Tokyo International Film Festival's Content Market Sees Surge in Popularity

Tokyo's Tokyo International Film Festival (TIFF) has been gaining momentum in recent years, but its content market, TIFFCOM, is now experiencing a surge in popularity as well.

The market has expanded its seminar offerings and attracted bigger industry names to speak at them, providing valuable insights for attendees. As a result, the number of exhibitors and visitors has increased significantly. This growth can be attributed to the rising interest in Japanese intellectual property (IP), which is becoming increasingly attractive to international audiences.

Japan's rich cultural heritage, including anime, manga, and game shows, is also contributing to its growing appeal. The success of Japan-related productions such as Shōgun has further fueled this trend. According to recent statistics, nearly 43 million people visited Japan last year, a testament to the country's enduring allure.

As managing director Kaori Ikeda points out, Tokyo is one of the most fascinating cities in the world, and its cultural significance is driving interest in Japanese IP.

Tokyo has become a hub for showcasing Japanese intellectual property (IP) as it gains traction worldwide. The city's cultural significance is driving interest in its unique stories and characters. As managing director Kaori Ikeda points out, Tokyo is one of the most fascinating cities in the world, and its cultural significance is driving interest in Japanese IP.

Under Ikeda's leadership, TIFFCOM has relaunched the Tokyo Story Market as Tokyo IP Market: Adaptation & Remake. This revamped market now focuses on a broader range of adaptation and remake opportunities, including film companies like Toei and Shochiku, and toy company Takara Tomy. This expanded scope will allow for more diverse collaborations between Japanese rights holders and international producers.

The success of the Tokyo IP Market at Cannes Marché du Film has been a significant milestone in promoting Japanese IP globally. Ikeda notes that Japan was the Country of Honour at this year's event, which provided an ideal platform to introduce Japanese stories to international audiences. The collaboration with the Cannes market brought together rights holders and producers from around the world.

The Tokyo IP Market is backed by substantial investment from both the Japanese government and industry. This support has enabled Ikeda to expand the market's reach and scope, making it a key player in the global entertainment landscape. As she looks to the future, Ikeda hopes to include smaller publishers with limited experience in the international marketplace to further diversify the market's offerings.

The Tokyo International Film Festival's (TIFF) market arm, TIFFCOM, has seen a significant surge in attendance over the past few years. In 2025, it welcomed around 4,600 visitors and 300 exhibitors, a notable increase from previous editions.

This year, TIFFCOM is expected to match or even exceed these numbers, with the event set to feature a range of panels and sessions focused on remakes and co-productions. One such session will bring together industry experts to discuss the global potential of Japanese intellectual property (IP). Participants include producer Shinzo Matsuhashi, who has worked on titles like Kokuhō and Kingdom, as well as Steven Maeda from Netflix's One Piece adaptation.

TIFFCOM is also introducing a new keynote session focused on artificial intelligence (AI) in storytelling. The event will feature executives Chris Brearton and Dominic Hughes from AGBO, who will discuss the intersection of technology and narrative. According to Ikeda, this addition has generated significant excitement among attendees.

The Association of Japanese Animations will once again present its annual industry data at TIFFCOM, while TV stations will showcase case studies on overseas format sales. The Tokyo Gap-Financing Market is also set to make a return, linking partially funded projects with production partners for the seventh consecutive year.

The Japanese entertainment market is undergoing significant changes, driven by shifting viewing habits and technological advancements. Short dramas have been gaining popularity among audiences in Japan, while streamers are adapting to changing circumstances by reducing budgets.

TIFFCOM's focus on facilitating business meetings and networking opportunities has become increasingly important amidst these market shifts. The event will take place from October 28 to 30 at the Tokyo Metropolitan Industrial Trade Center Hamamatsucho-kan.