Playboy Tames Sex Appeal For Asia

[Lite Beer]

Playboy tames sex appeal for Asia.

Focus by Clement Imbert.

BANGKOK, March 6, 2011 (AFP) - Its past may be a steamy affair, but Playboy's Rabbit logo, stamped on anything from necklaces to notebooks, is ensuring the firm's image in Asia is more about trend than titillation.

With little exposure to the men's magazines and the raunchy outfits of founder Hugh Hefner's famous bunny girls, many Asian consumers are snapping up the company's products without focusing on the sexual resonances of the label.

In the mega-malls of Thailand's capital the famous bunny with a bow tie is displayed between Hello Kitty cuddly toys and T-shirts bearing the monkey symbol of the Paul Frank clothing label.

"They don't see the Playboy Bunny as an erotic thing. What they love with this brand is the logo, because it is feminine and so cute," said a Playboy shop assistant at Siam Paragon, one of the city's biggest shopping centres.

"Most of our customers are between 20 and 30 years old, but in the afternoon many teenagers come to shop after their classes."

Like many media organisations, Playboy's men's magazine has struggled with the global economic crisis and competition from the Internet, losing readers and advertising.

Parent company Playboy Enterprises, which last had an annual profit to report in 2007, is now moving to position itself as an entertainment and lifestyle brand, with greater focus on merchandise.

The strategy is particularly clear in Asia where the magazine is hardly known, as local editions are only produced in Singapore and the Philippines while other nations have banned its publication.

A brief flirtation with an Indonesian version -- with fully dressed models -- ended with a violent backlash from Muslim hardliners and its editor imprisoned for two years for indecency.

Susan Gunelius, president of marketing firm KeySplash Creative and author of a book on the group's strategy, said Playboy "has to position its brand differently in the Asian market and they've achieved that to a certain extent already".

"It's the merchandise that will be the cash cow in this region for Playboy. It's an intelligent strategic marketing decision that should open the doors to big rewards for the company," she told AFP.

In addition, the firm is counting on the Chinese horoscope's current Year of the Rabbit as a period of opportunity.

Playboy's licensing arm, which encompasses global sales of anything from clothing to cigars, watches, stationery and even energy drinks, is a small but growing part of the business and saw revenues accelerate in 2010.

The Chicago company has predicted the Asian market will account for 34 percent of total merchandise revenues by the end of this year, and expects to take in $20 million from the region in 2012.

Sarah Haney, senior vice president of the licensing division said most products are sold in China and Japan, but markets are growing elsewhere.

"Over the course of its 57-year history, Playboy has evolved from its magazine roots to represent an aspirational American lifestyle, even in countries that do not sell the magazine," she said.

Playboy, which has retail stores in Bangkok, Kuala Lumpur, Melbourne and Taipei, last year opened an entertainment venue in Macau.

In Thailand, despite the country's famed sex industry, strict pornography regulations have kept many men's magazines, including Playboy, off the news stands.

At the Bangkok shopping mall young women stroll among rows of pink fluorescent clothing, sparkly belts, and handbags as a family admires a pair of fuschia slippers decorated with a silver rabbit head.

In one of the few nods to the company's sexier background, a new collection of underwear, created especially for Thai consumers, was launched at the beginning of 2011.

The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

"They don't know or refuse to see what is behind the brand, they prefer to think of it as something sanuk (fun) and divorced from the sex industry," said Evrard, of France's Institute for Development Research.

Nuchanaj Iamsam-ang, 39, who sported a green T-shirt with the rabbit print, said she comes to the shopping centre to restock every week.

"It's a way for grown-ups to dress in a cute and young way," she said.

"With its ears, it looks a bit like the gesture we make on a picture to look cool," she said referring to the popular 'V' sign.

She was only vaguely aware that her favourite rabbit has its origins in a men's magazine, with a target demographic of a mid-thirties, high-earning male, traditionally portrayed like Hefner in his youth -- well-tailored and pipe smoking.

"For women, the logo is really cute. But for men, well... it is really girly," Nuchananj said.

-- (c) Copyright AFP 2011-03-06

[sirchai]

"They don't see the Playboy Bunny as an erotic thing. What they love

with this brand is the logo, because it is feminine and so cute,

For women, the logo is really cute. But for men, well... it is really

girly," Nuchananj said.

Is the Playboy Bunny an erotic thing? Come on, give me a break......:jap:

Edited March 6, 2011 by sirchai

[asiawatcher]

Ignorance of origins is unbelievable - but most appropriate for Thai's. Global news often is censored by the elites but bypasses reality. Like Mitsubishi calling its 4WD a Pajero - translated in Spanish means 'wanke_r'. Want to be a wanke_r? Drive a Pajero (pronounced "pay hair o"). So cute girl wearing a Playboy bunny in Thailand could well be at risk as 'advertising' what she wants.

[AZBill]

Can't possibly have such a raunchy magazine publicly displayed in the proper society of Thailand! Sex with 12 year-olds in the Thai only brothels are fine however! It seems the Thai men, or whatever they are, are only interested in little "girlies!" Leave the real women to us farang! We'll take good care of them!

[bangon04]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

[mkawish]

Can't possibly have such a raunchy magazine publicly displayed in the proper society of Thailand! Sex with 12 year-olds in the Thai only brothels are fine however! It seems the Thai men, or whatever they are, are only interested in little "girlies!" Leave the real women to us farang! We'll take good care of them!

[Soutpeel]

Cant see what the big deal is, the playboy bunny is very appropriate.....after all 2011 is the year of the rabbit...

[Footloose1949]

Personally, the 'Brand labelling' of clothing, is a much-abused tactic used by manufacturers to increase the price of their goods, whilst some trademarks actively franchise a brand name to gain additional income. Either way, I'm not one for flaunting branded goods, in fact avoid them. As for the Penthouse bunny, it's a sign that says 'Do not buy' and 'This is rubbish'. A quality product does not need to have it's name emblazoned for all to see, such as on shirts, unless of course the wearer, wants people to perceive they are of greater worth than they actually are.

Logos on the other hand used on things like basic T-shirts, is a different matter. Now I'm going to be a bit controversial and suggest that for some brands, I think they should be sold for less, as I am acting as a mobile advertising board for their products and should be paying ME, to do this job for them!

[Gimbo]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

You are aware that the Swastika is one of the holiest symbols of Bhuddism, representing the heart of the Buddha?

The use of it in Asia, has nothing to to do with Nazism at all. That is only in the mind of those like you who are willing to let the nazis keep

the symbols they for a very short period stole.

[nathanmorning]

No playboy bunny, but Walking street Pattaya is fine lol

[Soutpeel]

As for the Penthouse bunny, it's a sign that says 'Do not buy' and 'This is rubbish'. A quality product does not need to have it's name emblazoned for all to see, such as on shirts, unless of course the wearer, wants people to perceive they are of greater worth than they actually are.

Penthouse dont have a bunny...its Playboy..... and you are talking a load of twaddle...:jap:

[tonititan]

It's funny that they're worried about ANYTHING being too erotic in Thailand, when Thailand seems to have the most whores and nudity of almost anywhere in the world.

[robint]

Ok here is my business model

I am a sicko control freak. I want to dress hoards of young stunning starlets up in swim costumes and put a furry handle on their butts. Then parade them around in front of middle aged men so as to encourage them to give their money to me. The trick is they cannot touch the girls on pain of a sever beating nor can they date any of them or the girl gets fired without pay. When I am 85 I will marry a 20 year old bimbo and push it in everyones face for being so dumb.

Should go down well with the septics, they are dumb enough to fall for it - are you?

[PoolPro]

I'm sure most of you out there didnt know that the playboy bunny symbol has nothing to do with the Playboy mens magazine. Its infact an old Buddhist symbol which repsresents wealth and prosperity in the year of the rabbit.

Get to know your facts!

[robsamui]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

You are aware that the Swastika is one of the holiest symbols of Bhuddism, representing the heart of the Buddha?

The use of it in Asia, has nothing to to do with Nazism at all. That is only in the mind of those like you who are willing to let the nazis keep

the symbols they for a very short period stole.

Only if you are visually impaired or suffer from lateral inversion. The Buddhist symbol is the mirror image of the Nazi swastika.

R

[Foggy Bottom]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

You are aware that the Swastika is one of the holiest symbols of Bhuddism, representing the heart of the Buddha?

The use of it in Asia, has nothing to to do with Nazism at all. That is only in the mind of those like you who are willing to let the nazis keep

the symbols they for a very short period stole.

Only if you are visually impaired or suffer from lateral inversion. The Buddhist symbol is the mirror image of the Nazi swastika.

R

Don't be too sure of that - http://en.wikipedia.org/wiki/Swastika

[sunnyrolfe]

"Most of our customers are between 20 and 30 years old, but in the afternoon many teenagers come to shop after their classes." From my experience should read MANY TEENAGERS COME TO SHOP WHEN THEY SHOULD BE IN THEIR CLASSES.

[khaowong1]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

You are aware that the Swastika is one of the holiest symbols of Bhuddism, representing the heart of the Buddha?

The use of it in Asia, has nothing to to do with Nazism at all. That is only in the mind of those like you who are willing to let the nazis keep

the symbols they for a very short period stole.

BUT, the Buddhist symbol is a reverse image from the Nazi symbol. And yes, it's been around for a long, long time before the Nazi's came into being. It would be interesting to learn where the Nazi's got this symbol.

[khaowong1]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

You are aware that the Swastika is one of the holiest symbols of Bhuddism, representing the heart of the Buddha?

The use of it in Asia, has nothing to to do with Nazism at all. That is only in the mind of those like you who are willing to let the nazis keep

the symbols they for a very short period stole.

Only if you are visually impaired or suffer from lateral inversion. The Buddhist symbol is the mirror image of the Nazi swastika.

R

Don't be too sure of that - http://en.wikipedia.org/wiki/Swastika

Very interesting reading. thanks.

[Richb2004v2]

"The Playboy mascot has become one of a galaxy of brands loved by Thai consumers, said anthropologist Olivier Evrard.

You don't have to walk far before you see little girls wearing Playboy t-shirts, but then you can also see them wearing Nazi Swastika t-shirts because it is so "cool".

Whoever accused Thailand of being sensitive to foreign opinion...."

You are aware that the Swastika is one of the holiest symbols of Bhuddism, representing the heart of the Buddha?

The use of it in Asia, has nothing to to do with Nazism at all. That is only in the mind of those like you who are willing to let the nazis keep

the symbols they for a very short period stole.

There's always one that like to bring that up, as if we didn't all know.