| Abstract | In the next decade, 2000, Asia will become market leader in the licensing industry, according to Adventure Publishing Group Asia/Pacific Rim director Maria McCabe. The New York-based publishing company produces The Licensing Book and The Licensing Book International, among other publications, and is both the owner and organiser of Asia's first-ever Worldwide Licensing Exposition, held in October 1996 in Hong Kong. However, Asia is not a single homogenous market, and licensing in Asia carries with it its own region-specific limitations. Though Western entertainment is the main provider for licensing images and characters, there is an incremental interest domestically for local Chinese and Japanese brands. |
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