#Shanghai #Japan #China Joy 2025 #Spice Smart #Japanese IPs

Introduction

In August 2025, Spice Smart conducted an on-site survey at China Joy 2025, one of Asia's largest gaming events, held in Shanghai. With over 410,000 attendees and 743 exhibitors, this year marked a record-breaking scale for the event. The survey focused on the presence of Japanese companies and IPs, aimed at providing insights for businesses considering entry into overseas markets.

Survey Overview

• - Survey Period: August 1-4, 2025
• - Focus Areas: Japanese companies, IP collaboration examples, BtoC booths
• - Contents: Overall event summary, exhibiting companies and titles, booth conditions, and more.

China Joy has become a crucial platform for global game announcements and early access experiences. For instance, Capcom showcased the game "Pragmata" at the PlayStation booth ahead of its global debut scheduled at gamescom. Similarly, Nuverse's "BLEACH: Soul Resurrección" was tested in a booth that reflected user feedback from a recent closed beta test.

Additionally, the PlayStation booth featured "Lost Soul Aside," a Chinese title that attracted long lines of gamers eager for a preview prior to its worldwide launch. This trend underscores China Joy's role not only as a festival but also as a critical space for unveiling new titles.

Growth of Japanese IPs in Merchandise and Card Markets

The event also highlighted the popularity of Japanese IPs in merchandise areas. Notable companies like ANIPLEX and KADOKAWA showcased products from beloved titles such as "Madoka Magica," "Demon Slayer," "Fate/Grand Order," and "Neon Genesis Evangelion." Attendees flocked to booths offering deluxe figures and large-scale displays.
Various card manufacturers also presented collector's cards featuring Japanese IPs. The space dedicated to merchandise at China Joy 2025 was significant, indicating a solidified presence of Japanese IPs as key players in the event's landscape.

Future Insights

The findings from this survey will inform Japanese companies as they strategize for upcoming exhibitions, including the Tokyo Game Show 2025. Understanding the dynamics and trends at China Joy will be vital in decoding strategies for broader Asian market engagement.

About Spice Smart

Spice Smart specializes in smartphone game market research and analysis. Our services extend to supporting IP licensing businesses and facilitating connections in the gaming industry across Japan, China, Korea, and the U.S. The ongoing analysis of overseas gaming events like China Joy will provide valuable insights into trends and opportunities for Japanese companies.

For more information, please visit Spice Smart’s Corporate Website.

Contact Information

For inquiries regarding this report, please reach out to our PR team at [email protected], available in Japanese, English, Simplified and Traditional Chinese, and Korean.