Japan’s scripted entertainment industry is entering a pivotal phase, strengthening its position as one of Asia’s most active co-production partners alongside Korea. 

As domestic live-action dramas seek greater international traction, Japanese producers and broadcasters are expanding beyond traditional formats toward globally adaptable, story-driven projects.

The momentum is fueled by collaborations with partners such as NHK, TBS, CJ ENM Korea, and Mediacorp Singapore, reflecting both ambition and adaptability in the international scripted space. While anime continues to dominate global viewing charts, live-action successes like Alice in Borderland have underscored Japan’s potential to create exportable drama IP – a priority now driving a new wave of co-development and format exchange across Asia.

The Japan Pavilion (Stand B12) at this year’s ATF builds on this momentum, showcasing its signature Japan Blue theme through an innovative new layout. Embodying the catchphrase “The Next Wave of Japanese Entertainment”, the pavilion incorporates the Seigaiha (青海波) motif, the traditional Japanese wave pattern. The pavilion’s design was created by Hidehito Izuhara, chairman of the Japan Design Association and acclaimed spatial producer.

Twenty-two leading Japanese media companies, including major broadcasters and production houses, will present their latest content offerings, spanning from cutting-edge animation to romcom, compelling variety shows and documentaries. With a 20% expansion in floor space from the previous year, the pavilion introduces a dedicated event area. 

The highlight will be “Drama Gems from Japan”, the third installment of the successful Scripted Format presentation series, scheduled for 3 December 2025 (Wednesday) at 4pm. 

Industry expert Victoria De Kerdrel from K7 Media will present and analyse 11 new dramas: Murderous Encounter from Nippon TV, Rondo behind the Final Curtain from Kansai TV, Small Bait, Big Love – Ebiko’s Hunt for Her Mr. Right from Chukyo TV, Synanthrope from TV Tokyo, The Moonlit Kitchen from Tokai TV, Just a bit Espers from TV Asahi, Learning to Love from Fuji TV, Players from WOWOW, Forest from ABC TV, FOGDOG from Yomiuri TV, and Love is for the Dogs from TBS.

Just a bit Espers and Forest, will receive special spotlight sessions where creative executives will share production insights and participate in a Q&A moderated by De Kerdrel. All titles are available for international distribution and format adaptation, offering diverse opportunities for global collaboration. 

The event schedule also includes specialised presentations: 📅 3 Dec 2025 ⏰2pm TV Asahi: Masked Ninja Akakage Showcase | ⏰3pm Osaka Four Stations Spotlight (Yomiuri TV, ABC TV, MBS, Kansai TV): Ookini! New Unscripted Formats Presentation | ⏰4pm Drama Gems from Japan 📅 4 Dec 2025 ⏰11am Four TV Stations from Nagoya (Tokai TV, Chukyo TV, CBC TV, Nagoya TV): The Center of Japan, Nagoya’s DRAMA Showcase! | ⏰2pm WOWOW: SUIKODEN (Water Margin) & New Titles Showcase | ⏰3pm Osaka Four Stations Spotlight (Yomiuri TV, ABC TV, MBS, Kansai TV): Ookini! New Scripted Formats Presentation | ⏰5pm Networking Kanpai Hour at Japan Pavilion

The pavilion also offers unique networking opportunities, including the “Kanpai Hour at Japan Pavilion”, designed to encourage business discussions between Japanese content creators and industry professionals in a relaxed setting. Visitors can also experience “Kendama”, a traditional Japanese skill toy, with chances to win the coveted Mugen Musou edition.

Throughout the exhibition, the Japan Pavilion maintains a professional yet welcoming atmosphere, complemented by premium coffee and matcha-flavoured chocolates. Industry professionals are invited to explore partnership opportunities and experience authentic Japanese hospitality at the Japan Pavilion, which is jointly operated by the International Drama Festival in Tokyo, the Ministry of Internal Affairs and Communications (MIC), and the Broadcast Program Export Association of Japan (BEAJ).

Brought to you by Broadcast Program Export Association of Japan (BEAJ)

▶ Published in ContentAsia's December 2025 Magazine