Max Kim leads the sales and licensing for the US office. This interview was done during Anime Expo 2024
A (slightly long) highlight:
Anime Herald: You’ve had a chance to receive some feedback from the fans. What have you learned that might change how COVER Corp. operates going forward?
Max Kim: We hear from fans all the time, over the years. If there’s one thing we’d want to enhance, it would be for users in the West to have better access to our merch and content. That’s one of the reasons I’m here. We have our own merchandising, as well as merchandise that we create via licensing. Watching the stream is one thing, but also being able to buy their goods.
In Japan we call it “Oshikatsu.” Supporting the talents that you love, not just by watching online, but participating in various activities. It’s very difficult to do that in the West. The shipping fees are high. It takes time. It’s difficult for fans to get their hands on the official goods.
That’s why some of the collaborations here in America were successful. We could provide the licensed merch for the fans, so they could wear it to the anime conventions and show their support. We want to make it happen more frequently so it’s easier for them to get their hands on it.
Anime Herald: That sounds a bit like Japanese idols. You support your favorites by buying the merch, or the chekis.
Max Kim: Yes.
Anime Herald: I can imagine why that would be a tricky culture to recreate in the US.
Max Kim: At the same time, here in the US, sports fans buy their merch. You watch them on TV. It’s not just about watching. I don’t think it’s as foreign as idol culture. It’s just physically difficult right now.
Anime Herald: In America, with rock bands, you buy the tee shirt, you buy the album, you go to the concert.
Max Kim: Yes.
I hope you’re all ready for Breaking Dimensions the breakfast cereal
We could provide the licensed merch for the fans, so they could wear it to the anime conventions and show their support. We want to make it happen more frequently so it’s easier for them to get their hands on it.
For fans in Europe too, right…? 👀
Might have to wait for the founding of Cover EU :P
Pain EU
Hopefully everything goes smoothly with the USA division and they go through with it, something hinting at Europe was in the (very future) roadmap iirc.
(Plus I think shipping from the US has less taxes than from Japan? Might be just copium though)
The whole interview was… kinda weird? Lots of one-liners as answers, although the other, longer ones were definitely interesting.
…also did I hear TCG?! It’s probably not gonna take off outside Japan like WS but I’m not gonna turn down more card goodies anyway. Those are usually affordable even in Europe, luckily.
