New Exhibition 'Brand Co-Creation EXPO' to Launch at Content Tokyo 2027, Supporting Brand Building in the AI Era

RX Japan LLC (headquartered in Chuo City, Tokyo) will launch the new exhibition 'Brand Co-Creation EXPO' for the first time at the East Exhibition Hall of Tokyo Big Sight, as part of 'Content Tokyo 2027,' to be held from Wednesday, June 23 to Friday, June 25, 2027.

This exhibition reorganizes and integrates previous events including the 'Video & CG Production Expo,' 'Advertising Creative & Marketing EXPO,' 'Communication Design Expo,' 'Immersive Technology Expo,' and 'Fan Community Marketing EXPO,' to form a new business matchmaking exhibition supporting the creation of 'brands that continue to be chosen' in the AI era.

< In the AI Era, the Corporate Challenge Shifts from 'Creating' to 'Designing the Reason to Be Chosen' >

In recent years, the advancement of generative AI has rapidly improved the efficiency of advertising and content production. However, businesses are now more than ever required to develop brand strategies that go beyond 'what to create' and focus on 'why they are chosen.' Marketing approaches are also shifting from one-off advertising and promotional campaigns to building continuous relationships with customers. Interest is growing in initiatives that deepen connections with fans through brand experiences and communities, thereby enhancing brand value over the long term.

Meanwhile, most traditional exhibitions have been structured around individual methods or functions—such as advertising, promotion, or customer experience—making it difficult to comprehensively compare and evaluate partners across the multiple domains needed to enhance brand value, including creative production, experience design, and community management.

Responding to these market changes, we are reorganizing the specialized exhibitions within 'Content Tokyo' to launch the 'Brand Co-Creation EXPO'—a new exhibition designed to connect brand companies with co-creation partners.

< Cross-Sector Support for Brand Building Across 'Meaning,' 'Experience,' and 'Relationship' >

The 'Brand Co-Creation EXPO' leverages the strengths of 'Content Tokyo,' a hub where players from the content industry—including licensing, creators, video, design, and marketing—converge. It emerges as a new nexus connecting brand companies with partner companies. At this exhibition, solutions and services aimed at creating 'brands that continue to be chosen' will be gathered into the following three zones:

Creative Strategy Partner Zone — Designing the 'Meaning' Behind Being Chosen

Companies that design brand universes and differentiation strategies, and provide creative services such as video, CG, web, SNS, design, and copywriting, will exhibit here. The zone also covers cutting-edge areas such as generative AI creative and VTuber production.

Brand & Customer Experience Design Zone — Creating the 'Experience' That Gets Chosen

This zone brings together companies that design brand touchpoints and create memorable customer experiences through CX/UX design, web, app, and e-commerce experience design, spatial production, and immersive technologies.

Fan Community Marketing Zone — Building the 'Relationship' That Ensures Ongoing Selection

This zone introduces services that support continuous relationship-building with customers, including community-building support, loyalty programs, UGC utilization, and campaign assistance.

< Target Visitors >

The exhibition will attract professionals from the following departments:

Marketing

Branding

Communication Design

Fan & Community Business

Public Relations

Product Planning & Design

… and more

This is not merely an exhibition for sourcing vendors, but a platform to discover partners who can help realize 'brands that continue to be chosen' and co-create the future of branding.

< Organizer's Comment >

With the widespread adoption of AI, it has become faster and easier than ever to create advertisements and content. However, what truly matters for businesses today is not simply 'what to create,' but 'designing why customers continue to choose them.'

To achieve this, companies must take a cross-functional approach, integrating expertise in creative strategy that defines a brand’s philosophy and worldview, experience design that leaves lasting impressions on customers, and ongoing relationship-building with fans. Yet, there has been no adequate platform where businesses can compare and consult with partners across these domains to address their branding challenges.

The 'Brand Co-Creation EXPO' is a new initiative that responds to these shifts, evolving 'Content Tokyo' from a collection of method-specific exhibitions into a platform that directly addresses visitors’ brand challenges. It is not just a venue for finding vendors, but a space where brand companies and co-creation partners meet to jointly shape the future of 'brands that continue to be chosen.'

By leveraging Content Tokyo’s extensive network in licensing, creators, video, design, and marketing, we aim to create new opportunities for business matchmaking and brand value creation.

[1st Brand Co-Creation EXPO] (within the 20th Content Tokyo)

Dates: June 23 (Wed) – 25 (Fri), 2027

Venue: Tokyo Big Sight (East Exhibition Hall)

Co-located with: Licensing Japan / Creator EXPO

Organizer: RX Japan LLC

Official Website: https://www.content-tokyo.jp/hub/ja-jp/exhibit/brand.html

[About RX Japan LLC]

< Company Overview >

• Japan’s largest exhibition organizer, hosting 109 exhibitions across 38 fields annually

• Member of RX Global, with a network spanning 25 countries worldwide

Name: RX Japan LLC

Representative: Takashi Tanaka, Representative Executive Officer, President

Established: August 1986

Headquarters: 11F, Yaesu Central Tower, Tokyo Midtown Yaesu, 2-2-1 Yaesu, Chuo City, Tokyo 104-0028

Official Website: https://www.rxjapan.jp/