In a panel discussion at JAFF Market, top creators from Indonesia, Malaysia and South Korea argued that Asian animation is shifting into a higher gear, driven by blockbusters such as Bicinema’s Jumbo, Malaysia’s expansion of teen storytelling, and South Korea’s growing global ambitions.
Panelists across the board emphasized the region’s need for scale, investment and better distribution pipelines to meet the burgeoning demand for high-quality animation.
A Malaysian marketing company has allowed the country to explore animated stories. These include stories like ‘Boboi Boy’ and ‘Ejen Ali’ that tackle issues of grief and beyond, from stories of slice-of-life in the neighborhood in ‘Upin and Aypin’.
In Malaysia, animation has evolved topics suitable for audiences aged 13 and above as well as those under 12. Ahmad Isam Omar, chief explorer at Malaysia’s Comet Productions, said the upcoming animated comedy series “Kisa Bawa Thana” is “something new and gives you a sense of coming of age.”
Despite the success of Bicinema’s “Jumbo,” which was shown in over 40 countries and became the highest-grossing film in Indonesia and Southeast Asia, Indonesia is a relative newcomer to the animation industry. “It’s not just new[in the local film industry]but how can we make it sustainable,” Businessma’s chief content officer Angia Karisma said during a panel discussion.
“The ‘Jumbo’ production team is made up of over 420 people. We have created new opportunities for the future of Indonesian cinema,” she continued. “We are taking a new approach to delivering products made for children and families. As a mother, I am concerned about what children in Indonesia are exposed to. We do not intend to dictate to children how or what they should feel. But let’s create stories that help children grow.”
At the moment, content available digitally is widely distributed across Indonesia and is unfiltered, she said. With so many different types of digital materials available today, the way to provide content that is inspirational and motivating is to “build rainbow bridges that connect us with stories that require awareness,” Charisma said.
“‘Jumbo’ took nearly seven years to make,” Karisma said. “The best business plan is about quality, so we need our ecosystem (investors) and distribution partners to believe in our story.”
In South Korea, “The Red Shoes and the Seven Dwarfs” was an extremely ambitious production, with a budget of more than $20 million, said Seo Young-joo, CEO of the country’s Fine Cut.
“Korean animators face many dilemmas in animation production. Animation is reaching a wider audience than ever before,” Seo added. “Knowing the (global) market also helps you understand what your domestic market can compete with.”
