Hulu entered the Japanese market last September, marking its first venture in Asia-Pacific. Its model for Japan differs from that in the US in that it operates exclusively on a paid-subscription basis as opposed to a combination of free (ad-funded) and premium versions.
Jason LeeKeenan, the interim managing director of Hulu Japan, said Hulu had chosen to work with Wieden + Kennedy based on the agency’s “atypically high quality bar” and understanding of the company’s brand and culture.
Wieden + Kennedy Tokyo managing director Blake Harrop said that Japan remained “an exciting market for digital brands and marketers”. Wieden + Kennedy was not able to provide information as to the marketing approach Hulu would be taking in Japan.
Hulu has an exclusive partnership with NTT Docomo for mobile distribution. It is not currently active in other Asian markets.
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