Japan Expo Paris [Corporate Exhibitor] Success Stories 2026

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Japan Promotion once again supported corporate exhibitors at Japan Expo Paris 2026, held in Paris, France, from Thursday, July 9 to Sunday, July 12, 2026. 

Strategic exhibition tailored to overseas expansion goals 

Japan Expo Parisis one of Europe's largest events dedicated to Japanese culture, attracting visitors from around the world. In 2026, marking its 25th anniversary, the event welcomed approximately 220,000 visitors over four days (Event Report).
Exhibitors can tailor their participation to their specific goals, whether it be PR-focused exhibitions to increase product awareness, test-marketing to gauge local reactions, or business-focused exhibitions aimed at creating opportunities for meetings with buyers and distributors.

Securing international business meetings: Results exceeding B2B trade shows | Fuji Merchandise 

Fuji Merchandise showcased a range of Japanese-style goods, with a focus on tableware.

In conjunction with their exhibition at Japan Expo Paris, they conducted sales activities with local companies, securing numerous business meeting opportunities both during and after the event.
Furthermore, they established connections with local distributors of Japanese products at the venue while also seeing strong sales to general attendees, achieving success in both market development and direct sales.

Despite being a consumer-facing event, the company noted that they "felt a greater impact than at a B2B trade show."
In fact, they mentioned that by stating they were exhibiting at Japan Expo Paris when reaching out to local companies, it was easier to secure appointments than usual. In addition to creating sales opportunities, the event helped generate business meetings and new connections with overseas companies, leading to tangible results for their international market expansion.

Highlighting manufacturing processes and high-level craftsmanship | Asakusa Bunko 

Rooted in kimono-making, Asakusa Bunko uses Kata Yuzen and hand-painted Yuzen techniques to apply rich colors to white leather.

With many of their leather products priced over 100 euros, they displayed panels explaining the manufacturing process to highlight the time and high-level craftsmanship involved in each piece. By communicating the value behind the products, they successfully increased customer understanding and acceptance of the price point. 

By offering accessible items like keychains, we kept the booth consistently busy, creating a positive cycle where the lively atmosphere attracted even more visitors.

"Three Arrows" Exhibition: Enhancing Individual Presence | Team Daimatsu 

"Team Daimatsu" was a joint exhibition featuring three businesses, brought together by a long-established Kyoto kimono shop.

Despite the limited space, we optimized the layout to highlight the unique appeal of each product, boosting the overall presence of the booth.

Throughout the event, we adjusted the displays based on visitor feedback, continuously finding ways to make each featured product stand out.

By leveraging the unique strengths of all three companies, the joint exhibition created a powerful synergy.

Popular Custom Footwear Finished by Artisans On-Site | Nosaka Co., Ltd. 

Nosaka, a footwear manufacturer from Ishikawa Prefecture, showcased "Japanese geta tamaki," a new type of geta sandal crafted using traditional shoemaking techniques.

The option to choose from a variety of colorful straps and customize their own pair of geta proved to be a major draw.

Furthermore, each pair was finished on-site by an artisan. This special experience—going beyond a simple purchase to engage with authentic Japanese craftsmanship—captivated many visitors.

Japan Promotion Support Services

Japan Promotion provides comprehensive support tailored to your exhibition goals and product characteristics, from initial planning and on-site operations to post-event follow-up.

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Events that attract fans of Japan are the perfect place to gauge market response.

The WABI SABI pavilion attracts a large number of visitors with a strong interest in Japanese culture and craftsmanship.

Beyond just selling products, a major benefit is the ability to gain direct, real-world insights into the overseas market, such as which products capture interest, whether price points are acceptable, and what kind of messaging resonates with customers.

Furthermore, it is not uncommon for exhibitors to connect with buyers, shop owners, and distributors of Japanese goods, leading to new opportunities for business expansion.

As a first step into the international market, Japan Expo Paris offers a valuable opportunity to conduct sales, market research, and business negotiations all in one place.

Japan Promotion will continue to support Japanese companies in expanding overseas through cultural events, including the WABI SABI pavilion. 

If your company is looking to test the waters in the international market and develop new sales channels, please feel free to consult with us about exhibiting.

[Click here for inquiries▶] 

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