The Dubai Exhibition Centre at Expo Dubai hosted the inaugural edition of the JPEX entertainment fair, recognized as the largest event of its kind in the region. This three-day event attracted enthusiasts of Japanese culture from various Middle Eastern countries, offering a unique experience that combined elements of anime, video games, and traditional Japanese arts, all presented through interactive and celebratory activities.
Initiated by four Emiratis passionate about Japanese entertainment, the exhibition serves as a new cultural platform that reflects the interaction between Japanese and Middle Eastern cultures, highlighting the growing influence of Japanese pop culture in the region. The fair’s official mascot, “Suhail,” symbolizes this connection by integrating artistic motifs from both cultures as a representation of unity and creativity.
The Japanese pop culture sector, which encompasses anime, manga, and video games, is experiencing notable global growth, especially within the Arab region. According to recent reports, the global anime market was valued at approximately $35 billion in 2023, with projections suggesting it will exceed $50 billion by 2030, achieving an annual growth rate of nearly 6.5%.
25%
Regionally, sales of anime and manga products in the Middle East and North Africa have increased by 25% over the past five years, with a significant rise in both audience numbers and related events, reflecting the growing demand for Japanese culture among younger generations.
In a separate note, Japan’s video game sector is one of the largest globally, generating revenues of around $20 billion in 2023. With the introduction of new technologies such as virtual reality and artificial intelligence, the industry continues to expand, adding substantial marketing value to Japanese entertainment.
A Global Hub
Discussing the significance of the event, Abdul Rahman Al-Bushari, the general manager and founding member of JPEX, emphasized that organizing this exhibition aligns with Dubai’s strategy to establish itself as a global hub for creative industries.
He explained that the organizers aim to position Japanese pop culture as a central component of Dubai’s creative industry ecosystem, contributing to economic diversification and the growth of the local creative sector.
Al-Bushari noted that the event aspires to become the largest annual platform in Dubai dedicated to Japanese pop culture, stating, “Our role as organizers extends beyond the exhibition itself to include building an integrated framework that supports creative industries and connects them to the national economy by attracting Japanese companies and creators, facilitating networking opportunities, and developing programs that merge Japanese culture with Dubai’s creative industries.”
Market Value
Rashed Al-Bushari, another founding member of the exhibition, affirmed that the Japanese cultural industry represents a highly valuable creative sector, estimated to be worth around $150 billion globally, providing millions of jobs and serving as a key source of modern entertainment and arts. He pointed out that spending on Japanese pop culture products has a return of over double its economic value through employment, marketing, tourism, and cultural heritage.
He added, “JPEX is a unique cultural and entertainment platform that reflects Dubai’s status as a global center for creative industries, demonstrating that Japanese cultural production is not only a source of artistic inspiration but also a powerful economic and marketing force that contributes to economic growth and reinforces Dubai’s position as a leading destination in the world of arts and innovation.”