At ZAIKO, we have received numerous requests from artists and event organizers to hold online events not only for fans in Japan but also for fans overseas! We have conducted many live streaming events aimed at overseas audiences together with artists and event organizers.

While there are many voices expressing concerns about the hurdles in promoting events to overseas fans and making them successful, there are also organizers who have seen results like an increase in sales by 55% through ticket sales aimed at overseas audiences!

Therefore, this time, I would like to share five key points and success stories for making live streaming events aimed at overseas audiences successful, based on ZAIKO's track record and insights.
Please take a look for reference!

① We recommend starting ticket sales 3 to 4 weeks in advance!

For live streaming events aimed at overseas audiences, it is recommended to promote and sell tickets starting from 3 to 4 weeks before the event day, not only to reach existing overseas fans but also to attract new fans and raise awareness. By extending the ticket sales period and conducting a planned promotional rollout, the effects of sales can be maximized.

② Let's set multiple ticket types!

Regarding ticket types for live streaming events, it is advisable to prepare multiple ticket types. By offering early bird tickets, regular tickets, and tickets with digital goods, it is possible to approach a wide range of fans from casual to core fans.

Additionally, unlike in Japan, it is difficult to sell tickets with T-shirts for overseas live streaming events, so offering tickets with digital goods can be an effective means of delivering artist merchandise to overseas fans.

③ A ticket price of about 1,000 yen is recommended!

The average price range for ZAIKO's live streaming tickets aimed at Japan is approximately 3,000 to 4,000 yen. However, for prices aimed at overseas audiences, which have different cost of living and ticket price differences compared to Japan, we recommend about 1,000 yen.
By lowering ticket prices, the barriers to purchase for fans are reduced, making it easier to attract new fans.

https://www.instagram.com/p/CTonQuZBQP1/

For reference: The ticket prices sold in Indonesia are often set lower than 140,000 Indonesian rupiah (approximately 1,150 yen), indicating that the typical price point for each area is often around 1,000 yen.

④ Prepare local promotional tools and run campaigns!

By preparing promotional tools suited to the language and culture of each region where tickets are being sold and conducting local campaigns, it is possible to enhance engagement with local fans. Artists can express their commitment to local fans by making posts tailored to overseas fans.

https://www.instagram.com/p/CVNWXKaDEPe/

https://www.instagram.com/p/CTohx3BhB0j/

For reference: Banners and post texts are translated into local languages for regions like Taiwan and Indonesia for social media posts. Using local languages allows for approaching those who may not understand English.

⑤ Let's work on building a fan base overseas!

The existence of an overseas fan base is crucial not only for live streaming events but also for the success of overseas travel tours after the COVID-19 pandemic ends and future activities.
It is important to combine the measures above ① to ④ to build an overseas fan base from a long-term perspective.

Event case studies

① Idol Group A

Increased sales by 55% through overseas ticket sales
Success factors
① Ticket sales period: 3 months
② Ticket types: Multiple types of tickets (early bird, tickets with digital goods, etc.)
④ Local creative assets and campaigns: Posts by artists in local languages

② Anime Talent B

Increased sales by 40% through overseas ticket sales
Success factors
③ Ticket price: Set at a reasonable price compared to Japan
⑤ Overseas fan base: Promotion to existing overseas fan groups

Summary

This time, I introduced live streaming events aimed at overseas audiences, but after the current COVID-19 pandemic subsides, it is expected that Japanese artists will hold events overseas, and overseas fans will come to Japan to participate in events, leading to more active developments.

By combining the various points mentioned above and hosting events, it is possible to attract overseas fans and carry out more global activities.

The "ZAIKO Borderless" service is available to anyone. Local promotional activities will be handled by ZAIKO's dedicated staff, so please leave it to us.
If you are an artist or event organizer looking to take global developments aimed at fans around the world, please contact us here!