Heroes Made in Asia is unveiling its brand-new visual identity along with a matching mascot. The refreshed style is now live on the official website, and the entire event, taking place on March 15 and 16 at Jaarbeurs Utrecht, will be presented with this new look. Illustrator Meritxell Garcia, who took on the important task, shares: “The new design will solidify Heroes Made in Asia’s identity for the future.”
The new branding draws inspiration from traditional Asian artworks and folklore. The mascot is a fusion of a Daruma doll and a Maneki Neko, or lucky cat. Named Mochi, the mascot is a tribute to the beloved rice cake, which also ties into one of the event’s key themes: food. The design further incorporates seigaiha, a wave-like pattern, symbolizing the rich and diverse Asian culture that visitors can experience firsthand at the event. Instead of having a sakura flower drawn on Mochi, as maneki-neko usually do, it has a tulip, representing the fusion of cultures between the Netherlands and Asia.
After five editions in Evenementenhal Gorinchem, the organization sought a larger venue to accommodate future growth. As of this year, the two-day event moves to Jaarbeurs Utrecht, also home to its sister event, Heroes Dutch Comic Con. A fresh location calls for a bold and future-proof visual identity to match.
The team wanted to collaborate with an artist who could deliver a unique and personal design. The perfect choice was Spanish illustrator Meritxell Garcia, best known for her webtoon Gecko Chan. With extensive experience working for advertising agencies, game developers, and animation studios, Garcia’s playful style made her the ideal candidate to craft Heroes Made in Asia’s new look. The final result was developed in close collaboration with the organization.Over the past few months, artist Meritxell Garcia has been passionately working on this special project—developing a brand-new identity and bringing our new mascot, Mochi, to life with us. We are incredibly grateful for the amazing collaboration we’ve had the pleasure to have with this amazingly talented artist, who has poured so much love into this creation.
Meritxell Garcia, the creator of the new visual identity, shares:
“I was incredibly proud when I was asked to create the new brand identity for HMIA. I know how beloved Gecko Chan is worldwide, but I never imagined I would be the one designing Heroes Made in Asia’s new mascot, Mochi. I have put so much passion into this, and I truly hope the fans enjoy it just as much as I loved creating it all!” – Meritxell
Heroes Made in Asia takes place on March 15 and 16 at Jaarbeurs Utrecht. Meritxell Garcia will be attending as a Special Guest throughout the weekend. On Sunday, March 16, 10:30 – 11:15, she will host an exclusive workshop, offering fans insight into her creative process behind the new visual identity. Don’t miss this panel!
