This page contains a Flash digital edition of a book.
TOTAL LICENSING
WWE practices
“Chokeslam Diplomacy”
in the Far East
Why has World Wrestling En- Cena, carefully studied the Japanese ucts as well as those created solely for
tertainment (WWE) been able greats, building on their moves to the Japanese consumer.
to penetrate the Japanese mar- craft the repertoires fans see today. The decision was based on the type of
ketplace when so many other Simultaneously, millions of Japanese thorough research WWE has utilized
western companies with similar calculate WWE into the country’s pop to transcend international borders,
designs have failed? culture history. communicating – through compelling
The answer has to do with the fact It’s the perfect foundation for a busi- storylines, comedic vignettes, thrilling
that – despite the explosive pyrotech- ness relationship, an explanation why clashes between the ropes, and per-
nics, rafter-rattling entrance music and, – while other western diversions have sonal appearances - to fans in such
in-ring action featured at WWE live waned in the eyes of the Japanese diverse locales as Thailand, South
events and pay-per-views – an unspo- public once the
ken understanding exists between the initial novelty re-
sports-entertainment powerhouse ceded – WWE
and the East Asian nation. Like the is viewed not
“Flower Sermon” of early Zen Bud- as a trend, but a
dhism – a tale in which disci- staple.
ples gazed upon a budding Nonetheless,
blossom and instinctively WWE also real-
smiled – the relation- izes that the Jap-
ship transcends lan- anese market is
guage. A mutual re- unique, and con-
spect exists between tinuously inno-
both entities. vates to maintain
WWE and its per- the company’s
formers respect both place in it.
the Japanese fighting arts and The organi-
the culture’s contribution to zation’s Japa-
what became known as pro- nese website (www.wwe.co.jp/) was Africa, Australia and Mexico. The or-
fessional wrestling. And, as WWE’s first in a local language, a ne- ganization’s worldwide licensing pro-
attendance and licensing cessity in a nation where glossy maga- gram – using WWE marks and logos,
statistics testify, Japanese zines typically dispatched reporters copyrighted works and characters
society respects WWE for to the United States to cover sports- – includes toys, video games, apparel,
its athleticism, theatrical entertainment developments on a back to school products, DVDs and
value and – perhaps above weekly basis. Now, Japanese devotees best-selling books. Some 120 licens-
all else – marketing acu- can log on to get up-to-speed on all ees provide products for sale in the
men. WWE news, upcoming pay-per-views, various nations.
Seasoned WWE Super- information targeted at Japanese fans, During the first half of 2007, global li-
stars, like Finlay and “Na- and historical trivia relevant to argu- censing revenue increased 53% from
ture Boy” Ric Flair, con- ably the planet’s most knowledgeable the same period a year earlier. The
sider their early tours of fan base. spike can be largely attributed to
Japan critical periods in In November, 2007, the website will WWE’s dominance in the video game
their respective wres- be complemented by a full service e- arena, where more than 31 million
tling education. Others commerce link, specializing in authen- units have been sold since 1999. Since
like Triple H and John tic products, existing licensed prod- November, 2006, “WWE SmackDown
142
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