Anime and Shogun Boom Push TIFFCOM Record as Global Buyers Chase Japanese IP

Kaori Ikeda, the managing director of TIFFCOM, is preparing to open the Tokyo International Film Festival content market with a target of 4,600 visitors and 300 exhibitors. The market is scheduled to run from October 28 to 30 at the Tokyo Metropolitan Industrial Trade Center Hamamatsu-kan. Ikeda stated that the current edition is on track to equal or exceed the attendance figures recorded in 2025, which saw a strong increase over previous years.

The growth in attendance coincides with a wider surge in international interest in Japanese intellectual property. Nearly 43 million people visited Japan last year, a figure that contributes to the market's expansion. Ikeda noted that the popularity of anime, the potential of manga and gameshow IP, and the success of productions such as Shōgun are key drivers for the market's current position.

“It definitely is…Tokyo is probably one of the most fascinating cities in the world, and Japan is enjoying a boom. So definitely this supports our activities, because we are dealing with culture,” Ikeda told The Hollywood Reporter during the final days of preparation.

In her third year as managing director, Ikeda has overseen the relaunch of the Tokyo Story Market as Tokyo IP Market: Adaptation & Remake. This initiative, originally focused on book adaptations with Japanese publishing companies, now includes remake rights holders. Major film companies such as Toei and Shochiku, along with toy company Takara Tomy, participated in the expanded program this year.

The market collaborated with the Cannes Marché du Film, where Japan served as the Country of Honour. The Tokyo IP Market introduced Japanese IP to international producers at that event. Ikeda described the venture as a success and indicated that similar collaborations are likely to continue. She expressed a desire to include smaller publishers who have limited experience in the global marketplace in future editions.

The seminar offerings have also expanded to reflect industry shifts. A session titled “Unlocking the Global Potential of Japanese IP” will feature producer Shinzo Matsuhashi, who worked on Kokuhō and Kingdom, alongside Steven Maeda from Netflix’s One Piece and Buddy Marini, head of Amazon MGM Studios Japan. The program also includes a keynote on technology and storytelling, featuring executives Chris Brearton and Dominic Hughes from AGBO.

The Association of Japanese Animations will release its annual industry data at a TIFFCOM session. Additionally, TV stations will present case studies on overseas format sales. The Tokyo Gap-Financing Market, now in its seventh year, will continue to link partially funded projects with production partners. Two completed productions from last year's gap-financing event will be screened in the festival’s Crosscut Asia+ section.

Ikeda highlighted the success of The Violinist, an animation that found an Italian partner at the 2023 event. The film won the top award at the Annecy festival this year. These outcomes illustrate the market's role in facilitating co-productions and international sales.

The industry is adapting to changes in viewing habits, including the rise of short dramas and budget cuts by streamers. Ikeda noted that AI is disrupting the sector, and the market is adjusting its programming to remain a useful hub for business meetings and networking. The event aims to provide a space for the industry to address these shifting dynamics.