Shanghai: The participation of the Philippine delegation in the China Digital Entertainment Expo and Conference or ChinaJoy 2026 in Shanghai was overall successful, according to Ma. Cecilia Angela Labadan, assistant director of the Department of Trade and Industry - Export Marketing Bureau (DTI-EMB).
According to Philippines News Agency, companies from China, Spain, Cyprus, and Vietnam expressed interest in collaborating with Filipino game developers and animators, due to their unique skills in creating digital content that combines Eastern and Western cultures.
She said international partners also recognized Filipinos' skills in animation, sound engineering, game design, programming, and creating original digital content, which opened up opportunities for long-term collaboration in the global gaming industry.
She added that ChinaJoy 2026 was also an important opportunity for the delegation to learn about the latest trends and needs of the industry that will help in the continuous development of the skills and global competitiveness of Filipino game developers.
ChinaJoy 2026 was held from July 31 to Aug. 3 at the Shanghai New International Expo Center, with the participation of about 900 companies from nearly 40 countries, including the Philippines.
Philippine Delegates' Experience
Representatives of the Philippine delegation shared their experience and opportunities gained from participating in the event.
Among the Filipino companies that participated were Buko Studios, Cadre Creative Labs, GameOps Inc., HPL Gamedesign Corp., Monstronauts Inc., Neun Farben, and Storbetano.
According to Buko Studios CEO and Co-Founder Cherry Boase, this was their first time participating in ChinaJoy, and they saw the great potential of the Chinese market, especially the purchasing power of consumers.
The company showcased their game 'HypurrX,' a speed runner and arcade shooter game inspired by their pet cats, as well as their digital animation services.
Aside from showcasing their products, Boase said the Philippine government's initiative has helped provide opportunities for Filipino game developers to get closer to Chinese partners, including support in communication and language assistance.
Meanwhile, Cadre Creative Labs CEO James Lo said their goal is to find clients, partners, distributors, and publishers for their services and original games.
The company showcased their new games at ChinaJoy as part of their desire to reach the international market and build more relationships with developers and industry players from different countries.
For Neun Farben Vice President and COO Azumi Iwai, participating in ChinaJoy is a great opportunity to bring more Chinese projects to the Philippines.
According to Iwai, it is important for those who want to enter the gaming industry to explore their specialization and focus on the field they want to improve, such as 2D or 3D animation.
The DTI-EMB and Philippine Trade and Investment Center Shanghai, in partnership with the Game Developers Association of the Philippines, spearheaded the Philippines' participation in ChinaJoy 2026, which aims to expand the country's presence in the global gaming sector.
