DISCOVER ASIAN CULTURE
MARCH 21 & 22 JAARBEURS UTRECHT
Discover the richness of Asia through food, craftsmanship, workshops, and contemporary pop culture, all brought together in one inspiring event. Taste authentic Asian cuisine, explore traditional and modern art, meet makers and artists, and experience how heritage and pop culture blend seamlessly.
Experience Asian (pop)culture
Heroes Made in Asia continues to expand with new themed areas
Experience a vibrant Japanese festival of tradition and art, where ancient rituals meet modern anime, manga and pop culture.
Immerse yourself in the energy of Seoul: K-pop, K-beauty, language, fashion and tradition shaping Korea’s past, present and future.
Discover a colourful Indonesian market of flavours, scents, batik, music and stories, where traditional rituals meet modern creativity.
Alongside these countries, South-East Asia is broadly represented, together forming one rich and diverse cultural journey.
Step into carefully curated areas that bring Asian culture to life
See what's new
Immerse in authentic experiences
Workshops, Masterclasses & Shopping
Explore Asian cuisine
Taste Your Way Through Asia
During Heroes Made in Asia, you can not only score delicious food at the Food Market, but you can also follow food demonstrations in the new Food Theater! Learn how to make sushi or some tasty Asian snacks, and get insider tips from expert chefs.
Chef Miyuki Masuda
Hailing from Osaka, Japan, this chef currently lives in the United States where she’s Chef de Partie at the renowned Sushi Kashiba. What makes her story extra special? She’s completely self-taught and the first female chef ever at one of Master Chef Kashiba Shiro’s restaurants, a disciple of the legendary Jiro Ono (of Jiro Dreams of Sushi fame). Her beautiful, seasonal creations have earned her a huge fan base on Instagram, and her local pop-up dinners are all the rage!
Capture the moment
Explore vibrant scenes from our events.
Immerse yourself in a vibrant world
Bringing Japanese Food, Culture, and Culinary Excellence to Heroes Made in Asia with Osaka-Born Chef Miyuki Masuda
Join Heroes Made in Asia on March 21 & 22 for a journey into Asian cuisine! Enjoy authentic street food, live cooking demos by top chefs, and hands-on workshops.
These are the Masterclasses of HMIA 2026!
Have a look at the Masterclasses that will be given during the next edition of Heroes Made in Asia on March 21st and 22nd!
40 years of Studio Ghibli!
To celebrate this anniversary, not one, but two documentaries about Hayao Miyazaki are playing in cinemas. And we’re joining the celebration with a giveaway!
Takoyaki: The Ultimate Street Snack Turned Anime Favorite
Learn how to make takoyaki! The iconic Japanese street snack made famous in anime! Easy recipe, fun tips & where to try it at Heroes Made in Asia.
Discover K-Pop, K-Beauty, Food, and Culture at Heroes Made in Asia
From K-pop and K-dramas to Korean beauty, food, and fashion, South Korea blends tradition and modernity like no other. Explore its culture, travel highlights, and the global Korean Wave.
Everything You Need to Know About Chopsticks!
Discover the origins, variations, and etiquette of chopsticks in Asian culture. Learn what to do (and what not to do), and how to use them the right way!
enjoy this amazing weekend
MANGA
FOOD
SHOPPING
