万花筒 2008-04-07&-4-08 日本动画全球扩张

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Japanese anime or animation¹ is a 3.3-billion-dollar hit at home, but still looking to make a firm beachhead overseas. An industry that began nearly 100 years ago has undeniable winners like Pokemon franchise², with feature films, cartoons, and a slew³ of character products. But anime exports are worth less than 10% of domestic business. And Japan is hosting an international fair to push its prowess, from cult⁴ status to cultural icon⁵. Some anime watchers say Japanese trademarks⁶, high production values, characters with huge eyes, and busty women don't always translate abroad.

 Another concern is that the local industry may be hollowing out because of a brain drain to the game industry. Still some industry crossover has begun. And this Karaoke game allows customers to do their own anime voice-overs. In a sign that Hollywood is also responding to anime's potential, Disney recently announced ties with Japanese producer Toei, planning a robot adventure anime likely due in May.

Dan Sloan, Reuters Tokyo.