[Success Story] From Exhibitions in Paris and Barcelona to Overseas Store Expansion | Tokyo Handa-En Chaho

Tokyo Handa-En Chaho, a Japanese tea specialty store in Suginami with over 200 years of history. This summer, based on the positive feedback gained from participating in multiple overseas B2C events, the long-established Japanese tea retailer decided to open its first overseas store in Sydney, Australia.

First Overseas Exhibition in 124 Years: The Tremendous Response at Japan Expo

Since the Meiji era, Tokyo Handa-En Chaho has been a long-established Japanese tea retailer with a history of bringing "authentic Japanese tea" to the world, exhibiting at the Chicago World's Fair in 1893 and the Paris World's Fair in 1900.

"We want to carry on the spirit of our predecessors," says Yutaka Handa, the representative director.

Driven by the desire to share the delicious taste of Japanese tea with the world, the company made its first overseas exhibition in 124 years at Japan Expo, a Japanese culture event held in Paris.

[Case Study] A 200-Year-Old Japanese Tea Specialty Store Challenges the World Again After 124 Years

The booth, where visitors could sample and choose from a variety of teas, was consistently crowded every day, becoming a popular attraction and achieving significant success, including coverage by both domestic and international media.

[Case Study] From Japan Expo to Media Appearances & New Developments!

Repeated Sell-Outs at Manga Barcelona, Confirming Positive Reception

Encouraged by this positive response, the company also exhibited at "Manga Barcelona," a Japanese culture event held in Barcelona the same year. They similarly conducted sales and workshops, andreceived such a tremendous response that most of their products sold out..

MANGA BARCELONA [Corporate Exhibition] Support Case Study 2024

Towards the First Overseas Store | The Next Step: Opening in Sydney

In addition to these efforts, while promoting Japanese tea culture through event exhibitions and workshops in various countries such as Australia and the Philippines, the company sought to establish a more continuous presence. This led to the decision to open its first overseas store in Sydney, Australia, this year. Currently, they are raising funds, including through crowdfunding.
(Project page ishereuntil April 20)

Mariko Handa (Fujita), who will be appointed as the representative of Tokyo Handa-En Australia, reflects on their journey, stating, "From having almost no overseas sales, gaining solid traction at Japan Expo and Manga Barcelona has finally led us to the point of opening a physical store."

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Overseas Event Exhibitions Are Not Just About "Immediate Results." They Are the First Step Towards Future Expansion.

As the case of Tokyo Handa-En Chaho demonstrates, exhibiting at overseas events is more than just a sales opportunity.

It's also a chance to directly experience local customer reactions and gain confidence that your products and culture resonate abroad. This accumulation of experience ultimately supported Handa-En Chaho's significant decision to open a store in Sydney.

"I want to try expanding overseas, but I don't know where to start." "I want to gauge market reaction first."

For those individuals, exhibiting at overseas events is an effective first step to gain solid traction while minimizing risk.

If you are interested in exhibiting overseas, please feel free to contact us.

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