[Traditional Craft Exhibition Support] Spain: MANGA BARCELONA 2025 | Overseas Exhibition Case Study

At "MANGA BARCELONA 2025," Spain's largest Japan event held in Barcelona from December 5 (Fri) to December 8 (Mon/Holiday), 2025, Japan Promotion once again supported traditional craftspeople in exhibiting their work.

While MANGA BARCELONA is known as a festival of anime and manga, interest in Japanese culture is growing year by year, and traditional crafts are also attracting significant attention.

Direct Sales at an Event Attracting 160,000 Japan Fans – Support for Traditional Craft Exhibitors at Manga Barcelona

Manga Barcelona welcomed approximately 167,000 visitors over four days. At the "NAGOMI" Japanese culture pavilion, operated by Japan Promotion, we once again supported exhibitors showcasing high-quality items, ranging from traditional crafts to modern products.

Steadily Gaining Fans Through Consecutive Exhibitions | Hasami Ware

"Nekomaru-do," created by a traditional craftsman from Hasami Town, Nagasaki Prefecture, exhibited again this year following last year's success.

With unique cat-themed designs, they steadily gained more fans, and many items sold out again this year. They expressed enthusiasm for the future, stating, "We need to develop new products to keep things fresh."

Showcasing Sustainable Craftsmanship to the World | Kumiko Joinery

Having exhibited at events in France, "Funaki Woodworking" made its debut in Barcelona this time.

The technique of combining various small wooden pieces to create patterns seemed very novel to the people of Barcelona. Many visitors were captivated by this unique Japanese technique of assembling intricate patterns using only wooden pieces, without nails.

The accessories, exuding the warmth of wood, were also chosen as gifts for loved ones.

Traditional Crafts as a Content for Inbound Tourism | Marugame Uchiwa Fans

Kagawa Prefecture is seeing an increase in international tourists due to more direct flights from overseas and events like the Setouchi Triennale.

To promote the prefecture's appeal and raise its profile in Spain, an experiential booth was set up where visitors could make "Marugame Uchiwa" fans, a representative traditional craft of the prefecture.

While there were some initial struggles to attract visitors at the event's opening, word-of-mouth gradually drew in crowds, and the booth became lively with people trying their hand at making original fans.

 In addition, accessories and interior goods utilizing traditional techniques such as Tsumami Zaiku (folded fabric crafts), Mizuhiki (decorative cords), and Origami, as well as clay crafts demonstrating wagashi (Japanese confectionery) making techniques, also garnered popularity.

Bringing the Charm of Traditional Crafts to the World

Currently, "Japanese culture" is attracting global attention as a compelling content.

Its diversity, depth, and unique originality are highly regarded worldwide, and traditional crafts are a crucial core element of this.

Furthermore, in overseas markets, understanding and empathy for the background and techniques lead to purchases. Traditional crafts reveal their true value when properly communicated.

Japan Promotion, a general incorporated association, consistently supports exhibitors at overseas Japanese cultural events and exhibitions, including Manga Barcelona. This support extends beyond interpretation and sales assistance to creating an environment that effectively conveys value.

As a partner dedicated to maximizing your results, we will continue to support your expansion into overseas markets. Please feel free to contact us for an initial consultation.

[Free Consultation]

See Artist Support Cases Here▶ [Overseas Exhibition Case Study] Spain: MANGA BARCELONA 2025 Artist Exhibition Support

See Corporate Support Cases Here▶ [Overseas Exhibition Case Study] Spain: MANGA BARCELONA 2025 Corporate Exhibition Support

See Scenes from Manga Barcelona Venue Here ▶Manga Barcelona 2025 Event Report | Even Greater Response Than Last Year!