Ultra Mission, Love on the Menu, and Never Look Back headline the studio's slate

Ultra Misson will be showcased in detail at MIPCOM's Treasure Box Japan event on Monday, October 12, at 4:00 PM at Hi-5 Studio.

TOKYO, JAPAN - September 14, 2026 - Nippon TV, Japan's leading multiplatform entertainment powerhouse, announced today that Gyokuro Studio, the company's in-house production studio dedicated to unscripted content development for the global audience, will unveil three new unscripted formats at MIPCOM 2026: Ultra Mission, Love on the Menu, and Never Look Back (number of episodes and running times are adjustable to local scheduling or adaptations).The announcement was made today by Ken Akiyama, Head of Gyokuro Studio, Nippon TV.

Marking its first anniversary, Gyokuro Studio has developed ten original formats since its launch in June 2025, delivering on its promise of "Premium Formats, Beyond Borders." One of its signature formats, the social experiment Majority Rules is actively driving local adaptation discussions across more than 10 territories worldwide, with further deals currently in negotiation.

Continuing that momentum, Gyokuro Studio's new format Ultra Mission is built on a Japanese primetime mega-hit that has aired on Nippon TV every New Year since 2011. The format takes world-class specialists, from World Cup footballers and Olympic archers to golfers and crane operators, out of the arena and drops them into everyday life, where their legendary mastery is put to delightfully absurd, real-world tests. In each episode, two rival teams go head-to-head across three escalating rounds staged in real streets, malls and public buildings, racing the clock on every mission. No studio builds are needed: just top-tier heroes, iconic local locations, and one thrilling test of skills like having a footballer kick a ball into an open window of a moving bus or having an archer douse a candle's flame from three rooftops away.

The second new format, Love on the Menu, is a reality dating show where single professional chefs search for love through the universal language of food. The romance begins with the “First Impression Dish,” as contestants interpret each other's personalities through a single bite. Culinary challenges throughout the journey reveal their character, professional pride, and romantic chemistry. After each challenge, chefs anonymously vote for the dish that captured their hearts. In the “Final Dish,” contestants transform their partner's most meaningful memories into one ultimate plate, using their culinary talents to confess their feelings and prove that a dish made with love can speak louder than words.

The third new format, Never Look Back, is a celebrity comedy show that turns a simple act of self-control into a hilarious battle of temptation, willpower and greed. The rule is simple: whatever chaos unfolds behind you, do not turn around. Across ten escalating rounds on a grand stage, celebrity contestants endure a relentless barrage of temptations at their backs, from epic performances and unexpected reunions with long-lost connections to the revelation of one embarrassing secret after another. Every round they resist, the prize pot grows and the agony mounts. One peek, and they lose it all.

Quote from Ken Aiyama, Head of Gyokuro Studio
"This MIPCOM marks Gyokuro Studio's first anniversary and we are very proud that in this time we have been able to introduce ten original formats, including the very successful Majority Rules which is garnering much buzz around the world. Our new slate builds on that momentum. Whether you are looking for a spectacular gameshow that pushes the world's greatest specialists to their limits, a dating format where love is served one dish at a time, or a comedy that catches audiences completely off guard, we are ready to co-create with partners around the world and bring these stories to new audiences."

ABOUT GYOKURO STUDIO
Gyokuro Studio, launched by Nippon TV, the Japan-based multi-platform entertainment powerhouse, is an in-house production studio dedicated to developing high-quality unscripted content for the global market. The studio's mission is to develop high-quality content through "co-creation" with Nippon TV's top in-house talent as well as leading external creators in Japan and to distribute its unique unscripted formats worldwide.
https://gyokuro-s.com

ABOUT NIPPON TV
Nippon TV is Japan's leading multiplatform entertainment powerhouse, as well as owner of streaming giant Hulu in Japan. Nearly 90% of its content IP is fully owned by Nippon TV and the company has been active in bringing its content to the international market in the form of anime, ready-made programs, formats, and through co-production partnerships. Launched in 2025, Gyokuro Studio is its in-house production arm and Nippon TV LA Business Office is the co-development and sales headquarters for US/LatAm, both dedicated to unscripted formats. In addition, Nippon TV is committed to technological innovation in content production, including the development of AI-based tools such as AiDi.