Xbox and Toge Productions veterans launch Joyous Node, an indie publishing advisory

Jun Shen Chia, former Xbox strategic markets expansion lead for Southeast Asia, Taiwan and Hong Kong, co-founded Joyous Node. Co-founder Sarah Johana previously served as head of marketing at Toge Productions. Joyous Node offers marketing and self-publishing advisory services to indie developers, with a stated focus on Southeast Asia. The founders position the firm to transfer marketing and publishing capability into studios rather than execute campaigns on their behalf.

Shen Chia's Xbox role covered strategic market expansion across Southeast Asia, Taiwan and Hong Kong.
Johana ran marketing for Toge Productions, an established Indonesian indie publisher.
Shen Chia frames the gap this pairing targets on LinkedIn.
"Funding is uncertain and discovery is hard." - Jun Shen Chia, Co-founder, Joyous Node

Shen Chia states the firm's goal is to "leave studios stronger" after each engagement, not to run marketing for them long-term.
The founders describe both as caring "deeply about indie developers in Southeast Asia and across the world."
Joyous Node operates as a global advisory but names Southeast Asia as its priority region.

Joyous Node is opening developer conversations ahead of Level Up KL, IGDX and Gamescom Asia this month.
All three events sit within the Southeast Asia and broader Asia-Pacific indie calendar.
The sequencing positions the agency's first outreach directly at its stated target market.

For Publishers & Developers: Sweeten revenue-share terms for SEA indies who now have a credible self-publishing fallback.
For Service Vendors: Partner with the new advisory to supply the campaign execution its client studios still need.