At 8:00 AM on October 3rd, the Shanghai New International Expo Center had not yet reached its peak bustle of the day.
Before the gates of Wonder Festival Shanghai 2026 (hereinafter referred to as WF) opened to the general public, I had already been invited by Bandai Namco to arrive early at the BANDAI HOBBY stage as a member of the media. At that time, everyone was making final preparations. Lights and cameras were being set up, the host was waiting nearby, and one area of the booth was tightly covered with a black curtain.
Nearly half an hour later, the host took the stage and revealed a name unfamiliar to most "Gundam" fans: GUNDAM XMX.
GUNDAM XMX booth and Strike Gundam statue at WF Shanghai
The press conference was short, and could even be summarized in one sentence: Bandai Hobby has launched a brand new Gundam model line called GUNDAM XMX, specifically for players in mainland China.
The first wave of GUNDAM XMX features a mobile suit particularly familiar to audiences in mainland China: Strike Gundam from "Mobile Suit Gundam SEED." The first wave adopts a blind box format, with five regular variants featuring different armaments and color schemes, plus one hidden variant with an undisclosed design.
So, why create a new brand specifically for fans in mainland China?
At the press conference, Ryota Seimiya, Head of Planning at Bandai Hobby, answered this question.
He has worked at Bandai Namco Group for over twenty years, always staying within the realm of toys and models. Currently, he is based in mainland China, responsible for the planning and development of Gundam model products.
Ryota Seimiya, Head of Planning at Bandai Hobby, at the press conference
Seimiya stated that while "Gundam" has a massive fanbase worldwide, popular series and mobile suits vary by region, each with its own preferences. Given the large number of Gundam fans in mainland China, "creating a product that responds to these fans' tastes and trends" became the starting point for this project.
He mentioned that he and his team visited many offline retail stores, not just observing but also purchasing and building the models themselves. One intuitive impression was that in recent years, even affordable products have shown increasingly high completion quality, with noticeable technological advancements.
GUNDAM XMX was born against this backdrop.
Although staff dispatched from Japan participated in every stage from planning to production, they formed a project team together with staff in mainland China to conduct joint research and development. Seimiya used the term "local production for local consumption"—planned locally, produced locally, and serving local fans. In a sense, it is "born for Gundam fans in mainland China."
This might be what sets GUNDAM XMX apart from many previous products—placing the needs of mainland China fans at the very beginning of the planning process.
Returning to GUNDAM XMX itself.
Fans familiar with Gundam models probably know that GUNPLA typically comes in two styles: one pursuing realistic proportions, and the other being SD (Super Deformed), characterized by large heads and short bodies for a cute appearance.
This time, GUNDAM XMX, prepared specifically for mainland China, has carved out its own path. According to materials revealed on-site, Strike Gundam's physique is slimmer than SD but more compact than true-to-scale models, a style officially described as "Revitalized Form." The model stands approximately 11 cm tall, making it easy to handle and display without taking up much space.
Neither true-to-scale nor SD style, standing approximately 11 cm tall (based on development CG materials revealed on-site)
Of course, GUNDAM XMX did not sacrifice articulation due to its smaller scale. It not only features specially designed joints but also combines plastic materials with different properties at the joint points, allowing for many dynamic poses that balance everyday playability with photogenic appeal.
Proprietary joint structure allows for various dynamic poses (based on development CG materials revealed on-site)
Furthermore, backpacks and weapons can be swapped between the five regular variants, greatly enhancing playability freedom.
Five regular variants and one hidden variant from the first wave (based on development CG materials revealed on-site)
Beyond playability, GUNDAM XMX also considers assembly needs. Traditionally, most Gundam models require tools like nippers during assembly. While basic construction without sanding, panel lining, or painting can be done with just nippers, this still raises the entry barrier, discouraging many beginners.
GUNDAM XMX eliminates entry barriers completely: similar to ENTRY GRADE, it uses snap-fit nubs, allowing parts to be removed from runners by hand without needing nippers or glue. Additionally, some GUNDAM XMX parts come pre-painted from the factory, with color separation achieved through the parts themselves, eliminating the need for stickers. Overall, the assembly process appears very simple and relaxed, making it highly beginner-friendly.
Snap-fit nubs allow parts to be removed without tools (based on prototype materials revealed on-site)
"Making it look cool even for those who have never built a model" is the clear design goal of GUNDAM XMX. For seasoned model builders, tool-free assembly and pre-painting do not mean a lack of customization options—whether swapping parts or adding panel lines and paint, GUNDAM XMX still offers ample room for creativity.
Looking back now, since the first model kit was released in 1980, Gundam has accompanied fans for over forty years. GUNDAM XMX does not belong to any existing series; as a brand-new original project specifically targeted at mainland China, it seems to bear a certain responsibility—a responsibility to connect trendy toy enthusiasts with core model builders.
It is worth noting that although both trendy toy enthusiasts and core model builders might be stereotyped as simply "playing with toys," the two groups are not entirely overlapping. There has always been a lack of products connecting these two communities, and GUNDAM XMX is becoming a potential bridge between them with its intermediate form.
I feel the same way. GUNDAM XMX removes all entry barriers for Gundam models—tools, skills, and time. With its 11 cm size, 59.9 yuan price point, tool-free assembly structure, and factory-applied paint, it is compelling enough for a player who has never touched a Gundam model to buy their first box and build their very first Gundam.
The press conference also revealed future plans for the GUNDAM XMX series—the second wave is already in planning, featuring the RX-78-2 GUNDAM, the classic mobile suit known as the "Original Gundam" from the 1979 series "Mobile Suit Gundam." Popular mobile suits from various hit series will follow, with logos from works like "Mobile Suit Gundam 00" and "Mobile Suit Gundam UC" visible in the on-site materials. Specific product details may await further announcements from Bandai Namco.
Second wave featuring RX-78-2 GUNDAM in planning (based on development CG materials revealed on-site)
According to the plan, the first wave of GUNDAM XMX is scheduled for release in spring 2027, priced at 59.9 yuan per unit. It will be available at offline channels such as trendy toy stores, the official Bandai flagship store, and Gundam Base locations. Meanwhile, Gundam Base is also preparing for preview displays and experience events.
The event concluded with an unveiling ceremony and group photo in front of the booth. As the ceremony ended and closing time approached, staff began removing the barriers, while some early-entry attendees had already gathered around the GUNDAM XMX booth.
After the press conference, guests posed for a group photo in front of the GUNDAM XMX booth
Watching the increasingly crowded crowd and the numerous cameras focused on GUNDAM XMX, a thought popped into my mind:
Perhaps GUNDAM XMX will become the first Gundam for young people.
Will it? Yes, it will.