2026.08.07

ChinaJoy 2026 Event Report: China’s Largest Gaming Exhibition

Toei Games attended ChinaJoy 2026, China’s largest gaming exhibition, which was held in Shanghai starting July 31.
In this report, we would like to share the atmosphere at ChinaJoy and our impressions as first-time visitors.

Held every summer, ChinaJoy is a major gaming expo—much like the Tokyo Game Show in Japan. It takes place on an incredible scale, featuring a massive venue, intense midsummer heat, and an overwhelming crowd of over 400,000 attendees!
As a Japanese game publisher aspiring to bring our games to players in China, we felt that experiencing ChinaJoy in person was a must, making this our very first inspection trip to the event.

Upon actually arriving at the venue, we were immediately overwhelmed by its immense size, just as we had heard.

Each of the 15 exhibition halls, arranged in a triangular layout, was packed tightly with stages that drew massive crowds of fans. The sheer density of people made even walking difficult; although we had been warned in advance, experiencing that level of energy firsthand was truly incredible.

While repeat attendees mentioned that it wasn’t quite as intense as in previous years, we could still strongly feel the vast potential of the Chinese gaming market.

During ChinaJoy, game industry professionals gather from across China and around the world, and we at Toei Games were able to hold numerous business meetings both inside and outside the venue.

Exchanging diverse perspectives with industry peers from China and beyond reaffirmed the importance of expanding games globally. At the same time, we experienced firsthand the strong global interest in Japanese indie games.

Toei Games currently has three titles in our publishing portfolio.
China—a neighboring country with a massive market and a passionate gaming community—is a vital market for us, and experiencing its dynamic energy firsthand in Shanghai was an invaluable experience.
As a Japanese game publisher, Toei Games remains dedicated to creating game IP that brings joy to gamers in China and all around the world.

Related Links
• ChinaJoy Official Website: https://www.chinajoy.net/#/navStation/home