Going to FoodEx 2025? Read This First.
FoodEx Japan is one of the most important food and consumer packaged goods trade shows in Asia. If you're an exporter looking to break into the Japanese market, it's a must-attend event—but it’s also fraught with chances to fail. If you want to actually have a chance at a coveted long-term business relationship with buyers and importers, preparation is key.
What you need to know before boarding your flight to Tokyo.
Before You Leave
First Things First: Prepare Your Show Samples for Shipment
Want a nightmare scenario? Arriving at FoodEx only to find your samples are stuck in quarantine at Narita Airport. Avoid this disaster by planning your logistics well in advance. If your pavilion or trade mission has preferred shipping partners, use them. No need to reinvent the wheel. So get this figured out as soon as possible. The moment you know you are going, this is top of the list.
Coordinate with Your Pavilion in Advance
Your country’s trade mission or pavilion is a critical resource. They can help with logistics, introduce you to key contacts, and provide guidance on navigating the market. Is your country sending one big container with everyone’s goods together? Confirm if the pavilion has interpreters. Know their schedule. Attend any networking events they organize. Many exhibitors underutilize their pavilion’s connections—but don’t be one of those guys and make unreasonable demands. If you follow the advice in this article, they will be more likely to help you.
Itinerary No-Brainer: Plan to Go Early and Spy on the Shelves of Your Competitors
Before even setting foot in FoodEx, take time to visit Japanese supermarkets and import specialty stores. Whether foreign or domestic - your competition is already there. See how they are positioned, packaged, and priced. Study their labeling, messaging, and branding. Try this: buy a bunch of samples. Of course, you can’t read them. Then, bring them to the show, and your booth interpreter will be able to help you understand them. That’s what they’re there for, right?
Have A Translated One-Pager Ready Ahead of Time
English proficiency will be lower than you might expect. When it comes to translated documents, your number one priority should be to have a one-pager about your company and product in Japanese. Make it look nice. Get it translated. Not by Google—but by a Japanese speaker. It’s not hard to find someone on Upwork or Fiverr. Just do it. Your business card? Nice to have in Japanese but less essential. Of course, if it is possible, bring all of your business documents in Japanese format. But the absolute bare minimum is your one-page overview pamphlet.
Know Who You Are Looking For
You’d be surprised at how many people show up expecting things to land in their laps. Well, here’s an insider scoop, friends. Figure out who you want to talk to before you get here. Got an organic product? Figure out what stores are leaning into organic. Make a list. Do they have their own importers, or do they work with a distributor? Even an hour of this kind of prep is priceless. But frantically googling once you get to your booth will likely not be so effective. (You did fly in early to visit stores, didn’t you?)
⭐ Tip: check out my list of Japan’s top 41 CPG retailers, including revenue stats for each retailer.
Get Your Post-Show Sample Procedures Lined Up
Understand if you will be shipping via sea or air. Teach yourself how HS codes work. Know how long it will take. Figure out how to get them landing up in perfect condition. If this means spending an extra two bucks to have bubble wrap on hand this one time, just do it. It communicates a level of service here. Be primed to return home and follow up with samples seamlessly. Before the jet lag wears off.
On The Grounds
Be Professional in Their Way, Not Your Way
In Japan, professionalism has a different flavor. Dressing business casual might be fine in your home country, but in Japan, black suits, ties, and white button-ups are the norm. No jeans, no sneakers. Here, checking emails and scrolling through your phone signals disinterest and lack of professionalism. Stand in front of your booth, be engaged, and be present. Hand out samples. Smile. This is not a casual business event. Who knows, this might be the occasion that makes or breaks your business deal with Japan Inc. If this sounds too tiring, you might want to re-think exporting to Japan altogether. It’s a rewarding market, but it takes a lot of hard work.
Make It Easy for People to “Get” Your Product
Your booth signage should answer one simple question at a glance: What do you sell? “Smith Farms” doesn’t tell anyone what you do. “Smith Farms – Frozen Peas” makes it clear. If your product has a unique value proposition, spell-it-out. “Premium Grass-Fed Angus Beef” works better than a picture of a cow. And if your product is an ingredient, show its applications—have examples, demos, or displays that clearly communicate the value of the product. Does this ingredient sweeten? Emulsify? Make frozen foods crispy when cooking? Show me. If it’s not a food sample, give me a display, photos, diagrams… show me how it’s useful. Make it obvious. After all, you’ll likely have difficulty verbalizing this to your audience.
Learn What Badge Colors Mean and Work the Crowds Accordingly
At FoodEx, badge colors indicate the type of visitor. Exhibitors, distributors, staff, etc. all have different color-coded badges. If you’re targeting, say, importers, know what their badge looks like and keep an eye out.
Tell your Pavilion staff what retailers you want to talk to. (You went out in the market early, didn't you?) Want to know more about the retailers? Ask me. Or, check out my channel if YouTube is more your game.
Don’t Let Culture Shock Make You Forget How to Be a Salesperson
Maybe it’s jet lag, maybe it’s culture shock. But for some reason, people arrive and forget how to sell. If you’re looking to do well in Japan, chances are you have figured out how to sell at home. Have your pitch ready, but also don’t forget to be conversational. Ask people where they are from and what they are looking for. Talk to people like they are humans. Even if you just end up having a friendly conversation with someone, having a friendly buzz and people around your booth is good! Others will want to know what the fuss is about.
Be a Karma Caretaker for Your Country, Not a Bulldozer
How you conduct yourself reflects on your company—and your country. Don’t be the exhibitor with a neglected booth, scrolling on a laptop in the back. Don’t bring a disinterested spouse or kids to your booth. Don’t be the person leaving early while embassy staff are left explaining why your company ditched. Japan values professionalism. A bad impression lingers and can give your entire pavilion a bad rep. Yikes!
After You Get Home
Be Timely With Your Follow-Up Samples
Remember how you prepped your follow-up sample stocks before you left? Follow-up on any promises you made ASAP. Start coordinating at the airport on your way home. This is not the time to get back to your old routine. This is your time to keep the momentum going. Buyers are not desperate to place orders from a business they don’t already know and trust. Simultaneously, you are competing with exporters from all around the globe. So signal to buyers that you are reliable and responsive, even when you’re no longer in the country.
My Last (and Most Important) Advice for Visitors Looking for Their Competitive Edge: Follow-Up BY HAND
The biggest mistake exhibitors make is not following up. You met potential buyers, exchanged business cards, and had great conversations. Then… nothing. A month later, you haven’t sent a single email, and the buyer has moved on. Don’t be that person. Follow up immediately. Even better—send that physical package with a handwritten note. Japanese business culture values personal connections and effort. If you want to stand out, make the follow-up count. Even if you think you made a good first impression, this is a slow-moving country. The first impression phase… isn’t over yet.
FoodEx is not a hobby. Between travel expenses, time, shipping, and sampling, it’s a serious investment of time and money. If you’re going, make it count. Plan ahead, execute professionally, and follow up diligently. Japan rewards persistence, thoroughness, and relationship-building. Do it right, and FoodEx 2025 could be the start of a long-term business relationship in one of the world’s most lucrative markets.
Breaking into Japan is tough, no question—but it’s absolutely doable. I’ve spent over 20 years in the trenches here, navigating every cultural curveball and business quirk you can imagine. Here’s the thing: bridging the gap between cultures isn’t just a skill; it’s a strategy. And when it works, the rewards are substantial. I’ve helped companies punch above their weight and achieve serious growth in Japan. It’s not easy—nothing worthwhile ever is—but there’s nothing more satisfying than beating the odds in one of the toughest markets on the planet. If you’re hitting roadblocks in Japan, reach out. Let’s solve it. That’s what I do.
Paul J. Kraft