Top 8 Japanese Trade Shows Foreign Brands Should Attend
Breaking into the Japanese market requires more than just quality products—it demands local connections, cultural sensitivity, and visibility in the right places. Trade shows in Japan offer a gateway to all three. Whether you're in food, fashion, tech, or lifestyle goods, showcasing at the right event can unlock long-term relationships with Japanese buyers, distributors, and influencers. Here are some of Japan's most strategic trade shows that foreign brands should consider attending.
Japanese Trade Shows Foreign Brands Should Attend
- Tokyo International Gift Show (TIGS)
- Foodex Japan
- JAPAN IT Week
- Interior Lifestyle Tokyo
- COSME Week
- AnimeJapan
- Fashion World Tokyo
- Tokyo Game Show (TGS)
1. Tokyo International Gift Show (TIGS)
- Industry: Lifestyle, gifts, homeware, fashion, beauty
- When: February and September (Next event: September 3 to 5, 2025)
- Where: Tokyo Big Sight
As Japan’s largest trade show for gifts and consumer lifestyle products, TIGS offers unmatched access to domestic retailers, specialty shops, and online platform buyers. It’s ideal for foreign brands focusing on design, quality, and uniqueness. The show attracts thousands of buyers looking for novelty and global craftsmanship. If your brand tells a strong story or offers something culturally distinct, this is your moment to shine. TIGS is an excellent place to test the waters and gain feedback directly from Japanese buyers.
2. Foodex Japan
- Industry: Food & beverage
- When: March (Next event: March 3 to 13, 2026)
- Where: Tokyo Big Sight or Makuhari Messe
Foodex is Asia’s premier food and beverage exhibition, drawing thousands of buyers from Japan and across the region. This is the go-to event if you want to enter the Japanese foodservice, supermarket, or retail market. Attendees include importers, trading houses, hotel buyers, and wholesalers. Japan places a high premium on quality, food safety, and attractive packaging, so bring detailed information, certifications, and beautifully presented samples. Foodex is also known for helping brands build long-term distribution deals.
3. JAPAN IT Week
- Industry: Tech, SaaS, AI, IoT, cybersecurity
- When: Four times a year (Next event: May 28 to 30, 2025)
- Where: Tokyo, Osaka, Nagoya (Next event: Nagoya)
JAPAN IT Week is Japan’s largest and most comprehensive technology trade show. It’s perfect for foreign SaaS providers, cybersecurity vendors, and enterprise solution firms looking to enter the Japanese B2B tech space. Each edition features themed areas like cloud computing, AI, and digital transformation. Japanese enterprises are seeking overseas partners, especially in areas where local solutions lag. However, the tech sector is detail-oriented—have your documentation ready in Japanese, and ideally, bilingual representatives at your booth.
4. Interior Lifestyle Tokyo
- Industry: Home interior, decor, furniture, design
- When: June (Next event: June 18 to 20, 2025)
- Where: Tokyo Big Sight
This is the leading Japanese trade show for interior goods, attracting buyers with a keen eye for aesthetics and quality. Backed by Messe Frankfurt, Interior Lifestyle Tokyo is where premium and design-conscious products find their audience—think department stores, boutique shops, and high-end importers. This show offers ideal exposure if your products emphasize craftsmanship, sustainability, or minimalist beauty. Japan’s appreciation for harmony and natural materials aligns well with many global interior trends.
5. COSME Week
- Industry: Cosmetics, skincare, beauty tech
- When: January and September (Next event: September 24 to 26, 2025)
- Where: Tokyo and Osaka (Next event: Osaka)
COSME Week is Japan's most influential cosmetics trade show and a vital event for beauty brands eyeing this competitive market. Japan is the world’s third-largest cosmetics market, and buyers here are deeply focused on trust, formulation, and subtlety. Products that emphasize sensitive skin, clean beauty, and innovation perform well. Come prepared with product samples, clinical data, and packaging that meets Japanese consumer expectations. It's also a great venue for building distribution and e-commerce partnerships.
6. AnimeJapan
- Industry: Entertainment, IP licensing, gaming, pop culture
- When: March (Next event: March 28 to 31, 2026)
- Where: Tokyo Big Sight
AnimeJapan is one of the most significant pop culture events in the world, offering a major opportunity for foreign entertainment brands, game developers, and IP licensors. If you're involved in animation, games, or related merchandise, this is your chance to connect with licensors, fans, and cross-media platforms. Japan remains a hub for global entertainment influence, and licensing opportunities are enormous. However, be ready with localization strategies and IP protection plans—those are high-priority concerns for Japanese partners.
7. Fashion World Tokyo
- Industry: Fashion, textiles, accessories
- When: April and October (Next event: October 1 to 3, 2025)
- Where: Tokyo Big Sight
As Japan’s largest comprehensive fashion trade show, Fashion World Tokyo is a gateway into Japan’s upscale and trend-sensitive apparel market. It includes sections for OEM/ODM, sustainable fashion, and accessories, making it ideal for both emerging designers and established labels. Buyers are often looking for small-batch, high-quality pieces that match seasonal trends. Flexibility, attention to detail, and storytelling are key to standing out. Many foreign brands use this event as a launchpad for pop-ups or retail partnerships in Japan.
8. Tokyo Game Show (TGS)
- Industry: Gaming, tech, VR/AR, esports
- When: September (Next event: September 25 to 28, 2025)
- Where: Makuhari Messe (Chiba, near Tokyo)
Tokyo Game Show is one of the world's largest gaming expos and a powerful platform for game developers, hardware makers, and interactive tech brands. It attracts major global publishers, indie developers, and tech enthusiasts alike. If your brand deals in gaming content, localization services, VR/AR, or esports products, this is your chance to connect with passionate Japanese gamers and media. TGS also offers two “Business Days” for B2B meetings with publishers, distributors, and platform holders in Asia.
Conclusion
Trade shows offer an essential platform for market entry, discovery, and growth for foreign brands looking to establish a presence in Japan. They provide face-to-face engagement with buyers, press, and strategic partners—something that’s especially valuable in Japan’s relationship-driven business culture. But success requires preparation: bring localized materials, understand cultural expectations, and invest in follow-up. Done right, these trade shows can open doors not just to Japan but to the entire Asia-Pacific region.
