In Japan, tradeshows highlight the newest products and showcase prototypes. The Japanese market is much like America's in the constant desire for new products. For companies doing business in Japan, trade show advice should cover the gamut, from tried and true products to emerging markets. Including your company in a high quality Japanese trade show directory can potentially add thousands of new customers.

Costs for participating in trade shows in Japan should include adequate money for entertaining, as a lot of business is done in restaurants and over rounds of drinks. Get a Japanese trade show guide from previous years and study the layout, display space and social activities that surround Japanese tradeshows.

1. Consult a previous Japanese trade show directory to get Japan trade show information.

2. Budget for higher entertainment costs at a Japanese tradeshow than one in a western country.

3. Get Japan trade show advice from an expert to increase your likelihood of success.

Action Steps
The best contacts and resources to help you get it done

Attend the largest Japanese tradeshows

In Japan, tradeshows are held at the city, prefecture and national scale. Unless your product is aimed only at Japanese customers, make your first foray into the Japanese tradeshow by attending one of the national level Japan trade shows. Every segment of Japan's commercial market holds a national level trade show.

I recommend: For lighting, kitchen, bathroom, fabrics & textiles, interior accessories, wall and floor coverings, one of the best Japan tradeshows is 100% Design. JAPANTEX is another of the largest interior decorating and design trade shows in Japan.

Register for a Japanese tradeshow several months in advance

Look over last year's Japanese trade show directory to get the latest date and registration information for the current year's Japanese trade shows. The host hotels for trade shows offer discounts and packages for attendees. In Japan, trade show services are incredibly efficient. Expect to pay more for amenities, but know that the quality of Japanese goods and services is well worth the cost.

I recommend: Look at any Japanese trade show directory, and it will say the International Electronic Components Trade Show is the best show for electronic components and consumer electronics. The Japan DIY Homecenter Show allows Japanese homemakers to buy directly from manufacturers.

Talk to an expert on trade shows in Japan before attending

Trade shows in Japan are different than those in America or Europe. Although the general trade show activities are shared by Japanese and other trade shows, smart business owners should learn about Japanese business and social etiquette to avoid major gaffes. Japanese people are extremely polite and will apologize for many things beyond their control. Frequently they will not reveal their true emotions, which may lead you made a positive impression, when in fact they will not contact you later.

I recommend: The In Japan Consultant agency specializes in the doing business in Japan and offers extensive services, such as those for Japanese tradeshow and office set-up. Japan East Consulting can provide services in the Japanese marketplace, ranging from trade show set up to negotiations and legal advice.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Use a Japanese tradeshow to gauge the receptivity of the Japanese market. Japanese consumers prize newness and novelty.