Interview Series: Emmy Teo, Supercharge
- Feb 11
- 4 min read
Emmy Teo is the Chief Product Officer at Supercharge. She leads product growth with her Fan Engagement Loop strategy, drawing on her extensive experience in both online and offline engagement. By treating the world as a vast, interactive map, Emmy combines the immersive gamification of the digital world with the tactile, thematic appeal of the physical world.
"Supercharge was built... [to turn] fandom into repeatable revenue loops, not one-off campaigns."
1) What is Supercharge, and how was it founded?
Supercharge is an AI-powered CRM for fandom, often described as the Salesforce for fandom. It helps IP owners, artists, sports clubs, and creators manage fan relationships, drive sales, and build long-term engagement, all in one system.
The company was founded from a gap we kept seeing in Asia’s fandom economy:
brands and IPs had massive demand, but no unified system to manage fans across engagement, commerce, and retention. Most teams were stitching together tools — ticketing here, e-commerce there, social media everywhere — but with no fan intelligence layer in between.
Supercharge was built to solve that by:
centralising fan data,
using AI to personalise engagement,
and turning fandom into repeatable revenue loops, not one-off campaigns.
2) In Q1 2025, Supercharge did an intensive regional launch in Asia. What was the biggest takeaway?
The biggest takeaway was that fandom behaves very differently across verticals, but the underlying CRM need is the same.
Across multiple Asian cities, we saw:
K-pop & Anime fans respond strongly to scarcity, pre-orders, and collectible mechanics
Sports fans respond to match-based urgency, memberships, and access
All segments want simplicity: one place to engage, buy, and belong
This validated our strategy to position Supercharge not as a single-use tool, but as a vertical-aware CRM. It is the same core engine, with different playbooks depending on fandom type.
3) Hougang United FC has been an early adopter. What was their experience and findings?
Hougang United FC helped validate Supercharge in a real, high-pressure environment: live ticketing and matchday traffic.
Key learnings from their adoption:
Fans want frictionless mobile purchasing, especially close to matchday
Ticketing works best when it’s part of a broader fan relationship, not isolated transactions
Clubs benefit from owning their fan data, rather than losing it to third-party platforms
For us, it reinforced that sports clubs need a CRM-first approach to fandom, where ticketing, communication, and engagement all sit in one system.
4) FANKOI will officially launch at AFA Singapore 2025. What makes FANKOI unique?
FANKOI is the ACG-focused commerce and fan club layer built on top of Supercharge. What makes it unique is that it’s designed around how anime fans actually buy:
Pre-orders are the core mechanic, not an add-on
Drops are tied to time, rarity, and fan participation
Commerce is connected directly to fan identity and progression
By participating in events like Anime Festival Asia, FANKOI bridges offline fandom moments with an always-on digital fan system, so fans don’t just buy at the event — they continue engaging, collecting, and pre-ordering after it ends.
5) What is the market size of ACG in Asia, and how does Supercharge engage it through FANKOI?
Asia is the global centre of ACG consumption, spanning anime, games, merchandise, and live events worth tens of billions of dollars annually across Japan, China, Korea, and Southeast Asia.
However, the problem isn’t demand — it’s fragmentation:
Fans buy across many platforms
IP owners struggle to retain fans post-purchase
Pre-orders are operationally heavy but commercially critical
FANKOI’s strategy is to:
Make pre-orders the default behaviour, not a special event
Turn each purchase into a fan profile and relationship
Use quests, drops, and AI personalisation to extend lifetime value
Help IPs and distributors plan demand better through structured pre-order data
6) Beyond ACG, Supercharge also focuses on K-pop artists and football. How do you see these sectors developing in Singapore & SEA?
Both sectors are growing, but they are also maturing.
K-pop & artists:
The next phase isn’t more content — it’s direct fan ownership and monetisation. Agencies and promoters increasingly need CRM-level visibility into fan behaviour, not just social metrics.
Football in Singapore & SEA:
Clubs are shifting from matchday-only revenue to membership-driven engagement. Digital CRM tools will become essential for sustaining attendance, sponsorship value, and youth engagement.
Supercharge sits at the intersection, helping these verticals move from events → communities → ecosystems.
7) Looking ahead into 2026, what will be the greatest challenge for Supercharge?
One of our biggest challenges is execution and fulfilment across a highly fragmented Southeast Asia market.
Fans in SEA want to access the same launches happening in Korea and Japan, often at the same time, but logistics, regulations, distribution partners, and timelines vary significantly by country. That makes synchronised launches extremely difficult.
Our focus has been on solving this through:
Pre-order-first mechanics, so demand is confirmed before fulfilment
Regional coordination through a single fan CRM, instead of country-by-country silos
Structuring launches so fans can secure items at the same global release window, even if fulfilment happens locally or in phases
In short, we’re building the infrastructure that allows fans in SEA to participate in global fandom moments, not feel one step behind.
8) With many projects planned for 2026, what is your expectation for Supercharge’s revenue performance?
Our revenue focus moving forward is very clear: commerce and pre-orders first, supported by a strong digital subscription layer.
Commerce, especially pre-orders, drives predictable demand and strong cash flow, while B2C subscriptions deepen fan relationships and increase lifetime value.
What enables this to scale is our AI-powered workflow:
Automating campaign setup, fan segmentation, and engagement
Improving conversion and monetisation per fan
Reducing operational friction for partners across regions
As a result, revenue growth won’t just come from volume — it will come from better efficiency, higher monetisation per fan, and repeatable launches across multiple markets.
