Easyfairs expands its Heroes network, acquiring Made in Asia and Retro Made in Asia
Acquisition of Brussels and Namur events from Conceptum! S.A. extends Easyfairs’ leadership in the pop culture market segment.
Brussels, 21 March 2018: Multinational event organiser and venue manager Easyfairs has acquired the Belgium-based fan and pop culture events Made in Asia and Retro Made in Asia. These two events, taking place in Brussels and Namur, further strengthen Easyfairs Heroes network and its leadership of this market segment in continental Europe.
Easyfairs currently organises more than 10 events in Europe under the “Heroes” brand, ranging from Spain to Sweden. With these two new events focused on the world of manga and Asian pop culture for the Belgian market, Heroes now brings together over 165,000 fans and more than 900 exhibitors during its four annual Belgian events (FACTS Spring, FACTS Fall, Made in Asia and Retro Made in Asia).
While FACTS is focused on US and European fantasy, comics and science-fiction, the newly acquired events focus on Asian influences — but there is huge cross-over between these aspects of modern pop culture and their respective “fandoms”. Dirk Oosterlinck, Managing director Easyfairs Events Belgium, stressed the various synergies that this development will bring. “Heroes is headed towards an even stronger position on the Belgian and European markets, which will result in innovative content, reinforced partnerships and above all exciting new experiences for our visitors.”
Easyfairs is thus well placed to broaden its target audience, reaching new fandoms in different strategic locations and consolidating its position in this growing market segment.
Made in Asia (MIA) is the leading Japanese pop culture convention in Belgium and welcomed more than 70,000 visitors during its last edition in Brussels on March 16-18, 2018. Launched in 2008, MIA has grown from a small manga and anime convention to the national phenomenon it is today, occupying five exhibition halls in Brussels Expo. Its sister event, Retro Made in Asia, takes place in Namur Expo and unites more than 17,000 fans each year during the first weekend of October.
Florent Godin, CEO of Conceptum! commented: “We are proud to see our events fully integrated in Europe’s largest network of pop culture events. We are convinced that MIA will be able to benefit from the synergies that such a network can provide.”
Easyfairs enables communities to “visit the future” at must-attend events that anticipate their needs and present solutions in the ideal format.
The group currently organises 218 events in 17 countries (Algeria, Belgium, China, Denmark, Emirates, Finland, France, Germany, the Netherlands, Norway, Portugal, Singapore, Spain, Sweden, Switzerland, the United Kingdom and the United States). Easyfairs also manages 10 events venues in Belgium, the Netherlands and Sweden (Ghent, Antwerp, Namur, Mechelen-Brussels North, Hardenberg, Gorinchem, Venray, Stockholm, Gothenburg and Malmö).
The group employs more than 750 people and generated revenues exceeding €160 million for its financial year 2016-2017.
Easyfairs strives to be the most adaptable, agile and effective player in the events industry by employing committed individuals, deploying the best marketing and technology tools and developing strong brands. Visit the future with Easyfairs.
Heroes is the Easyfairs umbrella brand for its portfolio of pop culture events, the largest of its kind in Europe. Launched in 2015 with the acquisition of the well-established FACTS exhibition, Heroes has expanded rapidly across the Continent, now offering more than 10 human-to-human events in five countries (Belgium, the Netherlands, Spain, Sweden and Denmark). With Heroes Comic Con, Heroes Manga, Heroes Dutch Comin Con and Heroes FACTS, these events are celebrating the world and experience of pop culture. Heroes is building a passionate community of more than 300,000 fans who travel from around the world to share their excitement, interests and adventures in person.
For more information, visit the Heroes website www.heroes.live
Global Brand Director Heroes