KADOKAWA AMARIN

What KADOKAWA AMARIN does

Kadokawa Amarin Co., Ltd., operating under the brand Phoenix Next, is a Bangkok-based Thai subsidiary of the Japanese media conglomerate Kadokawa, established in 2016 to localize the distribution of Japanese manga, light novels, and anime-related merchandise in Thailand. The company runs an omnichannel retail operation built on a Magento-based e-commerce platform (phoenixnext.com) supplemented by three physical retail stores in major Bangkok shopping malls: Central Pinklao, Seacon Square, and Samyan Mitrtown. Its product catalog spans licensed Thai translations of manga and light novels (165-360 THB per volume), special bundle sets with exclusive bonuses (475-535 THB), artbooks and import publications (65-1,100 THB), and a broad figures and merchandise category ranging from acrylic keychains under 100 THB to scale figures above 7,000 THB. Content is sourced primarily from parent Kadokawa and additional Japanese publishers such as Akita Shoten, with the First Page Pro imprint providing premium and first-print editions.

The business model is direct-to-consumer retail with multiple revenue streams: standard manga/light novel sales, premium limited sets, figures, artbooks, and event-tied merchandise. The company drives demand through pre-order campaigns, seasonal discounts, a Phoenix Points loyalty program, online-exclusive SKUs, cinema tie-ins with SF Cinema and Major Cineplex, and convention participation including Anime Expo 2026 and KADOKAWA Hobby Festival Summer 2026. Customer segments are Thai otaku/anime enthusiasts and gift buyers. Customer concentration is structurally low given the long-tail B2C base, but revenue is exposed to concentration in hit titles and Kadokawa group IP. The company is privately held with no public financial disclosure, operates only 24 employees, and serves solely the Thai market with nationwide delivery.

Name

KADOKAWA AMARIN

Legal name

Kadokawa Amarin Co., Ltd.

Website

https://phoenixnext.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Kadokawa Amarin Co., Ltd. (dba Phoenix Next) is a Bangkok-based Thai subsidiary of Kadokawa that distributes licensed Japanese manga, light novels, artbooks, and anime merchandise through a Magento e-commerce platform and three Bangkok retail stores, serving Thai otaku and gift-buyer consumers.

Ownership category

akta.pro rank

Product category

Manga & Anime Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Comic Books, Graphic Novels & Manga Retail (CRALAAAF)

akta.pro secondary industry

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)

Keywords

• Manga distribution
• Light novel retail
• Anime merchandise
• Collectible figures
• Japanese publishing

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Manga and Light Novel Sales: Core revenue stream from selling licensed Thai translations of Japanese manga and light novels. Products are sold as individual volumes and in special bundle sets at various price points ranging from 165 THB to 600 THB depending on format and edition.
2. Merchandise and Figures: Sale of anime-related merchandise including figures (Nendoroid, Figma, Scale Figures), acrylic keychains, plush dolls, bags, and other collector items. Prices vary significantly from under 100 THB to over 7,000 THB.
3. Pre-Order Limited Sets: Special limited edition sets and pre-order campaigns for popular series featuring exclusive bonuses such as postcards, art cards, and special packaging. These command premium pricing.
4. Artbooks and Import Publications: Sale of artbooks, official fan books, and imported publications from Japan including magazines and anime-related printed media. Higher price points ranging from 200 THB to over 1,000 THB.
5. First Page Pro: Premium collection line featuring special editions and first-print variants of popular titles.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Kadokawa Amarin Co., Ltd. operates the Phoenix Next e-commerce platform and a network of physical retail stores in Thailand. It distributes licensed Japanese manga volumes, light novels, artbooks, figures (Nendoroid, Figma, Scale Figures), and anime-related merchandise (acrylic keychains, plush dolls, bags) sourced from KADOKAWA Group publishers and other Japanese publishers such as Akita Shoten, with pre-order campaigns, online-exclusive items, and a Phoenix Points loyalty rewards program.

Product overview

Phoenix Next is a comprehensive online e-commerce platform and publisher operated by KADOKAWA AMARIN, Thailand's subsidiary of Japanese media conglomerate KADOKAWA. The platform serves as both a digital bookstore and merchandise retailer for manga, light novels, artbooks, figures, and anime-related products. It operates alongside a network of physical retail stores across Thailand. The product portfolio is organized into distinct categories: Manga, Light Novel, Yaoi (Boy's Love), Yuri (Girl's Love), Artbook, Figures, Merchandise, and Game & Ticket. Additional features include a Pre-Order System for upcoming releases, Phoenix Points loyalty program for customer rewards, and Online Exclusive items available only through the digital platform. The company also publishes under the First Page Pro imprint.

Differentiator

Problem solved

Functional benefit

Products and services

• Phoenix Next E-Commerce Platform An online e-commerce platform operated by KADOKAWA AMARIN under the Phoenix Next brand, selling licensed Japanese manga, light novels, artbooks, figures, and anime merchandise to Thai consumers with nationwide delivery, pre-order management, wishlist, and Phoenix Points loyalty system.
• Manga Licensed Thai translations of Japanese comic book (manga) volumes across multiple genres, including Solo Leveling, 86, Overlord, Konosuba, and other popular series from KADOKAWA, Akita Shoten, and other Japanese publishers, sold to Thai readers.
• Light Novel Licensed Thai translations of Japanese illustrated novels (light novels) sold as individual volumes at 280-360 THB, covering series such as 86, Alya Sometimes Hides Her Feelings in Russian, and other popular Japanese titles.
• Yaoi (Boy's Love) Boys' Love (BL) genre manga series including Black or White, Caste Heaven, Color Recipe, Escape Journey, and related titles sold to Thai readers.
• Yuri (Girl's Love) Girls' Love (GL) genre manga series including Lily Lily la la Land, Breath, and other yuri titles sold to Thai readers.
• Artbook Art books, official fan books, and illustration collections featuring anime and manga franchises including Hololive, Genshin Impact, and Elden Ring, priced 65-1,100 THB.
• Figures Collectible anime figures including Nendoroid, Figma, and Scale Figures from franchises such as Evangelion, Fate Series, JoJo's Bizarre Adventure, Kimetsu no Yaiba, and My Hero Academia, priced 140-7,470 THB.
• Merchandise Anime and manga merchandise including acrylic keychains, clothing, accessories, plush dolls, bags, and other fan goods from franchises such as Blue Lock, Bungo Stray Dogs, Jujutsu Kaisen, and Gundam.
• Online Exclusive Products exclusive to the Phoenix Next online store, not available at physical retail locations, including web-only editions and bundles.
• First Page Pro A premium publishing imprint offering special editions, first-print variants, and curated collections of popular manga, light novel, and merchandise titles.
• Game & Ticket Game software and event tickets available for purchase through the Phoenix Next platform.
• Phoenix Next Physical Retail Stores Physical retail stores located at Central Pinklao, Seacon Square, and Samyan Mitrtown shopping malls in Bangkok, offering in-store shopping for manga, light novels, figures, and anime merchandise.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered major, core and minor.

• SF CinemamajorGTM or Marketing Partner · 16 July 2026SF Cinema is a major cinema chain partner for anime movie promotions. For the release of 'Boku no Kokoro no Yabai Yatsu The Movie' (เธอผู้อันตรายต่อใจผม เดอะมูฟวี่), SF Cinema partnered to offer Special Booklets as premiums for moviegoers at participating branches across Thailand.
• Major CineplexmajorGTM or Marketing Partner · 16 July 2026Major Cineplex is a major cinema chain partner for anime movie promotions. For the release of 'Boku no Kokoro no Yabai Yatsu The Movie' (เธอผู้อันตรายต่อใจผม เดอะมูฟวี่), Major Cineplex partnered to offer Special Booklets as premiums for moviegoers at participating branches across Thailand.
• KADOKAWAcoreStrategic or Co-development PartnerKADOKAWA is the parent company and primary content licensor. As a subsidiary of KADOKAWA, Phoenix Next has access to extensive manga and light novel licenses from KADOKAWA Group publishers, making it a core strategic partnership for distributing Japanese content in Thailand.
• Akita ShotencoreStrategic or Co-development PartnerAkita Shoten is a major Japanese manga publisher whose titles are licensed and distributed by Phoenix Next in Thailand, including popular series like 'Kuroiwa Medaka ni Watashi no Kawaii ga Tsuujinai' published in Champion Cross.
• SynergySPminorStrategic or Co-development PartnerSynergySP is the anime studio producing the adaptation of 'Kuroiwa Medaka ni Watashi no Kawaii ga Tsuujinai'. Phoenix Next promotes this anime on their platform as part of their manga licensing business.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• AmiAmi: Japanese online retailer specializing in anime figures, manga, light novels, and merchandise with international shipping. Direct parallel for Phoenix Next's figure + manga + light novel catalog, including pre-order limited editions.
• Animate: Japan's largest dedicated anime/manga/figure retail chain with international stores. Operates omnichannel (in-store + e-commerce) sales of manga, light novels, figures, and exclusive merchandise — directly parallel to Phoenix Next's product mix and limited-edition GTM.
• BookWalker: KADOKAWA-owned digital manga/light novel platform, already integrated into Phoenix Next via 'try reading' preview links. Directly comparable for catalog overlap and Japanese IP licensing; differs primarily on physical vs digital retail channel.
• CDJapan: Japan-based e-commerce retailer of manga, light novels, figures, artbooks, and Japanese imports with worldwide shipping. Comparable catalog breadth and international reach ambition, including pre-order exclusive SKUs.

Regional players

• Kinokuniya (Thailand): Major bookstore chain with a Thai presence carrying imported Japanese manga, light novels, and English-language anime media. Competes for the same Bangkok otaku shelf-space and gifting occasions as Phoenix Next's physical stores.
• Naiin (นายอินทร์): Largest Thai-language bookstore chain and e-commerce site, carrying manga, light novels, and hobby books. Overlaps with Phoenix Next on Thai-translated manga volumes and Bangkok retail footprint.
• Siam Square bookstores (e.g., B2S/Se-Ed): Major Thai retail chains selling imported and Thai-translated manga, light novels, and hobby media through mall storefronts across Bangkok. Competes directly with Phoenix Next's Central Pinklao / Seacon Square / Samyan Mitrtown locations.

Emerging players

• Tokyo Otaku Mode: Online-first international retailer of anime figures, manga, and merchandise. Comparable digital GTM and pre-order exclusive mechanic, though narrower scope on light novels and Thai-language content.

Broad incumbents

• Mandarake: Japan's largest used/new collectibles chain for manga, figures, doujinshi, and anime merchandise. Comparable to Phoenix Next's collectibles/premium figure tilt with an international e-commerce footprint.
• Right Stuf / Crunchyroll Store: Large US-based anime/manga/figure retailer (now under Crunchyroll/Sony), offering similar categories via an online storefront. Comparable on catalog and hobby-toy mix, though focused on the North American market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kadokawa_amarin
• YouTubeyoutube.com/channel/UCPZYUavSgCCfooAEUyJlXJw
• Facebookfacebook.com/Phoenixnext
• Instagraminstagram.com/phoenix_next_official
• LinkedInlinkedin.com/company/kadokawa-amarin

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KADOKAWA AMARIN