Expanding Your Business to Japan – How to Exhibit as Trade Shows in Japan
Japan offers unique growth opportunities for global businesses, characterized by a strong appreciation for high-quality products and a stable, transparent business environment.
For many overseas companies, participating in a trade show is the most effective “first step” to verify their potential in this dynamic market.
Why Start with a Trade Show?
Instead of navigating the market blindly, exhibiting allows you to:
- Directly gauge demand: Japanese buyers value quality. Face-to-face feedback is invaluable..
- Meet partners: It is the primary gateway to connect with distributors, agents, and business partners.
How to Exhibit at a Japanese Trade Show
Entering a Japanese trade show involves several key steps. Understanding the process will help you prepare effectively.
Search for events that match your industry and target audience (e.g., via RX Japan, Nikkei Messe, Messe Frankfurt Japan).
Pro Tip:
Conducting detailed research from overseas can be difficult due to language barriers. We recommend engaging a local expert to research and identify the most suitable exhibitions for your specific niche. (If you need assistance with event selection, please feel free to reach out to us.)
Submit application forms and pay booth fees.
Note: Popular shows often require booking 6–12 months in advance.
Design and build your booth. Prepare Japanese-language product materials, business cards, and signage. If necessary, hire interpreters or local staff to bridge the communication gap.
Present your products/services, exchange business cards, and arrange immediate follow-up meetings.
Send thank-you emails, proposals, and quotations promptly after the event.
Legal and Administrative Considerations
Before participating in a trade show in Japan, it is important to understand the legal and administrative requirements to ensure a smooth visit and compliance for your product.
These rules vary depending on your business activities and the types of items you plan to exhibit.
1. Visa / Status of Residence
The type of visa or status of residence required depends entirely on your planned activities.
For simple participation to promote products (without direct sales or remuneration from Japanese sources), many nationals can enter with a Temporary Visitor status.
If you intend to sell products on-site or engage in paid work, a Temporary Visitor status is strictly insufficient. You must confirm and obtain the appropriate working visa or status of residence beforehand to avoid legal violations.
2. Regulatory Compliance for Exhibited Products
Like many other countries, Japan enforces specific import regulations and safety standards.
These rules vary significantly depending on the category of the item.
It is mandatory to identify which regulations apply to your products before shipping them. We strongly recommend verifying these requirements early to avoid customs issues or being unable to display your items.
How We Can Support You
As a Japanese Gyoseishoshi (Certified Administrative Procedures Legal Specialist), our office provides full support for overseas companies planning to enter the Japanese market.
We can help you with:
Pre-Exhibition Support
- Market Research & Selection: Researching and identifying the best trade shows for your industry.
- Entry Support: Advising on visa requirements
- Documentation: Drafting and translating application documents and forms.
- Marketing Tools: Assisting with Japanese marketing materials (business cards, brochures, signage).
- Coordination: Arranging interpreters and communicating with event organizers.
Post-Exhibition Support
After the event, we continue to support your business expansion in Japan.
Whether you collaborate with a local partner or establish a Direct-to-Consumer (D2C) channel, we can assist with the wide range of legal and administrative procedures required for your specific path.
- Navigating import regulations and permits
- Advising on product compliance and safety standards
- Assisting with the setup of your commercial flow
Contact US
If you are considering exhibiting at a trade show in Japan, we would be happy to assist you.
Let’s make your first step into the Japanese market a success.
