About
My name is Alex Q. Xu. I’m also known online as Zagabond. I’m the co-founder and CEO of Azuki Labs, the company behind Azuki, a global anime IP spanning manga, trading cards, animation, and collectibles. Today, my work centers on building enduring story worlds and culture-driven products that communities can participate in and collect over time.
At a glance
| Name | Alex Q. Xu |
|---|---|
| Also known as | Zagabond |
| Role | Co-founder and CEO of Azuki Labs |
| Company | Azuki Labs, the company behind Azuki |
| Current work | Manga, trading cards, animation, and collectibles |
| Official profiles | X, LinkedIn, and Instagram |
Explore the work
AZUKI manga
The manga follows Shao and the world of Azuki, with art and story by co-creator Arnold Tsang. Read Chapter 1.
Azuki Trading Card Game
Gates Awakened introduced Azuki as a physical trading card game, with organized play in local stores and tournaments. Explore the game or find a place to play.
Animation and collaborations
Our animated anthology, character shorts, and collaborations bring the world into other forms. Watch the animation and explore the collaborations.
Building Azuki
Azuki began as a piece of internet-native art and has grown into a long-term IP project with a clear creative and commercial arc. At Azuki Labs, we approach IP the way great franchises have historically been built: with strong characters, a coherent world, and multiple expression layers that reinforce one another.
A core pillar of this strategy is collectibles, both digital and physical, designed as durable cultural artifacts. This includes the Azuki Trading Card Game (TCG), which serves as a foundation for competitive play, collecting, and community.
My role as CEO is to steward the long-term vision of Azuki: aligning creative direction, product strategy, and brand integrity so each release deepens the world. The focus is on building something that can compound creatively and culturally over many years.
Early Experiments and Lessons
Before Azuki, I launched several early NFT projects during a period when the space was still defining its norms. These projects, including CryptoPhunks, Tendies, and CryptoZunks, were experiments that helped shape my philosophy as a creator.
In 2022, I publicly addressed that history and acknowledged shortcomings in communication and project handovers. In my May 2022 statement, I committed to working with the relevant communities on contract handoffs and an equitable redistribution of funds.
That period was formative. It clarified for me the difference between experimentation and stewardship, and directly shaped how Azuki Labs operates today, with clearer accountability, stronger structure, and a long-term commitment to the people who engage with what I build.
How I Think About IP Today
I believe great IP is earned over time. It’s built through consistency, respect for the audience, and a willingness to invest years, not weeks, into a world and its characters.
At Azuki Labs, that belief shows up in how we develop story, how we design collectibles, and how we choose when, and when not, to expand. The goal isn’t to chase every opportunity, but to build a body of work that compounds culturally and creatively.
Looking Forward
I’m focused on building Azuki into a generational anime IP, one that can stand alongside the franchises that inspired me growing up, while still feeling native to how culture is created and shared today.
I continue to build in public, with the lessons of the past fully integrated into how I lead. This page exists as a complete and accurate record, not because the past defines the work, but because owning it is part of building something that lasts.
— Zagabond
Why Zagabond?
I chose the name Zagabond as a nod to Vagabond, Takehiko Inoue’s manga about Miyamoto Musashi. I moved often growing up, and its story of finding your way through unfamiliar places resonated with me. I shared more about the name and my background in this interview with The Bean Gazette.
Frequently asked questions
Are Alex Q. Xu and Zagabond the same person?
Yes. Alex Q. Xu is my name, and Zagabond is the name I use online.
What is the difference between Azuki and Azuki Labs?
Azuki is the anime IP and creative world. Azuki Labs is the company behind it, where I serve as co-founder and CEO.
What am I working on now?
My focus is building Azuki across manga, the trading card game, animation, and collectibles. You can read the manga, explore the TCG, or visit the Media & Press page for interviews and coverage.
Recent
From Art to Fashion: How Alex Q. Xu Thinks About Building Enduring Creative Worlds
Alex Q. Xu in Paris: Building Cultural IP Through Fashion, Story, and Design