NIPPON TV’S GYOKURO STUDIO TO SHOWCASE NEW UNSCRIPTED SLATE AT INAUGURAL CONTENT EUROPE 2026, HEADLINED BY SOCIAL EXPERIMENT “MAJORITY RULES”

2026.04.13

Lineup also includes the family-oriented game show “The Balance” and the high-speed culinary competition “Cooking Rush!”

TOKYO, JAPAN –APRIL 13, 2026 – Nippon TV, Japan's leading multiplatform entertainment powerhouse, announced that it is headed to the inaugural Content Europe 2026 with a new slate of unscripted formats from Gyokuro Studio, Nippon TV’s in-house production arm.

The lineup is headlined by the social experiment Majority Rules, originally broadcast on Nippon TV in February 2026. Additionally, the company is also offering two new formats: the family-oriented game show The Balance and the high-speed culinary competition show Cooking Rush!. 

Quote from Ken Akiyama, Head of Gyokuro Studio, Nippon TV:“Since its launch last June, Gyokuro Studio has been dedicated to crafting innovative formats that resonate across borders. At the inaugural Content Europe, we are thrilled to showcase a diverse range of entertainment—from intriguing psychological experiments that unlock the human mind to the family-friendly studio game shows that are a signature of Nippon TV. We are also actively driving creative partnerships and look forward to the opportunity to connect with everyone in Lisbon.”

Quote from Yoko Takashima, Associate Managing Director, Content Business & Distribution, Nippon TV:“We are arriving in Lisbon with great momentum. Since we sneak previewed Majority Rules in London this past February, the interest from buyers has been incredible. The format’s power lies in its simplicity: every decision is a visual, binary choice between red and blue. These instant votes trigger rapid shifts in loyalty and psychological tension, keeping viewers hooked as the stakes escalate. I look forward to connecting with our European partners to bring these bold formats to their screens.”

MAJORITY RULES

In this arced social experiment, 13 strangers are isolated in a warehouse for 18 days and forced to govern every aspect of their lives by popular vote. The majority vote is absolute, controlling daily routines, mission strategies, and eliminations. Every hour, the group must decide on living conditions—from meals to rest—by pressing a red or blue button. To build their prize bank, competitors face missions testing logic, physical prowess, and personal experience, where they must choose between two radically different strategies.By Day 18, only four competitors remain to face one last mission. Their ultimate fate is then decided by a final vote from the very people they previously cast aside, determining who actually walks away with the money they've earned.

The format is now being offered to global buyers, with its North American expansion driven by a strategic partnership with Blue Ant Studios.

THE BALANCE 

The Balance is a new type of game show where families compete solely on their sense of balance—an ability shared regardless of age, strength, or gender. It provides a level playing field where children and grandparents alike can shine through simple rules. From maneuvering an umbrella on the palm of their hand to using everyday kitchen tools as game tools, the format tests both family teamwork and individual concentration under intense pressure.

COOKING RUSH! 

Cooking Rush! is a fresh culinary entertainment show that breaks away from traditional genres by incorporating a sushi-style conveyor belt. Two teams of chefs serve dishes at lightning speed, and the winner is determined simply by the number of plates consumed by 24 judges within the time limit. The speed is crucial; as chefs fill the belt with a wide variety of dishes from a single main ingredient, judges can freely grab whatever looks irresistible. There’s no complex critique—just a visual, instantly understandable judging system based on the pile of empty plates.

In addition to the new titles, the Gyokuro Studio lineup offers a variety of genres including the recently launched "Cash or Splash!," alongside the one-concept physical game show "Mega Catch" and the heartwarming reality series "Secret Little Assistant," both of which debuted at MIPCOM 2025.