TV Asahi is bringing a new unscripted format to MIPCOM 2026 with TRADE ROOM, a psychological competition built around one simple idea: players can change teams at any moment.
The Japanese broadcaster TV Asahi is presenting the format ahead of the Cannes market, positioning it as a game of strategy, trust and shifting alliances rather than a conventional team competition.
How Does TRADE ROOM Work?
Ten celebrities are split between two groups, the BLACK ROOM and the WHITE ROOM. Players take part in physical, psychological and strategic challenges, with each team building its own prize fund.
The game changes during designated “TRADE TIME” rounds. Contestants can suddenly be ordered to remove a player from their room or recruit someone from the opposing team.
As a result, alliances can disappear in seconds, while players may find themselves competing alongside someone they previously considered an opponent.
What Makes TRADE ROOM Different?
The format turns team loyalty into a strategic resource. Players have to decide who they can trust while dealing with secret information, changing loyalties and the possibility that the money they helped earn could end up with the other team.
TV Asahi’s format has also begun attracting younger viewers in Japan, ranking No. 1 in its timeslot among teen audiences in multiple recent episodes. Its betrayals and strategic twists have generated online discussion, while the series has reportedly reached more than 15 million people across social media.
