Kayou has made its first major consumer-facing appearance at Singapore Comic Con 2025, marking a significant step in its plans to grow across Southeast Asia. The event, held on 5 December, introduced attendees to the brand’s latest initiatives as it aims to broaden its regional retail network and build stronger fan communities.
The company showcased its theme “KAYOU COLLECTIBLES, HERE FOR THE SUPERFANS,” presenting an immersive setup designed to appeal to collectors and pop culture fans. The booth brought together international artists and regional esports talent, reflecting the brand’s effort to connect global creative work with local fan culture.
Kayou’s debut comes at a time when the company is expanding its distribution footprint. Since entering the Southeast Asian market, it has grown into a network of thousands of retail touchpoints across Indonesia, Malaysia, Singapore, and Vietnam, supported by more than 20 distribution partners. The brand says this reach is key to improving access to its collectibles and creating new opportunities for collaboration with local channels.
Showcasing global and regional talent
The booth featured a curated mix of artists and gaming personalities. Illustrator Brenda Hickey, known for her work on the official My Little Pony comic books, appeared alongside celebrated artist ZeenChin and illustrator Hendry Prasetya. Esports figures including RRQ Banana and Letda Hyper also joined the event, drawing interest from the gaming community.
Live signings, interactive sessions, and the debut of SKEEN, Kayou’s new artist-collaboration IP, formed part of the showcase. The company positioned these activities as part of its strategy to blend global content with local relevance while encouraging fan participation.
Kayou also highlighted a multi-IP experience at its booth. Fans were able to explore content and merchandise across My Little Pony, Naruto, Harry Potter, Mobile Legends: Bang Bang, and Free Fire. The brand said this format was designed to allow visitors to engage with different fandoms through art, esports, and collectibles in a single space.
Strengthening fan communities
Kayou stated that its long-term vision is to support vibrant fan communities across the region. “We’re here to grow together with our channel partners and build lasting fan communities rooted in local culture,” the brand’s Oversea Commercial Head said. “By expanding our distribution network and creating relevant, engaging content, we’re making it easier for fans to access the brands they love, while bringing new energy to the collectibles category.”
According to the company, it plans to continue expanding its physical retail presence and deepen its partnerships with distributors throughout Southeast Asia. This includes improving product accessibility and encouraging more local fan-driven discussions, both online and offline.
Kayou’s broader direction focuses on locally resonant IP, targeted community engagement, and events that allow fans to interact closely with creators and partners. By positioning itself as a connector between global pop culture and Southeast Asia’s growing collector base, the brand aims to strengthen its influence in the region’s entertainment and collectibles ecosystem.
