Exhibiting in Japan means booking a booth unit at a Japanese trade show and following the organiser’s exhibitor manual closely. Deadlines for power, construction and fire-safety forms fall well before opening day, and some paperwork is in Japanese. Visitors mainly gather information, so orders usually come after the show. For exhibitors planning shows in 2027, choose the show first, then build the plan around the manual.

Why companies are exhibiting in Japan, and what to expect

A trade show in Japan is where Japanese buyers gather information and make first contact. It is rarely where they sign orders. Switzerland Global Enterprise describes Japanese fairs as places for first contacts rather than contracts. It counts roughly 370 trade fairs and exhibitions a year. RX Japan, a major organiser, tells exhibitors that decisions and orders take time. s-gemanufacturing-world

This exhibiting in Japan guide follows the order in which the work arrives. It explains how to exhibit at a trade show in Japan, from choosing a show to following up leads. BoothJAPAN provides planning support for exhibiting in Japan for companies based outside Japan, and the steps below apply whoever manages them.

That shapes the case for exhibiting in Japan. A show gives you visibility, face-to-face meetings with buyers and distributors, and a look at competitors’ stands. The US Commercial Service says exhibiting in Japan can be an effective route into the market. Used this way, your first trade show in Japan becomes a Japanese market entry trade show. You meet distributors and test interest before committing more. If you are still weighing the decision, start with is exhibiting in Japan worth it. trade

How Japanese trade shows work: organisers, venues and koma

A Japanese exhibition has three layers: an organiser that sets the show’s rules, a venue that sets the physical limits, and booth units called 小間 (koma) that you rent. To exhibit at a Japanese trade show, you work through all three. Japanese trade shows explained gives the wider introduction; this section covers what affects your plan.

Organisers

RX Japan says it has been the largest exhibition organiser in Japan since 2003. Industry bodies run shows too. The Japan Management Association organises FOODEX JAPAN, and the Japan Toy Association organises the Tokyo Toy Show. Greetings from President, Japan +2

Many shows repeat in several cities. Highly-functional Material Week is set for Nagoya on 17–19 February 2027, Osaka on 12–14 May and Tokyo on 27–29 October. An Osaka trade show and its Tokyo edition differ in venue, dates and mains frequency, so plan each edition separately. material-expo

The main venues

Exhibiting in Tokyo usually means Tokyo Big Sight in Koto-ku, or Makuhari Messe across the border in Chiba.

How space is sold

Unit size varies by show. In RX Japan’s March 2026 manual for SMART ENERGY WEEK, a regular booth measures 6 m × 2.7 m. An International Pavilion mini booth measures 3 m × 2.7 m. Raw space comes without wall panels, carpet, power, lights or furniture. You either build a custom stand or rent the organiser’s package. wsewwsew

Choosing the right show; the exhibitor manual and its deadlines

Choose the show for exhibiting in Japan by who visits, then read its exhibitor manual before you sign, because the manual fixes every deadline and rule. To shortlist a B2B trade show Japan runs for your sector, search JETRO’s J-messe database. It lets you search by industry, location and date. JETRO advises contacting the organiser directly for details of any show. Japan trade shows 2027 already have published dates; the box above lists several. jetrojetro

What the manual contains

The exhibitor manual, 出展者マニュアル (shuttensha manyuaru), sets the rules. RX Japan splits it into two documents. Regulations holds the show schedule and booth rules. Application Forms lists the official contractors and the forms. An official contractor, 指定業者 (shitei gyōsha), is a supplier the organiser has appointed for a service such as electricity. manufacturing-world

How early the deadlines fall

Tokyo trade show planning follows the same pattern as other cities: the organiser’s schedule drives everything. Two examples show the spacing.

• GPEC 2026 set applications for 27 February and payment for 31 March. The manual followed in mid-April, move-in on 13–14 July and the show on 15–17 July. gpec
• For CONTENT TOKYO in June 2023, electricity and network orders were due on 19 May, for a show opening on 28 June. content-tokyo

RX Japan issues its pit plan, which shows the floor pits in the hall, from two months before the show. wsew

Questions to ask the organiser

• What is the application deadline, and when is payment due?
• When is the exhibitor manual released, in English?
• Which services use official contractors, and what are their deadlines?
• What are the stand height, wall and structure limits?
• Is sampling or selling allowed on the stand?

Your stand: design, build and fire-retardant rules

A stand in Japan must meet the organiser’s height, wall and floor rules and its fire-safety standard, and fire officials inspect it. In RX Japan’s March 2026 manual, local fire officials inspect the halls during move-in and the show. They can order materials removed or a booth dismantled. The exhibiting in Japan rules come from three layers: national law, the venue and the organiser. As a foreign exhibitor Japan expects you to follow all three. wsew

Height, walls and structure

Limits differ by organiser, so check your own manual. The RX Japan manual sets a maximum stand height of 3.6 m including decoration. Walls between neighbouring stands must reach at least 2.7 m, and two-storey structures are prohibited. It bans hanging banners or wires from the hall ceiling. It limits booth sound to 75 decibels, measured 1.5 m away. wsew

防炎 (bōen): fire-retardant materials

Article 8-3 of the Fire Service Act obliges specified buildings to use flame-retardant articles such as curtains and carpets. RX Japan’s manual lists carpets, curtains, cloth screens and artificial lawns among the items that must be fire-retardant. Each needs a visible label, and anti-flammable spray applied on site is not accepted. Foreign goods without a domestic label need authorisation from the Japanese qualifying body. Open flames and hydrogen demonstrations need fire department permission, and hydrogen applications accept only Japanese documents. en 15 +2

Package or custom stand?

At the same show, a mini booth in the International Pavilion cost ¥220,000 (Type B) or ¥290,000 (Type A or Design Type), tax included. A regular booth of 6 m × 2.7 m cost ¥440,000 (Type B) or ¥580,000 (Type A or Design Type). Cancelling a package within a month of opening cost 100% of its price. Treat these as one edition’s figures; your show will publish its own. wsew

Power, internet and utilities; getting your goods to the venue

Order power through the organiser’s official contractor, and plan your freight and customs route early. Japan’s supply differs from most countries’.

Electricity

Japan’s mains voltage is 100 V AC. Eastern Japan, including Tokyo, runs at 50 Hz. Western Japan, including Nagoya, Kyoto and Osaka, runs at 60 Hz. An Osaka trade show therefore runs at a different frequency from one at Tokyo Big Sight. Sockets are the two-pin type A. Check each machine’s rated input before you ship it. Equipment rated only for 220–240 V does not suit a 100 V supply. emb-japankek

For Health & Wellness Japan 2025, the organiser’s form stated that no other contractor could carry out primary electrical work within Tokyo Big Sight. RX Japan asks exhibitors to confirm the electrical mainline position with the official contractor before designing the booth. Venue internet is applied for directly with Tokyo Big Sight. HWJ 2025 Form Electric Power Supply +2

Product compliance

Two regimes can touch products you demonstrate. METI’s Electrical Appliance and Material Safety Act covers 457 items, of which 116 are Category A specified items. Most radio equipment in general use carries the Technical Conformity Mark, known in Japanese as 技適 (giteki). Confirm your own products with METI, the Ministry of Internal Affairs and Communications or an adviser. metisoumu

Customs and delivery

Exhibiting in Japan for foreign companies adds one task local exhibitors skip: moving goods across the border. Japan acceded to the ATA Convention in 1973, and a carnet is valid for up to one year. You request a carnet from your own country’s national issuing body. Without a carnet, you declare the goods under Article 17 of the Customs Tariff Law. Customs may ask for a security. Confirm your case with Japan Customs or your customs broker. Regional Customs +2

For exhibits from abroad, the RX Japan manual tells you to use a freight forwarder. Show management cannot receive or keep parcels for you, and the halls have no storage for empty crates. wsew

Staffing, language and etiquette

Staff the stand for exhibiting in Japan with people who can approach visitors first and work in Japanese. RX Japan reminds exhibitors that many Japanese visitors are not confident in English. It advises staff to stand and speak first. Switzerland Global Enterprise notes that contacting potential clients may need to be in Japanese. manufacturing-worlds-ge

On the stand

RX Japan requires at least one staff member at the booth at all times. It warns that visitors hesitate to approach stands where staff use phones, chat or eat. Interpreters from outside your company register for an Exhibitor Contractor Badge. wsewmanufacturing-world

Business cards and materials

Bring plenty of business cards, 名刺 (meishi), and print materials in Japanese. Do not machine-translate documents a Japanese counterpart will read. s-ge

Visas

Citizens of listed countries can enter Japan without a visa for short business stays of up to 90 days, such as a trip or conference. Other nationalities must obtain a visa, and paid activity in Japan needs a different status. Check the Ministry of Foreign Affairs list for your passport. emb-japanemb-japan

Capturing and following up leads; costs and how to budget

Capture every lead with notes, and follow up in Japanese, because buying decisions take time. RX Japan’s Lead Manager app scans visitor badges and stores notes and custom questions. Message prospects in both Japanese and English. An experienced adviser recommends staying a few days after the show to follow up, with a competent interpreter. Exhibiting in Japan: Your Complete Guide to Success +2

A trade show strategy Japan buyers can work with treats the show as the start of a process. RX Japan advises email over phone calls, and patience for medium- to long-term follow-up. manufacturing-world

Budget lines

Build the cost of exhibiting in Japan from these lines:

• Space fee and the organiser’s package, if you use one
• Optional manual items: internet, badge scanner, PC and AV rental, floor work, water, compressed air and cleaning wsew
• Freight, customs and delivery
• Staff, interpreters, travel and printed materials

Japan’s standard consumption tax rate is 10%, with 8% for certain goods, and an invoice-based method has applied since October 2023. Confirm your own tax position with an adviser. For the return side, see is exhibiting in Japan worth it. mof

A month-by-month planning timeline

Work backwards from the move-in date, and let the organiser’s schedule override this suggestion. Trade show project management Japan style means treating every deadline in the manual as fixed. For exhibiting in Japan 2027, Golden Week runs from 29 April to 5 May, so submit forms early around it. nippon

Use this exhibition planning Japan checklist as a starting point:

• 12–9 months before: shortlist shows on J-messe, request exhibiting information, set objectives and budget.
• 9–6 months: apply for space and pay by the organiser’s deadline.
• 6–4 months: choose a package or stand builder, check PSE and 技適, request an ATA carnet if you need one.
• 3 months: read the exhibitor manual and list every deadline.
• 2 months: request the pit plan, finalise design, order power and internet.
• 1 month: confirm package changes, because cancellation charges can reach 100%.
• 3 weeks: download exhibitor badges, which RX Japan releases three weeks before the show. manufacturing-world
• Show week: move in, pass the fire inspection, run the show, move out.
• After the show: send thank-you emails and begin follow-up.

BoothJAPAN service tie-in: Planning & Management

BoothJAPAN handles the Japan side of trade shows for companies based outside Japan. It works with you in English and with Japanese organisers, venues and suppliers in Japanese. Under Planning & Management, it can take off your hands show fit and exhibition selection, the exhibitor manual concierge, exhibition project management and remote exhibiting for teams that cannot travel. Customs declarations remain with your customs broker and forwarder; BoothJAPAN coordinates with them. Read how BoothJAPAN works, or see planning support for exhibiting in Japan.

Frequently asked questions

Can I sell products at a Japanese trade show?

Often not on the stand. The SUPERMARKET TRADE SHOW 2024 guide states that selling products at the show is not allowed. RX Japan limits sales activities to inside your own booth. Rules differ by show, so ask the organiser what is permitted before you ship anything. smtswsew

Do I need a visa to exhibit in Japan?

It depends on your nationality. Citizens of countries on Japan’s exemption list can make short business visits, usually up to 90 days. Others apply at a Japanese embassy or consulate. Paid work needs a different status. Confirm your own case with the consulate before you book flights.

Can I use my own stand builder?

Often yes in raw space, with conditions. RX Japan’s manual has a path for booth decoration with your own contractor, and it requires an electrical service form. Health & Wellness Japan 2025 also listed contractor registration as a form. Electricity still goes through the official contractor. wsewthis

Is consumption tax added to organiser prices?

Prices in RX Japan’s March 2026 manual include 10% consumption tax. Not every organiser quotes this way, so check whether each fee is tax-inclusive. Treatment of services bought by overseas companies is technical. Confirm your own case with the National Tax Agency or an adviser. wsew

Can I give out food or drink samples?

Only after consultation. RX Japan’s manual requires you to consult the health centre and show management before selling or providing food and drink. Not all fairs in Japan allow alcohol to be consumed, so ask the organiser first. wsews-ge

To scope the Japan side of your show, send us the show, the dates and your stand size, and request a quote from BoothJAPAN.