International IP competition: Theme over content
In late 2020, the Taiwan Creative Content Agency (TAICCA) issued a report, “Survey of Cultural Content Consumption Trends,” profiling future “reading” trends in Taiwan.
Kiwi is often invited to offer opinions at TAICCA consultation hearings and has noted that the government is already lending support by continuing the Creative Comic Collection (CCC) digital platform, for instance. Related domestic industries have also realized that IP is going international.
“In the current IP industry, content can be transformed directly into a product. No matter how it’s sold or consumed, content is the commodity. That’s today’s IP,” says Liu Ting-kang, Kiwi’s creative director, explaining why the scope of the IP industry has broadened. Liu also notes another important point: “The IP industry needs digital platforms, and the IP economy relies on product diversity to keep the market hot.”
IP has become a global phenomenon. “If you want to make a YouTube video, from script to screen presentation, everything is there together: video, images, text (subtitles or keywords that appear on screen) and sound,” Liu says. “The information revolution has given birth to diverse and complex media formats, and some creators have succeeded by adopting IP-based business strategies.”
“Marvel’s ‘Avengers’ franchise is a good example. Since the series was launched, new works based on the IP of Marvel’s comic books have come out one after another, maintaining moviegoers’ interest in the superheroes’ backstories and other adventures. There is also peripheral merchandise, allowing the ‘creative content’ to generate higher value and continue to develop.”
In today’s IP competition, having content is important, but the subject matter of that content is even more important. “People’s reading tastes are no longer limited to classics. Good IP couched in a mass entertainment format can move readers, resonating with them and making them think, prompting them to examine their lives and pay more attention to social phenomena,” says Kiwi editor-in-chief Liao Chih-yun. She believes that this gives IP creations a strong connection with cultural ideas and current issues.
Kiwi’s The Birth of Benben is a sociological work that delves into the topic of hot-blooded fan-created anime and dissects otaku culture. Contributors include scholars, authors, editors, and other manga and anime enthusiasts.