SUBANG JAYA: Beyblade fans from all over Southeast Asia are going all out to pit their skills against each other in the highly-anticipated Beyblade X SEA Cup 2024.
This was officially launched by National Film Development Corporation (Finas) chief executive officer Datuk Azmir Saifuddin Mutalib at the Sunway Pyramid shopping centre here today.
The event marks a milestone in the Beyblade community, celebrating the brand's 25th anniversary and its enduring popularity since its introduction in 1999.
The contest's organiser One Universal Production Sdn Bhd's chief executive officer Alvin Lee said: "The Beyblade X Southeast Asia Cup 2024 is the first cross-region tournament following the launch of Beyblade X in 2023.
"Representatives from Malaysia, Singapore, Thailand, the Philippines, and Indonesia compete in two categories — the Junior Category for ages 6 to 12 and the Open Category for ages 13 and above."
He added: "A total of 15 participants give their all in the quest for the championship, with the winner earning the coveted Rare Bey Cobaltdrake 4-60F."
Leading up to the SEA Cup, each participating country hosted local G1 events to select their top competitors. "Winners and first runners-up from the Junior Category, along with winners from the Open Category, advanced to the SEA Cup.
"These events, known for their larger scale and higher stakes, saw fierce battles as competitors fought for the chance to represent their country.
"Prizes for the top three bladers in each category included gold, silver, and bronze versions of Dransword 3-60F."
In the SEA Cup this year, individual battle winners took home trophies and the Special Bey - Cobaltdrake 4-60F, while champion teams in the team battles were awarded champion medals.
OUP, Animasia Studio Sdn Bhd, ADK Emotions Incorporated and Takaratomy signed a memorandum of understanding (MOU) at the launch.
This outlined their roles and objectives — Takaratomy as licensor and master toy, ADK as licensor, Animasia as master licensee of the Beyblade brand in Malaysia, Indonesia, Singapore and Brunei, and OUP as event organiser, brand promotion and development partner.
Lee said: "Our collaboration aims to hold large-scale Beyblade X events in Malaysia over the next three years, expand the Beyblade brand through strategic partnerships and marketing initiatives, and engage with the local fanbase, with Litt Tak Sdn Bhd acting as the official toy distributor in the country.
"This partnership seeks to attract more fans across the Southeast Asia region, reward loyal Beyblade supporters, and recruit new players through regional events, promoting Beyblade X as a competitive sport."
The contest's launch coincided with the launch of the latest Beyblade X TV series on Astro Ceria, which premiered on July 18.
The series follows the adventures of Kurosu Ace, Kazami Bird, and Nanairo Multi as they tackle the immense challenges of the X Tower.
The series also collaborated with popular Japanese rock band One OK Rock for the theme song Prove and South Korean pop group Aespa for the ending song Zoom Zoom.
Azmir said: "At Finas, we are committed to supporting and promoting the local creative industry, and we encourage more local players to collaborate with international mega brands like Beyblade in order to elevate our local creative industry and provide enriching experiences for audiences both locally and globally."
He added that the Beyblade X SEA Cup showcased the competitive spirit and talent of the participants and highlighted the collaborative efforts of key industry players in promoting and expanding the Beyblade brand in Southeast Asia.