2012 Year in Review - Part Two: Global

The 48 group is no stranger to overseas outings, its groups having been to Guam, Macau and the USA (to name a few) in the past. 2012 has been no exception to that rule. However, 2012 also bears the distinction that it is the first full year in which Yasushi Akimoto's ("Aki-P") plans for global expansion are well and truly in motion. I aim to consider how these international outings have fared during the course of 2012, and whether there are any issues that still need consideration.

Journey to the West

2012 saw a selected group of members, including Minami Takahashi and the English-conversant Kenkyuusei Rina Hirata (more on her later), perform in Washington D.C. during March. The savvy -48 follower would notice that this isn't their first American outing - in fact, it's their third so far. November also saw a smaller group travel to New York for a private function at Broadway and, of course, individual members do go to various international locations for special events or photoshoots (e.g. Asuka Kuramochi and the London Olympics). However significant the trip may be, any tour out West would help in raising their profile overseas, and even if it doesn't, going overseas can be a fulfilling experience for each individual member. I think this should continue going forward into 2013, and I fully expect it to.

It does help that AKB48 has someone that is fairly fluent in English. Whilst AKB48 can survive, and has survived, internationally without necessarily needing English proficiency, a member like Rina Hirata ("Hirari") does help bridge that language, and even social, gap to a degree. I do believe this is fairly beneficial for the group as it tries to increase their overseas exposure and engagement with fans and the public alike. By attempting to minimise the language barrier between themselves and the public overseas (whom might not be aware of who AKB48 even are), it does reduce their "weird foreign concept" label to a degree (even if not completely) and consequently making the group seem more accepted overseas. I believe it makes sense to utilise Hirari more often and leverage her language ability (just like they do with Anna Murashige) - or at the very least, given the recent member gaps in AKB48's teams, promote her to full team status.

From Japanese Concept to Asian Reality

Whilst AKB48 have already launched their brand in Hong Kong and Singapore, there was never a local sister group that inherited the -48 concept overseas. Until now.

The middle of 2012, right up until its climax during the Tokyo Dome concert, was significant, in that it signalled Aki-P's intention to make the -48 groups fluid with respect to member affiliations. A seemingly innocuous Google+ post posted by him generated some excitement from a few members expressing their interest to travel and "study" overseas likened to a "student exchange" program. The Tokyo Dome concert all but confirmed the reality - a few members to be transferred overseas to the newly established Asian sister groups in Jakarta and Shanghai.

JKT48 was met with initial skepticism, especially among the local Indonesian fans, but over the course of 2012, it has got off the ground fairly smoothly, with their first stage to debut sometime in December along with a few promotional events and CMs already in the bag. Although there have been a few minor mishaps along the way - most notably the Saitama Super Arena Google+ streaming and that infamous TV interview - the group has slowly gained fans and became a legitimate, accepted part of the -48 family. Members have been travelling to and fro the country, either as part of TV programs (Akane Takayanagi for AKB to XX) or concerts, and of course, Haruka Nakagawa and Aki Takajo ("Akicha") have begun warmly assimilating into the group proper. This is an encouraging sign and demonstrates that even with Japan and Indonesia's own cultural differences, Aki-P's vision of local idol groups can be adopted and localised transnationally with some degree of success.

Whilst JKT48 is more and less operating smoothly, the same cannot be said about the other new international sister group, SNH48. Due to the ongoing Japan-China political tensions during the latter half of the year, its debut has been delayed and even during its debut, the group's management aims to distance itself from its Japanese origins, instead playing up its Chinese credentials. Despite these issues, the origins of which are firmly beyond AKS' control, Sae Miyazawa and Mariya Suzuki ("Mariyannu") have only just started to head off to Shanghai and in any case, I personally don't see these nationalistic and politically-motivated sentiments severely affecting the group's success and its (Japanese) members in the long run. However, AKS management have recognised the need for Sae and Mariyannu's security whilst in China, giving fans assurances for their safety.

With JKT48 well underway and SNH48 only starting to gain traction (despite the island dispute) throughout the course of 2012, it is expected that in 2013, Aki-P's international ventures would bear more fruits. Nevertheless, it can only be successful if, like JKT48, it is accepted both locally (in Indonesia) and back in native Japan as a fully recognised part of the family (either through participation in AKB48's own concerts or events, etc.).

International Media and Recognition

It goes to show just how far AKB48 has come when their senbatsu election event in June has been reported and featured in many a newspaper. Not only the Japanese national newspapers, but also quite a few international ones too, from the UK, US, Australia and others in between. Media outlets have started to take notice at this gargantuan group of females pop idols, and 2012 was no exception to that.

Since the launch of the Google+ social networking project in collaboration with Google, one of the stated goals of the project at its inception was to reach out to fans all across the globe. We saw a few examples of this in fruition: dedicated English translators for blog posts, English live dubbing and interactive stream of the senbatsu election, live streams of concerts on YouTube and the Google+ competition during the senbatsu election period. Whilst this may speak more for Google's vested self-interests in promoting Google+, many fans and members have benefitted from this project, enabling closer ties and communication channels (to an extent, of course, this being the idol world and all) between the two parties. Of course, not every member posts regularly - the dearth of Minami Takahashi posts, for one - but Google+ as a tool is still alive and kicking even after all the gloss has worn off since its inception last year.

Just like Perfume and Polyrhythm before (last year), 2012 also saw AKB48 being featured in a Disney film (Wreck-It Ralph) to be launched worldwide, with their ending song (Sugar Rush) clearly echoing the Disney-esque pop-rock tunes not too dissimilar from the standard Western fare. Whilst in Japan there has been a not so insignificant song-and-dance about it, it remains to be seen if, at all, their presence in the film will have any impact on worldwide mainstream opinion.

Nevertheless, even if the status quo doesn't eventually change, AKB48 do have a few official worldwide recognitions to stand on. They have already been inducted into the Guinness World Records in the past for the following: Largest Pop Group (AKB48), Most Number of same product CMs within 24 hours (AKB48 WONDA CM). This year also sees them add two more to the record books: Most Number of MVs in an Album (SKE48 with Kono Hi no Chime wo Wasurenai) and Most Number of Pop Singers in a Video Game (AKB1/149). It goes to show that, if not for anything else significant, large sized groups do have their benefits.

Conclusion

2012 has, again, been another busy year for AKB48 (and its sister groups) in terms of their (side) quests in gaining some worldwide recognition. From actual sister group debuts, to various media appearances and online efforts, despite the various challenges and criticisms that have been heaped upon the group, this year has all about been expansion outward. Now that their Tokyo Dome goal has been achieved, perhaps their next stage is towards global dominance and recognition. Seems like a lofty goal, and not without its potential setbacks, but it's something worth considering if Aki-P so chooses to.