Star Wars and the legitimisation of fans in fandom-sceptical South East Asia

As films like Star Wars become more prominent, and with the growing importance of Chinese audiences, these kinds of marketing strategies that capitalises on the official and special edition merchandise will become more common. Fans as consumers will be normalised, as rather than participating in practices that often challenge the readings of the text or (Asian) societal norms, consumption advances the capitalist sensibilities of Hollywood studios that produce franchises like Star Wars.