From fans, for fans: Abraham Joel Victor on creating Malaysia’s first anime streaming platform

When anime fans in Malaysia wanted a local platform that truly understood their passion, Abraham Joel Victor decided to make one. As the founder and managing director of Nymey (pronounced: “Nee-may”) International, Victor set out to build Malaysia’s first dedicated anime streaming platform—a space where fans could access curated titles from across Asia, share their love for the medium, and celebrate anime as a cultural phenomenon.

“Nymey was an idea that lived in our heads for years before it came to life,” Victor recalled during an interview with AnimationXpress, at the Asean Digital Content Summit taking place in Malaysia’s Johor Bahru city. “We spent three years on research and development, building the right team, and understanding our audience before launching last year.”

That groundwork is now paying off. Nymey.com has quickly grown its user base, steadily adding new titles every quarter—from Japan’s biggest hits to rising productions from Indonesia, Malaysia, Taiwan, Thailand, and India. What sets Nymey apart is its dual commitment to storytelling and community. The platform’s motto—“created by fans, for fans”—is reflected in its design: seamless streaming, high-definition quality, and curated playlists for both newcomers and seasoned otakus.

For Victor, anime isn’t just entertainment—it’s art with depth. “Anime can talk about anything—political issues, social pressure, even suicide,” he explained. “It’s not restricted like cartoons. What we look for at Nymey are good stories, whether they’re light-hearted or mature. That’s what connects people.”

To understand Malaysia’s anime audience, Nymey took a hands-on approach. The team ran surveys at major anime conventions, gathering data on genres, studios, and preferences. “Even before we launched, we asked fans what they liked and what they wanted to see,” he said. “That’s how we built our content strategy.”

Running the startup, however, has been far from easy. With a lean team of just four people, Nymey manages everything—from content acquisition and tech to marketing and social media engagement. “We’re small, but each of us has a specialised role,” he shared. “I focus on business connections and deals; our marketing head is a wizard at social media and digital campaigns; another team member handles subtitles and quality checks; and one manages all the technical backend.”

Among the toughest challenges? Educating the market. “Being Malaysia’s first anime streaming platform, people didn’t initially understand what we were trying to do,” he explained. “We had to explain how anime licensing differs from original IPs and animated content. It’s a different world altogether.”

Another hurdle is piracy—a battle every streaming service faces. “You can’t fight piracy completely,” he admitted. “What we can do is offer quality, convenience, and work with governments to strengthen anti-piracy laws like they have in Korea or Taiwan.”

Then there’s the financial reality of being an independent startup. “We don’t have major funders yet, so we have to choose our content carefully,” he said. “It’s not about what we like, it’s about what the consumer wants. Listening to the audience is everything.”

Victor’s deep understanding of storytelling also informs how he views the broader anime and entertainment ecosystem. He draws parallels with Japan’s content strategy, where manga serves as a testing ground before becoming an anime or live-action series. “That’s why Japanese anime works—it starts with a proven story,” he noted. “When studios disregard the original author’s vision, that’s when things go wrong. It’s the same problem we see with superhero movies today.”

Despite the challenges, he remains grounded in both passion and pragmatism. “I’m a proper fan—I read comics, watch anime, and live-action movies. But when you run a company, you have to think beyond passion. Sometimes, reality hits hard. The best outcome is when business and passion overlap.”

Looking ahead, he envisions Nymey as a regional hub for Asian anime, introducing Malaysian and other Asian works to global audiences. “We’re here to make sure anime is respected, celebrated, and loved,” he said. “Because for us, anime isn’t just a show—it’s a culture.”