In the last week of September 2024, our CEO Waka Someno and our Sales Advisor Kina Jackson visited the Marketing Week Osaka Expo.

Held at Intex Osaka from September 25 to 27, 2024, the Marketing Week Expo brings together three major exhibitions: Marketing Week Osaka, COSME Week Osaka, and LIFESTYLE Week Kansai. Each of these major exhibitions includes multiple smaller expos centering on different business subsections, where sellers and companies can showcase their goods and services to industry stakeholders. The event includes keynote speeches and seminars where industry professionals share their insights. As an in-person event, it also offers networking opportunities for marketing professionals to share knowledge and explore industry trends, first-hand.

With a sister event held annually at Tokyo Big Site, Marketing Expo Osaka offers the chance for in-depth discussion relevant to businesses in the local area. The largest event of its kind in the Kansai region, this was an opportunity that our team was keen to capitalize on. For our CEO and Sales Advisor, the Marketing Week Expo and the Japan Crafts & Souvenirs Expo section of LIFESTYLE Week Kansai held particular interest. With our market entry company YOUNEEDS Co., Ltd (“YOUNEEDS”) sitting at the intersection between domestic and international marketing and trade, we were sure this would be an enlightening event for our team.

Marketing Week Osaka Expo

The heart of Marketing Week Osaka, the Marketing Week Expo did not disappoint. Our team strolled the large event halls thronged with marketing professionals, perusing the latest in Japanese marketing expertise. The event was divided by marketing specialisms including Web and Social Media Marketing, Data Insight, Advertising Media, Creative Tech and more. Our CEO spent time at booths focusing on Customer Relationship Management (CRM) systems, automation and promotional tools. Remarking on the data-focused marketing methods favored by many companies at the Expo, Waka commented, “the use of AI has increased dramatically in recent years.”

This section of the event was valuable to our team as it showcased the latest innovations which are taking place in the marketing sphere in Japan. Our team enjoyed the chance to meet with exhibitors at close proximity, exchange business cards and take part in engaging conversations. “This helps to build valuable relationships that can lead to future business opportunities,” noted Waka.

1^st Japan Crafts & Souvenirs Expo

The Japan Crafts & Souvenirs Expo was housed within the LIFESTYLE Week Kansai Expo section. This area held a special attraction for our team, as the Japan Crafts & Souvenirs Expo catered specifically to Japanese companies looking to capitalize on Japan’s ranking as one of the top tourist destinations globally in 2024. Over 200 companies came together to showcase their goods and services to over twelve thousand domestic buyers at LIFESTYLE Week Kansai.

The Japan Crafts & Souvenirs Expo was included in LIFESTYLE Week Kansai for the first time this year, reflecting the recent tourism boom. As the name suggests, this area of Marketing Week Osaka centered on items which appeal to inbound travelers. The colorful booths featured character goods, traditional Japanese patterns and Japan-origin foods.

Kansai is home to the historical and cultural gems Kyoto and Nara, as well as the bustling industrial hub, Osaka. Sitting squarely on the “Golden Route” of popular tourist destinations in Japan, the Kansai region remains a must-visit destination for foreign tourists. Showcasing their knowledge, Kansai sellers at the Japan Crafts & Souvenirs Expo promoted their products with exceptional flourish.

The popularity of this section reflects how inbound tourism is sparking great interest amongst businesses in Japan. With tourist numbers set to surpass pre-COVID-19 levels, inbound tourism is a fertile area for business in Japan. In addition, sustainable tourism which benefits rural areas and the environment is also garnering growing interest. Our business partner SOMENO-YA is making headway in this area, with a collection of reusable made-to-order stamps currently in-development.

In-Depth Conversations

Our CEO, Waka, shared his thoughts about the regional nature of the event: “While the number of exhibiting companies in Osaka is fewer than in Tokyo, there are unique advantages to attending exhibitions held in regional areas. Specifically, since there aren’t as many attendees, it allows for a more in-depth discussion rather than just gathering information, making it a beneficial environment for business negotiations.” As Waka mentioned, the benefit of a local event cannot be overstated, where the chance to forge meaningful connections with stakeholders is often higher than in Kanto events.

With our head office in Osaka, YOUNEEDS is particularly keen to support local industry. For this reason, our team is always keen to participate in local exhibitions and showcases. We are therefore hopeful that new connections made at Marketing Week Osaka Expo will increase the chance of expanding our business networks in an organic way. While we conduct much of our activities online, engaging in face-to-face communication thorough in-depth conversations at such events is endlessly stimulating.

New Insights

In-person events where buyers, sellers and stakeholders meet on site can be fonts of new ideas and insights. Waka was pleased to find this was the case: “Exhibitors come from all over the country, providing opportunities to discover unique ideas and services specific to the region. Particularly at the Osaka event, many companies from Kansai participated, allowing me to experience products and services that leverage local characteristics.”

Our Sales Advisor Kina also found the event enlightening, sparking new ideas for our partner brand SOMENO-YA. “Attending the recent Expo was an enriching experience, especially with the opportunity to visit Giftex, the portion of the B2B trade show that showcases unique gift items from around the world. In this section of the exhibition, we had the pleasure of exploring offerings from vendors based in Japan, China, and Korea.

“The diversity of items was great—everything from housewares, food, tableware, handicrafts, apparel, hobby items, and beyond. What stood out most to me was the blend of tradition and innovation. It was inspiring to see how centuries-old crafts and techniques are being upcycled and repurposed for modern consumers. Hopefully this thoughtful approach can breathe new life into cultural craftsmanship and help artisans sustain their work in contemporary markets. We came away with fresh ideas for curating our upcoming catalog for our partner brand, SOMENO-YA. I’m excited to begin shaping a lineup that reflects the creativity and ingenuity we saw, and I can’t wait to share it with our customers.”

Final Reflections

Participating in events like Marketing Week Osaka is an important way in which our team at YOUNEEDS keeps abreast of industry developments. Marketing is an ever-evolving industry, in which data analysis, CRM and digital media are growing in importance. As a company headquartered in Osaka, we were extremely excited to see the developments taking place in the industry throughout the Kansai region.

As ever, whether you are looking to enter the market in our home turf of Osaka, or Japan more broadly, our team of marketing professionals at YOUNEEDS is here to help. With tailored packages to support your business in its Japan market entry journey, we are waiting to assist you. Contact us here or via our LinkedIn for a quote or a casual consultation.