Japanese Comedy Hit 'You Laugh You Lose' Goes Global With Banijay

Variety

by Naman Ramachandran

February 24, 2026

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Banijay Entertainment has secured the global format rights to "You Laugh You Lose," a long-running Japanese comedy series produced by Yoshimoto Kogyo. The deal positions Banijay to adapt and distribute the show across its 23 territories, while Yoshimoto retains distribution rights elsewhere. Known for its no-laughter rule and escalating comedic challenges, "You Laugh You Lose" has been a staple on Japanese TV since its 2006 debut on Nippon TV. The series features comedians navigating increasingly absurd scenarios over 24 hours without cracking a smile, facing immediate comedic consequences if they do. This acquisition aligns with Banijay’s strategy to expand its portfolio of proven comedy formats. The company currently produces "LOL: Last One Laughing" in 11 markets worldwide and views "You Laugh You Lose" as a fresh addition with international appeal. James Townley, Banijay Entertainment’s chief content officer, praised the show for its playful tone, unpredictable humor, and adaptable format, which allows local adaptations while maintaining global charm. Hiroshi Fujiwara of Yoshimoto Kogyo expressed excitement about collaborating with Banijay to bring "You Laugh You Lose" to global audiences, calling it one of Japan’s most popular variety shows. The deal underscores the growing demand for Japanese comedy formats on the global stage. "You Laugh You Lose" joins other high-profile projects in Banijay’s pipeline, including "Werewolves," "Ninja Warrior," and "All Star Hide and Seek," which will be showcased at London Screenings 2026. Helen Greatorex, head of format acquisitions at Banijay, negotiated the deal, solidifying the company’s reputation as a leader in comedy production. This move not only enhances Banijay’s competitive edge but also highlights Japan’s enduring influence on global entertainment, offering audiences worldwide

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Originally published on Variety on 2/24/2026