[Artist Exhibition Support] Spain - MANGA BARCELONA 2025 | Overseas Exhibition Case Study

"Manga Barcelona 2025" was held in Barcelona, Spain, from December 5 (Friday) to 8 (Monday/Holiday), 2025.

At this event, which boasted 167,000 visitors, Japan Promotion set up the Japanese culture pavilion "NAGOMI" and supported artist participation.

Overcoming language barriers, the event generated unexpected reactions and encounters on-site. This article introduces the achievements based on exhibitors' experiences and local responses.

What is "Manga Barcelona"?

Held annually in Barcelona, Spain, "Manga Barcelona" is one of Spain's largest Japan-themed events, boasting approximately 167,000 visitors.

Visitors from all over Spain gather, seeking a wide range of Japanese culture, including traditional arts, crafts, music, and food, with a focus on anime and manga.

With over 30 years of history, it is a highly acclaimed cultural event, having received the Gold Medal for Merit in Fine Arts from the Spanish Ministry of Culture.

Artist Exhibition Support by Japan Promotion

At this event, Japan Promotion set up the Japanese culture pavilion "NAGOMI".

In collaboration with the organizers, we created an area to showcase the charm of Japanese culture, traditions, and craftsmanship, providing consistent support from exhibition preparation to on-site sales.

In 2025, 26 booths were set up in a 312㎡ space within the venue.

We established a system that allowed artists to confidently pursue overseas sales on-site, including booth design, optimization of sales flow, interpreter services, and workshop operation support.

What kind of feedback did artists who exhibited under this system provide?

Many exhibiting artists responded that it "positively impacted their future activities."

In a survey conducted after Manga Barcelona, all respondents answered "Strongly agree" or "Agree" to the question: "Do you feel that this exhibition positively impacted your future activities (e.g., overseas expansion, increased recognition)?"

Furthermore, in response to the question, "Would you recommend exhibiting at Manga Barcelona to other artists/businesses?", many exhibitors answered "Yes, I would recommend it" or "Yes, I would strongly recommend it."

This suggests that many exhibitors view their overseas sales experience not as a one-off achievement, but as an opportunity for future growth.

[Manga Barcelona 2025] Artist Exhibition Experiences

Behind the responses indicating that "exhibiting at Manga Barcelona was a positive experience" were memorable encounters and events. Here are some excerpts from exhibitors' testimonials.

Led to business opportunities

"A person I met on the first day came back on the last day and connected me with the representative of a gallery in Barcelona. I believe this is a significant step forward with potential for future business development."

Returning fans visited

"Someone who visited last year came to see me again this year and said, 'Let's meet again next year.'"

Deeper understanding led to new fans

"When I explained how my work was made, they repeatedly said 'Unbelievable!' and even after purchasing, they came back to follow me on social media and chat, treating me kindly despite the language barrier requiring smartphone translation."

Increased social media engagement

"I received many comments, story posts, and follows on Instagram."

Overcoming language barriers led to purchases

"The interpreter's careful explanation of unique Japanese techniques led to a purchase."

(From the Manga Barcelona 2025 Exhibitor Survey)

Visitor Feedback and Local Reactions

Many visitors expressed words that conveyed respect for the beauty and background of the works.

"Every artist and their work reawakens the child in me who held deep respect and fascination for Japan. Thank you so much."

"You are all true artists. Please never lose your traditions."

"I'm delighted to discover new artists every year."

"Thank you for bringing Japanese culture to Barcelona."

"I love Japanese artisans. Every item is so charming and original.

"Beautiful in every detail, everything is captivating. Thank you so much for sharing your culture and art. Even without words, the Japanese spirit was conveyed."

(From the Manga Barcelona 2025 Visitor Survey)

Looking Ahead to Next Year's Manga Barcelona

Manga Barcelona is a place where many visitors who love Japanese culture and have a strong desire to learn more gather.

Some exhibitors mentioned gaining insights that they wouldn't have found in Japan, thanks to visitors' eagerness to listen to the background and production process of their works and enjoy direct conversations with the artists.

Japan Promotion will continue to collaborate with the organizers to create an environment where artists can confidently take on new challenges through the Japanese culture pavilion "NAGOMI."

We provide support tailored to each stage of activity, whether you are exhibiting overseas for the first time or looking to further expand your international presence.
If you are considering exhibiting next year, please feel free to contact us.

‍Contact us here ▶

See our corporate support cases here▶ [Overseas Exhibition Case Study] Spain - MANGA BARCELONA 2025 Corporate Exhibition Support

See scenes from the Manga Barcelona venue here ▶Manga Barcelona 2025 Event Report | Even greater response than last year!