Over the past three to four years, we have heard the word “innovation” often as it means in terms of technology. But from the author's own research “Revisiting The Notion of Innovation and Its Impact on Thailand’s Economic Policy: A Case Study of Japanese Manga” Innovation can only have a broader meaning than technological innovation. Because innovation means the invention of new things that can create value in the business or in the economy.
 

The following 5 articles will be discussed. "Japanese cultural innovation" selected all 5 issues, which create both business value. And valuable in the society and culture by today I will talk about "Japanese idol business"

Originally, entertainment businesses such as Japanese dramas, movies, or music, artists are rather self-sufficient. Because the artists themselves are considered a product of the company. The artist does not have the right to take pictures and play with anyone as he wants. Because it is considered the unauthorized use of the company's products. Japanese artists are therefore more difficult to reach than Thai artists who come across them by accident, they can greet, talk, or ask for permission to take photos with respect at any given time. Is not secretly filming but asked for permission to take pictures and get consent from the artist)

The main products of the entertainment business are selling music, drama sales, movie sales. But when times change, the entertainment industry was increasingly disrupted, and consumers eventually no longer bought CDs to listen to music or DVDs to watch dramas or movies. The birth of a new Japanese idol business, AKB48, can therefore be considered a form of cultural innovation. AKB48 has its own disruption on many issues. First, Japanese artists are generally hard to reach. There is very little chance that fans will meet in person, but AKB48 has created a new group: "Idols you can access often" such as handshake events, autograph work, couple photoshoots, etc., depending on the purchasing power of the fans.

The next issue, the creation of a new idol group like AKB48, the concept of shojo manga (少女 漫画: manga for teenage girls) was used in the development of the band. If it is a Shonen manga (少年 漫画: manga for young men), it must have 3 characteristics: It shows the friendship (友情), the perseverance of the character (努力), and the victory gained through that perseverance (勝利). Therefore, doing an idol group will not emphasize the perfection of an idol. But will focus on imperfection. Because they want the fans to have love in the younger ones and to pay attention to the imperfections. Helping the idols through any obstacles or conflicts in life for their future growth. Therefore, the idol business does not focus on the perfect looking person, does not focus on selling CDs or selling music, not selling DVDs or selling dramas and movies, but selling "good experiences" that fans get from pampering the idols who are not perfect.

Therefore, the idol business must have many members. Which are the characteristics of both Shonen and Shojo. That there must be many protagonists with different characters for the fans to like. Idols emphasize group culture. Teamwork Despite having different characters There are some conflicts in the band. But there must be oneness as a member of the same group.

The idol business is a new cultural innovation that generates huge income. Because it does not adhere to the model that must sell what is the product but took the feelings and experiences of the fans as a product instead. Is a new product development. It can be a song, a drama, a movie, an event, etc. Discover new markets that were originally saturated. And able to create new business models in the traditional entertainment business platform. Leading to the creation of many other idol groups both in Japan and in Thailand, such as BNK48, Sweat16, Fever, SY51, Siam Dream, etc. We must keep an eye on how long the life cycle of Japanese idol groups is in Thailand for cultural innovation.

Article by: Wirayut Pojsathienkul, Human Resource Development Specialist in International Business Organization Lecturers, Alumni Association of Japan under the Royal Patronage, interpreters and lecturers of many institutions