Communicating the appeal of Japanese IP through plastic model making. Leading to the success of a large-scale audience-attracting event in China

The models have gained so much enthusiasm among the public that a dedicated store in Shanghai, China has opened. The client desired to hold events to raise awareness and attract new fans in regional cities outside of Shanghai. JTB Shanghai had organized similar events before and was asked again on this occasion because of our previous experience. We held events in Ningbo, Chengdu, and Tianjin in 2023, the first year they held these events. Although a lot of support was required in local coordination and operations, we met the client's expectations thanks to the responsiveness and detailed communication that a company with our experience and knowledge could provide. In 2024, we incorporated the previous year's reflections and improvements to create an even more satisfying event.

Therefore, it was necessary to train the sales team on the model-making process and ensure they would be able to explain it to the public. Since the models used as experience kits were limited editions, necessary measures were taken against anyone looking to resell them. The event also did not require advanced reservations, which meant we had to be mindful of managing numbers at each venue.

Since we were holding events outside of Shanghai in regional cities where plastic modeling was not as popular, the question was how to develop a publicity campaign to attract the interest of those who did not know about Gundam or plastic modeling.

The event was held at commercial facilities throughout China. Our Shanghai team communicated the purpose and outline of the event at an early stage and negotiated to secure a venue that would meet the event's needs. Although there were variations depending on the venue and time of year, we assumed 40 people would visit during each 30-minute time slot. In the end, we selected venues that provided sufficient space to accommodate both visitors and any other arrangements that were required for the event.

Prior to the event, information was disseminated through various media, including the Bandai Namco Entertainment (Shanghai) Co., Ltd. website, the event venues, local information portal sites, and official social media accounts. Locations not gaining the desired traction required us to implement additional actions, such as placing digital signage inside the building to provide information. This helped bring the event to the attention of potential visitors who had not been fully informed of the event in advance.

In holding the event, we communicated closely with Bandai Namco Entertainment (Shanghai) Co., Ltd. This included daily reports on the event and the proposal of alternative measures if visitor targets were not reached. This helped us promptly improve on issues that emerged.

Japanese IP content such as “Mobile Suit Gundam” has ardent fans around the world and has potential for further growth. When disseminating information and holding events, it is important to understand the appeal of the products and consider optimal ways to communicate that appeal in order to attract new fans. JTB can help you deliver increased satisfaction for your events through the attention to detail that only a Japanese company can provide, an overwhelming amount of knowledge and experience through our global network, and the flexibility to respond to any needs.