Sheer scale of Japan food show makes a daunting prospect

Foodex is not just an opportunity for foreign companies to meet local Japanese buyers.

Out of 76,532 visitors last year, more than 9,000 came from South Korea, Taiwan, China, Thailand and Hong Kong. It also offers the opportunity for firms to network. For instance, one exhibitor’s products may be picked up by another firm to use as an ingredient in its own offerings.

The international trade manager for the US state of Oregon department of agriculture Theresa Yoshioka says Foodex is a valuable opportunity not only for finding potential buyers in Japan, but for finding potential buyers from throughout northern Asia.

“This is where many Japanese companies look for new international products to introduce to the Japanese market,” Ms Yoshioka says.

While Foodex is undoubtedly one of the largest food exhibitions in Asia it is also among the biggest in the world alongside Anuga in Germany and Sial Paris, says the Canadian province of Quebec agent general Claire Deronzier. One of the show’s strong points is it enables firms to learn about new products on the market, check out competition and keep up to date with new trends, Ms Deronzier says.

There is also the opportunity to meet many buyers from different countries in Asia.

“As a matter of fact, in addition to Japanese buyers, Quebec companies have established good business links with South Korean, Chinese and Taiwanese contacts,” Ms Deronzier says.

However, “as this is a major international event, it may be appropriate to increase the presence of foreign languages in certain activities of information and networking”, she adds.

The sheer size of the show does makes it hard to stand out among the many competing products from around the world, Ms Yoshioka says.

Another drawback that needs to be borne in mind is the exhibition’s location outside Tokyo.

“It can be reached by train from Tokyo, but I recommend companies [take into account] the travel time when selecting a place to stay while exhibiting at the Foodex show,” she says.

Foodex Japan has since 1976 brought together food exporters from around the world, and buyers from within and outside Japan. Companies apply to exhibit via Foodex’s website. Fees for exhibiting are Dh12,172 for Japan Management Association (JMA) members and Dh41,400 for non-members.

Figures from the JMA, which organises Foodex, reveals 3,197 companies from 78 countries featured products in 3,711 booths last year. Of the total, 1,935 foreign companies exhibited at 2,367 booths.

Foodex 2017, which ended last Friday, was held as usual at Makuhari Messe, a convention centre in the capital of Chiba Prefecture outside Tokyo.

About a third of the 67,500 square metres the show occupies is devoted to Japanese exhibitors, and the rest to foreign ones.

Most exhibitors group themselves under their country’s pavilion, although some prefer to exhibit alongside companies producing similar products, with a small number exhibiting independently.

“Overseas exhibitors can exhibit products to domestic buyers and use [Foodex] as a foothold for entering the Japanese market,” says the JMA convention business manager Satoshi Okano.

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