Japan Expo Paris 【Traditional Crafts】 Support Case Study 2026
Published date:
2026-08-21
From Thursday, July 9 to Sunday, July 12, 2026, Japan Promotion once again supported artisans from across Japan in exhibiting at Japan Expo Paris 2026, one of Europe's largest events dedicated to Japanese culture, held near Paris, France.
Our "WABI SABI" pavilion, which showcases traditional Japanese culture, is a popular destination for visitors interested in Japanese craftsmanship. There was significant interest in the works on display, which embody the refined skills of our artisans and unique traditional techniques.
Promoting the appeal of traditional crafts at Japan Expo Paris, where interest in Japanese culture is high
Attracted approximately 220,000 visitors over four daysJapan Expo Paris 2026.
At the "WABI SABI" pavilion, operated by Japan Promotion, we once again supported exhibitors in sharing the appeal of Japanese craftsmanship—ranging from traditional crafts to contemporary products—from all over Japan. (For an overview of the event, please see theEvent Report.)
Beyond booth displays, Japan Promotion provides tailored support including sales assistance, interpretation, and workshop management, helping to create an environment where artisans can effectively convey the charm of their work.
A key feature of exhibiting at WABI SABI is the ability to share not just the products themselves, but also the artisan's techniques and the background of their creation with visitors who have a deep interest in Japanese culture.
Appealing from every angle: Stages and workshops | Takasaki Daruma
Imai Daruma NAYA Co., Ltd., a manufacturer of "Takasaki Daruma," a traditional craft from Takasaki City, Gunma Prefecture.
They captivated visitors with a wide lineup of products, ranging from various sizes and classic designs to metallic, contemporary items.
The workshops, where visitors could enjoy painting their own Daruma, were a major hit, offering an opportunity to not just "see" Japanese culture, but to "experience" it firsthand.
Furthermore, on stage, an artisan performed a live painting demonstration on a large Daruma. By showcasing traditional techniques right before their eyes, they drew the attention of a large crowd.
Showcasing advanced techniques to build appreciation for artistic value | Studio Tinker
Studio Tinker creates one-of-a-kind silver accessories using "Mokume Gane," a metalworking technique that flourished during the Edo period.
Their unique process, which creates beautiful wood-grain patterns in metal, captured the interest of many visitors.
By using tablets to showcase the manufacturing process, they effectively communicated the value of the artisan's handiwork—details that are often difficult to convey through finished products alone.
With sales of items priced over 300 euros, the exhibition served as a testament to the high regard for Japanese craftsmanship.
Leveraging exhibition opportunities to expand reach both at home and abroad | DOTU
DOTU is a ceramics brand known for items that blend two traditions: Seto ware and the maneki-neko (beckoning cat).
Their modern designs, which incorporate traditional techniques while fitting seamlessly into contemporary life, drew significant attention from French visitors.
By promoting their exhibition before the event, they secured newspaper coverage, effectively using Japan Expo Paris as a springboard for their outreach.
Following the event, they began consignment sales at a craft shop in Paris, turning a single event into a foundation for ongoing business in France.
Japan Expo is the perfect opportunity to bring traditional Japanese crafts to international fans.
In this year's visitor survey, "traditional and authentic items" were the most sought-after aspect of WABI SABI. Works infused with Japanese history and craftsmanship hold immense appeal for international fans of Japan, and there is high anticipation for them on the ground.
In addition to those featured, the WABI SABI pavilion brought a variety of works from across Japan to the event this year, including tsumami zaiku, mizuhiki, textiles, Japanese embroidery, and kimono remakes.
Japan Expo Paris is the perfect opportunity to bring authentic traditional crafts, born from Japan's superior technical skills, to the world.
Japan Promotion provides comprehensive support for exhibiting at overseas Japanese cultural events, including Japan Expo Paris. Beyond offering interpretation and sales assistance, we create an environment that maximizes the appeal of your work and craftsmanship.
If you are looking to share the value of your traditional techniques or creations with fans of Japan around the world, please feel free to contact us.
