Japan Management Association
FOODEX JAPAN 2026 PR: A “Place to Discover Trends”
- 業種：
- 活動期間：
- March 2026
FOODEX JAPAN is one of Asia’s largest food and beverage exhibitions, welcoming approximately 80,000 visitors and featuring 3,238 exhibitors from 76 countries and regions worldwide.
Up to the year before last, PR activities had been limited to introducing individual products; under the leadership of SUNNY SIDE UP, this was overhauled and shifted so that it would be covered as “FOODEX JAPAN = a place to discover today’s food trends.”
Through trend forecast announcements, trend development, and the design of media coverage pathways, we created a media-friendly exposure context and structure.
This year, we attracted 517 media outlets and secured airtime on 12 TV programs.
With a structure continuing from last year, coverage concentrated on the first day, and a shift was observed toward becoming an “exhibition the media prioritize for coverage”.
背景
● Transforming a B2B trade show into a "place to discover trends"
Previously, exposure primarily focused on individual products and pavilions, and the PR structure was an issue because the name FOODEX JAPAN did not remain.
To generate exposure with FOODEX JAPAN as the subject, we newly designed a format for announcing trend forecasts.
As a symbol of this, trends such as "Swicy" were presented.
施策
アイデア
● "Trend development" creates an exposure structure that is "easy to feature"
In response to the high coverage hurdles posed by the vast venue, large number of exhibitors, and sheer volume of products, we developed trend keywords as an "entry point" that makes it easier for the media to cover.
By setting up booths showcasing trend products and incorporating interviews with the organizer, we built an "easy-to-feature exposure structure" that left a strong impression that FOODEX JAPAN is a place that disseminates trends, despite being a B2B trade show.
成果
● Secured airtime on 12 TV programs and achieved external trend spillover
Expanded trend-driven exposure by attracting coverage from 517 media outlets and securing airtime on 12 TV programs.
In addition, these exposures served as a starting point for FOODEX JAPAN-originated information to spread externally, including being featured by well-known YouTubers as "the latest trending topics."
This achieved greater awareness as a "place to discover trends," going beyond being merely a B2B trade show.
