KUALA LUMPUR, Oct 13 — Bandai is more than just a name — it’s a legacy that has shaped generations through its video games, action figures and more.
From genre-defining titles like Pac-Man, Tekken and Elden Ring to cultural touchstones such as Tamagotchi and the enduring Gundam model kits, the brand continues to influence global pop culture with its creativity and innovation.
While best known for its games and collectibles, Bandai also has a strong foothold in the music industry through its subsidiary, Bandai Namco Music Live — a division that oversees music production, artist management and live events, all seamlessly integrated into Bandai’s expansive entertainment universe.
The company’s roots trace back to AE Planning Inc., founded in 1983. Over the years, it evolved and later merged with Bandai Visual and music label Lantis to form Bandai Namco Arts in 2018.
Following a major restructuring in 2022, its video division was spun off and the company rebranded as Bandai Namco Music Live, now fully focused on music-related activities.
One of its flagship events is the Bandai Namco Music Live Festival — a showcase of top J-pop and J-rock artists. Traditionally held in Japan, the festival has since expanded globally, with past editions in Brazil and Hong Kong.
For the first time, the festival made its debut in Malaysia last month as part of Cos-Mic 2025 on September 13, drawing over a thousand enthusiastic fans who came to see an exciting lineup of Japanese acts including HAG, Mekakushe, Nowlu, nano.RIPE and Kumano BearTrice.
Expanding the brand’s musical reach
In an interview with Malay Mail, Bandai Namco Music Live general manager of the music department, Katsuhiro Kawano, said the company is now focused on cultivating its own artists and bringing them to a global audience.
“One major goal is to grow our roster of talent and promote them internationally,” he said.
“Our most immediate mission is to create hit songs — first in Japan, then introduce them overseas.”
To support this goal, Bandai Namco Music Live is launching new initiatives, including dedicated music festivals featuring its artists and collaborations with anime productions through opening theme performances.
The company’s global expansion push — particularly in Southeast Asia — is driven by a key insight: the region has a deep appreciation for Japanese music and otaku culture.
“For the overseas market, we’re currently focusing on Southeast Asia — especially Malaysia and Thailand, which are major targets for us,” Kawano said.
Malaysia as a key growth market
On why Malaysia stands out, Kawano shared a personal observation.
“I visited Malaysia once and went to Bukit Bintang. The country is very developed, and its economy is in a strong position,” he said.
“I believe the new generation of otaku in Malaysia will have the economic power to support their interests — whether it’s music, anime or other aspects of Japanese culture.”
That belief was reinforced during the Bandai Namco Music Live Festival at Cos-Mic 2025, where the crowd’s energy and passion for Japanese music were undeniable.
From enthusiastic singalongs to waves of cheering fans, the event was a vibrant celebration of the bond between artists and audience — a clear sign of Malaysia’s growing engagement with Japanese entertainment, now extending beyond games and anime into music and live performance.
With Bandai Namco Music Live actively expanding its presence in the region, that cultural connection is set to strengthen further in the years ahead.
