Let's drink to a new spirit of collaboration in Japan

Japan's high-potential F&B market brings Koelnmesse and Messe Dusseldorf together for the first edition of ProWine Tokyo in 2024.

The demand for wine in Japan has accelerated during Covid-19 from 2019 to 2021, bringing robust growth to the sector.
The demand for wine in Japan has accelerated during Covid-19 from 2019 to 2021, bringing robust growth to the sector. Photo Credit: GettyImages/yamasan

Koelnmesse and Messe Düsseldorf, two of the biggest names in the trade fair world, are coming together to organise the 13th edition of Wine and Gourmet Japan, the only specialised wine and spirits trade fair in Japan. 

To be held at the Tokyo Big Sight convention centre from 12-14 April 2023, Wine and Gourmet Japan will take place alongside seven established partner fairs, including FABEX and ISM Japan, and is expected to draw about 80,000 visitors in three days. 

Messe Düsseldorf will eventually be taking over the 'Wine' segment from Wine & Gourmet Japan to rebrand and organise the show as the new ProWine Tokyo from 2024, while Koelnmesse will concentrate on the gourmet food area together with ISM Japan, which specialises in the sweets and snacks sector.

With this new partnership, the co-located events create synergies and benefit from the appeal of the Japanese food fair FABEX, allowing visitors to enjoy a larger and more specialised product range with the combination of FABEX, ProWine Tokyo and ISM Japan.

"With ProWine Tokyo, ISM Japan and our gourmet focus, all embedded in FABEX Tokyo, which attracts many visitors and has a wide reach, we are creating an optimal offer for our visitors from the respective industries and a unique platform for our Japanese buyers from retail and HoReCa sectors. Everyone wins!” explained Mr Makoto Takagi, managing director of Koelnmesse Japan. 

“This partnership of FABEX Tokyo, ISM Japan and ProWine Tokyo will create an ideal 'one-stop' business platform. Its uniqueness of being comprehensive as a whole, but at the same time highly specialised in general food, sweets & snack, and wine & spirits – fulfils every need of every professional buyer. Exactly like the old saying, ‘Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken," said Akiko Ohara, president of Messe Düsseldorf Japan.

"The Japanese F&B market is a very high-profile industry that makes above-average demands on quality. This is why we are very pleased that our visitors will be able to benefit from the combined competencies and international appeal of ProWine Tokyo and ISM Japan in the future," said Katsuki Hirayama, vice president of the Japan Food Journal.

The demand for wine in Japan has accelerated during Covid-19 from 2019 to 2021, bringing robust growth to the sector. Wine retailers recorded a 119% growth in the market for fine wines and a 110% increase in premium wine prices. The trend is especially notable among the younger generation in their 20s and 30s, with their wine consumption increasing by 15% during the same period.

According to the organisers, Japan's growth potential in the wine industry is enormous, especially due to the free trade agreement with the European Union that came into force in February 2021.



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