“hololive SUPER EXPO 2026 by BANDAI" (hereinafter hololive SUPER EXPO) and "hololive 7th fes. Ridin' on Dreams by LAWSON," held on March 6 (Fri)–8 (Sun), 2026 at Makuhari Messe in Chiba, Japan, are hololive production's annual premier events with this year being the most intense three days yet for all fans who gathered at the venue or on stream to celebrate their oshi.
BANDAI CO., LTD. (hereinafter BANDAI), which has over 75 years of experience in shaping social phenomena in the entertainment industry, including the worldwide hit series MOBILE SUIT GUNDAM, has been hololive SUPER EXPO's platinum sponsor since 2024. While exploring the BANDAI/BANDAI SPIRITS booth at hololive SUPER EXPO 2026, we spoke to the staff members about how they feel about the EXPO and what it means to be a platinum sponsor, as well as future collaborations they wish to have with hololive production.
Creating the Most Enjoyable Booth: Pride and Determination as a Platinum Sponsor
The word BANDAI sitting alongside the EXPO event logo: no one understands the gravity of this more than BANDAI SPIRITS CO., LTD. Media Department member M.I. When asked about their excitement in being the platinum sponsor, their immediate response was, “a lot of pressure comes with the BANDAI logo being attached to hololive SUPER EXPO.”
However, this pressure is not necessarily negative. “This is the pressure that comes with the passion and determination as the platinum sponsor to make sure we create the most enjoyable booth for fans that stands out among all the others,” they went on to say.
One of the strengths of BANDAI and BANDAI SPIRITS is that they have departments for each sales stream, including their Candy Business Department that manages candy toys and collectible toy candies, the Capsule & Small Toy Business Department that looks after ‘Gashapon’ capsule toys, the Lifestyle Department that is in charge of apparel and daily necessities, the Lot & Innovation Department that manages no losing character lotteries to win exclusive and original items (‘Ichibankuji’), and the Banpresto Department that is in charge of the amusement prizes that can be won from claw machines. They are at the forefront of all forms of entertainment, with candy being sold at confectionery vendors, character lotteries at convenience stores and bookstores, capsule toys at Gashapon outlets, amusement prizes at amusement establishments and daily necessities at character hobby stores for instance. The hololive SUPER EXPO 2026 BANDAI/BANDAI SPIRITS booth did not disappoint, with fans able to enjoy all of these different kinds of entertainment.
Together with Viewers: Candy Business Department Product Development from a Fan’s Perspective
η from the Candy Business Department is themselves a hololive production fan, declaring that hololive SUPER EXPO is part of their life’s work.
The Candy Business Department itself develops a range of confectionery from toys that come with food items to collector’s candy, which come with collectible stickers and/or card series, as well as snacks which are called regular snacks or hybrid snacks. η (Eta) looks after toys that accompany food items and as a part of this has a deep understanding of the VTuber culture associated with hololive production.
For example, in the case of the ‘hololive Deformed Collection’ series, not only did this feature hololive production-affiliated talents, but also fan-made characters and mascots were turned into merchandise as well. When asked about the reasons for this, η told us, “We wanted to create a story that focused on ‘talents and fans being together’. I am also a fan, so there is also a side of bringing to life what I think fans want.” This commitment to pursuing “things that fans really want” helps ensure that their products remain popular.
BANDAI confectionery, for instance, has made a name for itself with its high quality. η went on to say that based on their motto, ‘happy to collect, delicious to eat,’ they are uncompromising down to the finest details.
“We want to offer candy that is actually tasty, and on top of that, make sure that the cards and items inside are fun to collect. We even have an in-house team that specializes in how our products taste. We are always putting a lot of thought into our card designs ensuring they stand out even more each time among fans who collect individual talent items, or with fans of a particular unit or generation, and that a wide range of consumers can enjoy them. Today, I feel really grateful looking at all of the many people who have our merchandise with them.”
The Candy Business Department’s main attraction was a ‘wafer card photo booth’ where fans could experience creating a wafer card together with their oshi. “Typically, photo booths are extremely popular, but every time you create one, it feels like the expectations from fans get even higher for the next one, but seeing fans enjoying taking photos at this event makes me feel like we’re on the right track.”
Expanding the Market Through Fan Communication: hololive production x Gashapon®
The capsule toy industry has grown into a 170-billion-yen* industry and one categorical example that symbolizes the powerful relationship between hololive production and BANDAI is Gashapon®, with its popularity becoming almost a social phenomenon. K.K. from BANDAI’s Capsule & Small Toy Business Department, who is involved with the Gashapon business, spoke about their commitment to the product selection, stating that it currently is “the largest lineup we have ever displayed.”
*Source: BANDAI data
“We have poured our hearts into preparing what we hope many fans will enjoy, as it is a rare opportunity to have fans see our latest products firsthand.”
The collaboration between Gashapon and hololive production first started in 2021 when the market was continuing to grow. 5 years on and hololive production can now be considered staple Gashapon content now that it has grown alongside the expansion of the industry. What attracts people to Gashapon is not simply owning “things,” but the exhilarating moments in turning the handle and opening the capsule. This experiential value, according to K.K., is what really attracts fans.
“Gashapon is an easy way to meet your oshi by simply turning a handle, and there’s real value in that experience. There is a demand within the oshikatsu community, many touchpoints (a convenient purchase that can be made as part of one’s daily routine) and at an approachable price point. These three key points combined with hololive production makes for fantastic synergy.”
The typical Gashapon user tends to be female, but what sets hololive production content apart is that it is popular among male fans with products selling extremely well right after release. Compared with other products hololive production is a real force, with K.K. going on to say that, “it continually motivates us in development to deliver new surprises.”
What garnered the most attention at the booth at EXPO this year were the innovative projects that are yet to be released. One example is the Gashapon original concept “hololive Gashapon Palette” (scheduled for release in the summer of 2026) consisting of 10 limited edition mascot figurines where talents take the form of a fairy complete with wings.
Another is the “Puffy Name Rubber Mascot” (to be released in May 2026), that appeals to fans with its puffy rubber style and features oshis’ names: both much-anticipated items.
However, the real thrill and the enjoyment of Gashapon is the communication after opening the capsule. “Trading items and joy after winning oshi make Gashapon’s unique communication between fans. We will continue to put all of our effort into creating appealing products where fans can enjoy not only the item and the experience but the interactions that come with them,” said K.K.
The Daily Radiance of hololive production Beyond Streams
The planning and development of products that allow fans to have hololive production in their lives, even on days where their oshi is not streaming, or they are too busy with work or study to watch them, is managed by the Lifestyle Department, of which S.K. is a part of.
For example, on display at the BANDAI booth as part of hololive SUPER EXPO 2026 was a range of cute bookmarks in a variety of different colors. These are not only perfect for fans to collect as colorful bookmarks from one’s oshi, but collecting them all to proudly have on display also has its appeal. “We developed these bookmarks with the hope that fans will be able to have hololive production with them as they read on any given day. At a reasonable price point of 110 yen (tax incl.), we hope that fans can enjoy collecting the bookmarks of many different talents so maybe today they’ll have this particular talent with them, and tomorrow, maybe another one,” explained S.K.
What does S.K. prioritize when it comes to product planning?
“We develop products keeping in mind fans who enjoy watching regular streams, and wanting to incorporate their favorite talents into their daily lives even when they are not streaming. We aim to produce merchandise that fans can use on a daily basis based on original illustrations created in collaboration with COVER, and offer products that put a smile on the faces of fans and become a part of their daily lives when they pick up a mug or open a book,” they replied.
What particularly attracted people’s attention at the EXPO 2026 booth were the button badges, which had a slightly odd squishy texture on its face. This style of badge goes against conventional ones in that it reflects a deep love for the talents.
“In order to maximize the appeal of such cute illustrations, we matched them with an appropriate texture that makes fans want to poke their little cheeks. It’s rare to have a button badge with such a soft texture, so we hope that putting them on display looks amazing and fans can enjoy holding and feeling them in their hands. We want fans to have such new experiences,” explained S.K.
They also mentioned that they will continue to develop items anyone can use on a daily basis and carry around with them. They also would like to create amazing products like mugs where fans can spend time with their oshi during relaxing moments, such as coffee or tea time.
Turning “What If?” into Reality: The Magic of “hololive IF” Surprising Fans
Figurines that lie inside claw machines catching the attention of passers-by; the unique experience of having that sense of achievement when you finally win that item you have been trying and failing to get—Y.I. from the Banpresto Department at BANDAI SPIRITS, who is in charge of prize development, makes sure to incorporate meaning into products so that fans want to have them whatever it takes.
“What we are most particular about is incorporating what talents want to achieve and what fans want to have on the highest possible level. For example, with the hololive IF series, we are presenting talents in ways that fans want to see but haven’t seen before, such as relaxing in their pajamas, or as infants with the ‘holobabys’ range.”
This originality among such prizes is one of the reasons why fans become passionate about them and are so eager to get their hands on them. Y.I. also pursues creative designs that deeply resonate with fans as well as reflecting the wishes of talents as best as possible, which means that prizes are of the highest quality. The company is now well-known for its ability to replicate the energy from talents’ streams in three-dimensional form with a sense of speed and humor.
Y.I. continued by explaining that, “There was a huge response to the ‘Shirogane Noel (~Danchomu Ver.~), Oozora Subaru Merch Collector’ figurine, a joke that came from Shirogane Noel’s streams. We also got a big reaction on X for Yukihana Lamy’s figurine, which came with ‘Yukimin,’ a fan character, sparking interactions between the talent and viewers alike. It makes the creator so happy to see their product be the origin of such conversations between fans and talents.”
We will surely see all-new prizes that will please fans in the near future. Be sure to head to an arcade and experience the thrill of winning one yourself!
Enjoy both the excitement of not knowing what you’ll win and the joy of winning: Joyful Experiences on Repeat with Ichibankuji
Life-sized panels of talents heading off on an RPG adventure stood tall inside the Ichibankuji booth, captivating attendees. Fans gathered in front of the exhibit, taking photographs of the four talents, Nakiri Ayame, Oozora Subaru, Shiranui Flare and Shirogane Noel, who had become RPG characters and appeared as if they were standing in a wide open field about to depart on a quest.
These were, in fact, originally illustrated panels created in anticipation for the new figurines “Ichibankuji hololive ～RPG Style～” set to be released in September 2026. Of course, the actual figurines were also on display inside the booth as well.
Y.S. from the Lot & Innovation Department at BANDAI SPIRITS, in charge of planning such figurines, told us when talking about why these figurines are so good at capturing the hearts of fans: “The key is maintaining Ichibankuji’s unique originality, while making sure talents’ wishes are properly incorporated.”
“Ichibankuji always takes pride in its original illustrations, whether its the Cyberpunk Style, Wedding Dress Style, Villain Style, or this fourth installment, RPG Style. hololive production talents are that good at gaming streams, that it feels like the adventure they’re on in-game transcends the screen, reaching the viewers. We took advantage of this compatibility, and consulted with the talents to decide on the cast and designs. We are confident that we have assembled the most ‘lore appropriate’ party, and hope that fans agree.”
Just looking at these figurines on display makes you want to collect them all, show them off, and go on an adventure with them! Y.S. continued, “One of the strengths of Ichibankuji is that fans are able to complete sets of items that have a single theme, from high-quality realistic figurines to acrylic stands and the stylized figurines, ‘Chokonokko.’ This is pretty unique to Ichibankuji and isn’t really done anywhere else.”
World-Renowned GUNDAM x hololive production: A Dream Collaboration!
Also part of the BANDAI/BANDAI SPIRITS booth was a special exhibit featuring the collaboration between GUNDAM and hololive production, which saw huge lines all throughout the event.
This collaboration was announced on March 2nd, days before hololive SUPER EXPO 2026, and surely made many fans giddy with anticipation up until arriving at the event. A sea of fans could be seen around the RX-78-2 GUNDAM (hololive production Ver.) in the middle of the booth, which had a COVER Corp. color scheme. A total of 7 GUNDAM, in the talent colors of Sakura Miko, Hoshimachi Suisei, Shirakami Fubuki, Houshou Marine, Hakui Koyori and Rindo Chihaya (as well as the COVER GUNDAM) were also a highlight, judging by the excitement shown by fans.
In addition to a series of mini stories, collaboration tracks and special music videos based on these stories are currently in development. The booth featured GUNDAM models (‘Gunpla’) and figurines of mobile suits as well as pilot suit figurines, acrylic stands and more for each talent in custom color schemes, which are currently being considered as future product releases.
This collaboration became a reality thanks to the passion of a BANDAI SPIRITS staff in particular: T.T. from the Media Department.
The motivation behind this collaboration stems back to T.T. attending hololive SUPER EXPO 2025 last year. “’Look at how passionate this community is! I want to know more about it.’, I remember thinking, and it was from then on that I started watching streams every day.” T.T. revealed, as they recalled the fanaticism they witnessed firsthand of fans looking truly happy supporting their oshi. After considering each talent’s characteristics and compatibility, they made a proposal, which eventually became the current collaboration.
In fact, the current medium- to long-term vision of Bandai Namco Holdings Inc. is “Connect with Fans.” Under the philosophy, “made with the fans, enjoyed with the fans,” this project came about as a way to maximize the value “by combining hololive production, BANDAI/BANDAI SPIRITS, and GUNDAM, providing an opportunity to maximize fan enjoyment.”
T.T. felt that this collaboration could be a real possibility thanks to Hoshimachi Suisei’s streams. Suisei sang the ending theme “Mō Dō Natte mo Ii ya,” and the featured song “Yoru ni Saku,” for Mobile Suit Gundam GQuuuuuuX and on top of that, talked with fans in real time on stream about what surprised her and her personal interpretation of the songs. “I believe that this is a new form of communication that hadn’t existed at all in the history of GUNDAM,” T.T. went on to say.
As the GUNDAM series now has a long history, there is a “my first GUNDAM” in every generation. Now with GUNDAM, people can talk to each other about different interpretations and views across generations with this new form of communication via VTuber livestreams, which has subsequently created a process that invokes feelings of empathy, shock and emotion that can be shared. In addition to being able to enjoy content via anime magazines and online media, newer and older fans can discuss their personal views and perspectives on different series, creating new fans and movements. It appears that this enthusiasm brought about by the streams of hololive production-affiliated talents, such as Hoshimachi Suisei, can be felt within Bandai as well and there are high expectations for this collaboration.
“We are still currently working out all the details, as we embark on this special collaboration. We will strive to work hard and put all of our energy into creating content that excites everyone, talents and fans alike,” said T.T.
Lastly, M.I. had this to say to all of the fans of hololive production:
“The talents at hololive production are professionals who put their emotions into words to raise fans’ spirits. We at BANDAI/BANDAI SPIRITS are experts in product development, but this collaboration with hololive production is different from other anime character merchandising in that the project starts with the exciting prospect of “taking on fun and interesting challenges” with real-world VTuber talent and that is very appealing. We hope to continue to convey the appeal of this new VTuber industry through our products, so please look forward to future developments.”
©SOTSU/SUNRISE © COVER
*ICHIBANKUJI is a registered trademark of BANDAI SPIRITS CO., LTD.
*Gashapon® is a registered trademark of BANDAI Co., Ltd.
