Taiwan's Character Brands Make Waves at Licensing Japan 2025

Taiwan's Rising Character Brands Shine at Licensing Japan 2025

In a vibrant showcase of creativity and innovation, the Taiwan Pavilion is making its mark at the ongoing Licensing Japan 2025, held from July 2nd to 4th in Tokyo. Organized by the Taiwan Creative Content Agency (TAICCA) in collaboration with the Taiwan Character Brand Licensing Association, the pavilion features ten original Taiwanese character IPs that are capturing attention from industry professionals.

Among the characters showcased are notable names like "醜白兔 (Busa Usagi)" and "BOUNCE" alongside others like "胖鯊魚鯊西米 (Shark Saimi)". This year's pavilion theme, "Delivering Taiwan’s Wonders", is defined by an artistic concept that transforms each character into a messenger of blessings, resonating with visitors and exhibitors alike.

With international markets in sight, Taiwanese character brands are gaining traction. Notably, inquiries from Japanese companies began flowing in before the event even kicked off, underscoring the potential of these IPs within Japan. At the venue, a flurry of interest followed, with inquiries pouring in from across the globe, heralding new business opportunities in licensing.

Each character possesses unique qualities that could adapt to various forms of merchandise, including art toys and collectibles. For instance, "BOUNCE" is recognized for its graffiti art potential, while "好想兎 (Hao Xiang Tu)" has remained a hit on Taiwan's LINE stickers, engaging users with its humorous takes on everyday life.

The character "茶葉少女" (Tea Leaf Girl) has been instrumental in popularizing Taiwanese tea culture in manga and anime formats, achieving an impressive 20-week streak at the top of ComicWalker charts. Moreover, brands like "ダメすぎて笑える (Busa Usagi)" have created a buzz for their relatable humor that alleviates stress amongst modern audiences.

Taiwanese character IPs are not only popular in domestic markets; their global appeal is evident as they adapt to different attitudes and preferences. A prime example includes the heartfelt stories of friendship depicted in Jimmy’s picture book "月亮忘記了 (When the Moon Forgot)". Other characters like "章魚熊 (Octopus Bear)" and "鯊童宇宙 (Shark Boy Universe)" encourage imagination and adventure, transcending cultural barriers.

The Taiwan Pavilion stands as a testament to the rich potential of Taiwanese character brands. On the first day alone, over 150 business meetings were conducted, leaving an impressive mark on the event. Notable buyers from Japan, including KADOKAWA and Sony Creative Products, were present, leading to dynamic discussions and collaborations.

Yasushi Higashiyama, an advisor for the Character Brand Licensing Association (CBLA), presented on Taiwanese characters, highlighting their potential in the Asian market. Responding to rising interest from Japanese companies, he stated, "There is remarkable growth in Taiwan's creative industry. The unique worldviews of the characters here match the interests of Japan's Generation Z, offering a promising avenue for both cultures to intertwine further."

TAICCA recognizes Japan’s significance as a market for character IPs, aiming to foster deeper collaborations and innovation between industries. The organization previously held seminars for Taiwanese participants in preparation for Licensing Japan, equipping them with insights into licensing trends and Japanese business models.

Additionally, the Taiwan Pavilion's presence has ignited possibilities of partnerships and the establishment of dedicated cultural shops abroad, potentially increasing the visibility of Taiwan's original characters on a global scale. As the event progresses, the expectations remain high for the Taiwanese characters to resonate globally, translating into long-term success and cultural impact.

For those eager to delve deeper into the Taiwanese character scene, an online catalog showcasing the pavilion's offerings is available here: Taiwan Character Pavilion.