GLOBAL INFLUENCE AND MARKET EXPANSION OF ASIAN ANIMATED TV SHOWS: A SYSTEMATIC LITERATURE REVIEW, OPEN CHALLENGES, AND FUTURE DIRECTIONS
DOI:
https://doi.org/10.29121/shodhkosh.v7.i12s.2026.8018Keywords:
Asian Animation Industry, Global Content Distribution, Tv Streaming Platforms, Media Market Expansion, Transnational Cultural ConsumptionAbstract [English]
This study presents an executive synthesis of a systematic literature review examining the global expansion of Asian animated television shows and their growing influence on contemporary media consumption. Focusing on Japanese anime, Korean animation, Chinese donghua, and emerging Southeast Asian productions, the review highlights a significant shift in global entertainment dynamics over the past decade. Following PRISMA 2020 guidelines, literature published between 2015 and 2024 was systematically identified from major academic databases, yielding 312 records, of which 47 studies met the final inclusion criteria. The analysis identifies five key drivers of global proliferation: transnational streaming distribution, culturally hybrid storytelling, character-centric branding and merchandising, fan-driven digital participation, and cross-media franchising models. Collectively, these mechanisms illustrate how Asian animation has evolved into a globally scalable cultural and economic ecosystem.
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Copyright (c) 2026 Brijesh Kumar Chaurasia, Professor (Dr.) Jayati Sharma, Tushar Ranjan Dash, Gyanendra Kumar Kanaujia, Snehit Sharma, Sureswar Dhala
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