54.670 fans discover the future of gaming and pop culture at Heroes World in Brussels Expo
From Hollywood stars to K-pop and gaming: the new pop culture festival brings together three familiar events across 70.000 m²
BRUSSELS, 18 October 2026 – Hollywood stars, hundreds of cosplayers, an extensive gaming zone and thousands of pop culture fans: this weekend, Brussels Expo provided the setting for the geeky festival Heroes World. This was the first edition following the merger of three pop culture events, featuring a fresh new layout, a strong gaming presence and a noticeable upgrade to all the themed zones.
Anyone entering Heroes World immediately grasped the spectacular nature of this event: shops selling geeky collectables and community meeting places were decorated by a veritable skyline of impressive gaming stands in the first of 9 Brussels Expo halls. The DNA of the events Made in Asia, Heroes Comic Con and GameForce is still evident even after the merger into Heroes World.
Gaming skyline
Particularly striking is the significantly upgraded Game Island zone. Brand-new indie games from local developers, podcasters and national esports stars stood side by side with the playful activities centred on the latest Street Fighter film and the talents behind Game of the Year 2025: Clair Obscur: Expedition 33.
Michiel Houwen, General Manager of Flanders Game Hub, was enthusiastic about the concept. “Heroes World puts home-grown talent on the map, gives them visibility and, through storytelling, simultaneously builds a wonderful meeting place for the Belgian gaming communities in both game development and esports. A solid foundation for international recognition that will only grow in the coming years.”
“Anyone who jumps on board the Heroes World Game Island boat now will be sailing an international course for years to come,” says Anthony Audenaerd, Event Director at Heroes World. “Belgium has the best gaming education programmes in Europe and a wealth of talent in game development and esports, but remains seen as the little brother of neighbouring countries. We want to help change that.”
World peace in pop culture form
Also part of the pop culture melting pot are the Asian festival ‘Made in Asia’ and the Western pop culture of the former Heroes Comic Con. K-pop, anime and manga stand side by side with Western superstars Ralph ‘Voldemort’ Fiennes, Matthew ‘Neville’ Lewis and James ‘One Tree Hill’ Lafferty.
Dance competitions and board game zones. Photos in traditional Japanese attire or on a Star Wars speeder. A distinguished manga guest alongside Marvel and DC Comics legends. World peace in pop culture form.
The first edition in figures
The scale of Heroes World can also be summed up in figures. During the two-day festival, Brussels Expo welcomed:
- 54.670 visitors spread over two days
- 70,000 m² of pop culture and entertainment
- 496 exhibitors with merchandise, comics and collectables
- 45 guests from film, television, gaming, streaming and comics
A new chapter for Belgian pop culture
“With Heroes World, we didn’t just want to bring three events together, but to create a place where different communities could discover one another,” explains Anthony Audenaerd, Event Director of Heroes World. “It was special to see how fans of films, gaming, anime and comics came together this weekend. Visitors came for their own favourite guests and activities, but also discovered new interests along the way. That is precisely the strength of this concept and a great foundation on which to build.”
With the first edition of Heroes World, organiser Easyfairs is taking a new step in the development of its pop culture events. Made in Asia will retain its own identity and spring edition, whilst Heroes Comic Con and GameForce will henceforth form part of the joint festival concept in the autumn.
Further information: https://www.heroes-world.be/
High-resolution images from the first edition can be found in the press room.
Anthony Audenaerd
OONA PRESS
