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Tokidoki's Simone Legno on Asian aesthetics and bridging cultures
Gone are the days when Hollywood adaptations of beloved Asian franchises can peacefully flop. The year 2009 was a simpler time, when a movie like "Dragonball Evolution" can quietly drop a stink bomb in theaters without having to worry about a massive online campaign accusing it of cultural appropriation.
Scarlett Johansson, beloved actress, couldn't do anything to save "Ghost in the Shell" from being a critical and commercial failure — doomed even before it hit theaters due to complaints about whitewashing.
It's tricky to navigate the waters now, but Simone Legno, the Italian man behind the Tokidoki brand, managed to survive for over a decade swimmingly.
Legno style feels decidedly Asian despite growing up on the other side of the world. Tokidoki's former CEO Ivan Arnold in an interview with Krop back in 2010 shared that Legno being European wasn't the first thing that surprised people.
"I can't tell you how many emails we get from people wanting to do an interview with 'Ms. Legno', wondering when 'she' is going to do her next personal appearance. Apparently only in Italy is Simone a guy's name," Arnold was quoted as saying.
Rather than going sour, Arnold said people were more incredulous and would even argue about Legno's heritage. "They just can't believe he's not Asian."
Seven years after the Krop interview, GMA News Online was given the chance to ask Legno about his opinion on the new trend of policing instances of "cultural appropriation" — something that could easily apply to an Italian man drawing heavy influence from Asian aesthetic.
"I feel that it's really more about globalization. By loving the things that you see from other countries and cultures, you gain an understanding and appreciation for the rest of the world," Legno shared in an exclusive online exchange.
"I internalize what I love and it shows through my art. It's a way of honoring the Asian countries that I have been to and respecting the culture.
"I have been to Asia and in particular, Japan, numerous times — more than any other part of the world. I learned a lot on my travels and I have many friends there. I really feel like I am part of the culture," he added.
His love has been requited, but being a European artist making Asian art also came with disadvantages. Legno in previous interviews shared that it took "a long time" for the Japanese market to accept his work.
"I heard that there are over 10,000 licensed characters in Japan and as a foreign brand, it's hard to find space and visibility there," he told GMA News Online.
"Now we have some major companies approaching us and they are presenting us with great opportunities to gain exposure there. What sets us apart is our cute kawaii characters, mixed with a strong European hand and American street art influence."
There's a massive, discerning market in Asia that's beginning to find its voice, evidenced by the numerous conventions that have become increasingly popular over the years — one of which is aptly called AsiaPOP ComicCon, where Legno will be appearing as a special guest.
It's his third time in Manila and Legno is looking forward to seeing his fans again and meeting more local artists.
"I was very surprised by the art scene in the Philippines. The fine art and street art is impressive. I learned a lot about the local scene at Secret Fresh and met a lot of local artists there," Legno revealed.
He's also had the pleasure of meeting a National Artist for Visual Arts, but a young emerging artist also caught his eye.
"I was very honored to meet your local hero, BenCab. And there is another artist whose work I really enjoy. Her name is Yeo Kaa. I find her work to be really unique and brilliant."
The Philippines as whole fascinates Legno, with its unique combination exotic tropical and modern aesthetic.
"The Philippines is like no other place in the world. You can really feel the fascinating mix of Asian, American and European culture there and I've always felt a strong connection with the Filipino people," he said.
The connection is not surprising, given our long, complicated history with Spain and America. Our culture has the same appeals as Tokidoki — a distinct and colorful look born of inextricably linked influences. — LA / GMA News
AsiaPOP Comicon Manila 2017 is slated from August 25 to 27 at the SMX Convention Center in Pasay City. Tickets are available at smtickets.com. Visit asiapopcomicon.com/manila for more details.
