Heroes Made in Asia is the Asian-oriented pop culture event in the Netherlands. This is the place where all fans of manga, anime, gaming, Asian food, cosplay and K-pop meet to experience the unique atmosphere and to participate in all kind of activities. As an exhibitor, you’ll gain direct access to thousands of passionate fans eager to discover new products, shop for merchandise, and engage with your brand.
Whether you run an online store, local business, or international distributor, HMIA offers the perfect platform to boost sales, increase brand awareness, and build valuable connections within this thriving community.
5 reasons to exhibit at Heroes Made in Asia
1. Visitors & exhibitors
Picture this: 15,000+ passionate fans flood through the doors of Utrecht’s Jaarbeurs. Their eyes alight with excitement, and they can’t wait to explore every single one of the 260+ incredible stands at the event. Among them, cosplayers in incredible outfits pause at your booth, anime enthusiasts debate which limited-edition manga copy to buy, and K-pop fans snap selfies with your products to share with their strong online community.
2. Popular Interests
Heroes Made in Asia isn’t your typical convention. Here, 77% of attendees are big time anime and manga fans who’ve saved up specifically to spend on merch. 70% actively cosplay and let’s not forget the 63% who come to taste, feel, see and experience authentic Asian food.
ANIME/MANGA
77%
COSPLAY
70%
ASIAN FOOD
63%
3. Online results
From a marketing perspective, Heroes Made in Asia delivers measurable results. The event generates 115,000 website visits and collects 23,000 email addresses, providing exhibitors with valuable leads for ongoing campaigns. Our social media presence, boasting 18,400 followers and 5.3 million impressions, offers additional exposure opportunities.
4. Other relevant figures
The commercial potential is further demonstrated by attendee demographics: 40% fall within the 16-25 age range, representing the key demographic for pop culture trends. Gender distribution stands at 54% female, 39% male, and 7% neutral, reflecting the diverse nature of our audience. These aren’t casual browsers either; 92% of attendees make non-food purchases and 78% spend over €50.
5. PR & Media
The event’s media coverage has resulted in a media reach of 55.8 million. With features in major outlets including NOS, AD, and De Telegraaf, alongside numerous niche publications and influencers. This extensive media network generated €1.96 million in equivalent advertising value, creating significant earned media exposure for participating brands across multiple platforms and audience segments.
What Exhibitors Say
‘Communication with the staff at Heroes Made in Asia is pleasant and approachable. You can ask anything, nothing is too crazy! You feel at ease with them. You have a real sense of community with the organization, other exhibitors and visitors. Just be yourself and enjoy the event! – Kawaii4U
From our 2025 exhibitor survey:
“All goals were successfully met—we had a great fair! Social media engagement rose, I connected with fellow artists, and even exceeded sales targets.”
“Honestly, it was just my best con since I started. I don’t make a lot compared to others but I had so many customers, the flow was good, customers were engaging, the atmosphere was nice.”
“I love HMIA 💜”
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