b.stage launches fandom platform in Vietnam

Fan community platform b.stage has partnered with Vietnamese entertainment company MMusic and officially launched fandom platform mfan as part of its expansion in the country, the Korean company said Wednesday.

The two companies signed a memorandum of understanding and announced a strategic technology partnership in Vietnam on Tuesday.

Fandom service mfan will focus on helping artists and IP owners build direct relationships with their audiences, b.stage said. The service aims to lay the groundwork for a long-term fandom business.

mfan was introduced in Vietnam by MMusic in 2025 and has spent about a year testing its market and business viability before its official launch.

MMusic has built an integrated ecosystem over the past five years covering music and artist development; cultural marketing; original IP and live experiences; and fandom businesses. 

Under the partnership, b.stage will provide its global infrastructure, technology and fandom business expertise, while MMusic will lead local market strategy and the development and operation of fandom businesses, based on its understanding of the Vietnamese market, industry network and operational capabilities built within the country’s music and cultural ecosystem.

“If K-pop created the playbook for a new industry called the fandom business, we have now reached the stage of localizing that experience for each market,” Seo Woo-seok, CEO of bemyfriends, which operates b.stage, said. “Together with MMusic, we will build a foundation that enables Vietnamese artists to own and grow their fandoms in their own way.”

BY KIM JI-YE [[email protected]]