.020 It broke the stereotype of Asian female characters 174 00:10:01.020 --> 00:10:03.099 Tiana from The Princess and the Frog in 2009 was 175 00:10:03.099 --> 00:10:05.219 Disney's first black princess 176 00:10:05.219 --> 00:10:06.340 Rapunzel, in 2010 177 00:10:06.340 --> 00:10:09.460 Breaking away from the image of a woman who had been confined and oppressed for 18 years 178 00:10:09.460 --> 00:10:12.820 Expressed an active woman full of curiosity 179 00:10:12.820 --> 00:10:15.179 Elsa from Frozen in 2014 180 00:10:15.179 --> 00:10:19.539 Showed the image of a woman who overcomes hardships alone without a helper or male protagonist 181 00:10:19.539 --> 00:10:20.780 In 2017, Moana 182 00:10:20.780 --> 00:10:24.140 Featured a female protagonist chosen by the sea 183 00:10:24.140 --> 00:10:26.859 And set off on a voyage to save an island in crisis 184 00:10:26.859 --> 00:10:30.859 Ultimately, female narratives and coming-of-age animations created by women are 185 00:10:30.859 --> 00:10:34.739 At the forefront of Disney's PC strategy 186 00:10:34.739 --> 00:10:37.039 It was an autobiographical work that reflected that aspect of 187 00:10:37.039 --> 00:10:38.739 The Chinese-Canadian director 188 00:10:38.739 --> 00:10:42.260 And was set in Chinatown, Toronto, Canada 189 00:10:42.260 --> 00:10:44.739 China's representative animal, the red panda 190 00:10:44.739 --> 00:10:49.380 Materials such as Chinese temples, and red lanterns from Chinese traditional activities appeared 191 00:10:49.380 --> 00:10:51.530 The filial duty that is familiar in the East 192 00:10:51.530 --> 00:10:54.340 The blind bond and expectations that parents have with their children 193 00:10:54.340 --> 00:10:57.619 And the stress of children who they oppress are well depicted 194 00:10:57.619 --> 00:11:00.819 So, for the first three days after its release 195 00:11:00.819 --> 00:11:03.500 Based on viewing time figures 196 00:11:03.500 --> 00:11:07.260 This work ranked first in viewing in all Disney+ service countries 197 00:11:07.260 --> 00:11:10.340 It is evaluated as the first Pixar work to have an all-female production team 198 00:11:10.340 --> 00:11:14.859 Allowing it to depict a delicate narrative of female growth 199 00:11:14.859 --> 00:11:19.580 American Animation Success Case 4 Expanding the scope to gender, multiracial, and multicultural families 200 00:11:19.580 --> 00:11:22.700 In 2003, same-sex marriage was recognized in American society 201 00:11:22.700 --> 00:11:26.659 And social norms about minorities, such as multiculturalism and the disabled, began to change 202 00:11:26.659 --> 00:11:29.159 Accordingly, various products targeting LGBT 203 00:11:29.159 --> 00:11:32.569 Sexual minorities, and non-mainstream cultures were 204 00:11:32.569 --> 00:11:35.780 Launched in earnest 205 00:11:35.780 --> 00:11:38.700 Content diversity has also increased in the animation industry 206 00:11:38.739 --> 00:11:42.580 In 2020, animations such as OUT, a short animation depicting sexual minorities 207 00:11:42.580 --> 00:11:46.539 And ONWARD, a Disney feature featuring the first homosexual character 208 00:11:46.539 --> 00:11:47.989 Using analogies to animals and elements 209 00:11:47.989 --> 00:11:50.739 American society, a multi-ethnic, multi-racial, and multicultural country 210 00:11:50.739 --> 00:11:55.820 Animations that depict the utopia of harmony began to receive favorable reviews 211 00:11:55.820 --> 00:11:57.370 They also call it whitewashing 212 00:11:57.370 --> 00:11:58.859 Whitewashing is a problem 213 00:11:58.859 --> 00:12:03.059 But colorwashing that ignores the original IP is also being evaluated as a problem 214 00:12:03.059 --> 00:12:07.140 That imbuing existing IPs with this political correctness was 215 00:12:07.140 --> 00:12:10.940 Deceiving the memories accumulated by the public or talking about reverse discrimination against white people 216 00:12:10.940 --> 00:12:13.820 There began to be an opinion like that 217 00:12:13.820 --> 00:12:15.970 There is a dilemma between maintaining the purity of the original IP 218 00:12:15.970 --> 00:12:19.979 And freedom of artistic creation 219 00:12:19.979 --> 00:12:22.940 In the end, it is being evaluated that the conflict between the audience and the creator is growing 220 00:12:22.940 --> 00:12:26.260 There are these evaluations, and for this effect 221 00:12:26.260 --> 00:12:29.099 As a result, valuated for casting that ignored the original work 222 00:12:29.099 --> 00:12:33.020 The Little Mermaid, suffered a loss 223 00:12:33.020 --> 00:12:36.219 American Animation Success Case 5 Ultimately, if we look at Disney's glocalization strategy again 224 00:12:36.219 --> 00:12:41.380 We see that Disney is trying to achieve globalization and localization simultaneously 225 00:12:41.380 --> 00:12:44.380 The Coco production team, released in 2018 226 00:12:44.380 --> 00:12:50.219 Spent three years visiting museums, markets, plazas, churches, and cemeteries throughout Mexico 227 00:12:50.219 --> 00:12:51.979 To cast and prepare 228 00:12:51.979 --> 00:12:54.029 They also prepared by meeting local residents in person 229 00:12:54.029 --> 00:12:56.580 And interviewing them about their favorite foods 230 00:12:56.580 --> 00:13:00.619 The music they like to listen to, and their daily lives and traditions 231 00:13:00.619 --> 00:13:02.469 That Coco's production cost exceeded $200 million 232 00:13:02.469 --> 00:13:04.739 The break-even point of $500 million 233 00:13:04.739 --> 00:13:07.489 And recorded $730 million per week 234 00:13:07.489 --> 00:13:09.659 This is based on these efforts 235 00:13:09.659 --> 00:13:12.340 Coco is a typical success of glocalization 236 00:13:12.340 --> 00:13:14.299 It can be evaluated like this 237 00:13:14.299 --> 00:13:16.949 Set in Colombia in 2021 238 00:13:16.949 --> 00:13:18.739 There is a work called Encanto 239 00:13:18.739 --> 00:13:21.859 The Latin pop-based soundtrack received great reviews 240 00:13:21.859 --> 00:13:27.419 During the production of Encanto, while learning about Colombia's history, characteristics, customs, and gestural expressions 241 00:13:27.419 --> 00:13:30.020 The work focused on multicultural expression 242 00:13:30.020 --> 00:13:35.020 Between 2020 and 2022, even though they coincided with the COVID-19 period 243 00:13:35.020 --> 00:13:37.770 Two representative successful glocalization films 244 00:13:37.770 --> 00:13:41.460 Achieved twice the sales compared to the production cost 245 00:13:41.460 --> 00:13:45.380 American Animation Success Case 6 Also, the fantastic combination of animation and musicals is still Disney's success story 246 00:13:45.380 --> 00:13:48.230 With the advent of sound films in the 1920s 247 00:13:48.230 --> 00:13:50.700 Disney invested in developing sound systems 248 00:13:50.700 --> 00:13:54.059 And was the first to produce animation mixed with musical elements 249 00:13:54.059 --> 00:13:56.509 I think that's probably the lineup that starts with Steamboat Willie 250 00:13:56.509 --> 00:13:59.020 And continues with Snow White 251 00:13:59.020 --> 00:14:02.859 The musical element of Disney animation has become an essential component 252 00:14:02.859 --> 00:14:05.940 And this is an example of this in Fantasia 253 00:14:05.940 --> 00:14:08.700 Through the animation's story key visuals and the OST 254 00:14:08.700 --> 00:14:13.460 Some elements can cause viral marketing 255 00:14:13.460 --> 00:14:16.060 By producing musicals based on animation IPs 256 00:14:16.060 --> 00:14:17.580 And implementing cross-media strategies 257 00:14:17.580 --> 00:14:20.380 Animation IPs are 258 00:14:20.380 --> 00:14:22.700 Still succeeding as musicals on Broadway 259 00:14:22.700 --> 00:14:25.380 Now, let’s look at Chinese animation strategies 260 00:14:25.380 --> 00:14:27.030 Among Chinese animations, the most successful works are 261 00:14:27.030 --> 00:14:29.340 Nezha, Monkey King 262 00:14:29.340 --> 00:14:32.190 Based on traditional culture called Son Goku 263 00:14:32.190 --> 00:14:36.780 Chinese Animation Success Case 1 These are all 3D animations that started with a classic IP 264 00:14:36.780 --> 00:14:40.030 Such as Journey to the West and the Buddhist god of law, Natha 265 00:14:40.030 --> 00:14:42.140 Based on traditional mythology IPs 266 00:14:42.140 --> 00:14:44.859 China has been steadily producing content 267 00:14:44.859 --> 00:14:49.539 The 1919 animation Nezha earned 700 million yuan just 4 days after its release 268 00:14:49.539 --> 00:14:54.739 With final sales of 5.2 billion yuan, or approximately 1 trillion won in KRW 269 00:14:54.739 --> 00:14:58.189 In 2015, the Chinese animation Monkey King Hero is Back was 270 00:14:58.189 --> 00:15:01.140 A box office success, recording sales of 1 billion yuan 271 00:15:01.140 --> 00:15:03.990 We collaborated with Sony Interactive Entertainment 272 00:15:03.990 --> 00:15:07.739 To develop the game Monkey King: Hero is Back 273 00:15:07.739 --> 00:15:12.219 The traditional myth IP strategy contributed to the growth of China's animation industry 274 00:15:12.219 --> 00:15:16.380 From 88.2 billion yuan in 2013 275 00:15:16.380 --> 00:15:22.419 It showed a 240% increase in production to 3,000 yuan in 2023 276 00:15:22.419 --> 00:15:25.299 Chinese Animation Success Case 2 Some strategies combine Chinese tradition with other genres 277 00:15:25.299 --> 00:15:27.659 Nezha Reborn and White Snake 2 278 00:15:27.659 --> 00:15:30.020 The 2020 Chinese animation Nezha Reborn is 279 00:15:30.020 --> 00:15:32.770 A work that combines a design based on an old Shanghai alley motif 280 00:15:32.770 --> 00:15:35.539 With the characteristics of the cyberpunk genre 281 00:15:35.539 --> 00:15:37.189 Based on traditional Chinese culture 282 00:15:37.189 --> 00:15:42.500 The production of animations that are modified and mixed to suit the tastes of young people is expected to expand 283 00:15:42.500 --> 00:15:46.460 The 2020 Chinese animation White Snake 2: Green Snake 284 00:15:46.460 --> 00:15:49.160 Showed the steampunk genre 285 00:15:49.160 --> 00:15:51.500 Where legal power and mechanical devices coexist 286 00:15:51.500 --> 00:15:54.650 In 2019, White Snake 287 00:15:54.650 --> 00:15:56.700 The production cost was 80 million yuan 288 00:15:56.700 --> 00:15:59.400 And the world box office hit $60 million 289 00:15:59.400 --> 00:16:01.900 Season 2 is being produced right away 290 00:16:01.900 --> 00:16:03.500 Which has been talked about since the Song Dynasty 291 00:16:03.500 --> 00:16:07.250 The love story between the snake lady Baek lady and the human Heo Seon 292 00:16:07.250 --> 00:16:09.380 It has been transformed into an animation 293 00:16:09.380 --> 00:16:12.460 Set in Hangzhou, a city where past and present coexist 294 00:16:12.460 --> 00:16:17.260 It ranked 10th on Netflix's movie rankings in December 2021 295 00:16:17.260 --> 00:16:21.539 Chinese Animation Success Case 3 Additionally, IP beta testing through representative short-form animations is being successful 296 00:16:21.539 --> 00:16:26.189 Short-form animations of 40 seconds to 2 minutes per episode 297 00:16:26.189 --> 00:16:30.460 Even though they have lower expectations and shorter development cycles than full-length animations 298 00:16:30.460 --> 00:16:32.859 It shows a lot of interest 299 00:16:32.859 --> 00:16:36.500 Through rapid supply and acceptance of feedback through a short-form platform 300 00:16:36.500 --> 00:16:41.739 It is evaluated that it is easy to discover the potential of various character IPs 301 00:16:41.739 --> 00:16:45.979 Short-form character IPs that secure high-view traffic and fandom for IPs are 302 00:16:45.979 --> 00:16:52.659 Evaluated as being able to be activated in the development of various goods, advertisements, feature films, and video production 303 00:16:52.659 --> 00:16:57.539 By producing a series of multiple short-form character IPs within the same worldview 304 00:16:57.539 --> 00:17:02.659 It is evaluated that it is possible to build a huge worldview universe of IP 305 00:17:02.659 --> 00:17:07.380 It is evaluated as a work that requires strategic planning of characters and worldview optimized 306 00:17:07.380 --> 00:17:11.979 For the short-form platform environment with few episodes and short running time 307 00:17:11.979 --> 00:17:13.879 Chinese Animation Success Case 4 'Scissor Seven' 308 00:17:13.879 --> 00:17:16.900 This Scissor Seven, is being used as 309 00:17:16.900 --> 00:17:20.099 A de-Chinese concept and strategy for global success 310 00:17:20.099 --> 00:17:23.500 In 2020, Chinese original animation Scissor Seven 311 00:17:23.500 --> 00:17:28.380 Entered 190 countries worldwide through the Netflix global OTT platform 312 00:17:28.380 --> 00:17:30.930 The main character of the work, Scissor Seven, is seen as a design 313 00:17:30.930 --> 00:17:32.619 That combines the Chinese martial arts genre 314 00:17:32.619 --> 00:17:35.140 And Japanese ninja character images 315 00:17:35.140 --> 00:17:37.689 In setting up other sub-characters other than the main character 316 00:17:37.689 --> 00:17:42.140 We borrowed modern cultural elements such as cyborgs from the science fiction genre 317 00:17:42.140 --> 00:17:45.060 Existing works, which are rich in Chinese tradition, history, and scenario elements 318 00:17:45.060 --> 00:17:47.979 Nezha, Monkey King etc. 319 00:17:47.979 --> 00:17:50.020 Show the limitations of cultural discounts in overseas markets 320 00:17:50.020 --> 00:17:53.380 But unlike this, the success of Scissor Seven through Netflix 321 00:17:53.380 --> 00:17:56.780 Shows that Chinese animation will enter the global market 322 00:17:56.780 --> 00:17:58.579 In the future 323 00:17:58.579 --> 00:18:01.739 Now, let’s take a look at the strategy of European animation 324 00:18:01.739 --> 00:18:06.300 European Animation Success Case 1 It is said that European animation is now making TV series shorter and bolder 325 00:18:06.300 --> 00:18:08.939 For European viewers who prefer American content 326 00:18:08.939 --> 00:18:13.260 Online streaming platforms Netflix and Disney Plus dominate Europe 327 00:18:13.260 --> 00:18:15.300 It is no exaggeration to say that 328 00:18:15.300 --> 00:18:16.500 Accordingly, the European animation industry is 329 00:18:16.500 --> 00:18:18.020 Responding strategically by increasing 330 00:18:18.020 --> 00:18:19.859 The number of TV animation series 331 00:18:19.859 --> 00:18:22.859 Made up of short episodes 332 00:18:22.859 --> 00:18:26.979 Comon Lata Tine, scheduled to be released in 2024 333 00:18:26.979 --> 00:18:31.099 Has decided to produce 52 11-minute episodes 334 00:18:31.099 --> 00:18:33.260 Pirate Academy, released in 2024, is 335 00:18:33.300 --> 00:18:37.140 Being produced in 52 11-minute episodes 336 00:18:37.140 --> 00:18:41.819 In fact, the reason why so many short-form animations are being made in Korea 337 00:18:41.819 --> 00:18:45.619 Started with Pororo the Little Penguin and various other works 338 00:18:45.619 --> 00:18:49.660 I think that Europe is now following that trend 339 00:18:49.660 --> 00:18:53.979 European Animation Success Case 2 Children's TV animations with environmental messages are being created 340 00:18:53.979 --> 00:18:56.579 The main audience for animation broadcast on French TV is 341 00:18:56.579 --> 00:19:00.260 Mainly children aged 4 to 14 years 342 00:19:00.260 --> 00:19:05.339 Audrey's Shelter, a French animation with an animal protection message in 2023 343 00:19:05.339 --> 00:19:09.099 A collaboration between British and Korean studios scheduled to air in 2024 344 00:19:09.099 --> 00:19:13.339 A climate crisis animation, Polar Rescue: Super Guardians 345 00:19:13.339 --> 00:19:16.239 As these works go beyond the theme of play 346 00:19:16.239 --> 00:19:17.819 As animations for children 347 00:19:17.819 --> 00:19:21.900 I think there is a need to focus on producing ESG-themed animations 348 00:19:21.900 --> 00:19:26.500 It is an important enlightenment animation for parents to educate their children 349 00:19:26.500 --> 00:19:31.060 And it is also evaluated in the market as good content 350 00:19:31.060 --> 00:19:33.660 That can positively influence the children's generation 351 00:19:33.660 --> 00:19:39.260 European Animation Success Case 3 Activating production through collaboration with OTT platforms 352 00:19:39.260 --> 00:19:42.420 As competition between global OTT platforms intensifies 353 00:19:42.420 --> 00:19:46.219 Movements to secure independent content are becoming more active 354 00:19:46.219 --> 00:19:49.869 It is highly likely that cooperation with OTT platforms 355 00:19:49.869 --> 00:19:53.029 In the European animation production market, which has more than 100 studios and more than 10,000 employees 356 00:19:53.029 --> 00:19:55.780 Will increase further 357 00:19:55.780 --> 00:19:58.619 The 2023 Netflix animation Karate Ten 358 00:19:58.619 --> 00:20:01.619 Promotion on YouTube as a campaign, and 3 million views on TikTok 359 00:20:01.619 --> 00:20:06.060 These numbers show such proven cases 360 00:20:06.060 --> 00:20:09.459 Dumiz, an animation contracted by Disney in 2023 361 00:20:09.459 --> 00:20:14.140 And Season 2 of Chip & Dale Parklife, an animation contracted by Disney in 202 362 00:20:14.140 --> 00:20:17.819 Also show results in revitalizing such a production environment 363 00:20:17.819 --> 00:20:22.420 European Animation Success Case 4 Also, masterpiece animations previously loved by the entire nation are still being made 364 00:20:22.459 --> 00:20:26.979 A French comic called Le Petit Nicolas has been a hit since 1959 365 00:20:26.979 --> 00:20:31.780 This work was also produced as a 3D animation from 2009 to 2021 366 00:20:31.780 --> 00:20:34.739 Proving to be a consistently loved classic IP 367 00:20:34.739 --> 00:20:37.540 The 2022 animation Lefty Nicola 368 00:20:37.540 --> 00:20:41.780 Achieved 37.8% of the audience among the elderly 369 00:20:41.780 --> 00:20:44.939 Based on classic masterpiece cartoon IPs 370 00:20:44.939 --> 00:20:48.939 By consistently embracing all age groups 371 00:20:48.939 --> 00:20:51.099 Showing the potential for the animation to expand further 372 00:20:51.099 --> 00:20:52.300 This is how it's evaluated 373 00:20:52.953 --> 00:20:56.003 Domestic Animation Strategy Success Case 374 00:20:56.819 --> 00:21:01.619 Now, let's take a closer look at the success cases of Korean animation strategies 375 00:21:01.619 --> 00:21:03.500 Korean Animation Success Case 1 Shinbi Apartment 376 00:21:03.500 --> 00:21:07.540 In the past, when CJ E&M brought a scenario and storyboard 377 00:21:07.540 --> 00:21:10.540 For planning a Shinbi Apartment 378 00:21:10.540 --> 00:21:13.060 I was personally very surprised 379 00:21:13.060 --> 00:21:15.859 And wondered, “Is this even possible?” 380 00:21:15.859 --> 00:21:17.819 "Will it succeed?" I thought 381 00:21:17.819 --> 00:21:20.020 A very old apartment 382 00:21:20.020 --> 00:21:24.699 Would children like a story set in a very old apartment that seems haunted? 383 00:21:24.699 --> 00:21:29.540 I was worried that this kind of horror film would not be suitable for children and toddlers 384 00:21:29.540 --> 00:21:31.140 What is happening? 385 00:21:31.140 --> 00:21:33.420 With cumulative sales, exceeding 200 billion won in 2020 386 00:21:33.420 --> 00:21:36.140 And 300 billion won in 2023 387 00:21:36.140 --> 00:21:39.540 It has grown into the most popular IP for the children's generation 388 00:21:39.540 --> 00:21:42.099 The new horror fantasy genre 389 00:21:42.099 --> 00:21:44.339 And targeting a niche market targeting children 390 00:21:44.339 --> 00:21:46.060 Those were the secret to success 391 00:21:46.060 --> 00:21:49.099 In some ways, the home for all children in our country is 392 00:21:49.099 --> 00:21:50.819 An apartment 393 00:21:50.819 --> 00:21:53.300 So, not all of those apartments are new 394 00:21:53.300 --> 00:21:55.180 It could be an old apartment 395 00:21:55.180 --> 00:21:56.699 Or it could be another very old apartment 396 00:21:56.699 --> 00:21:59.300 That you see when you come and go 397 00:21:59.300 --> 00:22:02.579 Those children are becoming interested in horror stories 398 00:22:02.579 --> 00:22:05.339 While watching the Hometown Legends on TV 399 00:22:05.339 --> 00:22:07.660 I remember being scared while covering myself with a blanket 400 00:22:07.660 --> 00:22:09.260 I was scared, but I watched it all 401 00:22:09.260 --> 00:22:12.260 I would say that 402 00:22:12.260 --> 00:22:15.180 Perhaps such curiosity has become a new genre, even for children 403 00:22:15.180 --> 00:22:17.540 Using the original animation IP 404 00:22:17.540 --> 00:22:22.060 In addition to imagination, such as games, theatrical versions, feature films, musicals, and goods 405 00:22:22.060 --> 00:22:24.699 The IP is expanding both online and offline 406 00:22:24.699 --> 00:22:27.939 It is evaluated as a successful case 407 00:22:27.939 --> 00:22:30.900 As it expands into the well-made content IP business 408 00:22:30.900 --> 00:22:33.699 Korean Animation Success Case 2 Teenieping of SAMG animation 409 00:22:33.699 --> 00:22:37.020 I often think that this Teenieping is very difficult for the parents' generation 410 00:22:37.020 --> 00:22:39.780 And that makes parents hard 411 00:22:39.780 --> 00:22:42.219 SAMG's 3D animation, in 2020 412 00:22:42.219 --> 00:22:44.339 Catch! Teenieping, was released 413 00:22:44.339 --> 00:22:49.180 In 2023, IP sales alone reached 80 billion won 414 00:22:49.180 --> 00:22:50.939 Although it is an animation for children 415 00:22:50.939 --> 00:22:53.300 Its solid worldview, gorgeous visuals 416 00:22:53.300 --> 00:22:57.819 And more than 90 types of Teenieping are factors that make it a success 417 00:22:57.819 --> 00:23:00.380 When watching animation, there are so many Teeniepings 418 00:23:00.380 --> 00:23:01.660 That you have to buy them all 419 00:23:01.660 --> 00:23:05.339 And children try to become collectors who buy them all 420 00:23:05.339 --> 00:23:08.339 They are planning our IP character-based toys 421 00:23:08.339 --> 00:23:10.699 For the production strategy 422 00:23:10.699 --> 00:23:14.140 About 70 to 80% of total sales are generated from MD 423 00:23:14.140 --> 00:23:18.500 Or in other words, goods marketing points 424 00:23:18.500 --> 00:23:20.780 By utilizing IP 425 00:23:20.780 --> 00:23:23.900 The business is expanding not only to toys 426 00:23:23.900 --> 00:23:25.699 But also to fashion, food and beverage, education, and performance fields 427 00:23:25.699 --> 00:23:27.979 However, in 2024, due to business diversification 428 00:23:27.979 --> 00:23:30.780 Due to investment in new businesses and increased sales and management costs 429 00:23:30.780 --> 00:23:33.339 Operating profit fell into the red 430 00:23:33.339 --> 00:23:37.619 Still, with the establishment of the Japanese corporation Niconico Entertainment in 2024 431 00:23:37.619 --> 00:23:41.819 Entry into the Japanese market and expansion of global business is expected 432 00:23:41.819 --> 00:23:44.420 SAMG Animation Teenieping has another record 433 00:23:44.420 --> 00:23:46.549 For the first time, a Korean animation was 434 00:23:46.549 --> 00:23:50.099 Aired as a Japanese terrestrial TV series 435 00:23:50.099 --> 00:23:55.200 Japanese people's limited evaluation of Korean animation is that 436 00:23:55.200 --> 00:23:56.579 We cannot keep up with Japanese animation 437 00:23:56.579 --> 00:23:58.140 So it is difficult to produce feature-length theatrical films 438 00:23:58.140 --> 00:24:00.900 Or TV series in Japan 439 00:24:00.900 --> 00:24:03.819 Teenieping is the one who broke those worries and hopes 440 00:24:03.819 --> 00:24:06.339 For Korean animation to enter at Japanese market 441 00:24:06.339 --> 00:24:08.219 Which was a successful example 442 00:24:08.219 --> 00:24:10.420 This may be a term you are hearing for the first time or are unfamiliar with 443 00:24:10.420 --> 00:24:12.619 Korean Animation Success Case 3 It's called boutique animation 444 00:24:12.619 --> 00:24:15.339 This is a new trend in Korean animation 445 00:24:15.339 --> 00:24:17.500 This boutique animation studio 446 00:24:17.500 --> 00:24:19.459 There's a studio named Pivote 447 00:24:19.459 --> 00:24:20.819 It means small scale 448 00:24:20.819 --> 00:24:22.979 Small boutique studios 449 00:24:22.979 --> 00:24:27.099 By escaping from the mainstream domestic animation genre, children's animation 450 00:24:27.099 --> 00:24:30.180 They are pursuing artistry and quality 451 00:24:30.180 --> 00:24:32.900 Starting from this, we are making music videos 452 00:24:32.900 --> 00:24:36.060 Creating videos for entertainment shows 453 00:24:36.060 --> 00:24:38.180 In the commercial field, such as advertising images 454 00:24:38.180 --> 00:24:39.780 Shows various moves 455 00:24:39.780 --> 00:24:44.300 At the same time, they are verifying the production capabilities of their studio 456 00:24:44.300 --> 00:24:46.859 12 years since its founding in 2024 457 00:24:46.859 --> 00:24:49.979 Pivote is a small animation studio with 11 people 458 00:24:49.979 --> 00:24:54.619 They worked on music videos for K-pop artists and Kakao's Dododo Chun-sik 459 00:24:54.619 --> 00:24:58.619 With the goal of being a fresh studio with analog sensibilities 460 00:24:58.619 --> 00:25:02.060 They are creating various styles of animation 461 00:25:02.060 --> 00:25:04.739 Also, through the Pivote Universe Project 462 00:25:04.739 --> 00:25:09.300 They plan to release our IP short animation in 2025 463 00:25:09.300 --> 00:25:12.619 Hundreds of production crews 464 00:25:12.619 --> 00:25:16.060 With an original investment cost of tens of billions of won 465 00:25:16.060 --> 00:25:19.420 And make an hour-and-a-half feature-length movie 466 00:25:19.420 --> 00:25:21.739 The limitation of large studios is that 467 00:25:21.739 --> 00:25:23.579 They can create good works 468 00:25:23.579 --> 00:25:27.260 But once they fail, they carry the risk of being difficult to recover from 469 00:25:27.260 --> 00:25:31.420 Boutique animation uses a very small number of people 470 00:25:31.420 --> 00:25:33.660 By maintaining optimal quality 471 00:25:33.660 --> 00:25:36.739 To create short but popular works 472 00:25:36.739 --> 00:25:39.540 That showcase the artistry of their work 473 00:25:39.540 --> 00:25:43.859 That would be music videos, entertainment shows, and advertising animations 474 00:25:43.859 --> 00:25:46.180 If your skills are verified through these things 475 00:25:46.180 --> 00:25:48.219 And you meet a good scenario 476 00:25:48.219 --> 00:25:49.300 You can advance into OTT 477 00:25:49.300 --> 00:25:51.579 This can be seen as a success story of 478 00:25:51.579 --> 00:25:54.140 A boutique animation studio in Korea 479 00:25:54.140 --> 00:25:56.140 There is also a studio named Shelter 480 00:25:56.140 --> 00:25:58.020 It was founded in 2015 481 00:25:58.020 --> 00:26:00.459 The slogan is Keep Drawing 482 00:26:00.459 --> 00:26:04.579 They aim to become an animation company that integrates art and commercial areas 483 00:26:04.579 --> 00:26:07.969 As connected content company Ridi 484 00:26:07.969 --> 00:26:10.380 Makes a strategic investment in Studio Shelter in 2021 485 00:26:10.380 --> 00:26:13.900 Synergy with original webtoon content is expected 486 00:26:13.900 --> 00:26:18.739 Such as its IP animation, brand advertisement, and ultra-short animation festival 487 00:26:18.739 --> 00:26:22.579 They show innovative activities in various fields 488 00:26:22.579 --> 00:26:24.160 These boutique studios 489 00:26:24.160 --> 00:26:27.260 Create sensational works with a unique feature 490 00:26:27.339 --> 00:26:31.939 And are said to contribute to the diversity and diversification of content 491 00:26:31.939 --> 00:26:35.060 With praise in the form of investments and awards ceremonies 492 00:26:35.060 --> 00:26:39.020 External efforts are also being made to revitalize boutique studios 493 00:26:39.020 --> 00:26:42.660 This boutique animation studio serves as 494 00:26:42.660 --> 00:26:44.819 Another growth engine and engine for domestic animation 495 00:26:44.819 --> 00:26:47.380 Personally, I would like to make that evaluation 496 00:26:47.380 --> 00:26:49.140 Korean Animation Success Case 4 Another thing is meme culture 497 00:26:49.140 --> 00:26:50.420 You know meme culture, right? 498 00:26:50.420 --> 00:26:54.579 By watching a very short video of people 499 00:26:54.579 --> 00:26:56.900 Carrying a coffin to a funeral in an African village 500 00:26:56.900 --> 00:27:00.099 Meme culture started by imitating it 501 00:27:00.099 --> 00:27:04.500 Zanmang Loopy is a character from Pororo the Little Penguin 502 00:27:04.500 --> 00:27:06.699 Which started as an internet meme by a netizen in 2019 503 00:27:06.699 --> 00:27:10.939 As an internet meme, a netizen turned the very cute Loopy into 504 00:27:10.939 --> 00:27:16.420 A very eccentric, scary, and strange Loopy 505 00:27:16.420 --> 00:27:18.780 So, it was named Zanmang Loopy 506 00:27:18.780 --> 00:27:21.540 The emotional expression expressed through Loopy's character IP 507 00:27:21.540 --> 00:27:25.939 Has emerged as a megatrend, representing the hearts of the MZ generation 508 00:27:25.939 --> 00:27:28.859 It collaborates with numerous brands 509 00:27:28.859 --> 00:27:31.339 In fashion, beauty, home appliances, games, etc. 510 00:27:31.339 --> 00:27:33.780 There is a mini car we are talking about, Mini 511 00:27:33.780 --> 00:27:36.459 It also collaborated with a German Mini car 512 00:27:36.459 --> 00:27:39.660 From a kind character who endured Pororo's pranks 513 00:27:39.660 --> 00:27:42.180 By forming a new Zanmang identity 514 00:27:42.180 --> 00:27:44.540 Cause catharsis, which is evaluated like this 515 00:27:44.540 --> 00:27:46.859 In 2023, the character culture formed in Korea 516 00:27:46.859 --> 00:27:49.140 Spread to China 517 00:27:49.140 --> 00:27:50.979 After Pororo the Little Penguin's 20th anniversary 518 00:27:50.979 --> 00:27:54.060 For sustainable animation and character IP 519 00:27:54.060 --> 00:27:55.939 It is showing a sample as a driving force 520 00:27:55.939 --> 00:28:01.260 Zanmang Loopy smokes, goes to class, drinks, and even has company dinners with friends 521 00:28:01.260 --> 00:28:04.979 By surpassing the generations of the Pororo the Little Penguin character we know 522 00:28:04.979 --> 00:28:08.099 And became a Loopy who can resonate with adults 523 00:28:08.099 --> 00:28:09.859 Adults buying products 524 00:28:09.859 --> 00:28:12.939 And collaborate on items that adults are interested in 525 00:28:12.939 --> 00:28:14.540 It is possible I think 526 00:28:14.540 --> 00:28:18.500 Korean Animation Success Case 5 In addition, animation based on Korea's competitive webtoon IP is becoming active 527 00:28:18.540 --> 00:28:22.780 This is a webtoon IP that gained attention as the expansion of the global animation market 528 00:28:22.780 --> 00:28:25.060 Created demand for original IP 529 00:28:25.060 --> 00:28:27.579 Through OTT platforms 530 00:28:27.579 --> 00:28:30.579 As Korean webtoons can reach a global audience 531 00:28:30.579 --> 00:28:32.979 Demand for video adaptations is rapidly increasing 532 00:28:32.979 --> 00:28:36.300 Studio Mir has turned profitable in 2021 533 00:28:36.300 --> 00:28:38.900 After the disclosure of Lookism in 2023 534 00:28:38.900 --> 00:28:42.819 It ranked 8th in the global weekly rankings 535 00:28:42.819 --> 00:28:45.739 In 2021, Studio Dragon's drama Yumi's Cells 536 00:28:45.739 --> 00:28:50.660 also received an award as the best OTT program at Singapore AACA 537 00:28:50.660 --> 00:28:54.500 So, in 2024, a local studio produced a full 3D theatrical animation 538 00:28:54.500 --> 00:28:57.540 Called Yumi's Cells The Movie 539 00:28:57.540 --> 00:29:02.540 And it is expected to be a box office success as pre-sales were completed in 76 countries 540 00:29:02.540 --> 00:29:06.660 Eventually, in Studio Dragon's drama Yumi's Cells 541 00:29:06.660 --> 00:29:11.099 This 3D animation appears briefly in a corner 542 00:29:11.099 --> 00:29:14.939 When the female and male protagonists appear in a drama 543 00:29:14.939 --> 00:29:18.020 The imagination of what kind of cells move in people's minds 544 00:29:18.020 --> 00:29:20.339 Those are shown by the animation 545 00:29:20.339 --> 00:29:23.939 That collected all the animations is 546 00:29:23.939 --> 00:29:26.260 Yumi's Cells The Movie 547 00:29:26.260 --> 00:29:29.380 Korean Animation Success Case 6 An animation based on the novel IP is also being made 548 00:29:29.380 --> 00:29:32.859 1993 domestic fantasy novel Toemarok 549 00:29:32.859 --> 00:29:36.699 Including domestic, global, marriage, and end times 550 00:29:36.699 --> 00:29:41.260 It is a long-selling novel that has accumulated over 10 million copies in cumulative sales 551 00:29:41.260 --> 00:29:43.380 Spanning a vast period 552 00:29:43.380 --> 00:29:48.140 Locus has released visual stills from the 2023 Toemarok 553 00:29:48.140 --> 00:29:50.260 Renewed character design 554 00:29:50.260 --> 00:29:52.810 And instead of the 1980s setting of original work 555 00:29:52.810 --> 00:29:54.819 It is said that, the setting will be changed to modern Korea 556 00:29:54.819 --> 00:29:57.140 And increase the level of immersion in the work 557 00:29:57.140 --> 00:30:00.320 Targeting adult audiences based on a solid worldview 558 00:30:00.320 --> 00:30:04.339 Attention is paid to the success of Korean-style occult fantasy animation 559 00:30:04.339 --> 00:30:06.540 Media reports like this are increasing in number 560 00:30:06.540 --> 00:30:11.300 In a situation where more occult fantasy content is expected after the Exhuma 561 00:30:11.300 --> 00:30:14.819 This book of Toemarok is evaluated as another possibility 562 00:30:14.819 --> 00:30:17.900 Also, the next generation of star players in the Korean animation industry is needed 563 00:30:17.900 --> 00:30:19.699 There are many evaluations like this 564 00:30:19.699 --> 00:30:22.500 In May 2021, film director Bong Joon-ho 565 00:30:22.500 --> 00:30:25.380 Planned a feature-length animation about the relationship between 566 00:30:25.380 --> 00:30:27.420 Deep-sea fish and humans as his next film 567 00:30:27.420 --> 00:30:28.260 He announced that 568 00:30:28.260 --> 00:30:29.900 This is very good news 569 00:30:29.900 --> 00:30:31.100 It is reported that the production cost of more than 70 billion won 570 00:30:31.100 --> 00:30:34.339 The highest ever for a Korean film, will be invested 571 00:30:34.339 --> 00:30:37.819 The Korean animation industry needs a new star player 572 00:30:37.819 --> 00:30:40.140 Who can rise to the ranks of world-renowned directors 573 00:30:40.140 --> 00:30:41.780 I think like this 574 00:30:41.780 --> 00:30:44.180 Isn't this an important time to expand 575 00:30:44.180 --> 00:30:46.660 the domestic children's animation market 576 00:30:46.660 --> 00:30:48.260 to an adult audience? 577 00:30:48.260 --> 00:30:51.579 This is a time when we need to foster new animation talent more 578 00:30:51.579 --> 00:30:52.579 I think so 579 00:30:53.905 --> 00:30:55.055 1. Success cases of international animation strategies Japanese Animation Success Cases Popularization strategy for the other world genre Netflix’s 〈One Piece〉 Super IP Project 580 00:30:55.055 --> 00:30:56.255 Return of classic IP Low-budget animation with a cartoon style Complementary product strategy for TV series and movies 581 00:30:56.255 --> 00:30:57.455 American Animation Success Cases Breaking gender stereotypes Breaking racism Female character-centered storytelling 582 00:30:57.455 --> 00:30:58.605 Expanding the scope to gender, multiracial, and multicultural families Disney's glocalization strategy A fantastic combination of animation and musicals 583 00:30:58.605 --> 00:31:01.005 Chinese Animation Success Cases The success of 3D animation based on traditional culture Fusion of Chinese tradition and other genres IP beta testing through short-form animation De-Chineseization and global success strategy of 〈Scissor Seven〉 584 00:31:01.005 --> 00:31:03.355 European Animation Success Cases Structure of TV series that increases number of productions with short episodes Children TV animation with environmental messages Activating production through collaboration with OTT platforms Animation of masterpiece 585 00:31:03.355 --> 00:31:05.105 2. Success cases of domestic animation strategies Domestic animation success stories 〈The Haunted House〉 is scary but stimulates curiosity 586 00:31:05.105 --> 00:31:06.705 〈Catch! Teenieping〉 features a solid worldview, gorgeous visuals, and over 90 types of Teenieping A small boutique animation studio that pursues artistry and production quality 587 00:31:06.705 --> 00:31:08.155 Meme culture Webtoon IP-based animation Animation based on novel IP