What is Heroes Made in Asia?
Heroes Made in Asia is an event dedicated to Asian (pop) culture. It is the place where fans of anime, manga, cosplay, K- and/or J-pop, gaming, Asian food, merchandise and Asian culture come together and bring their passions to life.
From colourful cosplays and energetic dance performances to authentic dishes and inspiring panels, Heroes Made in Asia celebrates the full spectrum of Asian pop culture.
What can you do at Heroes Made in Asia?
Cosplay
Watch impressive cosplays, meet your favourite characters, join or enjoy cosplay contests and catwalks, take photos at themed spots and discover cosplay as part of Asian pop culture.
Check it out
K-pop
K-pop fans can fully enjoy themselves. Watch dance cover groups, join workshops and random dance, shop albums and lightsticks, and meet fellow fans from your favourite fandoms.
More K-pop
Manga
Meet mangaka's and artists, get prints, commissions and signed artwork, browse through volumes from different genres and publishers and more
Read more
Gaming
Gamers and TCG fans will find plenty to do: play on console, PC and retro setups, join trading card battles, take part in tournaments and enjoy challenges throughout the day.
Join!
Food
Try popular Asian street food, enjoy dishes like ramen, curry, takoyaki, dumplings, bao, buy packaged food products to enjoy later and discover food as part of Asian pop and traditional culture.
Try it now
Workshops & Masterclasses
Level up your skills in workshops and masterclasses: learn to draw manga, improve your cosplay, join K-pop dance sessions, attend panels and get inspired by creators and experts.
Experience now
Heroes Made in Asia is...
Community-driven
We build the programme with fans, creators, cosplayers, artists, influencers and communities instead of only for them. Visitors don't feel like spectators, they feel like an active part of Heroes Made in Asia.
Authentic
Most of the people who bring Asian cultures to life at our event have real roots or a direct connection to the cultures they represent. That adds depth, respect and credibility, alongside all the fun and entertainment.
Accessible and family-friendly
we are a safe first step into the world of anime, manga and Asian pop culture for young fans, parents and grandparents alike. Clear rules, a supportive crew and a positive atmosphere make it welcoming for everyone, from beginners to hardcore fans.
A complete experience
it's not only about anime or only about gaming. We bring anime, manga, cosplay, K-/J-pop, Asian food, gaming, merchandise and culture together in one place. There is always something familiar, and something new to discover.
Interactive at its core
many activities invite you to join in: workshops, contests, meet & greets, artist alley, gaming zones and community booths all encourage visitors to actively participate instead of just watching.
A place to be yourself
Self-expression is at the heart of the event. Whether you come in full cosplay, are taking your first steps into the scene, are simply curious, or just enjoy seeing how others express themselves, Heroes Made in Asia is an inclusive environment where everyone should feel welcome.
When is Heroes Made in Asia?
The next edition of Heroes Made in Asia 2027 takes place on:
March 20 & 21, 2027
Jaarbeurs Utrecht
Jaarbeursplein 6
3521 AL Utrecht
The Netherlands
Opening hours:
Saturday: 10.00 – 18.00h*
Sunday: 10.00 – 18.00h*
* VIP entrance from 09.00h
Watch the 2026 aftermovie
PARTNERS
