Creative Economy: A Feasible Development Option

82.5 per cent in 2002 to 77 per cent in 2008, while theirshare in developing economies increased to 18 per cent in2008. In value terms, earnings from exports from developedto developing economies increased from $19 billion to $41billion during this period.The predominance of developed economies in theworld trade of creative goods is noteworthy. In 2008, theirshare in total exports of creative goods was about 90 percent for music and audiovisual products, about 80 per centfor publishing and printed media, 76 per cent for visual artsand about 50 per cent for new media and design. Designproducts accounted for the largest share of exports fromdeveloped to developing economies, followed by publishingand performing arts. The export value and market share ofvisual arts and new media from developed to developingeconomies increased during this period.For developing countries, art crafts are the mostimportant creative goods, accounting for 65 per cent ofthese countries’ share in the world market for creative industries.Design and new media also have great potential;exports from developing economies have been growing andaccounted for nearly 50 per cent of the world demand in2008. This report stresses the need to improve market transparency,particularly in the area of audiovisuals and newmedia. It also examines opportunities to promote North-South as well as South-South trade.Developing countries accounted for 43 per cent ofworld trade of creative goods in 2008, but if China isexcluded this share drops to 22 per cent (see chart 5.8).Exports of creative services grew significantly between 2002and 2008, tripling from $62 billion to $185 billion.The most dynamic sectors were architecture and advertisingservices, while cultural and recreational servicesand audiovisuals grew by at an annual rate of 10 percent. South-South trade of creative services reiteratesthis positive trend, growing from $7.8 billion to $21billion.In particular, the total exports of creative goodsfrom South to the world grew from $76 billion to $176billion during the 2002-2008 period. The disaggregateddata indicate that the exports from South to Southeconomies have increased markedly from $18 billion to$60 billion, while exports to Northern markets grewfrom $56 billion in 2005 to $110 billion in 2008.Design products account for about $40 billion ofChart 5.856%South-South trade, about 66 per cent of the total South-South trade in creative industries in 2008, followed by artcrafts, new media and publishing. Developed economies arestill the primary destination for developing economies’goods, with a share of more than 60 per cent in 2008.Design, new media and art crafts account for about 90 percent in 2008. The trade links between developing and transitioneconomies have not yet taken off substantially.Within the regions of developing economies, Asia —and China in particular — is leading the growth of creativeindustry products. Asia contributed about 82 per cent ofSouth-South exports of creative goods in 2008, followed bythe Latin America with 11 per cent and Africa with about 7per cent. Again, design products contributed much of thisgrowth, followed by art crafts. Design also accounts for thelargest share of Latin American and African exports ofcreative products. China continues to lead this process andremained the world’s largest producer and exporter of creativegoods in 2008. Efforts are being made to focus on a“created in China” strategy. Some developing countries,mainly in Asia, are benefiting from the dynamism of theglobal trade of creative products by tailoring policies toenhance their creative industries and the competitiveness oftheir products in world markets (table 5.10a).This evidence strengthens the initial trade analysis presentedin the Creative Economy Report 2008. The global marketfor creative industries is highly dynamic yet poorly understood,especially in the case of South economies due to limitationsin statistical methodologies. Although the rapidgrowth of creative industries has been concentrated in Asia,Creative industries: Exports of creative goods,by economic group and China, 20081%Developed economiesDeveloping economiesTransition Economies43%21%Source: UNCTAD based on official data reported to UN COMTRADE database22%ChinaRest of developing economies5International trade in creative goods and services: Global trends and featuresCREATIVE ECONOMY REPORT 2010137