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Industry Insight: Korea hopes to create iconic global character

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2015-03-09

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This 90-second cartoon featuring two larvae and their quirky adventures inside a drain is entertaining enough to attract viewers‚ both young and old‚ even without dialogue.
Created by Tuba Entertainment in 2011‚ "Larva" is now broadcast in over 100 countries and has been made into more than a thousand products.
"From the early stages of development‚ we focused on multi-nationalization. Body language is somewhat universal‚ so we could easily create a sensation across different markets."
But it's just one of few success stories.
Korea has a relatively short history in the character business and lacks infrastructure and global networks.
On top of this‚ there's still a deep-rooted perception that cartoon characters are just for kids.
"Disney's Frozen is an example of an animation that can be enjoyed by the whole family. Korean characters need to target people of all ages as a larger consumer base will boost the market."
So where does Korea's industry stand?
"The local character market has grown more than 60 percent in the last five years and it's expected to top 8 billion U.S. dollars this year. But despite the exponential growth‚ it makes up less than five percent of the global market."
Analysts say the government needs to open communication channels for local companies to connect with distributors and licensors from around the world.
Case in point -- the culture ministry plans to invest 350 million U.S. dollars into the character and animation industries over the next five years.
"From the fostering of artists to facilitating production and exports‚ we plan to provide companies with comprehensive assistance."
Roi Visual‚ creator of hit animated TV show "Robocar Poli‚" says the government's drive is sure to boost Korea's potential.
"Korea has the manpower. So with systematic support for the process of creating a character or animation‚ local companies will be able to create stronger and better content."

With the right reinforcements and time‚ experts say Korea will be able to produce characters as iconic as Mickey Mouse.
Kim Min-ji‚ Arirang News. Reporter :

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