Trade Fairs in Japan

Trade fairs in Japan traditionally play a different role than in Europe or other markets. They are used as a first point of initial contact and as a forum for information, rather than to conclude business. Order-taking at trade fairs is rather the exception. It may also surprise overseas visitors that trade fairs sometimes lack any international flavour. Nonetheless, overseas businesses with something to offer should not reject trade fairs. Leading international trade fairs have been established in the car industry (The Tokyo Motor Show), semiconductors (Semicon), consumer electronics (CEATEC) and machine tools (JIMTOF) and these should have a firm place in any overseas company’s planning schedule. As a global trendsetter for innovation and new technologies Japan is already of great interest for companies at the leading edge, and there has accordingly been strong growth in recent years in trade fairs on the theme of future technologies (nanotechnology, biotechnology, robotics, energy and the environment). Partly thanks to international organizers, the trade fair industry in Japan has become increasingly professionalized in recent years, as can be seen by the fact that German trade show organizers run the consumer goods show Ambiente and the food show Biofach in Tokyo. The Design show Blickfang was held in Tokyo in autumn 2006 for the first time, although on a smaller scale. Germany’s Federal Ministry of Economics and Technology promotes a series of trade shows in Japan every year, and German exhibitors can present the group stands. All dates for 2007 are shown on the trade show calendar. A company planning a trade show appearance in Japan should work closely with a local partner who knows the peculiarities of the Japanese trade show world and is conversant with the norms of business. This is where DEinternational comes in. Further information is also available from the show organizer in Japan.