Trade Show Advantages and Success Strategies for Foreign B2B Companies

B2B marketing


The fall exhibition season is upon us. This year, COVID-19 has not been affected by last year, and there seems to be a resurgence of activity at the exhibitions. The number of foreign companies exhibiting at exhibitions in Japan seems to be increasing.

Now, exhibiting at Japanese trade shows can be a game-changer for foreign B2B IT companies seeking to tap into this lucrative market. Japan’s technological prowess, economic stability, and commitment to innovation make it a prime destination for IT businesses looking to expand their horizons.

In this blog, we will delve into the advantages of exhibiting at Japanese trade shows for foreign B2B IT companies and uncover the secrets to success in this unique and dynamic market. Whether you’re a seasoned IT company or a budding startup, this guide will provide you with valuable insights to make the most of your trade show experience in Japan.

Part 1: The Advantages of Exhibiting at Japanese Trade Shows

a) Access to a Tech-Savvy Market

Japan has long been a global leader in technology adoption and innovation. Japanese businesses and consumers are tech-savvy and embrace cutting-edge solutions. Exhibiting at a Japanese trade show allows foreign IT companies to showcase their advanced products and services to an audience that is both discerning and eager to adopt new technologies.

b) Networking Opportunities

Japanese trade shows attract a diverse crowd of industry professionals, including potential clients, partners, and investors. Building relationships with key players in the Japanese IT sector can open doors to collaboration, funding, and market entry. Face-to-face interactions at trade shows are invaluable for establishing trust and credibility.

c) Market Research and Feedback

Market Research and Feedback are significant tasks when you cultivate the market.

Exhibiting at a Japanese trade show provides a unique opportunity to gather market intelligence and receive direct feedback from potential customers. This firsthand insight into Japanese preferences, pain points, and expectations can inform product development and marketing strategies tailored specifically to the local market.

d) Brand Exposure and Credibility

Participating in reputable Japanese trade shows elevates your company’s brand profile. It demonstrates your commitment to the Japanese market and can enhance your credibility among local stakeholders. Being associated with a prestigious trade show lends an air of legitimacy to your business.

e) Regulatory and Compliance Insights

Navigating Japan’s regulatory landscape can be complex. Exhibiting at trade shows allows foreign IT companies to engage with regulatory authorities and gain a better understanding of compliance requirements. This knowledge is crucial for avoiding legal pitfalls and ensuring a smooth market entry.

Part 2: The Secrets to Success at Japanese Trade Shows

a) Thorough Market Research

Before stepping onto the trade show floor, invest time and resources in comprehensive market research. Understand the specific needs and preferences of the Japanese IT market. Tailor your products or services to address these unique requirements.

b) Local Partnerships

Building local partnerships make your business much easier to cultivate local market.

Cultivating local partnerships is key to success in Japan. Collaborate with Japanese IT firms, distributors, or consultants who can provide valuable insights and help you navigate cultural nuances. These partners can also assist with market entry strategies and connections.

c) Multilingual Staffing

Language can be a significant barrier in Japan, as many professionals may have limited proficiency in English. Ensure your booth is staffed with multilingual personnel who can effectively communicate with Japanese visitors. Fluency in Japanese is a valuable asset for building trust.

d) High-Quality Collateral

Create visually appealing, high-quality marketing materials that resonate with the Japanese audience. Your booth should reflect professionalism and attention to detail. Japanese customers are known for their discerning tastes, so presentation matters.

e) Product Localization

Adapt your products or services to the local market. This may involve adjusting features, interfaces, or pricing structures to align with Japanese preferences. A tailored approach demonstrates your commitment to meeting local needs.

f) Demonstrations and Engagements

Engage attendees through live demonstrations, interactive presentations, or workshops. Provide hands-on experiences that showcase the practical benefits of your IT solutions. Japanese customers often value practicality and reliability.

g) Cultivate Relationships

Don’t view trade shows as one-off opportunities. Build and nurture relationships over time. Follow up with contacts made at the event, and consider visiting Japan periodically to maintain connections and demonstrate your commitment to the market.

h) Patience and Long-Term Focus

Success in the Japanese market may not happen overnight. It requires patience, persistence, and a long-term perspective. Many companies experience gradual growth and success through consistent efforts.


Exhibiting at Japanese trade shows presents a golden opportunity for foreign B2B IT companies to tap into a technologically advanced and lucrative market. The advantages of access to a tech-savvy audience, networking opportunities, market research, brand exposure, and regulatory insights make it an attractive proposition.

To succeed in this unique market, companies must invest in thorough market research, establish local partnerships, employ multilingual staff, create high-quality collateral, and adapt products to Japanese preferences. Engagement through demonstrations and workshops, relationship cultivation, and a patient, long-term approach are also essential elements of success. In conclusion, the Japanese IT market offers significant potential for foreign companies willing to invest time, resources, and effort. By leveraging the advantages of trade shows and implementing the secrets to success outlined in this blog, foreign IT companies can unlock the door to Japan and thrive in one of the world’s most dynamic technology markets.

IAD provides quality lead generation services based on our experience with more than 3,000 projects. Please feel free to contact us for more information.

I&D`s telemarketing is here.
Translate »
Copied title and URL