INSIGHTS
How overseas companies can exhibit at trade shows in Japan — without a Japanese subsidiary
The three common ways to exhibit, and which fits a first entry into Japan.
Short answer: there are three common ways — rent your own booth, join your country's national pavilion, or take a table inside a Japanese company's shared booth. If you are testing the Japanese market for the first time, a table in a shared booth is usually the lightest way to meet buyers face to face.
1. Your own booth
You handle the booth, decoration and staff, and arrange Japanese-speaking staff yourself. Follow-up after the show is also yours. Best for brands already selling in Japan.
2. Your country's national pavilion
Set-up work is shared with your country's trade agency. Language support and follow-up vary by pavilion. Best for companies supported by their trade agency.
3. A table in a Japanese company's shared booth
The Japanese partner handles the set-up, provides interpreters at the show and supports follow-up. Best for a first entry and for testing demand.
What to prepare
Products and samples with Japanese-language product information. For cosmetics, a check of ingredients and labeling against Japanese rules before the show. A clear offer for buyers: wholesale terms, minimum order and lead time. A plan for follow-up: who answers buyers after the show, and how.
How Fujiya Trade's shared booth works
Fujiya Trade contracts a large shared booth with the organizer and sets aside one display table for your products, from ¥99,000 per table (tax excluded), with the booth fee and shared decoration included. We handle the Japan-side work: decoration, fixtures, interpreters at reception and meetings during the show, on-site operation and lead follow-up. You ship your products and samples, and meet Japanese buyers.
The flow: contact us → review your products and terms by email → eligibility and regulatory check (for cosmetics, ingredients and labeling) → quote, bilingual contract and prepayment → localized sales materials → shipping products and samples → setup → show days → lead list → follow-up toward distributor and wholesale deals, including listing on our B2B platform COSTRE.
Show schedules, availability and conditions are confirmed for each show.