Tokyo Snapshot Vol. 5 ー Inside Content Tokyo 2025

The JStories staff, from a variety of backgrounds, found and photographed things in the city’s streets that were somehow uniquely Japanese or had innovative ideas, ranging from things that have existed in Japan for a long time to things that only exist now, in June 2025. In these everyday scenes, ideas for innovations originating in Japan may emerge, leading to solutions for global problems.

Alexandre Cas: Born in Paris, France. Graduated in cinema studies at Paris Sorbonne Nouvelle University. More than 10 years of experience in directing, filming and editing video content in Japan from documentary to promotional videos

JStories ー I had the chance to visit the 17th edition of the Content Tokyo exhibition, a premier event for the audio/visual/internet content industry at Tokyo Big Sight. According to the organizers’ data, the exhibition attracted more than 46,000 visitors, 833 exhibitors among 36 countries in 2024 and it seems like, once again this year, it served as a dynamic platform, uniting established production companies, tech startups, and independent freelancers to showcase their creative skills and business solutions.

Central floor of Content Tokyo 2025 at Tokyo Big Sight     Photo by Alexander Cas | JStories (Same below) — Central floor of Content Tokyo 2025 at Tokyo Big Sight Photo by Alexander Cas | JStories (Same below)

I was able to experience a diverse range of exhibits, from cutting-edge animation and virtual reality technologies to innovative publishing solutions and digital marketing strategies. The event showcased the rapid advancements and evolving landscape of content creation and distribution, highlighting trends that are shaping the future of entertainment and communication.

The latest in video production tools. Simplification of complex workflows like motion capture

The prominent display of licensed characters reflects a distinctly Japanese market approach where products and services are frequently tied to beloved fictional characters. Companies such as Sanrio (Hello Kitty), Bandai Namco (Tamagotchi), and Takara Tomy presented an extensive array of charming plushies, toys, and novelty items.

This character-driven merchandising strategy exemplifies how Japan has mastered the art of creating emotional connections between consumers and brands through iconic fictional personas.

A colorful blend of famous characters, IPs and Japanese brands shows the dynamism of the licensing market in Asia

AI tools in creative industries: Promises vs. reality

The prominent role of AI tools in supporting creators clearly showcases Japanese dynamism in this domain. With a wide range of web or app-based AI services on display, creators may feel almost overwhelmed with the possibilities offered. For instance, “Jitsuzai”, an AI modeling agency, provides photos and short videos of real, consenting talents that are freely usable and always accessible via AI technology. This allows creators to access professional-grade content without the logistical challenges typically involved in sourcing such material. “Cinematica”, on the other hand, offers an AI agent that provides comprehensive support throughout the creative process, from project planning to storyboarding, helping streamline workflows and enhance efficiency.

Cinematica booth (left) features AI tools for creative workflows, while Jitsuzai booth (right) showcases AI-generated photos and videos of real talent — Cinematica booth (left) features AI tools for creative workflows, while Jitsuzai booth (right) showcases AI-generated photos and videos of real talent

AI-generated content agents, such as CGI and video platforms, promising tailored content, are becoming more widespread, but the true value provided by some companies still needs to be demonstrated. In fact, while purely AI-generated video content at the exhibition showcases what appears to be the latest in technology, it remains impressive yet still displays typical AI artifacts that disrupt immersion, making the content easily identifiable as AI-generated.

Yet, who knows we could be just a few months away from AI-generated video content that’s completely indistinguishable from reality.

This exhibition demonstrated Japan's rapid integration of AI across all aspects of content creation. However, my prevailing sense was that despite the country's openness and positive attitude toward AI adoption in professional and daily contexts, the distinct advantages of specialized AI companies remain unclear compared to what one can accomplish through their own prompt engineering.

I feel that there are substantial opportunities to improve AI integration in specialized video production tools. While the exhibition offered promising glimpses of Japan's capabilities in this area, there remains considerable potential for further development.

A space for independent creatives

The 4th floor showcased independent illustrators, video creators, and music freelancers, emphasizing Japan's distinctive visual culture and identity. Living up to its established reputation, the country cultivates an abundance of skilled illustrators and visual creators capable of crafting original worlds and characters.

This concentration of creative talent reinforces my view of Japan being a global leader in visual storytelling and character design, demonstrating why its creative industries continue to influence and inspire audiences worldwide.

This event provided me with an exceptional chance to discover cutting-edge trends in design, video production, and creative innovation across Asia and specifically Japan.