Toho Entertainment: strategic licensing partnership for Asia
Toho Entertainment Asia (TEA) has announced a strategic co-merchandise licensing partnership with MUSE for Season 2 of Frieren: Beyond Journey’s End, covering Asia excluding Japan and South Korea. The agreement establishes a co-master licensing framework under which both companies will jointly manage the regional merchandise licensing strategy.
Season 2 Premiere and Regional Rollout
The highly anticipated second season premiered in Japan on January 16, 2026. A regional rollout across Asia will follow on major streaming platforms including meWatch, Catchplay, Netflix, and Crunchyroll.
Strengthening Regional Merchandise Operations
The partnership marks a key milestone in TEA’s regional growth strategy, as the company formally transitions to directly managing anime merchandise sales in Asia. According to Managing Director Fabio Murayama, bringing merchandise capabilities in-house will enable closer collaboration with partners, a more focused regional strategy, and accelerated growth of TEA’s anime business.
TEA confirmed that the licensing roadmap for Frieren: Beyond Journey’s End Season 2 is currently in development.