How F&B brands succeed at Japan’s trade shows—insights from 10+ years on the ground.
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At TOO International, we have been exhibiting or attending food and beverage trade shows in Japan for over a decade, and each year brings new insights into how the industry is evolving.
At FoodEx Japan 2025, something felt different—and when the official numbers came out, they confirmed what many of us suspected.
In 2019, before COVID, FoodEx welcomed over 80,000 visitors. In 2024, it was 76,183. This year, the number dropped to 72,151—a 10% decline from the pre-COVID peak.
We noticed fewer spontaneous interactions and a slower visitor flow. This was echoed by other exhibitors and partners we spoke with during the show. While it’s difficult to draw firm conclusions from limited observations, the overall pace of engagement felt different from previous years.
Yes, they are. But the way companies approach global expansion is evolving. For decades, trade shows—also referred to as expos or industry exhibitions—have been a cornerstone of international market entry strategies, helping brands connect with importers—who help you access grocery wholesale distributors, foodservice buyers, and retail partners.
Today, trade shows are still a valuable channel for foreign market entry strategies—but they’re no longer the only one, and certainly not enough on their own. Success now depends on how well your product localization, competitive positioning, and distribution strategy align with your target market’s needs.
Finally, trade shows can also be a great opportunity if you already have local partners and want to expand your presence. Many exhibitors exhibit regularly, year after year, while others collaborate with their importers and showcase their products inside their booths or set up a booth together.
A decade ago, FoodEx was the go-to event for international business development in Japan. Now, both buyers from local distributors and exhibiting exporters have more options to explore. Regional expos outside of Tokyo, new specialized expos like JFEX, and global fairs such as Gulfood, Anuga, and SIAL offer buyers a broader choice of suppliers. Also, in Japan, the Supermarket Trade Show has always had a more domestic focused concept targeting retailers with already imported products, but it can also serve as an entry point for brands exploring the Japanese market.
During COVID, travel restrictions limited access to trade shows both in Japan and around the world. Now that buyers can travel freely again, they are attending overseas events, visiting suppliers directly, and defining market positioning on a broader scale.
Even if more Japanese visitors are stopping by your booth at a global trade show, keep in mind that many are there to gather information—not necessarily to place orders or start business immediately. They might be benchmarking prices or quality, looking for product launch ideas, or working for manufacturers themselves. Even in these cases, there may be opportunities to explore working together, but be aware that there are many motivations behind a trade show visit. And even if you generate interest, it often takes multiple steps before a strategic partnership is formed.
Digital sourcing platforms, AI-powered translation tools, and virtual networking events are changing the rules of international business expansion. Early-stage discussions no longer rely solely on face-to-face meetings.
However, even if trade shows aren’t the first step in the funnel, later phases of international business development still hinge on effective conversations. Brands need to be ready to present their value clearly and answer local customer requirements.
The weak yen continues to influence import decisions. Meanwhile, supermarket brands and private-label production are expanding in quality and scope. Many food distribution companies are turning toward Asian suppliers and local sourcing—reducing their reliance on imported packaged goods, which still dominate F&B trade show booths.
Despite this trend, brands with differentiated products and a clear brand message have more opportunity to stand out. Product localization and a localized marketing strategy can help accelerate buyer interest and support a stronger market entry strategy.
Three to four days may sound like a lot of time, but it’s extremely limited—especially with tens of thousands of visitors. Even if your entire schedule were packed with hour-long meetings, you’d only meet 25–30 contacts.
At larger shows like FoodEx, many promising exhibitors get overlooked due to unclear branding and communication. That’s why preparation is critical. Define your audience, understand the local context through primary market research, and align your offerings using a positioning strategy that resonates with the Japanese market.
Don’t wait passively—proactively invite potential partners and customers ahead of the event. Use your booth as a strategic meeting venue. Since buyers are busy, it’s best to send invitations 3–4 weeks in advance. Share product updates or your new brochure as part of your product introduction plan. This can boost booth traffic and increase overall efficiency.
At every trade show, you’ll see booths where it’s unclear what’s being offered—even if you stop for a moment. Poor communication is one of the most common trade show pitfalls.
If your core brand message isn’t clear in a few seconds, you risk losing potential leads. Strong branding and communication attract your ideal audience, save time, and help you compete. If your team lacks experience in localized strategy or brand positioning mapping, seek support from professionals—especially those familiar with the Japanese market, like local food and beverage consultants or brand management consultants.
Trade shows aren’t the end goal—they’re part of a long-term process of your international business expansion. Building a brand’s reputation, aligning with consumer need, and refining your product and brand management are ongoing processes.
Just as important as the event itself is what happens after: consistent follow-up, qualitative market research, and evaluating whether the opportunity supports your international market entry and business development goals.
Are you aiming to test a new market, find your first customers, or expand your reach with new partners? Each objective calls for a different approach—from booth setup to messaging to KPIs. Once your purpose is clear, define what success looks like: how many leads or meetings would make the event worthwhile? Which products are you focusing on, and what kind of insights are you hoping to gather? Having clear expectations also helps align your team and partners around the same goal.
Defining your target customer segments and priority partners is essential—just like at home. Trade shows are crowded and competitive, so clarity here can make the difference between meaningful conversations and wasted time. This also guides how you prepare materials, staff your booth, and even pre-invite attendees. Ideally, this targeting starts weeks before the show, supported by focused market research and communication.
Your goals may determine whether the Japanese market—or any target market—is worth approaching. Japan is a large, unique, and often demanding environment for Western brands. Success usually takes longer and requires more preparation than in closer or more familiar markets. Also consider whether your product category is subject to import regulations, labeling requirements, or technical standards that could limit your potential. Entering any foreign market without understanding these factors can lead to wasted investment.
Trade shows generate attention—but that’s only the beginning. Can your team handle inquiries that involve different expectations, longer lead times, or language and cultural gaps? Many promising leads are lost because follow-up is delayed, inconsistent, or disconnected from the local context. Make sure you’re ready for deeper discussions, even after the event, with the help of local partners, interpreters, or food and beverage consultants who understand the market.
Trade show success is rarely decided during the event—while preparation is key, what you do afterward is just as critical. Do you have a system in place to follow up with leads quickly and meaningfully? Who’s responsible for nurturing relationships, answering questions, and moving the conversation forward? If the follow-up is left to chance or handled by someone without context, even great opportunities can fade fast. Plan ahead so you can turn interest into momentum—and momentum into results.
One of the most effective alternatives to trade shows is a curated promotional event—an exclusive, stand-alone tasting or showcase organized for a targeted group of professional buyers. While trade shows are a widely known and accepted option, stand-alone promotional events tailored to your target audience can be even cheaper and more effective than expos. Professional events can be organized for buyers and may also include tastings.
You can refer to TOO International, which has organized several events like these. They’ve also collaborated with local category experts to enhance relevance and build trust with Japanese buyers. Of course, if you already have an import partner, you can co-host an event with them. You might also consider events that are open to consumers or media to give you a promotional boost or collect more consumer feedback.
Even if you don’t visit your international target market or participate in trade shows, you can create brand communication that appeals to a potential overseas target market like Japan. Importers scour the internet for ideas or to follow the newest trends. If you can communicate in an appealing way, you can generate interest and potential leads even from your home country.
In this case, working with local experts such as food and beverage consultants or brand management consultants can enhance your results. They can give you precise advice on how to adjust your strategy and communication to match local needs in your target country, like Japan.
As mentioned above, there is now a growing number of professional consultants who focus on the food and beverage industry—even in Japan. Since service offerings vary widely, it’s best to review what each firm provides and have a conversation before deciding who to work with.
If you’re looking for professional services for food and beverage brands in Japan, make sure you choose a partner that not only understands your product, but also the local market dynamics and buyer expectations.
In December 2024, TOO International organized a professional tasting event in downtown Tokyo for Italian pasta maker Pasta Berruto, inviting Japanese distributors. A Japanese expert in Italian cuisine introduced the products in ways tailored to local usage, highlighting dishes aligned with Japanese tastes and market trends.
The event also featured the brand’s country manager and sales manager, who presented in Japanese using localized marketing materials. The event received strong feedback, and several participants proceeded to business discussions.
One recent example of this approach was our tasting event in Tokyo for Italian pasta maker Pasta Berruto—featured in the video below.
Trade shows are still an important part of international business—but don’t rely on them alone. Think of them as a growth driver that amplifies what you’re already doing.
With 10+ years of experience on the ground in Japan, we’ve seen that brands don’t succeed just by showing up—but by showing up prepared. The more you invest in strategic brand development, branding and positioning, and differentiated products before participation, the better your results will be at the show.
Your goal isn’t to collect as many business cards as possible. It’s to find matching strategic partnerships that can help your brand grow in Japan. The more focused your offering, the clearer your communication, and the more defined your brand positioning, the faster you’ll turn interest into outcomes.
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