Nippon TV Fashion Drama to Screen at MIPCOM 2018

Way Too Kawaii!, a fashion-set millennial drama from Nippon TV, is slated for the Asian World Premiere TV Screening at this year’s MIPCOM.

Based on Kozue Osaki’s book Pretty Ga Osugiru, Way Too Kawaii! is about a male literary professional who is suddenly transferred to a fashion magazine. The series, which is penned by Shuko Arai and Mako Watanabe, is due to debut on Japan’s Nippon TV in October, as well as on Hulu in the country. It will also air and stream in a number of other Asian territories.

The screening will be attended by Yudai Chiba, the star of Way Too Kawaii!, as well as Arisa Mori, producer for Nippon TV. It is scheduled to take place on Tuesday, October 16, at 11:30 a.m. in Auditorium A of the Palais des Festivals in Cannes.

Mori remarked: “It is a great honor to screen this drama of ours at MIPCOM. From the beginning, our target has been overseas viewers. Nippon TV as a company has never embarked on a project as challenging as this one. We decided to set ourselves apart by focusing on kawaii culture that is uniquely Japanese, and the result is a distinct program overflowing with originality. I am excited to stage our world premiere in Cannes, and I hope the event will pique the interest of buyers the world over.”

Chiba noted: “It is such a great honor and opportunity for me that this drama will be screened in Cannes. I am also interested to see how a work of this kind will be received globally.”

Laurine Garaude, the director of Reed MIDEM’s television division, added: “The World Premiere TV Screening of Way Too Kawaii! confirms the diversity of international sources for ambitious drama series and MIPCOM’s commitment to providing delegates with access to such excellent new programs.”