What Tokyo Gendai does

Tokyo Gendai is an international contemporary art fair organized under Tokyo Gendai GK, a Japanese Godo Kaisha wholly owned by London-based Angus Montgomery Arts (AMA), which also operates Art Busan and India Art Fair. Founded in 2023 and headquartered in Tokyo (Shibuya), the company has grown from a single flagship offering to a multi-sector annual fair with five curated exhibition groupings — Galleries, Hana 'Flower' (emerging artists), Eda 'Branch' (established artists), Tane 'Seed' (digital media), and the newly introduced Miki 'Trunk' (works on paper). The fourth edition is scheduled for 11–13 September 2026 at PACIFICO Yokohama, preceded by a VIP Vernissage on 10 September. Operations are run by a team of 11–50 and led by Fair Director Eri Takane and General Manager Reiri Kojima, alongside co-founders Sandy Angus (Chairman of AMA) and Magnus Renfrew.

The revenue model rests on three streams: consumer ticket sales (six tiers ranging from ¥1,000 for students to ¥30,000 for the limited Vernissage pass), exhibitor/gallery participation fees across the curated sectors, and corporate sponsorship anchored by Principal Partner SMBC Group and Official Premium Partner DIOR with supporting partners including Perrier-Jouet, Suntory Whisky HIBIKI, Lalique, Westin Yokohama, and ArtSticker. Distribution runs through ArtSticker and eplus.jp ticketing platforms, bilingual marketing (English/Japanese), and a presence on Instagram, Facebook, X/Twitter, and WeChat, with press partners Condé Nast Japan and NIKKEI. The fair also receives public-sector support from the Agency for Cultural Affairs (Government of Japan) and the Japan Tourism Agency.

Tokyo Gendai positions itself as Japan's largest international contemporary art fair and the country's primary gateway between Japanese galleries and the global art market, cultivating an event-driven go-to-market centered on a VIP Program, invitation-only previews, and private events across Japan. The 2024 edition drew visitors from 40 countries and territories, and the third edition (2025) introduced the Hana Artist Award and the inaugural AMA Artist Award alongside cross-fair alliances such as CONNECT with Art Busan. Government partnership tiers and a strengthened Taiwan spotlight for 2026 indicate ongoing product and geographic broadening of the fair's footprint.

Name

Tokyo Gendai

Legal name

Tokyo Gendai GK

Website

https://tokyogendai.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Tokyo Gendai organizes Japan's largest international contemporary art fair, running an annual multi-sector exhibition at PACIFICO Yokohama under Angus Montgomery Arts and serving galleries, museums, VIP collectors, and the general public.

Ownership category

akta.pro rank

Product category

Art Fair and Contemporary Art Events

NAICS

Arts, Entertainment, and Recreation (71), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Collectibles & Hobby Shows (MPAGAFAN)

akta.pro secondary industries

Fairgrounds & Expo Parks (THAHAAAH), Pavilion & Country/Group Exhibit Build-Outs (THAHAHAD)

Keywords

• International art fair
• Contemporary art exhibitions
• Gallery showcase platform
• Art fair management
• VIP art programs

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Sales: Revenue generated from selling admission tickets to the general public and VIP collectors. Ticket types include standard admission (¥5,000), early bird (¥4,000), university student (¥1,500), high school/junior high (¥1,000), disability tickets (¥1,000), and premium vernissage tickets (¥30,000). Children under elementary school age admitted free.
2. Exhibitor/Gallery Fees: Galleries pay participation fees to exhibit at the fair. The fair curates and selects participating galleries across its five sectors, with leading international and regional exhibitors.
3. Sponsorship and Partnerships: Corporate sponsors (SMBC Group as Principal Partner, DIOR as Official Premium Partner, Perrier-Jouet, Suntory Whisky HIBIKI, Lalique, Westin Yokohama, ArtSticker, Warehouse Terrada, Karimoku) provide financial and in-kind support in exchange for brand visibility and association with the art fair.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Tokyo Gendai organizes and operates an annual international contemporary art fair held at PACIFICO Yokohama, showcasing works from leading international and regional galleries across five curated sectors (Galleries, Hana, Eda, Tane, Miki). The fair generates revenue through exhibitor/gallery participation fees, public and VIP ticket sales, and corporate sponsorships, while also running curated public programs including Art Talks, installations, and foundation showcases.

Product overview

Tokyo Gendai is a single unified product — Japan's international contemporary art fair that serves as a platform connecting Japan's art scene with the global art community. The fair features multiple thematic sectors (Galleries, Hana 'Flower', Eda 'Branch', Tane 'Seed', Miki 'Trunk') for exhibiting galleries, complemented by public programs including Art Talks, Sato 'Meadow' installations, Tsubomi 'Flower Bud' exhibits, and Ne 'Root' foundation showcases. The company offers ticket sales for various admission types and a VIP Program with exclusive events. The fourth edition runs 11–13 September 2026 at PACIFICO Yokohama.

Differentiator

Problem solved

Functional benefit

Products and services

• Tokyo Gendai Art Fair Japan's international contemporary art fair connecting Japan with the global art world, featuring leading galleries from emerging voices to globally-renowned masters. Held annually at PACIFICO Yokohama.
• Fair Admission Tickets Admission tickets for Tokyo Gendai fair, available in tiers including Adult (Early Bird ¥4,000 / Standard ¥5,000), University Student (¥1,500), Junior/High School Student (¥1,000), Visitors with Disabilities (¥1,000), and Vernissage Premium Preview (¥30,000, limited to 50 tickets).
• VIP Program VIP Program offering invitation-only Vernissage previews, private events across Japan, and curated engagement with Japan's art community for high-net-worth collectors and museum directors.
• Art Talks Program Talk program bringing together artists, curators, collectors, and leading professionals from various fields to deepen understanding of the global art world.
• Sato 'Meadow' Installations Experiential and performative large-scale installations around the fair spotlighting new themes in contemporary art.
• Tsubomi 'Flower Bud' Exhibit

Quantifiable outcome

• Tokyo Gendai 2024 welcomed visitors from 40 countries and territories
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• SMBC GroupflagshipStrategic or Co-development Partner · 1 January 2025Principal Partner of Tokyo Gendai 2025. SMBC Group is a financial conglomerate with banking, securities, and trust services. Contributes to the growth of the Japanese art market and dissemination of Japan's soft power as a member of the art ecosystem.
• DIORflagshipStrategic or Co-development Partner · 1 January 2025Official Premium Partner of Tokyo Gendai 2025. Luxury fashion brand association with the art fair.
• Perrier-JouetcoreStrategic or Co-development Partner · 1 January 2025Official Champagne Partner of Tokyo Gendai 2025. Champagne brand providing champagne for vernissage and VIP events.
• Suntory Whisky HIBIKIcoreStrategic or Co-development Partner · 1 January 2025Official Fair Partner and Official Whisky Partner of Tokyo Gendai 2025.
• LaliquecoreStrategic or Co-development Partner · 1 January 2025Official Crystal Partner of Tokyo Gendai 2025.
• The Westin YokohamacoreStrategic or Co-development Partner · 1 January 2025Official Hotel & Restaurant Partner of Tokyo Gendai 2025.
• ArtStickercoreStrategic or Co-development Partner · 1 January 2025Official Supporting Partner and official ticketing partner. Also supported the Hana Artist Award. Online ticketing platform for Tokyo Gendai.
• Warehouse TerradacoreStrategic or Co-development Partner · 1 January 2025Official Supporting Partner of Tokyo Gendai 2025.
• KarimokuminorStrategic or Co-development Partner · 1 January 2025Official Lounge Partner of Tokyo Gendai 2025. Japanese furniture brand.
• Condé Nast JapancoreGTM or Marketing Partner · 1 January 2025Official Media Partner of Tokyo Gendai 2025.
• NIKKEIcoreGTM or Marketing Partner · 1 January 2025Official Media Partner of Tokyo Gendai 2025.
• Art BusanflagshipStrategic or Co-development Partner · 1 January 2025Strategic Partner. CONNECT partnership bringing 11 galleries from Korea and China to participate at Tokyo Gendai 2025. Collaborative cross-fair alliance between Asia's major art fairs.
• Japan Tourism AgencycoreGTM or Marketing Partner · 1 January 2025Supported by the Japan Tourism Agency for Tokyo Gendai 2025.
• Agency for Cultural Affairs, Government of JapanflagshipGTM or Marketing Partner · 1 January 2025Supported by the Agency for Cultural Affairs, Government of Japan in fiscal year 2025.
• Land RovercoreStrategic or Co-development Partner · 1 January 2024Official Vehicle Partner of Tokyo Gendai 2024.
• PommerycoreStrategic or Co-development Partner · 1 January 2024Official Wine Partner of Tokyo Gendai 2024.
• PenfoldsminorStrategic or Co-development Partner · 1 January 2024Official Whisky Partner of Tokyo Gendai 2024.
• InterContinental Hotels Group (IHG) - Yokohama GrandcoreStrategic or Co-development Partner · 1 January 2024Official Hotel Partner of Tokyo Gendai 2024.
• Dover Street Market GinzaminorStrategic or Co-development Partner · 1 January 2024Official Event Partner of Tokyo Gendai 2024.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Art Central Hong Kong: Art Central is a contemporary art fair held during Hong Kong Art Week alongside Art Basel Hong Kong. It targets a similar gallery and collector base with a more mid-market and emerging-artist focus, positioning it as an adjacent competitor.

Broad incumbents

• India Art Fair: India Art Fair is another AMA portfolio fair covering the South Asian market. It shares operational infrastructure and the new AMA Artist Award program with Tokyo Gendai, and serves as a sister platform in the same parent network.
• Art Busan: Art Busan is a sister fair operated under the same parent (Angus Montgomery Arts) in South Korea. While serving a different geography, it operates an overlapping business model and is actively partnered with Tokyo Gendai via the CONNECT gallery exchange.

Direct peers

• Art Basel: Art Basel operates the world's preeminent international contemporary art fairs in Basel, Miami Beach, and Hong Kong, competing for the same global galleries and HNW collectors that Tokyo Gendai targets. It is the direct global benchmark for contemporary art fair scale and prestige.
• TEFAF: TEFAF Maastricht is one of the world's leading fine art and antiques fairs, sharing Tokyo Gendai's model of curated booths, VIP previews, and international collector cultivation, with overlap among exhibitor galleries and institutional buyers.
• Frieze: Frieze runs major international contemporary art fairs (Frieze London, Frieze New York, Frieze Seoul, Frieze Los Angeles) and competes directly with Tokyo Gendai for gallery participation and collector mindshare in the Asia-Pacific and globally.
• The Armory Show: The Armory Show is a leading international contemporary art fair held annually in New York, with similar VIP-focused programming, gallery sector structure, and overlap in exhibiting galleries with Tokyo Gendai.

Regional players

• Art Dubai: Art Dubai is a leading international art fair in the Middle East, comparable in business model (curated galleries, VIP programming, sponsorships) but serving a different regional market that overlaps with global collector circuits.
• Art Taipei: Art Taipei is the longest-running international art fair in Asia, operating in a neighboring Greater China/Taiwan market. It competes for the same regional gallery roster and collector base, though it is Taiwan-centric rather than Japan-focused.
• Kiaf SEOUL: Kiaf SEOUL is a major Korean contemporary art fair held alongside Frieze Seoul. It overlaps with Tokyo Gendai in gallery and collector outreach in Northeast Asia and represents a regional alternative for galleries building Asia presence.

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tokyogendai
• Facebookfacebook.com/tokyogendai
• Instagraminstagram.com/tokyogendai

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tokyo Gendai