Japan’s Supermarket Trade Show returns to face-to-face trade
13 March 2023
In February, MLA showcased Australian red meat at the 2023 Supermarket Trade Show (SMTS) – the largest retail-focused trade show in Japan – with the event finally returning to face-to-face trade for the first time since 2020.
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Highlights:
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Japan starting to return to pre-COVID activities
Japan has been slower than most countries to return to normalcy after COVID-19’s impact, leading some businesses to exercise caution when participating or attending large-scale events. Despite this challenge, major importers, distributors, and end-users were present at SMTS, with great interest registered in MLA’s Aussie Beef and Lamb booth.
Reports from exhibitors and Japanese attendees alike were of a returning optimism and confidence going forward. The optimism comes as inbound travel numbers continue to rise rapidly since borders opened in October 2022 – almost 1.5 million travellers visited Japan in January 2023 alone.
MLA’s presence at SMTS
MLA took the opportunity to hold two Aussie Meat Academy Business Seminars during the show. This included business networking and Aussie Beef showcase dinners in Tokyo and Osaka. Industry representatives were given updates on in-market activities, insights, and projections, as well as the chance to reconnect face-to-face with industry colleagues and Australian visitors long separated by border restrictions.
A feature of the presentations was the launch of the refreshed Aussie Beef and Lamb branding to 211 invitees in Tokyo and 101 in Osaka. For those unable to attend in person, the events were covered by major media trade publications. Overall, the events had a high satisfaction rate and MLA plans an even larger presence at SMTS in 2024.
