4,600 buyers expected at TIFFCOM as Japanese IP demand hits record high

The global appetite for Japanese intellectual property has reached a fever pitch, driving record attendance numbers for one of the industry's major trade events.

TIFFCOM, the content market associated with the Tokyo International Film Festival, is on track to host 4,600 visitors and 300 exhibitors this week. Those figures match or exceed the totals from last year, marking a sharp increase over previous editions of the event.

The growth tracks a wider surge in interest in Japan. Nearly 43 million people visited the country last year, a boom that Kaori Ikeda, the market's managing director, says directly supports the festival's activities. Ikeda has led TIFFCOM for three years, previously working in acquisitions for Asmik Ace and in cable television at J:COM.

The market has responded to this demand by broadening its scope. Last year, the organizers relaunched the Tokyo Story Market as Tokyo IP Market: Adaptation & Remake. This shift moved the focus from book adaptations to a wider range of rights holders. This year, the program includes film studios such as Toei and Shochiku, as well as toy company Takara Tomy.

Ikeda noted that Japan was the Country of Honour at the Cannes Marché du Film earlier this year. TIFFCOM collaborated with that event to introduce Japanese IP to international producers. She described the venture as a success and plans to repeat it, with a goal of including smaller publishers that have limited global experience. The initiative is backed by investment from the Japanese government and industry.

The upcoming schedule reflects the current state of the industry. A session titled 'Unlocking the Global Potential of Japanese IP' will feature producer Shinzo Matsuhashi, Steven Maeda of Netflix’s One Piece, and Buddy Marini, head of Amazon MGM Studios Japan. For the first time, the market will also host a keynote on AI, featuring executives Chris Brearton and Dominic Hughes from AGBO.

The Association of Japanese Animations will release its annual industry data during the market. Television stations will also present case studies on overseas format sales. These sessions aim to provide concrete data for buyers navigating a changing landscape.

The Tokyo Gap-Financing Market, now in its seventh year, continues to link partially funded projects with production partners. Two completed productions from last year's cohort will be screened in the festival’s Crosscut Asia+ section. The Violinist, an animation that found an Italian partner at the 2023 event, won the top award at the Annecy festival this year.

Industry executives acknowledge that viewing habits are shifting. Short dramas are gaining popularity, particularly in Japan, while streamers are reducing budgets. AI is also disrupting traditional production models. Ikeda says the market is adapting to remain a central hub for business meetings and networking amidst these changes.

TIFFCOM runs from Oct. 28 to 30 at the Tokyo Metropolitan Industrial Trade Center Hamamatsu-kan.