Successful Start for the 1st "Organic Lifestyle EXPO"Over 190 exhibitors and about 20,000 visitors
The 1st "Organic Lifestyle Expo"/OLE organized by Organic Forum Japan was held on
November 18th and 19th Saturday at the International Forum in central Tokyo. With many
exhibitors in the hall presenting a wide range of organic, natural and ethical products andorganic farmers and small producers offering their products in the outdoor space OLE was alively and very successful event and the largest of its kind held in Japan this year.

Concept and Content
The "Organic Lifestyle EXPO" was initiated at the “Organic Symposium" which wasorganized by the Food Trust Project Corporation in April 2015. This event mobilized during
two days more than 500 organic stakeholders from all over Japan. In the following months
the organizer team (Japan Food Trust Project, LOHAS World and Global OrganicNetwork/GON) supported by advisers and major stakeholders developed a concept basedon the following considerations:・ Global organic movement, markets and trends
・ Current market situation in Japan and specific needs
・ Covering a wide range of products for a healthy and sustainable lifestyle・ Bringing producers, distributors, consumers and other stakeholders together (B2B2C)・ Extensive seminar and event program before and during OLE
・ Cooperation with many relevant associations, organizations and groups
・ Support from media and sponsors
MAFF Steps up Promotion of Organic Movements, Agriculture and Market
The Japanese Ministry of Agriculture, Forestry and Fisheries (MAFF) decided at the end ofMarch 2016 to allocate the total budget for the promotion of the organic movements,agriculture/products and market in the fiscal year 2016/2017 to an alliance of partners whopursue the three goals and targets set by the ministry.

Organic 3.0 as the Key Theme of OLE
From the beginning, throughout the promotion campaign and in seminars OLE emphasized
the concept and goals of Organic 3.0 initiated by IFOAM Organics International. Thesegoals and their implementation are corresponding to the current trends in Japan and thetargets set by MAFF.
■ Exhibitors and visitors appreciated the benefits of B2B2C
As anticipated by the organizers (Japan Food Trust Project, Lohas World, Global Organic
Network/GON), the convenient location in central Tokyo attracted on both days manybusiness people and consumers. Both groups welcomed the B2B2C concept which issuitable for Japan. Visitors also appreciated the wide range of exhibited natural/organic
products beyond food and beverages as well as the side program with many seminars andevents. These factors in their combination resulted in high satisfaction levels among
exhibitors and visitors.
■ "Stylish Organic" started with Organic Lifestyle EXPO
The first OLE aimed to present an attractive overview of the organic movement and market
with a wide range of products and themes. Food and beverages were still the core, but there
was also much more to learn and see. This concept was well received by the exhibitors,visitors and media. The exhibitors made much effort to present their products at nicely
decorated stands and explained them to the visitors. This will increase the interest anddemand for natural/organic lifestyle products and benefit importers, distributors, retailers
and consumers. The seminars with high attendance rates disseminated information about
various aspects of the organic movement and values. Education and training on many levels
was also an important topic.

Exhibitor Survey and Response

70% satisfied
31% very satisfied
20% planning to exhibit at OLE 2017

Note: The results of the visitor survey will be published in the closing report.
Very Successful Side Program■ Business and general, seminars and events brought together many people.
During the exhibition, 34 general and business seminars and events were held in threevenues in the hall, outside the hall and one seminar room on the same floor and the sixth
floor. Starting with the seminar on "Organic 3.0" which is the key concept of OLE on the firstday, followed by international seminars on the organic markets in Europe, the US and Asia(with foreign guest speakers) and seminars on organic topics in Japan, practical contentssuch as organic retailing in Japan. Presentations for organic cotton and textiles, the Ethicalfashion show and a picture contest for elementary school pupils attracted many visitors.
Because of the great variety and interesting topics all events had a good attendance, andthe total number of participants reached a record number of around 2,100 people.
In conclusion: OLE 2016 has shown that even on a weekend a B2B2C trade fair with aninteresting side program can be successful and attract many trade visitors and consumers.
This gives confidence to the organizers that OLE 2017 will be another success story.

Facts & Figures / Number of visitors and exhibitors and other data:Visitors

Day

Weather

Visitors

18 Nov. Fri.

sunny

10,20219 Nov. Sat.

Morning rainy, Afternoon cloudy

9,588

Total

19,790

Exhibitors
Exhibitors: 193 -- Producers · Farmers ·Distributors · Services· Associations · Organizations · Media
Number of booths: 180 booths (in the hall and tents outdoors)

Products & Services

Categories / %Notes

Food and beverages / 43%

Domestic and imported products

Cosmetics, body care, wellness / 21%
Lifestyle / 24%““

Textiles, daily necessities, wooden products,interior decoration, misc.

Other products & Services / 12%

Seeds, animal welfare, associations, media

The final figures will be published in the closing report.
At the closing of pre-registration, general consumers had a ratio of 2/3, while businessattendees were 1/3. However, at the venue the numbers of general and business visitors
were almost equal. It seems that the number of business visitors increased as a result ofexhibitors' invitations. Among the trade visitors were distributors and retailers fromsupermarkets, department stores, various specialty shops, wholesale and trading
companies, restaurants and catering services, beauty and health related, fashion andapparel companies, snacks and food producers, farmers, mail order companies, services,
information and IT related companies, various electronic and print media and publishers.

The 2nd "Organic Lifestyle EXPO" is scheduled for Saturday, July 29th and Sunday
30th, 2017 in two exhibition halls of the Tokyo International Forum.
The scale will expanded with new themes and products.
Detailed and continuously updated information: https://ofj.or.jp/pdf/sokuho2017.pdf

Press Releases
November 2015
http://organicnetwork.biz/organic-trade-association-sponsors-first-ever-organic-day-in-japan-%ef%bc%8d-events-to-promote-u-s-organic-brand-a-huge-success/April 2016 ff. s. attachments
September 2016
http://organicnetwork.biz/the-1st-organic-lifestyle-expo-held-in-tokyo-is-on-the-way-to-succe
ss/
https://ofj.or.jp/en/pdf/OLE_pr_sep2016.pdf
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