How to Visit a Trade Show in Japan as an Overseas Buyer

Quick answer: To visit a trade show in Japan as an overseas buyer, check that the show is open to you, pre-register online if the show offers it, bring business cards (bilingual if possible), plan your route by hall, and keep time for meetings. Many shows are trade-only. Rules vary, so confirm with the organizer.

Key takeaways

• Many Japanese trade shows are trade-only. Check the show page and the official site.
• Pre-registration (事前登録) is common and is often free. Register before you travel.
• Bring plenty of meishi (名刺). Offer and receive cards with both hands.
• Large venues need planning. Pick your top exhibitors per hall in advance.

1. Pick the right show

Choose a show that matches your sourcing or buying goals. Check our upcoming shows, filter by industry, and look at last-edition numbers to judge scale. Our visiting hub lists shows with free pre-registration.

2. Register

Most shows have an online registration form. You may receive a QR code or badge by email. Print it or keep it on your phone. Some shows ask for proof of trade, such as a business card or company website. Some set a minimum age. Rules differ, so read the visitor page for your show.

3. Plan your days

• List 10 to 20 exhibitors you want to see and group them by hall.
• Book meetings in advance where possible. Many exhibitors welcome appointments.
• Allow time for walking and queues. Venues such as Tokyo Big Sight and Makuhari Messe are very large.

4. Business cards

Exchanging meishi is a normal first step. Hand your card over with both hands, name facing the recipient, and take their card with both hands. Do not write on it. If you can, bring a card with Japanese on one side. See our meishi etiquette guide.

5. Language

Many exhibitors speak limited English. Shows with strong international programs usually offer English signage and some English-speaking staff. Learn a few polite phrases and consider hiring an interpreter for key meetings.

6. Getting there

See the venue guide for stations and airport access: Tokyo Big Sight, Makuhari Messe. Avoid the morning rush hour if you can. Trains in Tokyo are crowded between about 7:30 and 9:30.

7. After the show

Send a short thank-you message within a few days and propose a clear next step. See following up Japanese trade show leads.

FAQs

Is it free to visit? Some shows are free with pre-registration. Others charge an entry fee. Check the show page.

Can I take photos? Rules vary by exhibitor. Ask before photographing a booth.

Can I visit without an invitation? Many shows allow registration on the day, but pre-registration saves time.

Always confirm entry rules with the organizer.