Last updated: 22 October 2026 · By Maximillien Quân Phạm, Wisematch Vietnam
Japan Expo Hanoi 2027 (J-EXPO) is a new B2B trade fair only for Japanese brands and Made-in-Japan or Made-by-Japan products, held 29–31 July 2027 at I.C.E Hanoi, 91 Tran Hung Dao. It suits Japanese food, fashion, lifestyle, baby and cosmetics companies looking for Vietnamese importers, distributors and retail chains.
Wisematch and Japan Expo Hanoi. J-EXPO is organised by Leading Worldwide Co., Ltd. and co-organised by VINEXAD. Wisematch is an official sales agent of VINEXAD. International companies can book booths, national pavilion space and visitor programmes for Japan Expo Hanoi 2027 directly through Wisematch — one English-speaking contact on WhatsApp from enquiry to show day.
What Wisematch does for you:
- Booth selection and contract: zone and position advice, floor plan, and booking paperwork with the organisers.
- Shared stand option: space in a group stand if a full booth is too much for a first look at Vietnam.
- Product registration roadmap for food, cosmetics and supplements, so samples and follow-up orders are not blocked.
- Sample shipping and temporary import, Vietnamese labels for hand-outs, and visa support for non-Japanese staff.
- A buyer meeting list of Vietnamese importers, chains and distributors, an interpreter on the stand, and follow-up in Vietnamese after the show.
Japan Expo Hanoi 2027 at a glance
| Official name | JAPAN EXPO @ Hanoi 2027 (J-EXPO); also styled “Vietnam JAPAN EXPO 2027” |
|---|---|
| Dates | 29–31 July 2027 (Thursday to Saturday) — same on j-expo.jp and in the VINEXAD 2027 calendar |
| Opening hours | 29–30 July, 9:00–17:00, trade visitors only; 31 July, 9:00–16:00, trade visitors and the general public |
| Venue | Hanoi International Center for Exhibition (I.C.E), 91 Tran Hung Dao, Cua Nam Ward, central Hanoi |
| Organiser | Leading Worldwide Co., Ltd. (JAPAN EXPO Hanoi Management Office), Hong Kong |
| Co-organiser | VINEXAD (Vietnam National Trade Fair and Advertising Company), founded 1975, UFI member since 2019 |
| Supported by | Hanoi People’s Committee and Hanoi Department of Industry and Trade (logos on the official site) |
| Sponsors and partners | Diamond and lanyard sponsor: Kaijun Boeki (Japan); special trading partner: New Connections (Japan); 17 Vietnamese industry associations listed as tentative supporters |
| Edition | First — the organiser calls 2027 “the launch” |
| Organiser’s targets | 200+ exhibitors, 250+ booths, 15,000+ visitors (targets for a show not yet held) |
| Exhibit categories | Food & Beverages · Fashion & Accessories · Gifts, Baby & Toys · Cosmetics & Healthcare · Technology (no product list yet) |
| Visitor profile (planned) | Importers, distributors, retail and convenience chains, restaurant and hotel groups, beauty and pharmacy chains, online sellers; mainly from Hanoi and Ho Chi Minh City, plus ASEAN buyers |
| Exhibitor list | To be announced in April 2027 |
| Official website | j-expo.jp |
Which Japan Expo Vietnam or “hội chợ Nhật Bản” are you looking for?
People search “Japan Expo Vietnam” and “hội chợ Nhật Bản” (Japan fair) with different events in mind — a business show, a weekend festival, or a job fair. Check that you have the right one.
| Event | Where and when | Type | Scale reported | For whom |
|---|---|---|---|---|
| JAPAN EXPO @ Hanoi (J-EXPO) — this page | I.C.E Hanoi, 29–31 July 2027 | B2B trade fair; public on the last day only | Targets: 200+ exhibitors, 250+ booths, 15,000+ visitors | Japanese companies seeking Vietnamese distributors, importers and retailers |
| Japan Vietnam Festival (Lễ hội Việt – Nhật) | 23/9 Park, Ho Chi Minh City; 11th edition 7–8 March 2026 | Cultural festival with food, trade and tourism booths | 2026: about 160 organisations, 300 booths; 2025: about 430,000 visits (Báo Văn Hóa) | The public and brands doing consumer promotion |
| Japan Products & Food Fair (JPFF) 2018 | Ho Chi Minh City, 28–29 July 2018 | One-off consumer fair | About 50 stands (VOV, 2018) | Shoppers |
| Japan job fairs (hội chợ việc làm Nhật Bản) | Various cities, year-round | Recruitment for work or study in Japan | Varies | Job seekers and students |
| Japan Expo in Paris | France | Pop-culture convention | — | Fans; unrelated despite the name |
If you searched “hội chợ Nhật Bản công viên 23/9”, you want the Japan Vietnam Festival in Ho Chi Minh City, held in early March in recent years. If you searched “Japan Expo Vietnam 2018”, the closest match is the 2018 Japan Products & Food Fair. If you are a Japanese company that wants Vietnamese business partners, J-EXPO in Hanoi is the event built for that, and the rest of this page is about it.
What is Japan Expo Vietnam (J-EXPO)?
J-EXPO is a trade fair restricted to Japanese brands, Japanese companies and Japanese products. The organiser calls it “Vietnam’s only specialized B2B trade exhibition dedicated exclusively to Japanese brands, Japanese companies, and Japanese products — Made-in-Japan / Made-by-Japan”. That claim is the organiser’s; we have not found another Japanese-only B2B fair in Vietnam.
“Made-by-Japan” matters. A Japanese brand that manufactures in Thailand, China or Vietnam can still exhibit. For a Vietnamese buyer, the common factor is Japanese brand ownership and quality control, not the origin on the label. Import duty and certification depend on origin, so exhibitors should state it clearly.
Three features set it apart:
- A trade-first format. Two days are for trade visitors; the public comes only on Saturday 31 July. That is the opposite of the festival model.
- A central Hanoi venue. I.C.E sits in Cua Nam Ward, inside the Vietnam–Soviet Friendship Labour Culture Palace complex, minutes from the Hoan Kiem business district. Buyers can drop in between meetings.
- A Hong Kong organiser with a Vietnamese co-organiser. Leading Worldwide runs the show office with Japanese-language support for exhibitors; VINEXAD, the company behind Vietnam Expo, brings its Vietnamese buyer database and venue relationships.
What it is not: a retail festival, a cultural event, or a show with a track record. There is no past edition, no audited visitor count and no published exhibitor list yet.
What is on show: the Japan Expo Hanoi 2027 zones
Food & Beverages
Seafood, agricultural and livestock products, processed foods, seasonings, confectionery and snacks, whisky, sake, shochu and awamori, Japanese tea, soft drinks, F&B tableware and handicrafts, food ingredients and F&B equipment. Likely buyers: food importers, supermarket and convenience chains, Japanese restaurant groups, hotel purchasers. The Restaurant Association of Vietnam, the Vietnam Hotel Association and the Vietnam Chefs Federation are among the tentative supporters.
Fashion & Accessories
Apparel, bags, footwear and accessories, small household goods, functional and health wear, fabrics, materials and trims, fashion DX and IT, and reuse solutions. Buyers: fashion retailers and distributors and, for fabrics and trims, garment factories — Vietnam’s textile and garment exports to Japan reached nearly US$4.6 billion in 2025 (VnEconomy, citing Customs).
Gifts, Baby & Toys
Home décor, kitchenware and tableware, stationery, phone accessories, outdoor gear, baby and maternity products, children’s clothing, strollers, car seats, educational toys, bedding and furniture. Buyers: mother-and-baby chains, lifestyle stores, gift agencies, online sellers.
Cosmetics & Healthcare
Make-up, skincare, body and hair care, salon products, fragrance, nail care, beauty equipment, beauty and health foods and supplements. Buyers: cosmetics distributors, pharmacy chains, salons and online beauty sellers. Most of these products need notification or registration before sale in Vietnam, so start early.
Technology
Named on the home page without a product list as of October 2026. Wisematch checks with the organisers what this zone will contain before you book in it.
Why exhibit at Japan Expo Hanoi: five concrete reasons
A first-edition fair needs a better reason than “Vietnam is growing”. Here is what J-EXPO can give a Japanese company that a general show cannot, with the numbers behind it.
1. You stand among Japanese brands only — the label does the first sale
At a general food or consumer fair, a Japanese brand sits between Korean, Chinese and Thai competitors and has to explain its premium in seconds. At J-EXPO, every visitor has walked in looking for Japanese products. The organiser notes “trust in Japanese brands and Japanese quality continues to grow in the Vietnamese market”. For an SME with a strong product but no Vietnam budget for brand-building, that pre-qualified audience is the main argument for this show.
2. Trade with Japan is at a record, but consumer goods are still a small slice
Vietnam–Japan two-way trade passed US$50 billion for the first time in 2025, at US$51.43 billion (+11.28%); imports from Japan rose 14.13% to US$24.68 billion (Vietnam Customs via VnEconomy, January 2026). Nearly 54% of those imports were computers, electronics and machinery. Read the other way round: Japanese food, cosmetics, fashion and lifestyle goods are still under-represented in what Vietnam buys from Japan, and the distributor network for them is thin. That is the gap an importer-hunting exhibitor fills.
3. Japanese companies already in Vietnam are expanding — your B2B customers and partners
JETRO’s 2025 survey, released in January 2026, found that 56.9% of Japanese firms in Vietnam plan to expand over the next one to two years — the highest in ASEAN for the second year running — and 67.5% expected to be profitable, the best result since 2009 (Vietnam News/VNA, 27 January 2026). Japanese restaurant groups, retailers, hotels and factories in Vietnam are natural buyers of Japanese ingredients, supplies and materials, and natural partners for distribution. New Japanese registered FDI was US$1.6 billion in 2025, fourth among new investors (NSO via Vietnam News).
4. Vietnam’s consumers are spending more
Retail sales of goods and consumer services passed VND7 quadrillion (US$262.7 billion) in 2025, up 9.2%, with food and foodstuffs up 9.7% (NSO via VNA). GDP grew 8.02% and GDP per capita reached US$5,026 (NSO via Vietnam News). Online, beauty was the largest e-commerce category in 2025 at VND74.4 trillion and health products grew 46.89% (Metric.vn via VnEconomy) — directly relevant to the Cosmetics & Healthcare zone. Price is still a filter, so premium positioning has to be explained, not assumed.
5. Hanoi, in July, with a quiet calendar
Most Japanese brands that test Vietnam start in Ho Chi Minh City. J-EXPO puts you in the capital, where government-linked buyers, northern distributors and the head offices of many retail and hospitality groups sit, and where I.C.E is a short taxi ride from the business district. Late July is also clear of the big northern consumer shows: Vietnam Expo Hanoi runs in May and Vietfood & Beverage – ProPack Hanoi in November, so buyers’ diaries are less crowded. A food company can exhibit in Hanoi in July and visit Vietfood HCMC (12–14 August 2027) two weeks later to compare north and south.
Want to know if Japan Expo Hanoi fits your product? Ask Wisematch on WhatsApp — we will tell you honestly, including when a different show suits you better.
Japan Expo Hanoi vs other options for Japanese companies in Vietnam
| Option | Dates and venue | Focus | Main audience | Cost profile |
|---|---|---|---|---|
| J-EXPO Hanoi | 29–31 Jul 2027, I.C.E Hanoi | Japanese-only, five product zones | Vietnamese and ASEAN trade buyers; public on day 3 | Mid-size first-edition fair; central-city hotels |
| Japan Vietnam Festival | Early March (2026: 7–8 Mar), 23/9 Park, HCMC | Culture, food, consumer promotion | The public; hundreds of thousands of visits | Brand awareness, little B2B |
| Vietfood & Beverage – ProPack HCMC | 12–14 Aug 2027, SECC | Food, beverage, processing and packaging | Food importers, distributors, HoReCa, manufacturers | Established multi-country food show |
| Vietfood & Beverage – ProPack Hanoi | 3–6 Nov 2027, I.C.E Hanoi | Food and beverage | Northern food trade | Established food show |
| Vietnam Expo Hanoi | 13–15 May 2027, VEC | Multi-sector, national pavilions | Broad trade audience | Large national fair |
The quick rule: if you sell one food line and need the widest food audience, an established food show gives you more buyers of one type. If your range is Japanese and your selling point is being Japanese — sake and confectionery, skincare, baby goods, lifestyle products — J-EXPO puts that advantage at the centre instead of diluting it. For the full calendar see Trade Shows in Vietnam 2027 and food trade shows in Asia 2027.
First edition: what to check before you sign
A first edition can be a good bet: better booth choice, organisers who work hard for early exhibitors, and room to shape your place in the show. It also carries risks an established fair does not. The organiser’s visitor plan (updated 2 October 2026) is detailed: invite 15,000 industry buyers from across Vietnam and ASEAN, send “over 80,000 direct invitations” from the co-organiser’s database starting six months out, phone more than 5,000 chairmen and CEOs as “Special VIPs”, mail members of 17 associations, and run outdoor, press, TV and social campaigns. The page closes with “Over 15,000 professional buyers to your booth in three days!” — read that as a marketing target. No organiser can guarantee visitors to a specific booth, and neither can we.
These are the points Wisematch gets answered in writing for you before you commit:
| Question | Published now (Oct 2026) | Why it matters |
|---|---|---|
| Which I.C.E halls are booked, and how much floor area? | Not published | Tells you whether 250 booths sit in one hall or across floors |
| How many exhibitors are confirmed? | List due April 2027 | A show with few confirmations by spring may shrink |
| Are the 17 supporting associations confirmed? | All “tentative” | Association mailings are a main buyer channel |
| Is there a JETRO or prefectural pavilion? | None mentioned | Many Japanese SMEs exhibit with subsidised group programmes |
| How will visitors be counted and reported? | No method stated | You need trade-visitor numbers to judge year two |
| Is the Technology zone going ahead? | Named, no product list | Do not book a zone that may be merged |
| Who handles freight and temporary import? | Not stated | Food, cosmetics and supplements face the strictest checks |
The practical middle path for a Japanese SME: reserve space early while choice is good, ask for terms tied to a minimum exhibitor count, and review in April 2027 when the list is published. Don’t go to trade shows to hope — go to control probability.
Who should exhibit at Japan Expo Hanoi, who should visit, and who should wait
| Company type | Fit | Why |
|---|---|---|
| Japanese SME wanting a first look at Vietnamese buyers | Strong | Smaller, focused show; every visitor is looking for Japanese products |
| Packaged food, sake, tea, confectionery with shelf life that survives import | Strong | Food zone plus restaurant, hotel and retail associations as supporters |
| Cosmetics and healthcare brands that have started product notification | Strong | Beauty is Vietnam’s largest e-commerce category; distributors want Japanese lines |
| Made-by-Japan brands producing in ASEAN | Good | Japanese positioning with ASEAN cost and origin benefits |
| Japanese companies already in Vietnam seeking northern partners | Good | Central Hanoi venue; JETRO data shows expansion plans |
| Fresh or chilled food without a Hanoi cold-chain partner | Wait | Fix the logistics first |
| Companies needing hundreds of buyers from one sector | Weak | An established specialist show suits better |
| Brands seeking public retail sales | Weak | Only one day is open to the public |
Who should visit: Vietnamese importers and distributors adding Japanese lines; supermarket, convenience, beauty and mother-and-baby chains; Japanese restaurant and hotel groups; online sellers looking for authentic Japanese products. Come on 29 or 30 July to talk business. Wisematch arranges visitor programmes and pre-booked meetings for international and ASEAN buyers. If you are a Vietnamese company that wants to export to Japan, this is not the right show — look at FOODEX Japan instead.
How to exhibit at Japan Expo Hanoi 2027, step by step
Counted back from opening day, 29 July 2027. ICP clear → meet the right buyer → close faster. Wisematch handles each step with you.
- November – December 2026: decide. Send Wisematch your product range and the Vietnamese buyers you need. We tell you whether J-EXPO fits or whether a specialist show is better, and get the first-edition questions above answered.
- January 2027: start registration. Cosmetics, supplements and some foods need product notification or registration before sale in Vietnam, and this can take months. Wisematch maps which of your products need what.
- January – April 2027: book. Wisematch holds your preferred zone and position, sends the floor plan and handles the contract. When the exhibitor list is published in April, we review it with you and adjust if needed.
- May – June 2027: logistics. Wisematch coordinates freight and temporary import for samples, and Vietnamese labels for anything you hand out. Japanese citizens can enter Vietnam visa-free for up to 45 days under Resolution 44/NQ-CP (valid to 14 March 2028); other staff can use the e-visa at evisa.gov.vn. See our business visa guide for trade fairs.
- June – July 2027: build the meeting list. Wisematch drafts 30–50 named Vietnamese buyers — importers, chains, restaurant groups, beauty distributors — and invites them in Vietnamese, on top of the organiser’s campaign. You prepare a Vietnamese catalogue with prices in USD or VND, MOQ and an Incoterm.
- Show days, 29–31 July 2027. A Wisematch interpreter works the stand with you. On the two trade days, qualify every visitor: what they buy, how much, which channel, who decides. Use Saturday for consumer feedback.
- By 7 August 2027: follow up. Wisematch follows up every qualified contact in Vietnamese and books second meetings.
Getting to I.C.E Hanoi
- Address: 91 Tran Hung Dao, inside the Vietnam–Soviet Friendship Labour Culture Palace complex, Cua Nam Ward, central Hanoi.
- Operator: VCCI EXPO, under a cooperation contract with the Culture Palace; opened in March 2007 (icehanoi.vn). Total floor area is not published; Halls A2 and A3 appear in its photos.
- Track record: Vietnam Expo, the national trade fair, was held at I.C.E until 2025 before moving to VEC in 2026. Compare venues in our VEC Hanoi events guide.
- Hotels: Hoan Kiem and French Quarter hotels are a short taxi ride away; Wisematch can arrange rooms and transfers.
Cost lines to plan for (no prices here)
Wisematch does not publish booth prices. Plan for: booth or shell scheme, stand graphics, freight and temporary import, product notification or registration, Vietnamese labels and catalogue, interpreter, hotels for three or four nights, and a follow-up trip. We quote each line in writing before you commit.
What a booth at Japan Expo Hanoi will not do for you
A booth gives you two trade days and one public day in central Hanoi. It will not register your product, appoint your distributor or translate your label, and as a first edition it cannot show you a past audience. No organiser and no agent can promise a number of buyers or orders — and we don’t. Results come from meetings booked before you arrive and follow-up in Vietnamese within a week. No empty promises: we measure ourselves by real deals.
Planning to stay after you find a partner? See our guides on opening a representative office in Vietnam and setting up a trading company.
Frequently asked questions about Japan Expo Hanoi
When is Japan Expo Hanoi 2027?
JAPAN EXPO @ Hanoi 2027 (J-EXPO) runs from Thursday 29 to Saturday 31 July 2027 at I.C.E Hanoi, 91 Tran Hung Dao. The first two days are for trade visitors from 9:00 to 17:00; Saturday is open to trade visitors and the general public from 9:00 to 16:00, according to the official site. The dates match the VINEXAD 2027 calendar.
How do I book a booth at Japan Expo Hanoi 2027?
Book through Wisematch, an official sales agent of VINEXAD, which co-organises J-EXPO with Leading Worldwide. Send your product range, target buyers and preferred booth size on WhatsApp (+84 354 624 102) or to info@wisematch.vn. We reply the same working day in English with booth options, the floor plan and contract steps, and handle registration, samples and buyer meetings with you.
Who organises Japan Expo Hanoi?
The organiser is Leading Worldwide Co., Ltd., which runs the JAPAN EXPO Hanoi Management Office from Hong Kong. VINEXAD, the Hanoi trade-fair company founded in 1975, is co-organiser. The official site shows the Hanoi People’s Committee and the Hanoi Department of Industry and Trade as supporters, and Kaijun Boeki as diamond sponsor.
Is Japan Expo Hanoi the same as the Japan Vietnam Festival at 23/9 Park?
No. The Japan Vietnam Festival is a public cultural festival in Ho Chi Minh City’s 23/9 Park; its 11th edition ran on 7–8 March 2026 with about 300 booths. J-EXPO is a B2B trade fair in Hanoi in July 2027 for Japanese companies looking for Vietnamese business partners.
Who can exhibit at Japan Expo Hanoi?
Japanese brands, Japanese companies and Japanese products, described by the organiser as “Made-in-Japan / Made-by-Japan”, which includes Japanese brands manufacturing outside Japan. Zones cover food and beverages, fashion and accessories, gifts, baby products and toys, cosmetics and healthcare, plus a technology zone that is still being defined.
How many visitors will Japan Expo Hanoi have?
The organiser targets more than 15,000 visitors, more than 200 exhibitors and more than 250 booths, and plans over 80,000 direct invitations. Because 2027 is the first edition, there are no past results to check. Treat these as targets and ask how trade visitors will be counted and reported after the show.
Book your booth or visit with Wisematch
Wisematch is an official sales agent of VINEXAD. Tell us your product, target buyers and preferred booth size — we reply the same working day in English with booth options, the floor plan and the next steps for Japan Expo Hanoi 2027.
Chat on WhatsApp: +84 354 624 102 Email info@wisematch.vn
Wisematch Vietnam Co., Ltd · 270-272 Cong Hoa, Tan Binh Ward, Ho Chi Minh City · wisematch.vn · Connecting globally, Thriving locally.
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Sources
- JAPAN EXPO Hanoi official site (EN): dates, venue, zones, targets, organiser, sponsors, supporting associations, market claims, accessed 22 Oct 2026; General information (opening hours), modified 16 Sep 2026
- J-EXPO, Visitor Marketing Campaign, updated 2 Oct 2026; J-EXPO, Exhibitor list (April 2027)
- VnEconomy, “Vietnam-Japan trade surpasses $50 bln mark for the first time”, 22 Jan 2026 (Vietnam Customs)
- Vietnam News/VNA, “Japanese firms in Việt Nam hit 15-year profit high” (JETRO 2025 survey), 27 Jan 2026
- Vietnam News, FDI 2025, 6 Jan 2026; Vietnam News, GDP 2025, 5 Jan 2026
- VNA, retail sales 2025, 8 Jan 2026
- VnEconomy, e-commerce 2025 by category (Metric.vn), Jan 2026
- Báo Văn Hóa, 11th Japan Vietnam Festival at 23/9 Park, 7 Mar 2026
- VOV, “Japanese food and goods fair to open in HCM City”, 23 Jul 2018
- I.C.E Hanoi, About us
- UFI, VINEXAD company page; VINEXAD trade-fair calendar (2027 dates per the VINEXAD 2027 calendar)
- Vietnam Embassy (MOFA), Resolution 44/NQ-CP visa exemption including Japan
