An open book resting on a table with pages turning, symbolizing the beginning of a story or transformation.
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Marketing Seed 118: Modification for Selling (Part 1)

An open book resting on a table with pages turning, symbolizing the beginning of a story or transformation.
What does it mean to “sell”? When a work becomes widely known and loved for a long time, a “change” has occurred. The philosophical depth, social commentary, and complex inner lives of characters found in the original work are transformed into something more “understandable” and “approachable.”

For example, Moomin, GeGeGe no Kitaro, and Devilman. All of these have changed their forms from the original works but have become entities that transcend generations through anime and merchandise expansion.

In this 5-part series titled “Modification for Selling,” we will carefully examine:

  • The differences between the original work and the anime adaptation.

  • The commercial success and cultural evaluation brought about by this modification.

  • The balance between “entry point” and “deepening” in marketing.

Is “changing” an act that diminishes the value of the original? Or is it a necessary strategy to reach a wider audience? And what if there is a possibility for re-evaluation beyond that modification?

Part 1: “Modification” as an Entry Point Brought by Anime Adaptation

When adapting manga or novels into anime, it is not uncommon for the deep themes such as philosophy and social criticism held by the original work to be stripped away. Instead, visual appeal such as “cuteness” or “coolness” and clear story structures come to the forefront.

This is no exception for masterpieces like Moomin (Tove Jansson), GeGeGe no Kitaro (Shigeru Mizuki), and Devilman (Go Nagai).

  • The original Moomin encompasses themes of loss and loneliness, but the anime version became a warm, family-oriented work. -> Reference Article: Moomin.com

  • Kitaro was originally a work with strong black humor and satire, but the anime emphasizes the image of a hero rewarding good and punishing evil.

  • Devilman is a profound story depicting human foolishness and war, but the TV anime transformed into an action series fighting against demons.

Through such modifications, works reach more people and become loved across generations. On the other hand, it cannot be denied that by shaving off the depth of the original, they may be consumed merely as entertainment.

📌 Was the choice to “change in order to sell” a necessary sacrifice? (To be continued)

From the Marketing Seed Series: How about this article? →Seeds of Marketing 28: One Event Experience Can Leave a Deeper Impression Than Multiple Ad Views