Continuing from the first part, we resume our interview with Mr. Matsumura from the Corporate Planning Division at Bandai Namco Experience. In this second half, we explore his vision for the future of immersive entertainment spaces and the untapped potential of dormant IP content.
B- Can you tell us the background of the recent event?
Matsumura- Actually, two years ago, we set up an event at the fireworks festival in Showa Memorial Park in Tachikawa using Taiko no Tatsujin. We created a booth where people could play the game for free before the fireworks started.
B- There’s usually nothing to do while waiting for the fireworks, right? (laughs)
Matsumura- And you know what, I was really proud of my work. (laughs)
It was fun to watch skilled players getting the crowd excited, and it was just as heartwarming to watch little kids doing their best. Not only were the kids having fun, but their parents were smiling as they watched from behind. That much we had expected, but what really impressed me was how even unrelated adults nearby started smiling too. Seeing how joy spread through the crowd was truly heartwarming.
B- Wow, even people who weren’t directly involved!
Matsumura- I know. What really struck me was how the whole space came together in excitement.
Up until then, our approach had mostly been to set up permanent store locations and operate from there. But in this case, we brought our content directly to a place where people gathered for something else. And that’s where the excitement happened.
B- So instead of waiting for people to come, you went to them?
Matsumura- Exactly. It made me realize that there are still many different ways to deliver value through our content.
I realized that we need to consider approaches beyond just opening shops and having people come to us.
B- So the success of the fireworks event and the idea of mobile-style events led to PAC-MAN MIKOSHI FEST.?
Matsumura- Yes, that’s right. The key concept behind it was portability. From there, the elements kept expanding—music, visual art, and even a mikoshi (portable shrine).
B- Now that the event has wrapped up. What did you take away from it? And what are your thoughts on the future of entertainment?
Matsumura- We don’t want it to be just another art exhibition or merchandise booth.
My hope is that events like this can become something meaningful not only for the visitors but also for the artists we collaborate with.
B- Could you explain that a bit more?
Matsumura- I believe there are still many untapped talents and ideas in Japan. Some people have great skills and creativity, but they lack the opportunities or recognition they deserve. As a company, we have a certain level of credibility and the ability to propose ideas. I hope we can use those strengths to create more chances for these people to be seen by a wider audience. This is something I’d really like to pursue going forward.
If we can build an environment where artists gain recognition, the audience has fun, and we ourselves can make a living through the process—then that would make the work truly rewarding.
B- Sounds like a kind of media platform.
Matsumura- Yes, exactly. It would be great if it could serve that kind of role.
B- Not necessarily about scouting new talent, but about providing an opportunity where they can express themselves?
Matsumura- If we structure it well, I think it could become a really exciting place. As you said, if we treat it as a kind of media platform—or like a public square—where emerging creators can get their names out there, that would be amazing.
In the end, because they’re putting their heart into what they make, the products naturally become something that customers will truly enjoy.
B- So it’s because the IP is already popular and well-established that it can take on that kind of role?
Matsumura- That’s definitely a part of it. But I think the “freshness” of the IP also matters.
B- What do you mean by that?
Matsumura- PAC-MAN is celebrating its 45th anniversary this year. With this project, we were able to present it in a new form—as MCA (Metal Canvas Art).By continuously proposing new ways to showcase a single character, and if those ideas are genuinely good, we can deliver new value to the audience. I believe continuous creative proposals are essential for the long-term life of a character.
B- So it was a valuable collaboration for everyone involved.
Bandai Namco Group’s mission is to “Create Good Things,” “Expand Further,” “Keep Nurturing,” and “Refine and Deepen.” The future of PAC-MAN represents one embodiment of this vision.
Through this interview, we came to realize just how deep and expansive an IP can become when it is nurtured with care and love. The cultural ripple effect generated by a beloved IP knows no bounds.
We may never see PAC-MAN’s back as it pushes forward, pulling in diverse cultures along the way—but there’s no doubt it’s charging ahead with strength and determination.
PAC-MAN™& ©Bandai Namco Entertainment Inc.
Taiko no Tatsujin™Series & ©Bandai Namco Entertainment Inc.
