Made in Malaysia: a look at the burgeoning animated production

19 September 2020

A look at the animation content in the region shows a thriving sector despite a difficult year.

With 60 animation studios operating as both intellectual property creators and world-class service producers for a global market, Malaysia boasts a strong production of domestic and international projects, which have helped the animation industry to overcome a difficult period.

"The total digital content industry in Malaysia stands at RM 7 billion ($ 1,68 billion), with exports doubling from 2014 to RM 1 billion ($ 2,4 million)," says Hasnul. Hadi Samsudin, VP of Digital Creative Content at Malaysia Digital Economy Corporation (MDEC). This stellar growth was supported by a strong workforce, averaging over 10.000 jobs. Our in-house animation studios have produced more than 65 original IPs and have seen their work travel to over 120 countries, with an export value of RM 170 million ($ 4 million) ”.

According to Samsudin, most of the country's animation studios maintained their workforce during the first months of the pandemic through distributed work. “During the first half of 2020, the sector is building its momentum by keeping most of the operations still active. While navigating the Government-enacted Movement Control Order (MCO), initially as a pure work-from-home model and later, with the latest version of the MCO, is entering a recovery phase since late June, the studios have resumed normal operations and are ready to scale their pipeline once again. "

He notes that the response from Malaysian studies has remained very positive since the MCO period, with studies contributing to dozens of public service announcements based on their well-known IPs, performing Digital VS COVID donations, to assist healthcare workers and other front- line and mobilizing their artists, engineers and staff with machines for use at home.

The government has allocated RM 225 million to stimulate the growth of the creative industry through programs and soft loans under the National Economic Recovery Plan (PENJANA). “These measures will be implemented through public-private partnerships,” says Samsudin. “Specifically for MDEC, we received RM 35 million in funding under the Digital Content Grant, with a focus on animation and visual effects projects. The grant can cover a wide range of activities such as development, production / co-production and marketing and licensing of IP ”.

MDEC also offers multiple programs, to strengthen the local and regional ecosystem. As Samsudin states, “In addition, MDEC drives IP development through DC3 and DCG; improve the skills of the talent pool thus ensuring a funnel for the growth of studies, through basic programs such as Kre8tif! @schools, DICE UP and related development programs; and increase the size of the sector, through a structured incubation program to catalyze start-ups “.

The Government of Malaysia, through MDEC, has also initiated a fly-in program, for virtual buyers where buyers have the opportunity to speak with the region's leading animation companies, about a variety of solutions, including development and IP services. “The next Kre8tif! The virtual conference plays a unifying role in the growth of the Malaysian ecosystem, gathering the best of the industry within the region to facilitate business and networking opportunities, ”says the VP. "Founded in 2009, this small gathering of industry, talent and partners has grown to be an exciting and vibrant part of Southeast Asian animation and the VFX scene."

Among the many benefits of working with Malaysian studios:

Malaysian animation studios are engaged in world-class production pipelines. Over the years the talent pool and studios have grown exponentially, which will lead to the creation of many new IPs. They can manage multiple collaborations and co-production projects with international studios and broadcasters.
Language is not a hindrance, as English is widely spoken. “We are proud of our strong and diverse multicultural and multiracial heritage which also promotes a good work ethic,” says Samsudin. “They can understand and blend different cultures and languages across the region. Plus, Malaysia offers a wide range of flora and fauna that inspire new stories that can travel the world! "

Success stories

In 2019, three well-crafted animated feature films were released to the big screen: Upin and Ipin: Keris Siamang Tunggal (Les Copaques), BoBoiBoy Movie 2 (Animonsta) and Ejen Ali: The movie (WAU animation). Upin and Ipin won Best Film at the 2019 Montreal International Animated Film Festival and was the first Malaysian animation to be selected for an Oscar nomination in 2020. BoBoiBoy received the best poster / teaser trailer at the Laurus Film Festival and was a finalist at the Florence Film Awards and the New York Animation Film Awards.

Comedy web series AstroLOLogy (Lemon Sky Studios) has also received worldwide acclaim. Another interesting IP that positively reflects Malaysian culture is Batik Model (The R&D Studio) - this animated short has received numerous nominations and five awards.

Future attractions

Among the many animated projects in the pipeline for 2020 and 2021 are:

Lil Critter Workshop, a 2D animation studio in Malaysia, is currently working on productions for Australia, the UK and the US. An original IP in particular, slapstick series without dialogue Buck and Buddy, has gained sales momentum since its February launch on CITV in the UK. Buck and Buddy has secured multiple broadcaster acquisitions, including Discovery Kids MENA.

The research and development study is currently working with its partner Robot Playground Media (Singapore) to publish several Asian stories through a Malaysian lens. Spectrum is an animated anthology film with seven short films that celebrate family values and shared culture and heritage. The R&D Studio is also behind the critically acclaimed short film Batik Model.

Visual animation is working on productions for Australia, Canada and South Korea. It is an established Malaysian studio and is currently working on multiple IPs, one of which is The curious world of Linda, A co-production between Vision Animation and Tak Toon Enterprise (Korea).

GiggleGarage has multiple productions in six different countries. The studio behind Fridgies is expanding its production until 2020 and is busy working on titles such as Space Nova, Luke, time traveler, Dr panda e kazoops.

Animonsta Studios is working on several original IP expansions, including a file Mechamate feature film.

As Samsudin states, the country's burgeoning animation scene has come a long way in the past few decades. “Malaysia's animation industry began its humble roots as early as 1985 with our first animated series, known as Sang Kancil & Buaya. Fast forward to today, and we can see that Malaysian companies are playing an active role in markets around the world, ”he concludes. “They are able to understand the industry trends that allow them to meet the needs of today's viewers. With a mixed culture and different languages, the Malaysian animation scene will always remain friendly, both for buyers and audiences everywhere ”.