Banijay Entertainment has partnered with Yoshimoto Kogyo to acquire international format rights for the long-running Japanese comedy series 'You Laugh You Lose.' The deal allows Banijay to adapt the no-laughing challenge show across 23 territories, while Yoshimoto handles distribution elsewhere. The format, a hit since 2006, features comedians enduring 24 hours without smiling amid absurd scenarios.
Banijay Entertainment announced a partnership with Yoshimoto Kogyo, one of Japan's largest entertainment groups and the creator of the global hit 'LOL: Last One Laughing,' to secure global format rights for 'You Laugh You Lose.' The series, which debuted on Nippon TV in 2006, challenges a group of comedians in a 24-hour endurance test within an immersive environment. Participants portray characters in increasingly elaborate situations, but must suppress all laughter; any smile triggers an immediate comedic forfeit. Unannounced celebrity guests and absurd scenarios heighten the tension until the end.
Under the agreement, Banijay will lead adaptations in its 23 territories, deepening its presence in comedy formats. The company already produces 'LOL: Last One Laughing' in 11 markets worldwide. James Townley, chief content officer of development at Banijay Entertainment, described the show as 'a blockbuster comedy classic in Japan' that is 'playful, unpredictable, and packed with international potential.' He highlighted the format's escalating tension and adaptability for local markets.
Hiroshi Fujiwara, director and vice president of Yoshimoto Kogyo, expressed honor in collaborating with Banijay, calling 'You Laugh You Lose' one of Japan's most popular variety shows. Helen Greatorex, head of format acquisitions at Banijay, negotiated the deal. The title will feature in Banijay's third-party showcase at London Screenings 2026, alongside formats like 'Werewolves,' 'Ninja Warrior,' and 'All Star Hide and Seek.' This acquisition reflects ongoing interest in proven Japanese comedy exports.
