High-speed motorsport, supernatural anime, and K-pop collided at Ballroom @ Frasers Collection in Singapore during the Formula 1 Singapore Grand Prix race week. The press conference gathered representatives behind a collaboration bringing together the Atlassian Williams F1 Team, hit Japanese anime series Dan Da Dan, lifestyle brand Sector Zero, and K-pop star Tzuyu of TWICE.
The partnership revolves around the central theme “Speed Meets Supernatural.” The project’s highlight is an official theme song performed by Tzuyu.
Held during Singapore’s race weekend, the event featured a fireside chat with the project’s key panel members:
- Sayako Niimi: Director, Lead Global Partnerships, Sector Zero
- Luke Timmins: Merchandise and Licensing Director, Atlassian Williams F1 Team
- Tassei Shimoie: Consumer Product Manager, MBS, TV Anime DAN DA DAN
- TZUYU: Taiwanese singer and member of K-pop group TWICE
Media Conference Q&A Session
Host: Welcome to Singapore! To start, Sayako-san, how did this collaboration between Williams and Dan Da Dan first come together?
Sayako Niimi: It began exactly two years ago when my team and I first visited the F1 race here in Singapore. We were hooked not just by the cars, but by the fans, the city’s energy, fashion, music, and the paddock culture. We realized F1 is an entire lifestyle. Since my team and I love music, Japanese pop culture, anime, K-pop, and gaming, we wondered why fans have to visit different places to experience these passions. We wanted to build a single place Sector Zero where all these distinct cultures can naturally coexist in real life.
Host: Tassei-san, Dan Da Dan is a massive global anime series. What made Formula 1 the right platform for it?
Tassei Shimoie: Dan Da Dan isn’t just an anime; it’s deeply tied to culture and music, with a strong fan base. Similarly, Formula 1 has evolved beyond sport into fashion and culture. F1 provides the perfect stage to merge our audiences and take the series into an entirely new world.
Host: Luke, F1 has a global audience of hundreds of millions of fans. How does this partnership help Williams connect with modern motorsport fans?
Luke Timmins: Over the past eight years, F1 has seen massive growth among younger fans and across Asia. Today’s fans engage with lifestyle, entertainment, pop culture, and music alongside racing. When we realized F1 fans overlap heavily with anime and K-pop audiences, we decided to act first. The immediate positive fan reaction at Suzuka validated that bringing these worlds together was the right move to set a new precedent in the region.
Host: Tzuyu, what made you join this collaboration, especially at this point in your career?
Tzuyu: (In English, Mandarin, and Korean) Hello everyone, I’m Tzuyu! This collaboration uniquely combines F1, anime, and music. All three share core values I love and believe in: creativity, passion, and courage. As a singer, I always enjoy trying new things and taking on creative projects that surprise both my fans and myself. That is why I wanted to be part of this alliance.
Host: Can you share more about the song concept and what inspired your performance?
Tzuyu: The central concept is “Speed Meets Supernatural.” What inspired me is my desire to challenge myself and keep growing as an artist. I believe this theme song and its music video will be a wonderful surprise for everyone.
Host: Luke and Tassei-san, why was Tzuyu the ideal choice to voice this project?
Luke Timmins: It comes down to the fans. Tzuyu is a massive star with a deeply passionate global fan base. Since we operate in a fan-first era, bridging our audiences felt completely natural. The excitement from her fans online confirmed she was the perfect fit.
Tassei Shimoie: She is an immensely talented global star. We wanted to create an ambitious crossover that no one had ever attempted before. Having Tzuyu join made this project truly special, and everyone involved immediately agreed she was the right fit.
Host: Sayako-san, what inspired you to center this around a musical collaboration?
Sayako Niimi: Growing up in a musical family, I’ve always believed in music’s power to connect people across different cultures, languages, and generations. Once we brought Williams, Dan Da Dan, and the concept of “Speed Meets Supernatural” together, the natural question was: “What does this sound like?” When Tzuyu joined the conversation, everything clicked.
Host: Luke, Singapore is one of F1’s flagship night races. How does merchandise fit into the strategy here?
Luke Timmins: Merchandise serves as a primary physical connection point for fans. Singapore is a core hub for us with a massive local fan zone presence. Launching our limited product range here during the original night race was the right location to bring this collection to life following our initial tease in LA.
Host: Tassei-san, how does creating merchandise for an F1 environment differ from standard anime merch?
Tassei Shimoie: It is completely different. Anime merchandise usually stays within character worlds. Integrating the high-speed essence of F1 was a new challenge for the Dan Da Dan team, but it allowed us to create a unique blend of streetwear fashion and crossover culture.
Host: Sayako-san, the merchandise mentions a mysterious name: “Kokone.” What can you reveal about that?
Sayako Niimi: Not much yet, which is intentional! We want to keep surprising people. Kokone isn’t there by accident, so fans should stay tuned.
Host: Where do you plan to take Sector Zero’s vision next?
Sayako Niimi: I want Sector Zero to become part of everyday life like a 7-Eleven or FamilyMart, rather than just a race event. Right now, time zones and distance make it hard for global fans to experience F1 live. My goal is for Sector Zero to bring the sport and its culture directly into local communities.
Host: Luke and Tassei-san, what lies ahead for this partnership?
Tassei Shimoie: Singapore is just the entry point. There will be deeper storytelling, more collaborations, and expanded projects. Beyond Dan Da Dan, this project aims to elevate the anime industry as a whole to a global level.
Host: Tzuyu, what are you most looking forward to during this F1 race week in Singapore?
Tzuyu: I’m excited to see the F1 cars live at top speed. Attending a race has always been a dream of mine! Yesterday, I visited the Williams paddock, met the drivers, Carlos and Alex, and the team crew, and even saw the Turbo Granny setup. Most of all, I’m happy to be in Singapore to meet my fans from all around the world.
Media Q&A
Media: Luke, what does this alliance between a British F1 team, a Japanese anime, and a K-pop icon say about Asian pop culture’s influence on global sports?
Luke Timmins: It shows how global pop culture has become. Asian culture has a strong regional hub, but its influence transcends borders. Combining these elements allows us to reach passionate audiences worldwide.
Media: Tzuyu, has this project changed how you view Formula 1?
Tzuyu: I used to think F1 was only about the drivers and speed. But after visiting the Williams paddock and seeing the crew behind the scenes, I realized how much incredible teamwork goes into every race.
Media: Tassei-san, given Dan Da Dan’s focus on ghosts and aliens, is Singapore’s night race the ideal setting?
Tassei Shimoie: Absolutely perfect! Ghosts and aliens belong to the night, making Singapore’s night circuit a fitting backdrop for Dan Da Dan.
Media: Sayako-san, how do Singaporean fans compare to those in Suzuka or LA?
Sayako Niimi: Singapore is unique because F1 takes over the whole city from the airport to the malls. Sports and entertainment coexist seamlessly here, and the fans are passionate and receptive to crossover cultures.
Quick-Fire “This or That” Session
- Ghosts vs. Aliens: Sayako Niimi (Ghosts), Luke Timmins (Ghosts), TZUYU (Ghosts), Tassei Shimoie (Aliens)
- Night Race vs. Day Race: Unanimous choice for Night Race
- Chilli Crab vs. Chicken Rice: Sayako Niimi, Luke Timmins, and TZUYU chose Chilli Crab; Tassei Shimoie picked Chicken Rice
- Momo-chan vs. Okarun: Sayako Niimi and TZUYU picked Momo-chan; Luke Timmins and Tassei Shimoie chose Okarun
- Driving a Car vs. Singing a Song: Sayako Niimi (Singing), Luke Timmins (Driving), TZUYU (Both!), Tassei Shimoie (Driving)
Event Details & How to Visit
Fans visiting Singapore for the Grand Prix can view the Atlassian Williams F1 Team x Dan Da Dan collaboration firsthand at the Williams Fan Zone at Marina Square, open through October 13. The fan zone features exclusive limited-edition merchandise, interactive displays, and apparel line drops.
For updates on Tzuyu’s upcoming theme song and future project announcements, fans can register at sectorzero.club or follow @sectorzero_club on Instagram.
Article & Photographs by: James @ KAvenyou
