This year I had the opportunity to visit FOODEX Japan 2026 on opening day, held at the iconic Tokyo Big Sight — one of Japan’s largest and most recognisable exhibition venues. The event ran 10–13 March, 2026 and spanned multiple halls across the East, West, and South wings of the complex.
The location is always a highlight. A quick, smooth 30‑minute trip from Shinagawa Station brings you right to Odaiba, with views of the Rainbow Bridge setting the tone for a dynamic and energetic event.
A Pre‑Show Evening at the Finnish Embassy
My FOODEX week actually began the night before, when I was invited to a private reception at the Finnish Embassy. The programme included a set of presentations followed by an impressive culinary showcase. What struck me most was how naturally Finland’s imagery of lakes, forests, clean air, and natural purity resonates with Japanese values. It was a thoughtful and elegant warm‑up to the multicultural energy I would encounter the next day on the FOODEX floor.
A Quieter Opening Day Than Expected
Although FOODEX is known for huge visitor numbers — with tens of thousands typically attending across the four days — the Tuesday opening felt noticeably calmer this year. One exhibitor explained that many Japanese chefs and restaurant buyers take Wednesdays as their weekly holiday, so they tend to attend mid‑week rather than on the first day.
Honestly, the lighter footfall made the show more enjoyable: easier conversations, more space to explore, and a more relaxed pace.
A Show That’s Pivoting More Toward Japanese Food
One clear shift this year was how strongly the exhibition leaned toward Japanese food culture. In past years, FOODEX felt dominated by international exhibitors trying to crack the Japanese market. But this time, the balance had changed.
There were more domestic producers, more regional specialities, and a stronger focus on Japan presenting its own food identity to the world. Foreign companies were still present, of course, but the centre of gravity had moved.
Prepare to Walk — FOODEX is Huge
FOODEX Japan is spread across East, West, and South halls of Tokyo Big Sight — a footprint so large that visiting everything requires walking several kilometres. Between national pavilions, frozen food zones, wine areas, ingredient suppliers, and machinery exhibitors, it’s a physically demanding show.
Comfortable shoes aren’t optional; they’re survival equipment.
Why Having a Meeting Plan Matters
Going into FOODEX without a plan is a recipe for confusion. As always, I arrived with a list of companies and people to meet, which kept the day structured and productive. Without it, the endless conversations, samples, and stands quickly blend together — and you risk forgetting who you met and why you stopped at their booth in the first place.
By closing time, I had met around 30 companies, and each meeting felt purposeful rather than rushed.
Trade Shows Remain a Powerful Business Development Tool
Despite the long walking distances, trade shows are one of the most effective ways to meet new clients and really understand what businesses are struggling with — particularly when entering a complex market like Japan.
You hear firsthand about barriers to entry, distribution challenges, regulatory limitations, buyer expectations, and how companies are trying to refine their strategies. These are insights that simply don’t surface in email exchanges or during polished online presentations.
What Foreign Exhibitors Are Really Looking For
For many international brands, FOODEX is fundamentally about finding a major importer or wholesaler who can take their products national. But more sophisticated companies now recognise that Japan requires deeper distribution layers — regional partners, specialised category distributors, and networks capable of meeting Japan’s demanding quality and logistics standards.
Those who understand this are already ahead.
A Korean Company With a Smart Market‑Entry Strategy
One of the most interesting conversations I had was with a Korean company that had taken a strategic, phased approach to entering Japan. They began with test sales in West Japan and are now preparing to roll out eastward toward Tokyo.
Their reasoning was clear: refine operations, test consumer reactions, and strengthen local partnerships before tackling Japan’s most competitive metropolitan region. It was a smart, well‑thought‑through strategy — the kind that tends to pay off.
Japanese Companies Looking Outward
It wasn’t only foreign companies seeking entry into Japan. I met several Japanese producers looking to expand internationally, including a noticeable number of new whisky brands.
Some sake and shochu producers have partly shifted into whisky production, and they’re now trying to figure out how to position these products in markets like London, where consumers expect strong brand storytelling and clear category differentiation. Their curiosity and willingness to learn were refreshing — and encouraging.
Final Reflections
FOODEX Japan 2026 delivered exactly what makes it such a staple of the industry: scale, diversity, strategy, and constant discovery. From whisky makers and Korean innovators to Finnish culinary showcases and Japanese regional producers, the week was filled with meaningful conversations and valuable insights.
And after all the walking, sampling, talking, and note‑taking — I can safely say:
it was worth every step.