This is a guest post from Kuo-Yu Liang, Global Director of Business Development, ReedPOP.
If you’re running an global fandom event, you might be caught up in being “international.” But to truly be international, you need to focus on being local.
You might think, for example, that a Game of Thrones fan in Mumbai has a lot in common with another Game of Thrones fan in Shanghai. That’s probably true. But in my experience in the industry, including as global director at ReedPOP, I’ve learned that they also have some key differences. And if you don’t pay attention to those local differences, your attendee experience may miss the mark.
Here are seven tips to make sure you don’t miss out on those local differences that make your international fandom event a one of a kind.
1. Cater to local culture and customs
I don’t just mean religious cultures or customs, but a broader range of how things are perceived.
Let’s take the artist alley for example.
In a typical US convention, an artist alley is often a table and a chair. In Korea, where people put a premium on things looking beautiful and perfect (Instagramable even), you may need to have a more elaborate setup. And in Singapore, where many artists also make toys and merchandise, you may need to provide shelving for their wares.
Take time to learn more about the customs of your local attendees — and produce an experience that’s tailored to that audience.
2. Make sure the international content is available locally
Bringing in an international artist or writer is a great way to introduce your fans to new talent. But you need to make sure their work is available locally. For fans who like to buy merch, you’ll let them down if the artist’s work isn’t available.
Even if attendees can’t buy new merch onsite, be sure to give them directions about how they can get it online.
3. Help the international guests with local transactions
Many countries are increasingly cashless. Take China for instance. I’ve not seen cash in years, as everyone uses a service such as Alipay or WeChat pay.
If you have an international vendor or guests coming, help them get set up to accept local mobile payments.
4. Connect with the fans year-round
Be a part of the community. There are local pop culture events happening all the time, and you should be there for the conversation. Maybe the hot topic is the Korean translation issues with “Avengers: Infinity War”, or excitement about Mark Millar’s new graphic novel available in the local market. Discuss these topics with your fans — either online or IRL.
5. Show and tell what to expect at your event
Just because someone has read The Walking Dead comics or watch the show “Stranger Things” does not mean they have been to a comic con or know what it is.
Whether you’re hosting your event at a college campus pop-up or at a local Japanese street food festival, be sure to make it clear to first-timers what they should expect. That includes having great signage, helpful volunteers, and informative mobile apps.
6. Timing is everything
In such a saturated market, you need to be smart about when you host your event — and when you publicize. Don’t be afraid to partner up and use the power of another brand to boost your event. For example, we announced our inaugural Comic Con Africa timed with the theatrical release of the movie “The Black Panther”, and we received a big media boost.
7. Everything is local
Don’t get obsessed with international content or guests. Some of the best artists and writers are local. Treat them with respect and as feature guests.
You can also think beyond just artists. In fact, many international media companies (such as Netflix & HBO) are investing in local content. Your show could be the perfect platform for them to reach a targeted audience.
If your con is already the go-to place for local fans, imagine the impact you could have by scaling internationally. For more tips on how you can become a con legend, check out The Do’s and Don’ts of Fandom Events: A Director’s Guide.
