Bandai Namco Music targets Southeast Asia in global expansion, highlights Malaysia as crucial market.
Bandai Namco Music is setting its sights on Southeast Asia as a part of its global initiative, singling out Malaysia as a crucial market in this endeavor. Bandai’s legacy, a name synonymous with classic video games and iconic merchandise, has left an indelible mark on multiple generations, boasting a diverse range of products from Pac-Man and Tekken to Tamagotchi and Gundam model kits. Despite its renown in the gaming and collectibles sector, the brand has seamlessly transitioned into the music industry through its subsidiary, Bandai Namco Music Live.
Bandai Namco Music Live, a division of the company that oversees music production, artist management, and live events, is deeply integrated into Bandai’s wide entertainment ecosystem. Founded as AE Planning Inc. in 1983, it later merged with Bandai Visual and Lantis to create Bandai Namco Arts in 2018. After a significant reorganization in 2022, the division’s video branch spun off, leading to a complete rebranding to Bandai Namco Music Live, solely concentrating on music-related activities.
Among its premier events is the Bandai Namco Music Live Festival, a prominent showcase of top-rated J-pop and J-rock artists traditionally held in Japan. The festival’s worldwide footprint has expanded over time, with previous editions taking place in Brazil and Hong Kong, now culminating in Malaysia for the first time last month as part of Cos-Mic 2025. The event drew a sizable crowd of fervent fans eager to witness an eclectic lineup of Japanese acts like HAG, Mekakushe, Nowlu, nano.RIPE, and Kumano BearTrice.
In an exclusive interview with Malay Mail, Katsuhiro Kawano, general manager of the music department at Bandai Namco Music Live, expressed the company’s objective of nurturing its roster of artists and introducing them on a global scale. Their primary mission is to produce hit songs starting in Japan and then expanding overseas. In line with this vision, the company is launching new projects such as dedicated music festivals featuring its artists and collaborations with anime productions for opening theme performances.
Bandai Namco Music Live’s strategic push into Southeast Asia, particularly Malaysia and Thailand, is grounded in the region’s profound admiration for Japanese music and otaku culture. Kawano emphasized Malaysia’s prominence as a key growth market, citing the country’s economic stability and developmental strides. The vibrant reception at the Bandai Namco Music Live Festival during Cos-Mic 2025 underscored Malaysia’s ardent engagement with Japanese music, indicative of a broader cultural exchange beyond gaming and anime into the realm of live music entertainment.
With Bandai Namco Music Live’s proactive expansion in Southeast Asia, particularly in Malaysia, the bond between fans and Japanese entertainment is set to flourish in the coming years. The company’s commitment to fostering this cultural connection through music and live performances bodes well for Malaysia’s evolving role in the global music landscape.