Tokusatsu & Global Media Strategy

Tokusatsu & IP Commercialization Expert | Media Researcher | Industry Strategist
Researching the cultural and commercial evolution of Tokusatsu franchises.

Who am I

I’m Feng Hui, a Singapore-based media researcher specializing in the globalization of Japanese pop culture, with a particular focus on Tokusatsu (live-action special effects) franchises. My research examines how properties such as Ultraman and Godzilla are adapted for international markets through transmedia storytelling, strategic localization, and fan-driven engagement.

Trained at King’s College London (BA, Film Studies) and University College London (MA, Digital Media: Production), my academic background combines critical media theory with practical expertise in IP development, digital distribution, and audience economy models. My work addresses how culturally rooted franchises can expand globally without compromising narrative identity or aesthetic integrity.

Situated at the intersection of cultural research and media strategy, I focus on developing region-specific frameworks that support sustainable IP expansion in Southeast Asia, particularly within the dynamic media environment of Singapore.

Academic & Professional Background

I hold a Master’s degree in Digital Media: Production from University College London (UCL), where my work focused on IP content development, audience analytics, and fan-driven marketing strategies. Prior to that, I earned my Bachelor’s degree from King’s College London (KCL), where my dissertation analyzed Tokusatsu’s globalization through transmedia adaptation. My research is recognized as one of the first English-language academic works specifically addressing Tokusatsu’s international expansion strategies.

Beyond academia, I have practical experience in business strategy and IP management through my work with Capital Master Pte Ltd, where I have been involved in market analysis, strategic planning, and financial modeling—key areas in IP commercialization and international brand expansion.

Core Areas of Expertise

Tokusatsu & Transmedia Research – Analyzing how Japanese franchises expand across film, television, gaming, and merchandise.
IP Globalization Strategies – Developing structured localization and branding models for non-Japanese markets.
Digital Audience Engagement – Leveraging fan economies and data analytics to optimize IP expansion.

Research & Publications

My Research Focus

My academic work focuses on Tokusatsu (Japanese live-action special effects media), with particular interest in its global circulation, cultural adaptation, and transmedia evolution. I examine how franchises such as Ultraman, Godzilla, and Power Rangers navigate international markets—both by adapting to global tastes and by retaining their cultural specificity.

At King’s College London, I wrote an undergraduate dissertation titled “Japanese Tokusatsu in the process of globalization: The blooming of 'Tokusatsuness'”, which explores how Tokusatsu IPs are localized and “neutralized” to appeal to Western audiences. This study was among the first English-language academic works to focus specifically on Tokusatsu globalization, contributing to a largely underdeveloped area in Japanese media studies.

At University College London (UCL), I continued this research trajectory in the Digital Media: Production program, where I studied IP development, digital storytelling, and the fan economy. I explored how short-form video platforms and gaming ecosystems offer new modes of audience engagement for Japanese media franchises.

Current Research Interests

Transnational media flows and Japanese pop culture
Fan economy and IP monetization in digital platforms
Cultural odorlessness and localization strategies
Audience engagement and Tokusatsu fan cultures

Dissertation and research are available by request or through King's College London.

Education

2018-2022

King's College London

Bachelor's Degree

Graduated with an Upper-Second Class Honours degree in Film Studies BA.
Researched the topic of Japanese popular culture and its influence, especially regarding Tokusatsu.
Published scholarly article: Feng, Hui. 2021. “Interaction Between Body-Swapping and Time-Travel in the film ‘Your Name’”. BCP Social Sciences & Humanities 14 (December):317-21.
Dissertation: "Japanese Tokusatsu in the process of globalization: The blooming of 'Tokusatsuness'". One of the first English Language study of Tokusatsu, explores the globalization and cultural adaptation of Tokusatsu in Western markets.

2022-2023

University College London

Master's Degree

Graduated with distinction awarded in Digital Media:Production MA.
Studied digital media theory, game design, and IP development and transmedia storytelling.
Digital platform strategy and audience analytics.
Media globalization and cultural industries.
Creative industries management and entrepreneurship.

Insights & Analysis

Tokusatsu in the Global Market

As the Tokusatsu genre enters new global spaces—especially through streaming platforms and digital fandom—it faces both challenges and exciting possibilities. My work combines academic theory with media industry analysis to understand how Tokusatsu can be effectively localized and strategically positioned in international contexts.

Through both formal research and independent studies, I explore:

How Tokusatsu narratives are adapted for Western and Southeast Asian markets
The role of streaming platforms in Tokusatsu IP distribution
How fan communities contribute to the evolving meaning and value of the genre
Lessons from cross-cultural adaptations such as Power Rangers and Ultraman Z

While still early in my career, I aim to contribute to both academic and industry conversations surrounding Japanese pop culture’s global reach.

Collaborations & Contact

I provide research-based insight into Tokusatsu media, IP strategy, and global franchise development. My work is relevant to academic institutions, media companies, and cultural organizations interested in the international positioning of Japanese pop culture.

For professional or academic inquiries, please get in touch via the contact form or email below. All requests are reviewed directly.