Uchikura & Co., LLC

Yesterday, I visited a gift show at Tokyo Big Sight, expecting it to be a good place to meet Japanese companies producing customizable gifts for corporate promotions and overseas distribution.

 

The structure of the show was clear. Most exhibitors were not targeting individual consumers but were looking for distributors, corporate buyers, and companies interested in novelty items. There were some well-known Japanese names, such as TOHO with Godzilla-related products and Citizen watches. Those booths naturally stood out and had a sense of confidence behind them.

 

That said, the majority of products on display were inexpensive novelty items—small dolls, anime characters, and mass-produced goods. Many of them were not made in Japan. They were manufactured in China or other Asian countries. From a cost perspective, that may be logical, but it was disappointing in a venue that should highlight Japanese value and originality.

 

There were a few exhibitors featuring traditional Japanese clothing, fabrics, and craftsmanship. Those immediately felt different. However, even there, something critical was missing. If a product is truly made in Japan, that should be stated clearly and boldly. “Made in Japan” is not just a label—it is a brand. It deserves large signage, not fine print hidden on a tag.

 

Another thing that bothered me: photography was completely prohibited. No product photos. No atmosphere shots. In today’s business environment, photos are communication tools. They help people remember, share, and follow up. If exhibitors are genuinely looking for partners and distributors, blocking photography works directly against that goal. It turns a showcase into a closed room and makes the event feel inward-looking and outdated.

 

I went to this show thinking it might be a good place to start building a showcase website for Japanese companies targeting overseas markets. It wasn’t. What this visit made clear is that the right path is elsewhere. Back in Seattle, I should be talking directly with JETRO, chambers of commerce, city offices, and official trade representatives.

 

Sometimes an event confirms your idea. Sometimes it tells you exactly where not to look. This one did the latter—and that, too, is a useful outcome.