Japan Exports Hit Formats But Imports Few, WIT Says at Mip London

Variety

by Naman Ramachandran

February 23, 2026

AI-Generated Deep Dive Summary

Japan's television format market remains largely insular, with the country exporting globally successful unscripted hits while importing very few foreign concepts. According to Virginia Mouseler, CEO of The WIT, Japan ranks as the seventh-largest exporter of formats, alongside South Korea, despite adapting minimal international IP. Japanese-origin formats like "Dragon’s Den," "LOL," and "Run for Money" continue to dominate global adaptations, showcasing the strength of high-concept entertainment built around simple game mechanics. These shows are popular worldwide due to their visually driven and easily exportable gameplay. On the flip side, Japan's resistance to importing foreign formats is notable. Over the past year, only two international formats were adapted locally: the South Korean relationship competition "Wedding Wars" and a reboot of "Who Wants to Be a Millionaire." This trend reflects a long-standing tradition in Japan of focusing on revivals and reinventions of homegrown IP rather than adopting foreign concepts. For example, classic game shows like "Challenges on Fire" have been rebooted after decades, maintaining local relevance while avoiding the need for external influences. The presentation also highlighted a new generation of Japanese entertainment formats centered on visually driven physical mechanics and social-strategy gameplay. Shows like "Cash or Splash," "Turn" ("Mawase"), and hybrid deduction formats are gaining traction both domestically and internationally. This focus on highly visual, competitive entertainment aligns with Japan's historical success in creating exportable content that resonates globally. This trend matters for readers interested in global entertainment dynamics because it underscores Japan's unique position as a major exporter of TV formats while also highlighting its reluctance to embrace foreign IP. The country’s emphasis on reinventing and evolving homegrown concepts not only sustains its cultural influence but also challenges the global norm of cross-border format adaptation. As Japan continues to innovate in visually driven entertainment, its impact on international television trends is likely to grow, offering fresh opportunities for global collaborations and adaptations.

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Originally published on Variety on 2/23/2026