Heroes Made in Asia is the largest Asian pop culture event in the Netherlands. Every edition, hundreds of vendors fill Jaarbeurs Utrecht with anime figures, manga, K-pop merch, K-beauty products, TCG and gaming items, Asian food and drinks, exclusive collectibles and creative artist pieces, everything your fan heart desires, for every budget.
Quick facts:
đź“… Date: March 20 & 21 2027
đź“Ť Location: Jaarbeurs Utrecht, The Netherlands
đź‘Ą Visitors: 17.500
🎌 Focus: Anime, manga, K-pop, gaming, TCG, Asian food & Asian (pop)culture
A large part of the experience is shopping: the event floor is filled with vendors, independent artists, and brand booths selling a wide range of products related to anime, manga, K-pop, gaming, and Asian culture. This guide covers every major product category you can shop at Heroes Made in Asia in 2027.
Anime Figures & Collectibles
Heroes Made in Asia is one of the best places in the Netherlands to buy anime figures and collectibles. Vendors bring a wide selection of scale figures, Nendoroids, Figmas, Funko Pops, and chibi figurines featuring characters from popular anime and manga series.
Many items available at the event are not sold in regular Dutch retail stores. Shoppers can find limited edition releases, Japanese imports, and out-of-print collectibles from both new and classic series.
What types of figures can you buy at Heroes Made in Asia?
- Scale figures (1/4, 1/7, 1/8 scale) of popular anime characters
- Nendoroids and Figma articulated figures
- Garage kits and resin figures from independent makers
- Blind box figures and mystery collectibles
- Funko Pops based on anime and manga franchises
Tip: With a VIP ticket, you will receive an exclusive goodie bag filled with products from exhibitors.
Manga & Books
Manga is one of the most popular product categories at Heroes Made in Asia. Vendors stock a broad range of titles across all genres, including shonen, shojo, seinen, and isekai, in Dutch, English, and Japanese editions.
In addition to mainstream titles, shoppers can find rare volumes, art books, official guides, and illustrated novels that are not widely available in the Netherlands.
What manga can you find at Heroes Made in Asia?
- Dutch and English translations of popular series
- Official art books and character guides
- Light novels and manga-style illustrated fiction
Every year, we also invite mangaka as special guests. In many cases, you can request commissions from them; specific conditions and pricing depend on the individual guest and are communicated in advance through our channels.
Artist Alley
The Artist Alley at Heroes Made in Asia is a dedicated section of the event where independent artists and creators sell their own handmade and self-produced goods. It is one of the most popular areas of the event for unique, one-of-a-kind purchases.
What can you buy in the Artist Alley at Heroes Made in Asia?
- Art prints and posters featuring original and fan art
- Sticker sheets, washi tape, and stationery
- Enamel pins, charms, and keychains
- Handmade jewellery and accessories
- Tote bags, embroidered patches, and apparel
Buying from the Artist Alley directly supports independent creators.
K-pop Merchandise
K-pop is a major part of Heroes Made in Asia, and the merchandise selection reflects this. Dedicated K-pop vendors stock a wide range of official and fan-made goods for popular groups and artists.
What K-pop merchandise is available at Heroes Made in Asia?
- Official albums, photocards, and signed merchandise
- Lightsticks and concert accessories
- Posters, acrylic standees, and photobook sets
Photocard trading is a popular activity on the event floor. Fans bring duplicate cards to swap with other attendees, a great way to complete a collection and meet fellow fans of the same group.
Gaming & Trading Card Games (TCG)
Heroes Made in Asia has a strong presence for gaming and trading card game (TCG) enthusiasts. Vendors stock products across multiple popular TCG systems as well as video game merchandise and accessories.
What gaming and TCG products are available at Heroes Made in Asia?
- Pokémon TCG: booster packs, tins, elite trainer boxes, and single cards
- Yu-Gi-Oh!: structure decks, holographic cards, and collection tins
- One Piece TCG: booster sets and starter decks
- Magic: The Gathering: booster packs and singles
- Card accessories: sleeves, deck boxes, binders, and playmats
- Video game merchandise: controllers, cases, and themed peripherals
On-the-spot card trading also takes place at the event, making it a good opportunity to trade duplicates and find missing cards from your collection.
Asian Food & Snacks
Heroes Made in Asia features an extensive food area with authentic Asian cuisine and snacks. Visitors can eat freshly prepared meals and also purchase packaged snacks and drinks to take home.
What food and snacks can you buy at Heroes Made in Asia?
- Japanese street food: takoyaki, ramen, onigiri, and taiyaki
- Korean dishes: tteokbokki, Korean fried chicken, and hotteok
- Bubble tea and Japanese soft drinks including Ramune
- Japanese and Korean packaged snacks: Pocky, Choco Pie, mochi, and more
- Anime-themed novelty foods and limited edition snack items
Packaged snacks from Heroes Made in Asia make popular souvenirs and gifts. Many products are imported and not available in most Dutch supermarkets.
Cosplay Supplies & Accessories
Heroes Made in Asia caters to cosplayers at every level, from beginners to experienced costume makers. Vendors stock a full range of cosplay supplies and ready-made costumes.
What cosplay supplies can you buy at Heroes Made in Asia?
- Wigs in a wide range of colours and styles
- Coloured contact lenses (cosmetic, non-prescription)
- Props, weapons, and costume accessories
- Fabric, foam, and craft materials for costume building
- Ready-made costumes for popular anime and game characters
Pro-tip: The cosplay contest is one of the event highlights, check the main stage schedule to make sure you don’t miss it.
Practical Shopping Tips for Heroes Made in Asia
These tips will help you make the most of your shopping experience at Heroes Made in Asia 2027:
- Set a budget before arriving: the variety of products makes it easy to overspend
- Bring a reusable bag or backpack to carry purchases throughout the day
- Carry a mix of cash and card: smaller vendors and artists may only accept cash
- Walk the full event floor before buying to compare prices and products
- Check vendor announcements on the Heroes Made in Asia social media channels before the event
- Arrive early on day one for the best selection of limited and exclusive items
Frequently Asked Questions
Heroes Made in Asia is the largest Dutch event for fans of Asian (pop) culture, where enthusiasts of manga, anime, K-pop, cosplay, games, Asian food, and other related subcultures come together for a festival filled with shopping, culture, workshops, and entertainment.
Meet voice actors, cosplayers and all kinds of artists related to music, art or popculture. It is a place to immerse yourself in the world of Asian comics, games, music, and films. Whatever your connection is with Asian pop culture, you will feel at home at Heroes Made in Asia.
Heroes Made in Asia takes place at Jaarbeurs Utrecht;
Jaarbeurs Utrecht
Jaarbeursplein 15
3521 AM Utrecht
Heroes Made in Asia is open from:
Saturday 10:00 – 18:00.
Sunday 10:00 – 18:00.
VIP ticket holders have early access and are allowed to enter the exhibition floor at 9:00 am.
Yes you can! There are dressing rooms available where you can complete your outfit.
Yes, there is! This is facilitated by the Jaarbeurs, which means there are associated costs. You can store your bag and coat in this cloakroom.
Please note: payment is only possible by card.
At most stands, it’s best to pay in cash (this depends on the exhibitor). The Jaarbeurs location operates on a card-only policy for catering and the cloakroom.
Please note: it is also no longer possible to withdraw cash at the Jaarbeurs.
Yes, you can! Read everything about being a volunteer on the voluenteer page and subscribe. We will contact you as soon as possible.
This is permitted for personal use and as long as it is not used for commercial purposes or is present in large quantities.
Heroes Made in Asia takes place on March 20 & 21, 2027 at Jaarbeurs Utrecht. Follow our channels or subscribe to the newsletter to be the first to know when the tickets drop.
