Format

The Treasure Box Japan showcase at MIPCOM revealed an exciting collection of fresh and innovative TV formats, captivating international broadcasters and platforms with diverse concepts. Hosted by Broadcast Program Export Association of Japan (BEAJ) and The WIT’s Virginia Mouseler, this year’s showcase featured nine unique formats, up from six last year. These formats, ranging from cultural exchanges to adrenaline-filled competitions, demonstrate Japan's growing presence in the global TV market.

The first format was The Swap Project, developed by Fuji TV and The Gurin Company. The concept involves individuals from different cultural backgrounds who share the same profession swapping lives for a week. Audiences witness the humorous and touching contrasts in their experiences as participants immerse themselves in each other's professional and personal worlds. As Phil Gurin of The Gurin Company explained, "You're not just doing the job; you’re immersed in their family and culture, whether they have kids or not, or whether it’s dysfunctional or functional. It’s great character storytelling."

Adding to the lineup of humorous and quirky offerings, DASUNA—Don’t Show Your Pants!, a game show, promises plenty of laughs. Contestants are tasked with completing various challenges while keeping their underwear hidden—a simple yet comedic premise designed to entertain viewers of all ages.

Among the more familiar formats, the iconic Treasure Appraisers, a long-running hit in Japan, was presented for international adaptation. This show invites guests to bring in items to be evaluated by experts, uncovering whether their possessions are valuable antiques or clever fakes. Along the way, viewers learn about the historical and cultural significance of the objects, blending education with suspense.

Nippon TV’s Man or Mannequin? brought an immersive element to the showcase. This game show sees celebrities tasked with identifying hidden mannequins among humans posing as them, with the difficulty increasing as the competition progresses. Tom Miyauchi of Nippon TV highlighted the show’s versatility, explaining that it can be adapted in various locations with different tasks, making it a flexible and engaging format.

For fans of action-packed entertainment, KASSO featured top Japanese skateboarders competing on a large-scale outdoor set. Combining the physical intensity of shows like Ninja Warrior and Takeshi’s Castle, this format showcases extraordinary athleticism with a thrilling edge.

Other highlights from the showcase included In the Middle of Nowhere, where satellite imagery is used to locate isolated houses in remote areas of Japan, leading to heartwarming and often surprising interactions with the residents. Celebrity Fight Club pits celebrities and their fans against one another in exciting challenges, while The Tortoise and The Hare, inspired by Aesop’s Fables, contrasts amateur and professional training techniques in a light-hearted competition.

Masaru Akiyama, chief executive of business management at BEAJ, emphasized Japan’s commitment to expanding its global reach. “This collaboration approach, driven by BEAJ and supported by the Ministry of Internal Affairs and Communications, seeks to solidify Japan’s position as a leader in international content distribution,” said Akiyama.

The event concluded with a lively networking session, where attendees could connect with BEAJ representatives and industry leaders. The showcase not only highlighted the breadth and creativity of Japan’s TV format industry but also underscored its potential for international success, making Treasure Box Japan an essential stop at this year’s MIPCOM