BEAJ (Broadcast Program Export Association of Japan)

Opening Japan’s Treasure Box of Formats

On Monday, October 21, during MIPCOM, Treasure Box Japan will unveil nine new Japanese format jewels ready for international adaptations. The showcase kicks off at 4 p.m. in the Hi5 Studio in the Palais des Festivals and will be followed by cocktails and networking.

“For over five decades, Japan’s major broadcasting companies have independently pursued overseas expansion, amassing significant expertise in content distribution abroad,” says Masaru Akiyama, chief executive of business management at BEAJ (Broadcast Program Export Association of Japan). “This long-standing independence has lessened the need for these broadcasters to collaborate on events aimed at promoting Japanese content internationally. In contrast, newer entrants to the global market have quickly increased their visibility by participating in international content markets, often presenting under a unified national banner. Recognizing the growing importance of collective strength, BEAJ, in accordance with the Ministry of Internal Affairs and Communications, has been taking a collaborative approach by driving multiple initiatives to enhance Japan’s presence in the global content market.”

Among them, BEAJ actively promotes all Japanese television programs through the Japan Program Catalog, an online platform accessible to everyone. The platform allows industry professionals to log in, watch trailers and connect with rights holders of their selected titles, making it a one-stop resource for exploring a wide range of Japanese television content.

BEAJ also hosts large-scale online screenings on various international platforms, giving global stakeholders the opportunity to engage with Japanese content.

Another key effort is Treasure Box Japan (TBJ), which focuses on promoting unscripted format sales. “This year’s TBJ will feature an expanded program slate compared to last year, presenting nine titles carefully selected to meet the diverse needs of a larger pool of buyers,” says Ikuo Ichiki, executive director of business management at BEAJ. “Beyond the usual array of game shows and documentary-style location programs, the lineup includes formats that have never before been available to overseas buyers. BEAJ invites interested parties to join them at their networking event following the format presentations and to visit specific booths for more information.”

Among the projects being showcased as part of Treasure Box Japan, The Swap Project features people from different cultures with the same occupation swapping lives for a week. The format explores their challenges and experiences while highlighting cultural differences and shared human connections in a comedic and touching way.

The game show DASUNA—Don’t Show Your Pants! challenges contestants to keep their underwear hidden while competing in various tasks. The show promises fun for all ages with its playful twist.

The long-running show Treasure Appraisers, in which guests bring items to be appraised by experts, is being made available as a format for the first time. Viewers discover whether items are valuable or fake and gain educational insights into the historical context of each piece.

The immersive game show Man or Mannequin? sees celebrity contestants race against time to find mannequins hidden around the city. With increasing difficulty, contestants must distinguish between artificial dummies and humans posing as mannequins.

The large-scale KASSO features Japan’s top skateboarders competing on a unique outdoor set. It combines skateboarding with elements of physical game shows such as Ninja Warrior and Takeshi’s Castle.

In the quiz show 100 Man Power (w.t.), 100 contestants challenge an expert in themed battles on topics such as aquariums and ramen, set in locations related to the themes. The flexible format allows for various themes, settings and prize structures.

In the Middle of Nowhere investigates isolated houses in Japan. It uses satellite images to find them and explores residents’ lives through on-site reporting.

Two celebrities compete against 25 fans each (and later, against each other) in Celebrity Fight Club. Developed with Youngest Media Group, the format was inspired by Challengers on Fire.

In The Tortoise and The Hare, one team trains with unreliable online information for a week while the other gets professional instruction. Inspired by Aesop’s Fables, the program contrasts dubious versus expert training.

“In Japan, the long-standing competition among broadcasting stations for viewer ratings has fostered a vibrant ecosystem for creators to explore diverse ideas, leading to a multitude of innovative programs,” says Makito Sugiyama, executive director of business management at BEAJ. “Many shows incorporate small segments that function as testing grounds for new concepts, with the most popular ones often evolving into stand-alone series. Successful programs from this competitive landscape frequently find international success, capitalizing on their substantial achievements in key markets to garner support from global audiences.”

America’s Funniest Home Videos (You’ve Been Framed!), Shark Tank (Dragons’ Den) and Ninja Warrior are among the notable examples of Japan’s rich array of unscripted content that has garnered international acclaim, showcasing their widespread appeal. “Japan holds a remarkable record in format localization, with more than 90 titles and hundreds of localized versions based on them created worldwide,” says Sugiyama.

Following the presentations of TBJ, attendees will have the opportunity to participate in a cocktail and networking session, “allowing for the exchange of valuable information about emerging shows that are highly likely to resonate in their own countries,” adds Shunsuke Ochiai, executive director of business management at BEAJ. “This event not only facilitates connections with potential broadcasters but also empowers attendees to leverage these insights for future business endeavors, potentially uncovering the next global hit in a single comprehensive session.”