Bringing East Asian work to a UK audience takes more than a standard theatre campaign. The art forms, the artists and the context are often unfamiliar to British audiences and media, and the opportunity — a genuinely distinctive show in a crowded cultural calendar — has to be framed with real care. Mobius is a UK arts PR and marketing agency with a strong track record promoting East Asian theatre, dance and music, from Japanese theatre at Sadler's Wells to the Korean Cultural Centre UK's annual dance festival.
We have worked across the major East Asian art forms and institutions presenting work in the UK. For the Japanese company Noda Map we ran the campaign for A Night at the Kabuki at Sadler's Wells, and went on to promote Noda Map: -320°F. For the Korean Cultural Centre UK we have delivered PR across successive years for A Festival of Korean Dance — its annual national touring festival, now in its ninth year, which brings companies such as the Korea National Contemporary Dance Company to venues including The Place in London, Tramway in Glasgow, Dance City in Newcastle and The Lowry, with coverage in outlets including the Observer and The Herald. Our festival work also has a long international thread — we have handled Edinburgh Fringe showcases from countries including Hong Kong and South Korea.
The challenge with East Asian work is rarely the quality of the show — it is context. A UK critic or ticket-buyer may not know the company, the form or the reference points, so the job is to translate what makes the work exceptional into something a British audience can grasp and get excited about, without flattening what makes it distinctive. We work closely with companies and cultural institutions to pitch the right angles to the right journalists, brief media properly, and build an audience that is genuinely curious rather than simply captured.
We run joined-up campaigns across PR, digital advertising, print and audience-building:
Our East Asian work sits within two decades of international arts campaigns. We regularly promote international companies presenting in the UK and at the Edinburgh Festival Fringe, and we run campaigns overseas at the Adelaide Fringe and Off-Broadway in New York. You can read more about our international services.
Our East Asian arts work includes Noda Map (Japan), the Korean Cultural Centre UK and its Festival of Korean Dance, and showcases of work from across East Asia at Sadler's Wells and the Edinburgh Fringe.
We would love to help you bring your work to a UK audience. Contact us to set up a meeting.
Yes. We have run campaigns for Japanese theatre (Noda Map at Sadler's Wells), Korean dance (the Korean Cultural Centre UK's Festival of Korean Dance) and other East Asian work presented in the UK and at the Edinburgh Fringe.
That is one of our specialisms. We help unfamiliar work land with British audiences and media by framing it clearly and pitching it well, across PR, advertising, print and audience-building.
It depends on the show, the venue and the length of the run — we build a bespoke plan and budget around each project rather than a fixed package. Get in touch for a tailored quote.
Yes — we run press, digital advertising, print and out-of-home, and community activity as one joined-up campaign. Get in touch to talk it through.