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Analyzing the Global Popularity of Gunpla | Fan Culture and GBWC Supporting 50% of Overseas Sales

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Analyzing the Global Popularity of Gunpla | Fan Culture and GBWC Supporting 50% of Overseas Sales

Analysis of the Global Popularity of Gunpla | Fan Culture and GBWC Supporting 50% of Overseas Sales

The overseas sales ratio of Gunpla has reached about 50%, making it no longer just a Japanese culture. In South Korea, it is recognized as a synonym for robots, while in Europe and America, Wing Gundam boasts immense popularity, and throughout Asia, the samurai image of the Astray Red Frame captivates the youth. This global popularity is supported by Bandai Spirits' global strategy, including the GBWC (Gunpla Builders World Cup) world championship, Netflix distribution, and the multilingual expansion of Gundam Info. This article will analyze the growth process from 30% overseas sales in 2015 to 50%, the differences in popular models by region, and the formation of a global fan community, using specific data and cultural backgrounds.

History of Gunpla's Overseas Expansion - From 30% to 50%

The overseas sales ratio of Gunpla dramatically grew from about 30% in 2015 to 50% in 2020. Behind this 20% increase over five years lies a gradual and strategic global expansion.

Before 2015 - Asia-Centric Expansion

Gunpla's overseas expansion began in the 1980s, initially focusing on the Asian market. Based on successes in East Asia and Southeast Asia, including South Korea, Taiwan, Hong Kong, and Singapore, the overseas sales ratio during this period maintained around 30%.

Three factors contributed to the success in the Asian market. First, the robot anime culture was already well-established. In South Korea, the popularity of Taekwon V since the 1970s created a fertile ground for the acceptance of the Gundam series. Second, the active broadcasting of Japanese anime led to high recognition of the Gundam series. Third, the geographical proximity allowed for efficient distribution.

2015-2020 - Full-scale Entry into the European and American Markets

After 2015, Bandai Spirits began a full-scale entry into the European and American markets. The biggest turning point was the utilization of Netflix's distribution service. Titles like "Mobile Suit Gundam UC (Unicorn)" and "Mobile Suit Gundam: Iron-Blooded Orphans" were streamed, giving rise to a new fan base among the younger generation in Europe and America.

The influence of "Mobile Suit Gundam Wing," which aired in the 1990s, still strongly remains in the European and American markets. Wing Gundam and Gundam Deathscythe continue to maintain high popularity even after more than 20 years, and the new fans acquired through Netflix streaming merged with this existing fan base, rapidly expanding the market.

After 2020 - The Arrival of the 50% Overseas Era

The year 2020 marked a turning point. The lockdowns due to the COVID-19 pandemic created a demand for home activities, and in Germany, Gunpla production became a social phenomenon reported by local media. Bandai Spirits announced that the overseas sales ratio exceeded 50%, achieving an astonishing growth of 20% over five years since 2015.

This growth was supported by the acceleration of digital strategies. Multilingual support from Gundam Info, English-subtitled video distribution on the official YouTube channel, and global communication on social media proved effective in acquiring fans online. Currently, sales regions have expanded to North America, Europe, Asia, and Oceania, and in 2022, a Gundam Base opened in Shanghai, marking the full-scale development of physical stores.

Differences in Gunpla Popularity by Region

The global popularity of Gunpla is not simply a matter of "selling everywhere." The popular models and ways of enjoyment vary greatly by region, and these differences are deeply related to cultural backgrounds and the history of anime broadcasting.

South Korea - Gunpla as a Synonym for Robots

The penetration of Gunpla in South Korea is at a level incomparable to any other country. The term "Gunpla" is commonly used as a synonym for all plastic models and robot toys.

The background of this penetration lies in the robot anime culture that has been popular since the 1970s, such as "Tae Kwon Do V." The Gundam series has taken deep root in this soil, gaining support across generations. The Tae Kwon Do V generation, now in their 40s and above, still actively enjoy Gunpla and engage with younger generations.

A significant feature of the Korean market is the abundance of modelers with high-level production skills. Many fans have a strong commitment to painting and weathering (dirty painting), and intricate examples are posted on social media almost daily.

Particularly Popular Models in Korea

The overwhelmingly popular models in Korea are from the "Mobile Suit Gundam Wing" series. Gundam Deathscythe, Gundam Deathscythe Hell, Wing Gundam Zero have maintained their popularity since they were broadcast in Korea in the 1990s.

Additionally, the ν Gundam and Sazabi from "Mobile Suit Gundam: Char's Counterattack" also enjoy enduring popularity. Korean modelers tend to prefer intermediate to advanced kits such as MG (Master Grade) and RG (Real Grade), and high-quality works utilizing metallic paint and weathering techniques are posted on social media daily.

Europe and America - The Popularity Brought by Gundam Wing

The foundation of Gunpla popularity in Europe and America was established by "Mobile Suit Gundam Wing," which aired from the late 1990s to the early 2000s. In the United States, it was broadcast on Cartoon Network's "Toonami" block, and a dubbed version was aired in Europe, leaving a strong impression on the younger generation of that time.

A characteristic of the European and American markets is the thick fan base that enjoys it purely as "cool mecha." The mainstream style is to finish with simple assembly (just putting together parts) and basic panel lining, and there is a strong collector culture that enjoys displaying completed Gunpla. The enjoyment of creating one's own Gundam team by lining up multiple models is popular.

However, changes have been observed in recent years. The proliferation of YouTube tutorial videos has steadily increased the number of modelers challenging themselves with painting and customization.

Top 3 Popular Models in Europe and America

1st place is Wing Gundam (including Wing Gundam Zero). Its stylish design based on white and blue, along with the large wings on its back, continues to receive immense support as the main mobile suit of "Mobile Suit Gundam Wing."

2nd place is Gundam Deathscythe Hell. The black body with purple accents and the design resembling a "grim reaper" with a huge scythe strongly captivates fans in Europe and America.

3rd place is ν Gundam. With the release of "Mobile Suit Gundam: Char's Counterattack" on Netflix, a new generation of fans discovered the charm of this model, reigniting its popularity.

Across Asia - The Popularity of the Astray's Samurai Image

The Astray Red Frame boasts overwhelming popularity across Asia. This model, appearing in the "Mobile Suit Gundam SEED ASTRAY" series, is characterized by its red body color and the weapon "Gerbera Straight," which resembles a Japanese sword. Its samurai-like combat style and Eastern design capture the hearts of Asian fans.

It consistently ranks among the top sales in various Asian countries such as China, Taiwan, Thailand, and Singapore, and its popularity remains unshaken. In the Chinese market, the cultural background where red symbolizes luck and prosperity also makes this coloring particularly favored.

In Taiwan and Hong Kong, a rich variety of modification parts and custom decals for the Astray series are sold, fostering a unique customization culture.

Other Regions - Germany and Australia

Germany is one of the countries in Europe with particularly high Gunpla popularity. During the COVID-19 lockdown in 2020, Gunpla was introduced in local media as "an adult creative hobby," significantly raising its recognition. Hobby shops have dedicated sections for Gunpla, offering a wide range from HG series to MG and PG.

In Australia, popularity has also been rapidly rising in recent years. There are several specialty stores in Sydney and Melbourne, and the fan community is actively engaged. A characteristic of Australian fans is their tendency to prefer outdoor photography. A culture of photographing Gunpla in natural light and posting it on social media has taken root.

GBWC (Gunpla Builders World Cup) World Championship

The GBWC (Gunpla Builders World Cup) is an indispensable presence when discussing the global popularity of Gunpla. The role this competition has played in forming a global fan community is immeasurable.

What is the GBWC World Championship - The Festival of the World's Top Modelers

The GBWC is the world's largest contest for competing in Gunpla production techniques, with its first event held in 2011. Organized by Bandai Spirits, modelers from around the world submit their works.

Anyone can participate. Opportunities are open to both professionals and amateurs, and anyone with an excellent work can aim to be the best in the world. The judging criteria cover a wide range, including modeling techniques, painting skills, originality, and completeness, with unique ideas and storytelling also being important evaluation points.

Winners receive cash prizes, commemorative items, and the honor of being titled the "World's Best Gunpla Builder." This competition also serves as a gateway for those aspiring to have a career as a professional modeler.

On the day of the event, fans from around the world gather to appreciate the works and discuss techniques. The official website and social media showcase submissions from around the globe, creating a space where modelers inspire each other.

Qualifying Rounds by Country and Regional Characteristics

The GBWC holds qualifying rounds in various countries and regions, with representatives competing in the world championship (finals). Qualifying rounds are held in over 20 countries, showcasing works that reflect the unique modeling culture of each country.

In Japan's qualifying rounds, works featuring precise painting techniques, detailed enhancements, and intricate modifications are characteristic. In South Korea's qualifying rounds, many works excel in weathering (dirty painting) and diorama production. In China and Taiwan's qualifying rounds, large-scale dioramas and works with high storytelling elements stand out, while in the European and American qualifying rounds, original color schemes and unique design modifications are highly valued.

Past Winning Works and World-Class Techniques

The winning works of the GBWC showcase a level of skill that rivals professionals.

The 2019 winning work was the Philippine representative's "MSN-04Ⅱ Nightingale." Its bold modifications and beautiful gradient painting were highly praised. In 2018, the Chinese representative won with "RX-93 ν GUNDAM BUST," captivating judges with its metallic finish and intricate details. In 2017, the Italian representative won, making headlines as the first victory from Europe.

What these works have in common is not just a high level of skill. The clarity of the story and concept embedded in the work has been the deciding factor for victory. The GBWC continues to inspire fans worldwide with the dream that "if you hone your skills, you can compete with the world."

Netflix Distribution and Multilingual Expansion of Gundam Info

Supporting the global popularity of Gunpla is an excellent digital strategy. The worldwide expansion of the Gundam series through streaming services like Netflix and the multilingual support of the official portal "Gundam Info" have significantly contributed to attracting new fans.

New Fan Base Brought by Netflix Distribution

The distribution of the Gundam series on Netflix marked a turning point in the overseas expansion of Gunpla. From around 2016, titles like "Mobile Suit Gundam UC (Unicorn)" and "Mobile Suit Gundam: Iron-Blooded Orphans" were streamed, allowing viewers worldwide who were previously unfamiliar with Gundam to be reached. In Europe and South America, many fans experienced "Gundam for the first time" through Netflix.

In 2021, "Mobile Suit Gundam: The Witch from Mercury" was streamed, successfully attracting younger generations and female fans. The protagonist being a female pilot and the school setting were unprecedented, drawing in a new audience.

The greatest strength of Netflix distribution is its multilingual subtitles and dubbing. With availability in major languages like English, Spanish, and French, fans can enjoy Gundam without language barriers. The transition from viewing to purchasing Gunpla is also smooth, leading to the natural formation of a global community on social media.

Multilingual Support and Global Information Dissemination of Gundam Info

"Gundam Info" is the official comprehensive portal site for Gundam operated by the Bandai Namco Group. Since around 2019, multilingual support has been strengthened, providing content in English, Chinese, and Korean.

As a result, overseas fans can now obtain the latest Gunpla information and anime streaming information in real-time. Free streaming of past Gundam series is also available, serving as an entry point for new fans to experience the world of Gundam.

Acquiring Overseas Fans through SNS and YouTube

Bandai Spirits actively disseminates information through its official YouTube channel, Twitter, Instagram, and Facebook.

On the official YouTube channel "GUNDAM.INFO", new product introduction videos and assembly tutorials with English subtitles are regularly uploaded and viewed by fans around the world. In addition to the official content, fans from around the globe upload review videos, and such grassroots activities greatly contribute to acquiring new fans.

On Twitter and Instagram, sharing works under the "#Gunpla" tag is active. Thousands of posts are made daily, facilitating lively exchanges among fans across borders.

Formation of a Global Fan Community

The most important element supporting the global popularity of Gunpla is the global fan community. Fans connect through the common hobby of Gunpla, transcending borders and languages, and actively interact both online and offline.

International Exchange in Online Communities

There are various communities for Gunpla fans on the internet.

The Reddit subreddit "r/Gunpla" has over 400,000 members, with photos of works, production processes, and questions being posted daily from around the world. Since English is the common language, an environment is established where fans from different countries can naturally interact.

In large groups like Facebook's "Gunpla Builders", there is a warm atmosphere where veteran modelers kindly advise beginners on their questions. Discord servers are also popular, with close interactions through real-time chat occurring daily.

Physical Stores and Gunpla Shops in Various Countries

Physical stores are also important hubs for the Gunpla community.

The Gundam Base in Shanghai, which opened in 2022 has become a holy place for fans in China. In the United States, Japanese model shops have expanded to Los Angeles and New York, and Gunpla corners have been established in Japanese bookstores like "Kinokuniya". In Europe, there are specialty stores in Paris, London, and Berlin, where production events are regularly held.

These physical stores serve not just as sales points. They play a role as community exchange hubs, where fans can meet directly to exchange information and teach each other techniques.

Fan Events and Exhibitions

Gunpla-related events are held around the world.

In the United States, Gunpla booths are set up at events like "Anime Expo" and "Comic-Con", showcasing new products and demonstrations. In various Asian countries, Gunpla exhibition contests are regularly held in places like Thailand and Taiwan, providing valuable opportunities for fans who met online to meet in person.

Conclusion: Reasons Why Gunpla is Loved Worldwide

The reasons why Gunpla is loved worldwide are the result of multiple elements intertwining organically.

The growth from a 30% overseas sales ratio in 2015 to 50% in 2020 demonstrates the remarkable success of Bandai Spirits' global expansion. A solid foundation in the Asian market, strategic entry into the Western markets, and the stay-at-home demand during the COVID-19 pandemic have all contributed to this astonishing growth.

Cultural differences by region also add multiple facets to the appeal of Gunpla. In South Korea, it symbolizes robot culture; in Europe and America, there is affection for the Gundam Wing models; and across Asia, there is empathy for the samurai image of the Astray. The popularity rooted in each cultural background supports its global expansion.

The GBWC World Championship is not just a place to compete in skills. It has become an important venue for international exchange where modelers from around the world gather and inspire each other. The Netflix distribution and the multilingual expansion of Gundam Info have efficiently achieved the acquisition of new fans.

Ultimately, the reasons why Gunpla is loved worldwide can be summarized in three points: high product quality, flexible adaptability to cultural diversity, and the strength of the global fan community. Bandai Spirits' technological innovations and the global strategy explained in 【関連記事】：BANDAIとガンプラの功績｜日本フィギュア市場を作った巨大メーカーの技術革新と世界展開 will continue to support Gunpla's global popularity in the future.

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BANDAI and the Achievements of Gunpla | The Technology and Global Expansion that Created the Japanese Figure Market