LeonaSoftware once again organized and operated a joint booth for Japanese game companies at ChinaJoy 2026, the 23rd China Digital Entertainment Expo & Conference, one of China's largest gaming exhibitions, held in Shanghai. We also participated in developer events and delivered presentations alongside the exhibition, promoting exchanges between the Japanese and Chinese gaming industries.
Joint Booth for Japanese Game Companies
This year's joint booth brought together numerous game companies and titles, including App Arena, Sangokushi BOND from Gerappa, TMS Entertainment, Yokai Buster NabinoSuke from Kohachi Studio, DICO, and Churapps.
Each year, we work with the ChinaJoy organizers to promote the participation of Japanese companies. However, this year, restrictions related to Japan-China relations created significant challenges for the distribution of the official press release.
The draft we submitted in June was subsequently revised four times at the organizers' request. The review extended beyond the word "Japan" to expressions associated with Japan, Japanese writing, images, and even linked content. The organizers explained that no elements associated with Japan could be included in the press release. We were also informed that several press releases involving Japanese companies had been withheld.
Given that our exhibition was specifically a joint booth for Japanese game companies, meeting these requirements was particularly challenging. Nevertheless, through repeated discussions with the organizers and extensive revisions to the text and images, we ultimately succeeded in having the press release published.
An image introducing our game Crazy Localization (瘋狂本地化) was also excluded after being classified as containing Japanese elements. However, by adjusting the presentation, we were able to retain photographs from previous events and information about our company's achievements.
Despite these restrictions, we continued our efforts to connect Japanese game companies with the Chinese market through the joint exhibition.
Presentation at an International Game Developer Forum
On July 28, Tian Xue, General Manager of LeonaSoftware, delivered a presentation at the Chinese and International Game Developers Forum (中外遊戯開発者論壇).
The forum was organized by the China Audio-Video and Digital Publishing Association and brought together game developers and industry professionals from China and overseas.
Drawing on approximately ten years of practical experience in Japanese-Chinese game localization, the presentation covered a wide range of topics, from localization to the application of AI technologies. Rather than focusing solely on company or game introductions, it shared practical insights relevant to game development and international expansion, receiving positive feedback from participants.
At the China International Game Developers Conference (CIGDC) venue, we were also provided with a booth and a company introduction panel, offering another opportunity to present our business activities.
Participation in ChinaJoy-Related Events
On July 30, ahead of the main ChinaJoy exhibition, we participated in two developer events held in Shanghai: Game Developers Roadshow (第四届游路演) and indieSpark Gathering (微光·凝聚 ChinaJoy特別篇 Vol.4).
Game Developers Roadshow was established in Xiamen, Fujian Province, by founding members of Youjiaohui (游交会), a game industry business-matching event formerly held in Shanghai. We have participated since its first edition and once again exhibited with a booth at this year's event.
Held at the same venue, indieSpark Gathering is a networking event organized by indieLight (独立之光), led by Tony Xiong, a key figure in China's indie game community. The event is also held during WePlay in Shanghai, and this edition was a special gathering organized around ChinaJoy.
Through our participation in both events, we exchanged ideas and built connections with Chinese game developers and industry professionals.
More Than 430,000 Visitors and Future Outlook
According to the organizers, ChinaJoy 2026 attracted 438,900 visitors.
While the event once again demonstrated the scale and vitality of China's gaming market, the challenges surrounding the press release also highlighted how political and social circumstances can affect game business between Japan and China.
LeonaSoftware will continue to strengthen relationships with game companies and developers in both countries through exhibition support, international game publishing and expansion, localization, and engagement with developer communities.