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卡游”一月双展”亮相雅加达与东京 差异化布局海外市场
Sou Hu Cai Jing·2025-09-04 04:21

Core Insights - KAYOU, a leading Chinese pan-entertainment company, is accelerating its globalization process through participation in two major toy exhibitions in August 2025, namely the IBTE Jakarta International Toy Exhibition and the 59th Tokyo Toy Show [1][2][11] Group 1: Market Entry Strategy - KAYOU has strategically chosen Indonesia as its first overseas exhibition location due to its large population of 270 million, with 25% aged between 18-34, aligning well with KAYOU's target consumer demographic [2] - The company has established a fan base for its IP products in Indonesia, laying a solid foundation for entering the Southeast Asian market [2] Group 2: Product Showcase - At the IBTE Jakarta International Toy Exhibition, KAYOU showcased over 20 global IP products, including new offerings like the Free Fire and Mobile Legends: Bang Bang collectible card games, developed in collaboration with Garena and Muto Technology respectively [4][6] - Free Fire has been a global phenomenon since its launch in 2017, achieving the highest download rates for three consecutive years and setting a record for the largest concurrent viewership in mobile esports [6] - Mobile Legends: Bang Bang has over 1.5 billion users globally and is a leading game in Southeast Asia, further enhancing KAYOU's product appeal [6] Group 3: Market Potential and Trends - The Tokyo Toy Show, attended by nearly 1,000 exhibitors and expected to attract over 90,000 visitors, provides KAYOU with a platform to showcase its latest products and engage with diverse market demands [7][9] - The Japanese toy market is experiencing strong growth, particularly in the trading card game (TCG) segment, which reached a market size of 302.463 billion yen (approximately 15 billion RMB) in 2024 [9] Group 4: Strategic Positioning - KAYOU's participation in both exhibitions reflects a dual strategy: testing new market responses in emerging markets like Indonesia while validating product strength in mature markets like Japan [11] - This approach signifies KAYOU's commitment to expanding its presence in emerging markets while enhancing its brand image and product quality in established markets [11]