Nintendo Sets Up Singapore Office to Drive Southeast Asia Expansion

Nintendo has officially established deeper roots in Southeast Asia with the formation of Nintendo Singapore Pte. Ltd., a new entity designed to accelerate the company’s business across the region.

According to a release on Nintendo’s official website, the office will be headed by Takahiro Miura, who also serves as the CEO of the Korean branch. The entity has been established with a capital stock of S$8 million (approximately US$6 million) and plans to develop another branch in Thailand in the near future beyond Nintendo Singapore.

Leadership Moves and Regional Strategy

This development follows a period of significant leadership reshuffling for the company. Doug Bowser, President and COO of Nintendo of America (NOA), will retire at the end of 2025, with long-time executive Devon Pritchard stepping into the role.

Meanwhile, Satoru Shibata, a veteran who previously led the Europe region, will become the CEO of NOA while continuing his duties at the Japanese giant’s headquarters in Kyoto.

With Nintendo Singapore established, the company is signalling a more substantial commitment to Southeast Asia—one of the fastest-growing gaming markets in the world.

What This Could Mean for Fans

While the company has yet to confirm precisely what Nintendo Singapore will oversee, the move immediately raises one big question: will this finally lead to a localised eShop? Unlike PlayStation and Xbox, the traditional gaming powerhouse has historically lagged in offering dedicated storefronts in Southeast Asian countries such as Singapore and Thailand.

With the success of the Switch 2 launch this year and the company’s clear global ambitions, many fans are hoping that a local eShop might finally be on the horizon, which could bring about a positive change in the ecosystem.