Quick answer: To exhibit at a trade show in Japan, choose a show that matches your buyers, apply to the organizer (often through a Japanese-language form or an authorized agent), appoint a booth contractor, prepare bilingual materials, ship to the venue or hotel in time for move-in, and staff the booth with Japanese-speaking support. Start planning nine to twelve months ahead.
Key takeaways
- Japanese shows sell space in koma (小間), usually about 3 m × 3 m. Prices are quoted per koma.
- Rules, deadlines and booth regulations are set in the exhibitor manual (出展者マニュアル). Read it before you design anything.
- Bilingual materials and meishi (名刺) matter more than at most Western shows.
- Plan for move-in (搬入) and move-out (搬出) windows. They are strict and short.
1. Choose the right show
Start with your buyer, not the venue. Look at the show's industry, last edition's exhibitor and visitor numbers, and how many exhibitors came from overseas. A show with a large overseas exhibitor share usually has more English-language support. Use our Show Finder and comparison tool to shortlist two or three options, then check each on its show page.
| Question | Where to look |
|---|---|
| Is the show trade-only? | Show page and the official site |
| How many exhibitors are from overseas? | Last-edition figures on the show page |
| Is there English support? | Show page, then ask the organizer |
| Does the show repeat every year? | Frequency on the show page |
2. Apply for a booth
Applications are usually made to the organizer by a deadline that can be months before the show. Some organizers accept English applications. Others use a Japanese form or an authorized agent. Ask early if you need an English route. Space often sells out for popular shows, so a waitlist is possible.
3. Pick a booth type
- Shell scheme: a standard package with walls, a fascia name board and basic fittings. Cheapest and fastest.
- Space only: you rent the floor space and build your own booth. Needs a contractor who knows the venue's rules.
- Turnkey: a contractor designs, builds, installs and dismantles for you.
For a first show, shell scheme or turnkey keeps your risk low.
4. Work to the exhibitor manual
The manual covers booth height limits, power and internet orders, fire-safety rules, delivery addresses and move-in times. Many orders have early-order discounts and hard cut-off dates. Put every date from the manual into our deadline planner.
5. Prepare bilingual materials
Translate brochures, banners and your product sheet into Japanese. Have a native speaker check the final proofs. Bring plenty of bilingual business cards. See translating booth graphics and brochures and consider printing in Japan so materials arrive at the venue or your hotel without customs delays.
6. Ship and clear customs
Decide what you will hand-carry and what you will ship. Read our guide to shipping exhibits to Japan. Allow time for customs and for delivery to the venue within the permitted window.
7. Staff the booth
Bring at least one Japanese-speaking team member or hire an interpreter. Brief them on your product, your target buyers and what a good lead looks like.
8. Follow up after the show
Japanese buyers often expect a quick, polite thank-you message and a clear next step. See following up Japanese trade show leads.
FAQs
How early should I start? Nine to twelve months for large shows. Application deadlines and booth contractor availability can be earlier than you expect.
Do I need a Japanese partner? Not always, but local help with applications, building and interpreting reduces risk. See services.
Can I exhibit without speaking Japanese? Yes, many exhibitors do, usually with an interpreter or a local distributor.
Details change by show. Always confirm dates, costs and rules with the organizer.
Published 15 October 2026. Rules and fees change, so confirm specifics with the show organiser or the relevant authority.