A Paradigm Shift in the Malaysian Animation Industry: Inclusive Transmedia Storytelling and Cultural Preservation Contrary to Global Trends

Abstract

This study critically examines the evolving consumption culture within the Malaysian animation industry, focusing on the shift from child-specific to familial viewership. Over the past two decades, the industry has experienced substantial growth in viewership and box office revenues, largely driven by local producers’ strategic adoption of transmedia storytelling. Through qualitative analysis of two prominent Malaysian animation franchises, BoBoiBoy and Ejen Ali, this study explores how interconnected narratives and cross-generational references across multiple platforms attract a wider audience while preserving cultural integrity. The methodology involves content analysis and audience reception studies to assess the impact of transmedia strategies on viewership patterns. Results indicate that a pan-family perspective in storytelling, which integrates diverse audience interests, contributes significantly to broadening the viewership base without compromising Malaysian cultural values. The findings demonstrate that adherence to local cultural aspirations remains a critical factor in distinguishing Malaysian animation from the global trend of adult-oriented content. The study concludes that transmedia storytelling offers a powerful framework for developing family-oriented animation that appeals to both children and adults while safeguarding local traditions. Implications suggest that this model may serve as a blueprint for future productions aiming to balance market competitiveness with cultural preservation. Keywords: Transmedia storytelling, Malaysia, animation industry, consumption culture, cultural preservation.