VISIT THE OTHER SIDE OF THE WORLD
Welcome to the Asian Market! Discover the huge range of merchandise focused on Asian pop culture and find the latest items for your collection. In addition to merchandise, you can fill your belly with delicious, authentic Asian dishes or take the tastiest Asian food home with you. Be sure to visit the Artist Alley, where artistic talents proudly display their artwork and unique items/work. Take a trip to the other side of the world and let yourself be surprised by all the cool things the Asian Market has to offer.
MOCHI'S SHOPPING ERA
Behind that sweet smile and lucky charm vibes, Mochi has a secret. Our adorable lucky cat isn’t just here to bring good fortune… she’s also a total kawaii merch hunter!
The moment the doors to Heroes Made in Asia swing open, Mochi’s already plotting her route: a dash through the Asian Market, a peek at the Artist Alley, and of course, some serious TCG treasure hunting.
From handmade charms to limited prints, rare cards to adorable plushies. If it’s got that unique, creative, and utterly kawaii energy, Mochi is already three steps ahead of you.
Mochi shops with all it’s heart. Not just for herself, but to support her favorite artists and creators, and of course to surprise her friends with the cutest goodies (because sharing is caring… and also a great excuse to buy more 👀).
So, are you ready to join Mochi in her ultimate shopping era?
Relive the action: Jujutsu Kaisen, My Hero Academia & The Witcher are coming to the stage!
Experience the magic of Heroes Made in Asia live in 2026! From Jujutsu Kaisen to My Hero Academia and The Witcher, witness iconic soundtracks performed live in the Netherlands’ finest concert halls.
Meet Jimmy Yamaguchi: the Voice of Hugo from Zenless Zone Zero
Jimmy is a voice actor and entertainment professional with over 15 years of experience in the industry. Fans of Zenless Zone Zero will instantly recognise him as the voice of Hugo, one of the standout characters in HoYoverse’s hit action RPG.
Everything you can do at Heroes Made in Asia as a Gamer
Discover all gaming tournaments and activities at Heroes Made in Asia, from Super Smash Bros. and Street Fighter 6 to Tekken 8, retro arcades, trading card games, and accessible gaming with HiPerks Foundation.
Check out some of our participants
