- b.stage and MMusic officially partnered to launch mfan, Vietnam's leading integrated fandom platform and fandom business solution.
- The platform combines global FanTech infrastructure with local fandom business expertise
- mfan empowers artists, IP owners, and brands to build direct fan relationships and cultivate sustainable, long-term fandom businesses.
HO CHI MINH CITY, Vietnam, Aug. 19, 2026 — Global fandom business solution company b.stage has formed a strategic partnership with MMusic, Vietnam’s music, culture, fandom and brand ecosystem, to officially launch “mfan,” an integrated fandom platform and fandom business solution built for the Vietnamese market, and to accelerate the development of fandom business in Vietnam.
The two companies officially announced the launch of mfan and their strategic partnership on Aug. 18 at the “MMusic 5 Years Celebration & mfan Launch” in Ho Chi Minh City. The event brought together artists, artist managers, brands, media and key stakeholders from across Vietnam’s music and entertainment industry. Woo-Seok (Steve) Seo, CEO of bemyfriends, joined the event in person to share the vision behind the partnership and its future direction, followed by a global fandom panel bringing together local and international perspectives on the evolution of fandom and the future of fandom business in Vietnam.
Over the past five years, MMusic has built an integrated ecosystem spanning music and artist development, cultural marketing, original IP and live experiences, and fandom business. Through this ecosystem, MMusic connects artists, brands, IP and audiences across multiple touchpoints of Vietnam’s music and culture landscape. To date, MMusic has delivered more than 250 branded campaigns with over 50 leading brands and collaborated with more than 3,000 artists and partners, collectively reaching an audience of over 30 million. The company has also developed and operated a growing portfolio of cultural IP and live experiences, including GENFest - the biggest of Vietnam’s music and culture festivals, strengthening its capabilities across cultural IP development, live entertainment and audience engagement.
Within this broader ecosystem, mfan serves as the fandom layer, connecting artists, IP, experiences and audiences through direct fan relationships and creating the foundation for long-term fandom business.
In this partnership, b.stage provides global FanTech infrastructure, technology and fandom business know-how, while MMusic leads local market strategy, fandom business development and operations, drawing on its deep market understanding, industry network and operating capabilities across Vietnam’s music and culture ecosystem. By combining their respective strengths, the two companies plan to create an environment in which Vietnamese artists and IP owners can build direct, lasting relationships with fans and develop sustainable fandom businesses.
Presented and operated by MMusic, mfan is Vietnam’s leading integrated fandom platform and fandom business solution, built on b.stage’s global technology infrastructure and tailored for the Vietnamese market. The platform brings community, membership, content, commerce, fan data and management tools together in one connected ecosystem.
Beyond technology, mfan extends into fandom business services spanning fan experiences, membership programs, live and digital content, merch and commerce, fan activation and commerce operations, supported by MMusic’s local strategy and execution capabilities. Together, these capabilities enable artists, IP owners and brands to build, own and grow sustainable fandom businesses in Vietnam.
Since its introduction to the Vietnamese market in 2025, mfan has spent about a year proving its market and business viability locally, with top key artists and IP owners currently active on the platform under stable service. Building on this official launch, the companies plan to expand mfan across more artists, IPs and fandom communities, further strengthening its position as a leading fandom platform and fandom business solution in Vietnam.
"Sustainable artist growth requires owning lasting fan relationships, not just expanding reach" said Trần Bảo Trang, Head of MMusic. 'Building on our 5-year music, brand, commerce, and experience ecosystem, we are launching mfan with b.stage to pioneer Vietnam's professional fandom industry. We aim to equip artists and IP owners with the infrastructure to build official fandoms, own direct connections, and transform engagement into sustainable businesses.
Woo-seok Seo, CEO of bemyfriends, said, "If K-pop wrote the grammar of a new industry called fandom business, we are now at the stage of localizing that experience for each country. Together with MMusic, we will build the foundation for Vietnamese artists to own and grow their fandoms in their own way."
Meanwhile, b.stage currently powers more than 400 fandom platforms worldwide and works with over 1,200 artists and brand IPs. Building on its "Fandom Business 360" model, the company plans to continue expanding local partnerships and advancing a global fandom business ecosystem optimized for each market.
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