From Sailor Moon to One Piece, Love Live to Yu-Gi-Oh!, it's nearly impossible not to recognise at least one of these iconic Japanese IPs. But these household names are merely the tip of the cultural iceberg. Japanese anime and manga have taken the world by storm and show no signs of stopping.
With a Gross Domestic Product (GDP) of US$4.2106 trillion (source: Nikkei Asia), Japan stands as the world's fourth-largest economy. This position is further highlighted by the Japanese animation industry’s overseas revenue, which reached approximately US$9.7 million in 2022 (source: Statista). These figures underscore the significant role of cultural exports in Japan’s economic landscape.
But how did Japanese animation achieve such widespread acclaim? In the following sections, we'll delve into the evolution of anime in the global market and examine how international shipping has propelled the distribution of anime goods worldwide.
The global craze for japanese anime and manga
Animation and cartoons have come a long way from their early days as simple "shows for kids" to a form embraced by viewers of all ages worldwide. Japanese anime has particularly exemplified this shift, offering rich stories and animation quality unmatched by cartoons from other regions.
MyAnimeList, a global database of anime, has categorised the medium across more than 16 genres and 50 themes. Covering audiences young and old, the medium sates just about any taste, ranging from light-hearted school comedies to high-stakes action and even deep psychological horror IPs. Recent statistics bolster this variety’s appeal: a survey by YourDictionary found that 69% of Generation Z, 57% of Millennials, and 40% of Generation X regularly engage with manga and anime, underscoring its broad appeal across all age groups.
Anitubers, TikTok, and the anime community at large
The global popularity of anime and manga has also been fueled by a vibrant, supportive community. Anitubers (anime YouTubers) and fans on TikTok and other social media channels have created an inclusive space to expose viewers to more anime and manga. Major events such as Anime Expo Los Angeles (AX) and Anime Festival Asia (AFA) further amplify this energy, providing platforms for fan interaction and for Japanese animation studios to showcase upcoming releases.
This enthusiastic community support serves as a powerful form of promotion for the industry, ensuring that studios and merchandise distributors have ample channels to promote and sell the latest in figurines, visual boards, and other merchandise.
Japanese merchandisers and retailers
The Japanese toy export market is filled with a diverse array of action figures, models, and limited-edition collectibles that deeply resonate with the themes of popular anime and manga series. For every popular anime, game, or manga, you can expect to find at least one of the following kinds of merchandise being distributed worldwide:
- Scale models
- Figurines
- Plushes
- Visual boards
- Posters
- Mugs and Towels
A key player in the Japanese toy industry is Good Smile Company, Inc. With a revenue of US$404 million in sales in 2023, Good Smile Company exemplifies how a strong understanding of anime, manga, and gaming trends can translate into substantial commercial success. Their ability to anticipate and cater to the evolving tastes of consumers worldwide has positioned them as a cornerstone of the anime merchandising sector.
Supporting the Japanese anime and manga industry through shipping
To cater to the growing international demand of manga and anime goods, Japanese retailers are looking for swifter, more efficient shipping and delivery services to bring their products to their consumers more quickly. AmiAmi, a leading retailer in the anime goods industry, has established itself as a key player in the market, offering a vast selection of anime merchandise to fans worldwide. In an effort to enhance their shipping efficiency and customer satisfaction, AmiAmi collaborated with DHL—dubbed the AmiAmi x DHL Collaboration Campaign—as a show of appreciation for the anime and manga community around the world. During the campaign, consumers who received their packages of their oshi (favourite character) via DHL can take a picture of their oshi products and share the photo on social media with AmiAmi’s Amico-chan photo frame Azusa Iwanaga, Manager of Public Relations and PR Office at AmiAmi, believes that it would be a good opportunity to raise awareness of DHL among new buyers and encourage using a premium delivery service so that their products could come home sooner. Through this collaboration, AmiAmi continues to expand its global reach, providing anime fans with seamless access to their favourite merchandise.
Check out AmiAmi [Character & Hobby Shop] here!
H2 Customs and compliance: Clearing hurdles
1. Export documentation
The process for exporters in Japan to prepare their products for international shipping begins with completing an Export Declaration (Customs form C-5010). This critical document, submitted to the Director-General of Customs, details the nature, quantity, and value of the goods to be exported. Alongside the Export Declaration, exporters or their proxies are required to compile all relevant invoices and documents. These documents serve as verification that the goods comply with Customs Law and are eligible for international export.
Summary of documents to be submitted
● Export Declaration (Customs form C-5010)
● Invoices
● Other necessary documents, including certifications, permits, or approvals mandated by laws and regulations beyond the Customs Law.
2. Customs tariffs and taxes
The classification of goods under the Harmonized System (HS) code is a determinant factor in applying tariffs and taxes. Entertainment goods such as DVDs, books (manga), and toys are assigned specific HS codes, which dictate the customs duties they incur.
3. Prohibitions and restrictions
International Property Rights (IPR)
International Property Rights (IPR) play a pivotal role in the global trade of goods, serving as the foundation for protecting and enforcing the rights of creators and inventors across borders. Adhering to IPR will ensure that all exported goods comply with international intellectual property laws.
For example, in the United States, the protection of IPs is reinforced by the Digital Millennium Copyright Act (DMCA), which addresses issues such as unauthorised distribution. Ensuring compliance with local and international copyright laws can help businesses avoid legal repercussions and ensure the smooth distribution of anime and manga-related merchandise.
Licensing Agreements
Licensing agreements are essential for businesses wishing to produce and sell merchandise based on specific anime or manga. These agreements grant the right to create merchandise, ensuring that a portion of the sales revenue is returned to the copyright holders in the form of royalties. This system supports the broader animation industry in Japan by funding creators and contributing to the production of new content.
Age and content restrictions
Despite a common perception of Japanese anime and manga as predominantly for younger audiences, the medium encompasses a wide range of themes, including those suited for mature viewers. This diversity necessitates that businesses tailor their shipping practices to comply with the content regulations of their target countries. It is imperative for exporters to be cognizant of the varying degrees of content sensitivity across regions, ensuring that their distribution methods are aligned with local standards.
Several titles, such as Psycho-Pass, Attack on Titan, and Death Note, have faced bans in countries like China due to their contentious messages and themes, highlighting the complexities involved in shipping manga volumes internationally, particularly to regions with stringent content regulations.
4. Packing and shipping fragile items internationally
For collectors and ardent fans, the integrity of the packaging is just as important as the figurines themselves. Preserving figurines and merchandise in mint condition (i.e. leave them in their original packaging) serves a twofold purpose: it enhances the collectible's value over time and preserves the box as part of the 'full package' of the collectible.
When packaging and shipping fragile items, adopting best practices can ensure they reach enthusiasts in impeccable condition:
- Bubble wrap and padding: Wrapping figurines individually before placing them in their original packaging provides an initial layer of protection against potential damage.
- Foam and air cushions: Using additional padding materials such as foam or air cushions to fill any voids within the box can prevent excessive movement of the figurines within its container, and also absorbs any impact that may occur during transportation.
- Safety labels: Labels indicating “Fragile” and “Handle With Care” on the delivery parcels serves as a critical notification to handlers at every stage of the shipping process, encouraging extra caution.
- Sealing: Sealing the packages also safeguards against the possibility of accidental opening during overseas transit. These meticulous practices are not exclusive to figurines but extend to DVDs, manga, and other collectibles.
Challenges when shipping anime DVDs, manga volumes, and collectable toys
Exporting anime DVDs, manga volumes, and collectable toys presents a unique set of logistical challenges, including the need to manage items of varying sizes and weights and ensure damage prevention during transit. Each product requires a different approach to planning and execution to guarantee that these beloved forms of entertainment reach global audiences in perfect condition.
Anime CDs and DVDs
The distribution of CDs and DVDs overseas must account for their uniform size but acknowledge their fragility. Secure parcel packaging will protect discs from scratches and other damages that could impair their functionality. While climate control generally poses minimal concern for these items, ensuring secure storage is crucial, especially for limited edition releases that may be of higher value and attract unwanted attention, thus increasing the risk of theft.
Manga and magazines
Japanese Manga volumes pose their own set of challenges, primarily due to their varying dimensions. Shipping manga demands flexible packaging solutions that can accommodate different sizes while minimising the risk of damage. Special attention must be directed towards protecting the corners and edges of Manga volumes, as they are particularly prone to bending and tearing. Additionally, avoid high humidity or temperatures during shipping to preserve the quality of the print and prevent any deterioration of the materials.
Collectible toys
The Japanese toy industry encompasses a wide array of products, from small, lightweight figures to large, detailed models, including soft plush toys and intricate models with numerous small components. This diversity requires custom packaging solutions designed to protect these items from damage while optimising storage and shipping efficiency. Employing robust packaging materials capable of absorbing shocks during transport is essential for maintaining the integrity of these collectibles.
Choosing a partner to ship your anime figures and manga overseas
Retailers, distributors, and enthusiasts eager to introduce Japanese anime, manga, and toys to their local markets can find a partnership that understands and appreciates the nuances of transporting these unique cultural exports. DHL Express leads the industry with unparalleled expertise in managing specialised entertainment merchandise and adeptly navigating the intricacies of international logistics.
Explore the benefits of collaborating with a logistics partner that not only comprehends the value of your merchandise but also shares your passion for bringing the vibrant world of Japanese pop culture to a global audience. By signing up for a business account with DHL Express, you gain access to reliable, efficient, and custom-tailored logistics solutions designed to seamlessly connect Japanese entertainment goods with fans worldwide.
Join us in this exciting venture and discover how DHL Express can help you bridge the gap between Japan’s illustrious pop culture and its burgeoning international fanbase. Together, let's ensure that these beloved forms of entertainment reach their destination in perfect condition, ready to captivate and inspire audiences across the globe.
