'About Japan' webinar series 277: How to Turn Japanese Trade Shows into Business Opportunities

How can EU B2B companies select the right trade shows in Japan, meet key decision-makers, and convert initial contacts into high-value business opportunities?

Japan has a wide variety of trade shows, ranging from massive international exhibitions to highly specialized industry events. For overseas companies, selecting the right event can be challenging. The critical question is not simply which trade show is the biggest or most famous.
Success at Japanese trade shows extends far beyond having an attractive booth. It requires strategic preparation before the event and systematic execution afterward. EU companies must identify their target audience, localize messaging and sales materials for Japanese business culture, pre-schedule relevant meetings, and execute structured follow-ups after the exhibition.
This webinar provides a practical framework for leveraging Japanese trade shows as an integral component of a broader market entry and business development strategy. Participants will gain actionable insights on how to transform trade show contacts into qualified, long-term business opportunities.

The webinar is targeted at EU B2B companies considering entering or expanding in the Japanese market, particularly across technology and industrial sectors—such as industrial machinery, advanced manufacturing, robotics and factory automation, semiconductors and electronics, AI and B2B software, defense technology, new materials, and Green Transformation (GX) solutions.

It will be particularly relevant for companies that:

• Have established products, technologies, or proven business experience in Europe;
• Are considering entering the Japanese market but do not yet have a strong local presence;
• Are seeking potential clients, distributors, strategic partners, or PoC opportunities in Japan;
• Plan to exhibit at Japanese trade shows or have previously exhibited but struggled to generate tangible business pipeline

In 40 minutes from your desk, discover:

• Why trade shows remain a vital business development channel in Japan.
• Why the largest or most famous trade show may not be the optimal choice for your company.
• How to strategically prepare before the event and secure high-value advance meetings.
• How to structure post-event follow-ups to turn initial contacts into real deals.
• Common pitfalls European companies must avoid when exhibiting in Japan

Programme:

• Introduction
• Expert’s presentation
• Q&A Session

Registration deadline: 07 December 2026

Speaker: Shoko Maki, CEO, ISB Marketing, Ltd.  

Shoko Maki is the CEO of ISB Marketing, Ltd., a Tokyo-based B2B marketing agency specializing in helping high-tech and industrial enterprises successfully scale in Japan. With 25 years of experience in the B2B technology sector, she has guided numerous global corporations across IT, Fintech, advanced manufacturing, energy, healthcare, defence, and the public sector through Japan's unique business landscape.
Prior to founding ISB Marketing, she held strategic leadership roles at top Japanese corporations. At Hitachi, a global leader in technology and electronics, she helped launch new business divisions for smart agriculture and environmental water solutions. At SoftBank Media and Marketing, she spearheaded digital marketing and PR initiatives, expanding IT media’s membership fivefold.
She is a member of several Japanese industry associations and a METI-certified IT Strategist (Ministry of Economy, Trade and Industry).
Her passion lies in enabling foreign businesses to not only enter, but sustainably thrive in Japan’s evolving B2B market.

Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation

Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

Deliverables 

Coming soon...