8P- Partnership

Partnership refers to the formal agreement between parties to work together towards a common goal. The official and main sponsors of AFA are Bushiroad, Canon and Japan Credit Bureau (JCB).

JCB allows their card holders to enjoy privileges such as giveaways, discounts and lesser queuing time. This will appeal to people and tempt them to sign up for a JCB account as well as to attend AFA as well for the privileges. Hence, this is a win-win situation for both partners.

Not only does Canon present the Regional Cosplay Championship, they have an area in the event called “Canon Cosplay Zone” where cosplayers will go there and have their photos taken. This will benefit them as there is an increase in brand awareness and through the photos they took of the cosplayers, it acts as a marketing tool for them. While for the event itself, it is an event brand enhancement as well as a financial investment. Again, this benefits both the partners.

AFA is also supported by Amuse, Bandai, Horipro, King Records, Panasonic Singapore, Lis Ani! and Pere Ocean. One example would be Pere Ocean supporting AFA by providing their natural mineral water to the event and the artistes. These supporting partners help market the event.

As special guests and artistes are invited from Japan to Singapore, even airlines such as All Nippon Airways (ANA) and Japan Airlines are also involved in the event and are their official travel partners.

Working along with official sponsors, supporters and partners, this is the reason why AFA has been continuously progressing and has become one of the most anticipated Japanese cultural events in Singapore.