Bandai Namco Holdings X

Bandai Namco Cross Store
Expanding New Fan
Experiencesfrom a Place
Where Fans and Passions Come Together

Profile

Suguru Ueda

General Manager
IP Retail Business Department
Customer Experience Retail Business Division
Bandai Namco Experience Inc.

Serving as a Place to Connect with Fans Through Experiences

Bandai Namco Cross Stores are more than just retail facilities. As the word “Cross” indicates, they are places where customers connect with products, with staff members, and with one another, placing emphasis on the value of observing, engaging, and experiencing. By bringing together in one location the strong customer-drawing power and stable earnings capacity of our amusement facilities with the brand appeal of Group company products, services, and IPs, we are creating opportunities to connect with new fans.
As of June 2026, we operate 13 Bandai Namco Cross Stores in Japan, two in the United Kingdom, and one in the United States. Backed by growth at existing stores and the addition of new ones, we are steadily expanding store operations around the world. Overseas, we have seen the intense passion for Japanese IPs displayed in such ways as the long lines that form when new stores open.

Expanding the Fan Base Through an Integrated Store Model

Rather than simply arranging products on shelves, we carefully design the customer journey around the route visitors take when moving through the facility and how each experience they have deepens their interest.
For example, we place crane games, GASHAPON, and other products featuring popular IPs near the entrance to capture customers’ attention. We then guide them through the store, where they discover related products and events tied to the same IPs, ultimately leading them to immersive experiences that allow them to engage more deeply with the world of the IPs. Through this carefully designed customer journey, we offer experiences tailored to every level of fan engagement, from casual visitors to core fans.
We also regularly reorganize the Group’s diverse products and services from the customer’s perspective, presenting them in ways that create new value. By combining products in a manner that transcends departmental and category boundaries based on IP and usage scenarios, we create new discoveries and purchasing experiences.
Going forward, in addition to opening new stores in Japan, we will further accelerate overseas store expansions, particularly in the United States. Bandai Namco Cross Stores serve not only as an outlet through which the Group’s products and services reach customers but also as an entry point for customers to become Bandai Namco fans. We aim to expand these locations and the store concept upon which they are founded around the world as we continue to promote the appeal of Bandai Namco through physical touchpoints.

What Our Purpose Means to Me

While treasuring our customers, I want to enhance the value of not only our IPs but also those of other companies and realize a joyful future together with fans and people around the world.

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Bandai Namco Group 1 YEAR OF RESULTS
DIRECTORS, BANDAI NAMCO HOLDINGS INC.
PRESIDENT'S MESSAGE
VICE President’s Message／CFO’s Message CIO／CISO’S Message
IP LINEUP／DIVERSE RANGE OF BUSINESSFIELDS／
The Bandai Namco Group:OUR VALUE CREATION PROCESS／
ORGANIZATIONAL STRUCTURE AND IP AXIS STRATEGY／
THE HISTORY OF GUNDAM
HISTORY OF OUR MID-TERM PLANS
MESSAGES FROM REPRESENTATIVE DIRECTORS OF BUSINESS MANAGEMENT COMPANIES
Special Feature: 360° Connections with Fans
SUSTAINABILITY ROUNDTABLE DISCUSSION
PERSONNEL STRATEGY
MESSAGE（SUSTAINABILITY）
BANDAI NAMCO HOLDINGS' INDEPENDENT OUTSIDE DIRECTORS
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Integrated Report 2026
Download
DownloadIntegrated Report 2026 PDF20.5 MB
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DownloadIP LINEUP PDF1.5 MB
DownloadDIVERSE RANGE OF BUSINESSFIELDS PDF710 KB
DownloadBandai Namco Group 1 YEAR OF RESULTS PDF201 KB
DownloadDIRECTORS, BANDAI NAMCO HOLDINGS INC. PDF431 KB
DownloadPRESIDENT'S MESSAGE PDF243 KB
DownloadThe Bandai Namco Group:OUR VALUE CREATION PROCESS PDF224 KB
DownloadORGANIZATIONAL STRUCTURE AND IP AXIS STRATEGY PDF217 KB
DownloadTrack Record of the IP Axis Strategy for the Gundam Series
THE HISTORY OF GUNDAM PDF601 KB
DownloadHISTORY OF OUR MID-TERM PLANS PDF346 KB
DownloadVICE President’s Message PDF342 KB
DownloadCFO’s Message PDF316 KB
DownloadCIO/CISO’S Message PDF311 KB
DownloadMESSAGES FROM REPRESENTATIVE DIRECTORS
OF BUSINESS MANAGEMENT COMPANIES PDF784 KB
DownloadSpecial Feature: 360° Connections with Fans PDF6.9 MB
DownloadSUSTAINABILITY ROUNDTABLE DISCUSSION PDF296 KB
DownloadPERSONNEL STRATEGY PDF222 KB
DownloadSUSTAINABILITY PDF387 KB
DownloadTHE LEAD INDEPENDENT OUTSIDE DIRECTOR’S MESSAGE PDF1.2 MB
DownloadDIRECTOR SYSTEM PDF495 KB
DownloadCorporate governance PDF351 KB
DownloadFINANCIAL SECTION PDF810 MKB
DownloadCORPORATE DATA PDF289 KB
DownloadOVERVIEW OF MAIN GROUP COMPANIES PDF150 KB
Fact Book 2026
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DownloadFACT BOOK 2026 PDF4.5 MB
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DownloadBandai Namco Group Outline PDF424KB
DownloadRelated Market Data PDF1 MB
DownloadESG Data PDF651 KB
DownloadBandai Namco Group’s History PDF2.8 MB
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Yuji Asako
We are seeing an increase in connections focused on the future, among not only Group employees but also our business partners. We want to deepen our relationships with all stakeholders and connect the world with smiles.
1
Nobuhiko Momoi
I always keep our fans in mind. It’s a mindset I want to continue carrying with me.
2
Takashi Tsuji
The idea of co-creating with our fans is highly aligned with our Purpose. By moving forward with “Connect with Fans,” we will realize our Purpose.
3
Noriko Fujita
Connections are both the starting point and the goal. By connecting our businesses, corporate functions, Group companies, and employees, I hope to help create value that keeps us connected with our fans.
4
Kazuhiro Takenaka
There is no limit to fun when we connect with each other. By reaching the hearts of our fans, we hope to create a relationship where we share and pursue dreams together.
5
Nao Udagawa
Behind every piece of content is a fan. That’s why I want to engage closely with their passion and aspirations so that we can keep delivering moments filled with excitement.
6
Makoto Asanuma
The value of a company is established only after it is recognized by its fans. No matter how admirable a company’s principles may be, they are meaningless if they do not resonate with people. It is therefore important that we engage with fans and deliver our works to them with passion.
7
Hiroshi Kawasaki
In addition to connecting with fans through IPs, we want to establish a unique and bold presence at our physical touchpoints, including through the hospitality of our people.
8
Hiroshi Sakakibara
To prevent one-way communication with fans, we want to create spaces where we can enjoy experiences together and share in the discovery of new forms of entertainment.
9
Naohiro Ogata
Although I have not been fully conscious of it, I have always created things by thinking about what can bring joy and excitement to our fans. I once again realize that this approach is a major strength of the Group.
10
Koji Tezuka
When creating a new work, I want to make it something that will bring people together to discuss and share their thoughts. It is my hope that these discussions between fans build greater enthusiasm.
11
Kenichiro Ikeuchi
I hope the works we create can connect fans with one another and expand the joy they share.
12
Shogo Kojima
There is no point in making a game that no one will play. For this reason, I want to always share the same perspective and passion as our fans and continue enjoying games together with them for years to come.
13
Ryoichi Shijo
Through our various interactions with fans, we get to know how they perceive the works we have made. We will reflect fan opinions in our game development moving forward.
14
Shoki Sano
We cannot continue our work if we lose our connections with fans. The driving force behind our flexible and agile approach to creating products and experiences is our fans.
15
Fumihiro Muto
As digitalization continues to advance, we connect with our fans through analog games and create spaces around the world for this connection to happen.
16
Taro Tsuji
Through our various businesses, we have a wide range of touchpoints with fans. I want to contribute to maximizing the value of IPs by making full use of the Group's business model.
17
Mikiko Hashimoto
“Connect with Fans” means we first get to know fans, connect with them, and then tackle new challenges. These are the words that inspire our creativity.
18
Yoko Shichiri
I want to pursue many different challenges while considering the perspectives of both our fans and the Company.
19
Sanae Honma
Will fans find it exciting? Will they feel it was worth their purchase? We never stop refining our ideas until we can vividly picture fans enjoying what we've created.
20
Satoshi Sakasai
Through Bandai Namco’s unique entertainment, we will deliver fun to people around the world.
21
Noriko Hayashi
Listening to fans every day through surveys and social media helps me feel connected to them. I hope to continue creating products that go beyond what fans imagine and inspire them in new ways.
22
Takahiro Kawakami
All of us at Bandai Namco will consider how we can enrich the lives of our fans.
23
Kazunori Goka
A shared passion sparks new connections and expands circles of communication. We create places where people connect through what they love. That is the mission of Shibuya LOVEZ.
24
Koji Fujiwara
The challenge is how to keep fans engaged as fans. While IP lies at the core of our business, it is fans who give IP its value. This belief is embodied in “Connect with Fans,” which is what makes the phrase so meaningful.
25
Maiko Kuge
I want to continue creating memorable experiences that fans find enjoyable and that remain in their hearts for years to come.
26
Suguru Ueda
I became an official employee of the Bandai Namco Group after working parttime at a Group facility. During my career, I have operated stores while engaging with fans and valuing our connections with them. In this way, “Connect with Fans” is a vision I am committed to embodying and have a deep attachment to.
27
Hikaru Minamikawa
By working closely with stores and creating engaging fan events, I hope to further strengthen the bond between fans and Bandai.
28
Ryo Konishi
People can connect through the IPs they love, regardless of country or region. These connections have shaped who I am today. To foster even more of them, I will continue advancing locally driven strategies tailored to each market.
29
Yukio Matsuhashi
We connect with fans and listen to their feedback. The question is how we will evolve our relationship with fans and what the next stage will be. We strive to build and sustain fan connections as a medium- to longterm goal.
30
Yoshiko Matsumoto
The passion we share brings smiles to fans, and their smiles become the driving force behind our work. We are committed to continue fostering this connection with fans.
31
Asuka Shimizu
When people and organizations across the Group connect, learn from one another, and grow together, we can deliver even greater value to our fans.
32
Bunbu Suzuki
Entertainment will continue to be an essential part of people's lives, even as its forms and scale evolve. By incorporating environmental sustainability into that journey, I hope to pass the joy of entertainment on to future generations.
33
Ippei Tamatani
It is important to build lasting relationships with fans by maintaining ongoing touchpoints through products and services, fostering affinity and emotional connection, and inspiring them to stay engaged over time.
34
Miyuki Nakagiri
From BHC, our Monozukuri hub, I hope to share both our sustainability initiatives and the appeal of Monozukuri, further deepening the enjoyment and excitement that fans experience through model kits.
35
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