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| Japan's first Asian Lifestyle Fair |
| A wide range of lifestyle products for Clothing, Enjoying and Living |
| Staging creative space through varied special events |
| The final day open to the general public |
| 220 Companies from 17 Asian economies with 7,959 visitors including Japan signed up to participate in the fair. |
Mesago Messe Frankfurt Corporation held "Style Asia", Japan's first Asian lifestyle trade fair at Tokyo Big Sight for three days from December 16 (Thursday) to 18 (Saturday), 2004. Messe Frankfurt Group, which has a global network in organizing the world's largest international consumer goods fairs, "Ambiente", "Tendence Lifestyle" and "Heimtextil" will be unfolding a unique Asian world. Exhibits include all lifestyle items covering the field of fashion (clothing), entertainment (enjoying) and interior (living). Naturally, the items are limited to products made by Japanese and other Asian companies. We have Mr. Kohei Takada of Essence Company, from the lifestyle industry as the general producer who has designed the fair to make understand Asia well. While December 16 (Thursday) and 17 (Friday) were designated "trade days", the final day on the 18th (Saturday) was be opened to the public who would be able to purchase some of the exhibit products. Style Asia got 7,957 visitors including 118 foreigners for 3 days. Majority of visitors came from 1,008 wholesaler (13%), 974 trading houses/importers (12%), and 773 manufacturers (10%). On the other hand retail buyers came from 607 specialty retail stores (8%) and 83 large scale retail outlets (1%). And the results of coming from 471 designers (6%) proved the evidence of great interest in Asian products. On the last day for public exhibitors could feel the needs of Japanese consumers with 1,581 (19%) public visitors directly by selling their products on site. According to the results of questionnaires for trade visitors 68% of visitors has authority of making decision with purchase or partly or influential with decision. This supports the high quality of the visitors. And moreover main purpose of visiting Style Asia (success in finding new clients, establishing business contacts, arranging purchase, finding out trends and finding intended products and companies.) were achieved by 62.2% (4,950 trade buyers). 82% of visitors had and eagerness to visit Style Asia 2005 and this number is the proof of passionate concern to this trade show. We are reported by many exhibitors that they could get new clients with high quality like “While we had not got expected number of visitors because of the date held at the end of the year, we could have success in establishing business contact with department stores (209 visitors, 3%), trading houses/importers and overseas trade buyers and then success in arranging selling.” And as one exhibitor says,” We have satisfied with the number of visitors though this is first time to be held .” they regard Style Asia very highly. From now on Style Asia will be expected to fill the quantity and quality of visitors by the effective visitor promotion from the points of the view of long time. Style Asia aims for a new form of fair that goes beyond the traditional trade fair. In addition to the essential function of trade, Style Asia realizes a grand fair where exhibitors and visitors alike can experience the "Energy of Asia" through various special events. As follows above Style Asia was held as flesh and epoch-making trade show and must be appreciated. Two thirds of the exhibits, near the entrance side, was "Asian Fresh" zone which had a unique layout where visitors would be able to stroll through the market streets of Asia, examining products that had never before been imported to Japan. This layout was very unique and had never built before any shows. So it was applauded from exhibitors and visitors. The inner one third of the exhibits that continued on from the center stage will be the "Asia Select" zone where the displays would be products selected to match the taste of Japanese manufacturers, importers and the Japanese market. The fair staged a journey where visitors could search for Asian treasures and re-discover Asia. The special event zone, "Club Style Asia" was located in the center of the fair site where various special events would be planned to stage creative spaces that would be highly communicative beyond the realm of a simple trade fair. Asian music (DJ. Pops) was piped throughout the fair grounds, under the title "New Asian Pops Music@Style Asia," to create an Asian ambience. The first day featured joint fashion show featuring the apparels with 8 companies from Japanese and Asian manufacturers. On the second day, the latest information on Asia was provided to the visitors through a talk show, called "Asian Life" that would touch on the subjects of “Asian Design Potential”, “Healing and Culture,” and “New Brand Creation.” On the last day the concert live performed by Utakata was held and visitors could feel and enjoy the sense of Asian music. The Trend Corner featured two special exhibits focused on the trends in taste arising from Asian life. The Sri Lankan Embassy was scheduled to sponsor a tea presentation that featured an exhibit using Ceylon tea as the motif. Naturally, there was tea tasting and lectures on how to prepare black tea. The other exhibit, titled "Asian Tobacco Collection" was a unique presentation of relaxation and culture from tobacco available in Japan and Asia. According to questionnaires from visitors the most favorites of 38% visitors were 2 trends corners. At present, a total of 220 companies using 300 booths (2,700 square meters) were signed up from Japan and Asian counties to exhibit.?This trade fair had received strong support from the Japan External Trade Organization (JETRO) and the Asian Trade Promotion Forum (ATPF). The total of 191 companies from 16 Asian economies were signed up through ATPF and Messe Frankfurt Group, using 204 booths (1,836) square meters). 29 companies from Japan exhibited their products using 73 booths (657 square meters). “Entirely new concept of Style Asia that have never appeared in conventional trade shows before described beautifully through the unique floor layout. And the essence of Asia were produced by special events with high quality,” Most the press said so. Style Asia that started substantially with success is expected to hold next Style Asia 2005. Moreover, there are plans to hold this trade fair every year. Next year's fair is coordinated for November 2005 to March2006 10. |