Case Study: Elevating a Global Brand at FABEX Tokyo – A Complete Exhibition Success

Event: FABEX Tokyo 2025
Venue: Tokyo Big Sight
Client: International Food Product Manufacturer
Services Provided: Booth Design & Setup, Japan Market Entry Consultation, Strategic B2B Introductions

 

Introduction

FABEX Tokyo is one of Japan’s premier food and beverage trade exhibitions, attracting thousands of professionals from across Asia and beyond. For companies looking to enter the Japanese market or expand their presence, FABEX offers an unparalleled opportunity to showcase their products to industry buyers, distributors, and retail decision-makers.

This year, we were honored to support a well-known global food product manufacturer in making their debut at FABEX Tokyo 2025. Our role went beyond logistics—we delivered a complete, high-impact exhibition strategy that made the client’s brand shine on the crowded show floor.

 

Objectives

Our client approached us with three clear goals:

1. Create a unique and eye-catching exhibition booth that would attract attention and communicate brand value in an authentic, locally resonant way.

2. Gain deep insight into the Japanese market, including customer behavior, pricing expectations, and product positioning.

3. Connect with potential partners in Japan, including retail buyers, distributors, and business decision-makers.

We took these goals to heart and set out to build not just a booth—but a full-scale experience that would help launch their Japan market success.

 

Booth Design: Standing Out in a Sea of Sameness

From the very first planning meeting, we knew we had to create something different.

Most booths at FABEX followed a predictable pattern: plain walls, minimal decoration, and staff disengaged with little enthusiasm. We observed many booths where staff sat passively behind tables, scrolling on their phones while potential leads walked past. This passive setup fails to make an impression, especially in Japan where aesthetics and presentation matter deeply.

We designed our client’s booth to be bold, immersive, and uniquely tailored to both Japanese sensibilities and global branding. Key design features included:

• Warm wood textures and natural tones, creating an inviting environment inspired by Japanese hospitality.

• Open-plan layout that encouraged interaction and easy flow of foot traffic.

• Branded sampling stations allowing visitors to experience the product in a memorable way.

• LED signage and multilingual materials (Japanese and English) to ensure clarity and accessibility.

Our in-house team handled everything from the initial concept sketches to construction and on-site setup. The result was a beautiful, highly functional space that stood out dramatically among the surrounding booths.

 

Market Entry Support & Consultations

In the weeks leading up to the exhibition, we provided intensive consulting to help our client fine-tune their strategy for Japan. This included:

• Tailored market research to align packaging, pricing, and product messaging with Japanese consumer preferences.

• One-on-one strategy sessions to train booth staff on Japanese business etiquette and exhibition engagement techniques.

• Insights into distribution models, local logistics challenges, and regulatory requirements.

This preparation ensured that our client came to FABEX not just with great products, but with a thoughtful approach that resonated with Japanese stakeholders.

 

B2B Introductions: Connecting the Dots

Our local network was one of the most powerful assets we brought to this project.

Throughout the three days of the event, we actively introduced our client to a curated list of potential business partners:

• Major retail chains and department store buyers

• Experienced distributors and wholesalers specializing in imported goods

• Key opinion leaders and culinary professionals who could advocate for the product in Japan

We helped facilitate meaningful conversations that extended beyond the usual small talk—several of these leads have since progressed to formal partnership discussions, with product trials and market entry agreements under review.

 

Results & Client Feedback

By the end of the three-day exhibition, our client had:

• Collected over 91 qualified business contacts

• Held 45 in-depth discussions with major Japanese retailers

• Scheduled follow-up meetings with at least 15 distribution partners

• Gained a deeper understanding of local market expectations

Most importantly, their booth was consistently busy from morning to evening, with both Japanese and international visitors expressing admiration not only for the product but for the booth's aesthetic and professionalism.

 

Key Learnings from FABEX Tokyo: Insights for Bigger Future Success

 

While the overall experience at FABEX Tokyo was a major success for both our client and our team, it also provided us with valuable insights and learning opportunities for future exhibitions in Japan.

One of the most important takeaways was the crucial role of Japanese-speaking staff at trade shows in Japan. Our client initially chose not to hire local Japanese staff, relying instead on one Japanese-speaking team member while the rest of the booth staff communicated only in English. Although our team was present to assist with interpretation and communication, the heavy influx of Japanese-speaking visitors made it clear that having at least two or more fluent Japanese speakers on-site is essential.

 

In Japan, many business visitors expect to receive detailed information in their native language and may shy away from engaging deeply if communication appears challenging. As a result, the language barrier sometimes slowed down conversations and limited the opportunity to build stronger connections with potential leads.

 

For future exhibitions, we strongly recommend that foreign brands hire multiple local staff or interpreters (we provide such services) to ensure smooth communication and to create a more welcoming, approachable environment for Japanese visitors. It not only improves the overall experience but also maximizes the return on investment for participating in such high-profile events.

 

This experience has deepened our understanding of how best to position international brands in the Japanese market and has equipped us to advise future clients with even greater confidence and clarity.

 

The client later shared their feedback with us:

“We’re incredibly grateful we had your team on our side. We were able to truly stand out thanks to the beautiful booth design and your deep understanding of the Japanese market. This exhibition was one of the best decisions we’ve made for our expansion into Japan.”

At FABEX Tokyo 2025, we didn’t just help a client attend a trade show—we helped them make an entrance into the Japanese market with confidence, clarity, and impact.

Whether you are a startup entering Japan for the first time or a global brand looking to expand your footprint, we can offer a complete solution—from booth design to business matchmaking.

 

Let’s create your success story next.

Expand Your Reach in Japan: Design Booth Exhibition Support for Global Companies

 

So now are you interested in and considering having a booth at an exhibition in Japan?

 

Japan is a land of innovation, tradition, and immense business potential. With its thriving metropolitan centers, world-renowned hospitality, and an ever-curious consumer base, Japan offers a unique platform for international companies to introduce their services, engage directly with customers, and form strategic partnerships through exhibitions.

We provide comprehensive support for companies outside Japan seeking to establish a strong presence at high-profile Japanese exhibitions. Whether your goals include brand visibility, market penetration, or customer acquisition, our tailored booth design and exhibition service ensures your brand is presented with professionalism, cultural sensitivity, and impactful storytelling.

 

Why Exhibit in Japan?

Japan hosts some of the most dynamic and diverse trade and cultural exhibitions in Asia. From industry-specific expos such as the Japan Drone Show, EC Logistics EXPO, Japan Health (an official Osaka-Kansai Expo legacy event), and Interop Tokyo, to large-scale consumer showcases like visual novel gaming events (DREAMSCAPE) or lifestyle fairs at Tokyo Big Sight and Makuhari Messe, the opportunities to make an impression are vast.

Exhibitions in Japan are not just about showcasing products—they are powerful business platforms where companies meet potential distributors, investors, and customers face-to-face. Many of these events attract thousands of visitors, including business executives, trendsetters, media, and local governments.

Our End-to-End Exhibition Support Includes:

• Bespoke Booth Design & Construction
  Custom-built exhibition booths with authentic, sleek Japanese aesthetic or a bold global look to suit your branding. Designed for functionality, comfort, and maximum visual impact.

• Exhibition Planning & Strategy
  We assist with selecting the right events for your industry, understanding audience demographics, and setting clear objectives for engagement and sales.

• Bilingual Staff & On-Site Interpretation
  From booth attendants to business interpreters, our trained bilingual staff ensures smooth communication with Japanese visitors and media.

• Marketing, PR & Promotion
  We help you generate buzz before and during the event through Japanese social media channels, local press releases, and influencer engagement.

• Logistics & Local Coordination
  From transporting your materials to setting up the booth on-site, we handle all coordination with local vendors and exhibition organizers.

• Follow-Up Support
  After the event, we help you analyze results, handle lead follow-ups, and continue your expansion efforts in the Japanese market.

Who Is This For?

• Innovative startups looking to enter Asia

• B2B service providers in technology, healthcare, energy, and finance

• Consumer goods companies expanding into Japanese retail

• Tourism boards, cultural groups, and educational institutions

• Any brand that believes in building human connections through memorable physical experiences

Stand Out Where It Matters Most

In Japan, exhibitions are more than a business formality—they are cultural moments. They reflect not only your products, but your values, creativity, and vision. Let us be your trusted partner in translating your global identity into a compelling local presence. Whether you’re a tech innovator from Berlin, a café brand from Melbourne, or a sustainable design studio from Copenhagen, we’ll help you tell your story in Japan, beautifully and powerfully.

 

Now is the perfect time to prepare for major 2025 events and Japan’s Expo-connected showcases.

Make your mark in Japan—one booth at a time.