Stories originating in Asia are redefining global children’s entertainment. During the keynote address “From East to Everywhere,” Adam Woodgate, VP of Research Solutions at The Insights Family, described how franchises such as Demon Slayer, K-Pop Demon Hunters, and One Piece are setting new standards for success and emotional connection with children.
Woodgate emphasized that the Asian boom is no coincidence: ‘young people are looking for authenticity, characters with purpose, and narratives that explore identity, friendship, and self-improvement. In a world where children have never lived without touchscreens and on-demand content, they are capable of “curating” their own media consumption. Algorithms, digital communities, and fandoms serve as cultural bridges that accelerate the adoption of ideas between countries’.
Analysis by The Insights Family, which studies children and families in 22 markets, shows that Pokémon, Mario, Sonic, and anime in general maintain a strong presence in conversations, games, and daily habits. K-pop is also establishing itself as a gateway to Korean culture, while China is gaining ground through gaming.
For Woodgate, the key to Asian success lies in its cultural specificity: far from limiting its reach, authenticity enhances global connection. ‘Children prefer deeply local stories to generic narratives “for everyone”’. In addition, platforms such as YouTube, TikTok, and video games are now central drivers of discovery and identity.
The recommendation for creators is clear: embrace your own identity, build transmedia ecosystems, and design strong characters capable of living in multiple formats, from toys to video games. In a context where children seek to see themselves reflected and, at the same time, aspire to something more, Asia is leading the way toward the future of children’s storytelling.
