Nintendo Singapore Pte Ltd Established to Expand Southeast Asia Operations

Nintendo has officially launched Nintendo Singapore Pte Ltd, marking a significant step in the company's efforts to grow its footprint in Southeast Asia.

The new subsidiary, formally established on September 26, 2025, signals a heightened commitment by Nintendo to engage with emerging markets and bring its popular titles and hardware, such as the Nintendo Switch, closer to players across the region. Nintendo Singapore Pte Ltd will be led by Takahiro Miura, who takes on the role of managing director.

This appointment underscores Nintendo’s focus on providing strong local leadership to drive its strategic initiatives in Southeast Asia. According to Nintendo’s official statements, the primary objective of this new entity is to “accelerate Nintendo’s business in Southeast Asia.” With the overwhelming global success of the Nintendo Switch, which has sold over 125 million units since its launch in 2017, Nintendo’s expansion into new territories highlights the company's ongoing efforts to reach broader audiences.

Southeast Asia, with its growing gaming population and mobile-first user base, represents a promising opportunity for further growth, software localization, and eShop accessibility. Historically, Nintendo’s presence in Southeast Asia has been limited, with distribution and support often handled by third-party partners.

The direct establishment of Nintendo Singapore Pte Ltd reflects a strategic shift, allowing the company to better oversee operations, tailor marketing strategies, and enhance customer support for fans and retail partners in the region. In addition, Nintendo has revealed that it is considering the creation of another regional entity based in Thailand, further demonstrating its commitment to expanding within key Southeast Asian markets.

This move could also pave the way for more Nintendo Direct presentations, localized product launches, and exclusive regional promotions for Nintendo Switch users in these territories. Takahiro Miura, managing director of Nintendo Singapore Pte Ltd, emphasized the importance of regional engagement, stating that Nintendo aims to deliver its unique gaming experiences directly to Southeast Asian fans through tailored services and enhanced local support. With Nintendo Singapore Pte Ltd now officially in operation, stakeholders and consumers alike can anticipate improvements in distribution, customer service, and access to popular Nintendo software and hardware.

As the gaming landscape in Southeast Asia continues to evolve, this expansion positions Nintendo to capitalize on the region’s dynamic growth potential. Stay tuned for further updates as Nintendo deepens its involvement in Southeast Asia, reinforcing its role as a pioneering force in the global video game industry.

Nintendo Switch Nintendo Switch Ltd. Singapore Asia Ltd Southeast Asia Nintendo Singapore Nintendo Singapore Pte Ltd Takahiro Miura Thailand