TOHO Entertainment Asia (TEA) announced a strategic co-merchandise licensing partnership with MUSE for Frieren: Beyond Journey’s End Season 2, covering Asia excluding Japan and South Korea. The highly anticipated second season of the acclaimed anime series premiered in Japan on January 16, 2026, with a regional streaming rollout across Asia to follow on platforms including meWatch, CATCHPLAY, Netflix, Crunchyroll, and many more.

Under a co-master licensing framework, TOHO Entertainment Asia and MUSE will jointly oversee regional merchandise licensing strategy, aligning their respective strengths to expand the franchise’s footprint and maximize long-term value across the region.

The announcement also marks a significant milestone for TOHO Entertainment Asia, as the company formally transitions to directly managing anime merchandise sales as part of its regional growth strategy.

“This marks an important step in TOHO Entertainment Asia’s evolution as we officially begin directly handling anime merchandise sales in the region,” said Fabio Murayama, Managing Director of TOHO Entertainment Asia. “By bringing these capabilities in-house, we are able to

work more closely with partners, sharpen our regional strategy, and accelerate the growth of our anime business across Asia.”

A comprehensive licensing program for Frieren: Beyond Journey’s End Season 2 is currently in development, designed to drive sustained fan engagement and unlock commercial opportunities across consumer products, promotional collaborations, and experiential activations in support of the upcoming launch.