Exhibition Guide2024, 2024
Period : Wednesday, November6 〜 Friday, November 8, 2024
Venue : Toki Messe Niigata Convention Center［Exhibition Hall］

Concurrent Events
The 11th Sixth-Order Industrialization

Fair, Niigata, 2024

The 9thSixth-Order Industrialization
Grand Prize Contest（ Hosted by Japan Food Journal Co., Ltd. ）Application
Deadline

Friday, August 23, 2024

Organizer : FOOD MESSE in NIIGATA Executive Council / Niigata City

Managed by : Japan Food Journal Co., Ltd.; Shinsen Co., Ltd.; Kashiyo Co., Ltd.;and World Forum on Food and Flowers Organizing Committee

Food Messe

Search

https://foodmesse.jp

Held 16 times in the past! As the Trade Fair of Choice, the previous year s 2023 event attracted

From across Japan to Niigata and vice versa … A Major International
showcasing attractive regional resources and up-to-theEvent Outline
Name ● The 16th International Food Trade Fair in Niigata

Main Theme ● “In Quest of Better Food”~ Creating new value ― inspired by both tradition and the latest in trends ~FOOD MESSE in NIIGATA, 2024

Concurrent
Events ● The 11th Sixth-Order Industrialization Fair, Niigata, 2024
● The 9th Sixth-Order Industrialization Grand Prize
Contest（hosted by Japan Food Journal Co., Ltd.）
Period ● Wednesday, November 6 ~ Friday, November 8, 2024
10a.m. ~ 5p.m.（till 4 p.m. on the final day）

Organizer ● FOOD MESSE in NIIGATA Executive Council / Niigata City

Managed by ● Japan Food Journal Co., Ltd.; Shinsen Co., Ltd.;
Kashiyo Co., Ltd.; and World Forum on Food andFlowers Organizing Committee

Venue ● Toki Messe Niigata Convention Center（Exhibition Hall）

Event Scale(planned) ● 490 corporate exhibitors expected / 450 booths
Target Number
of Visitors ● 13,000

3 Features of FOOD MESSE in NIIGATA
1

Expand business opportunities
with Niigata as your base.
Niigata City functions as the regional hub of informationexchange and logistics on the Sea of Japan coast, thereby
serving as a strategic location for promoting business withneighboring areas. FOOD MESSE in NIIGATA, therefore, isa coveted opportunity for cultivating markets on the Sea ofJapan coast as it attracts numerous food-related businesses with bases in Niigata. At the same time, buyers interested in superb regional products come to this event from theTokyo Metropolitan Area as well as Niigata s neighboringareas. This means it is another beneﬁt for you to expand
your sales channels far and wide.

2

Exhibiting to expand
sales channels in
Sea-of-Japan markets!

To collect info
on marketableproducts
To pick out
hard-to-ﬁnd
diﬀerentiatedproducts
To conduct research on
products under development
or to launch products

Essential to food businesses on the Sea of Japan, this vibrant 3-day FOOD MESSE has a history of achievements over the past 16 iterations.
After two pre-event years from 2005, the full-ﬂedged FOOD MESSE in NIIGATA took place in 2007 under the theme In Quest of
Better Food. Marking its 16th time in 2024, the event has grown in scale over the years as a venue of market cultivation for food-related businesses. Enjoying high recognition as a trade fair, it is now the choice of those who seek From Across Japan to Niigata andvice versa business opportunities. Even during the COVID-19 pandemic, we never gave up this event in response to earnest voices
calling for the event to continue. The result was a great success, attracting all-time-high records in exhibitors and visitors in 2023.
Initiated as a 3-day(Thur. to Sat.) event,with the 1st and 2nddays for a B-to- trade
fair and the 3rd day
for a food fair open to
consumers.

Changed from anevery-other-year eventto an annual event.

5,941

7,209

8,103

With abolition of the concurrent
food fair, the event becomes acomplete B-to-B trade fair to beheld on Wed., Thur. and Fri.

7,553

8,127

9,277

2007

2009

No. of visitors

12,589,10,033 10 396 10,232

9,159

488

589
137

All-time-high records achieved in
numbers of exhibitors and visitors.

7,716

3,728

131

In response to voices calling for businessmeeting sessions, we revived such once-lostsuch sessions while putting every measure
into action to control COVID-19.

189

191

2011

2012

266

249

2013

2014

No. of exhibitors

344

293

450

461

439

5,868

404
324

239

2015

2016

2017

2018

2019

2020

2021

2022

2023

*The number of visitors for 2009 through 2014 includes that of consumers.（Graph captions）

1

all-time-high records in exhibitors and visitors.

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Toki Messe Niigata
Convention Center［Exhibition Hall］*2024 site layout plan
(Some changes may occur to the actual ﬁnal layout.)(Site layout plan)

In this international general food trade fair, participants can gather or disseminate
the latest information related to Food. Various municipalities and organizations
are here as collective-presence exhibitors to extend marketing support to businesses.
This event allows exhibitors to approach motivated visitors who expect exposure to propositions that reﬂect current themes related to food − from eﬀective use of regional resources, environmental consideration and settlement of social problems through to application of leading-edge technologies. Whenit comes to food products/ingredients exhibits, we see an uptrend in which municipalities and organizations make a collective presence by coordinatinginterested local businesses. As for the previous event (in 2003), this type of participation accounted for as much as 35% of all the exhibitors. It indicatesthat FOOD MESSE is chosen as a trade fair ideal to help smaller businesses expand and cultivate marketing channels.
See pages 3 and 7
Targeted Exhibit
Categories

Food Products& Ingredients

Equipment & Implements
Exhibitors showcase their own
solutions to meet ever-growing
customer needs for streamlined
operation and for equipment
renewal or new installation.

Buyers seek new encounters with agricultural/
livestock/marine products and processedfood rich in regional ﬂavors, as well as thelatest additions of trendy products!
● Agricultural/livestock/marine products that reﬂect regional climates and traditions● Processed food products based on traditional methods and using regional resources● Food machinery that contributes to automated/● Processed food products responding to current consumer needs, such as SDGs,● Store equipment that realizes energy-saving,● Value-added processed food products made using state-of-the-art manufacturing methods

labor-saving operation and realizes AI-backed operation

health, convenience and time-saving.

ICT-based operation and robotization● Kitchen equipment that realizes labor-saving,energy-saving and ICT-based operation

The Future of Rice from Niigata Zone

● Cookware and so forth dedicated to speciﬁc business use

This zone is featured in place of the 15th
The Future of Rice from Niigata Fair. It willshed light on lesser known beneﬁts of Rice.
Targeted
Exhibits● Rice powder● Health-conscious rice powder● Industrial use● Machines & equipment● Processed rice

● Cultivation

Containers & Packaging /Hygiene Materials

Containers & packaging indispensable toproduct development are showcased; also
featured are hygiene materials coming to
the fore under the COVID-19 pandemic.

● Distribution● Related materials

Municipalities, Commerce &Industry and Other Organizations● Packages and wrapping supplies characterized

by their design, eco-friendliness or function

Can promote their regional
brands eﬀectively.

● Trays/packs characterized by their design, function or material● Tableware and cutlery characterized by their material, function or design● Seals and labels that realize higher eﬃciency and resource-saving● Disinfectants/sterilizers designed for high function and increased eﬃciency● Food products made by processing local specialties● Masks/gloves and so forth characterized by their function, material or design● Local agricultural/livestock/marine products● Food products based on local traditions● Local specialties and crafts such as tableware and kitchen utensils● Other products related to foodetc.

For details, see page 7

Embassies, Foreign
Companies and Importers● Industry-Academia joint

research related to food development● Information equipment that supports

Ideal for cultivating markets on the Japan Sea
coast, FOOD MESSE is a coveted opportunity topromote your overseas products.

food industries● Store & interior construction● Consultant services● Sales promotion/display, etc.

● Agri./forestry/marine products● Frozen food● Seasonings

Information,
Services and Others● Confectionery● Alcoholic beverages, etc. …

2

FOOD MESSE in NIIGATA serves as a valuable opportunity forencounters ‒ between suppliers who oﬀer distinctive foodand buyers who look for diﬀerentiated products and
EXHIBITORS
The previous (2023) event attracted 488 exhibitors from 38 prefectures.

1
600

Overseas 1.5%

500
400
300

488

450 461 439
344

404 449408 410397

310

324 376
239

200

Booths were soldout for three
years in a row.

100
0

Breakdown of
exhibitors by region

2

Transition of No. of exhibitors and booths

327

Maximum booth
capacity is limited to
450 booths. The previous
event saw many
applicants added to
the waiting list.

WithinNiigata City

OutsideNiigata Pref.

25.4%

51.0%

WithinNiigata Pref.

22.1%

224

No. of exhibitors
No. of booths

2016 2017 2018 2019 2020 2021 2022 2023

*Note: For the 2020 and 2021 events, greater spaces were left between
booths as a measure to prevent the spread of COVID-19.

3〈Exhibitor Feedback〉

Breakdown of exhibitors
by type of industry

Category

No. ofexhibitors

Food Products& Ingredients

304

Equipment& Implements

125

Containers& Packaging

34

Others

25

Total

488

My impression was that a considerable number of visitors from restaurant
and hotel industries were coming back. As a result, I could get manyeﬀective business cards, which made me feel highly motivated.

Containers& Packaging 7.0%
Others 5.1%

Equipment& Implements▶ 25.6%In the past, Tokyo was the only trade fair venue I attended. This time, however, I
could experience as many business meetings in Niigata as in Tokyo.
This event turned out to be an opportunity for me to meet many businesspeople and customers from other areas and listen to their valuable opinions. I dlike to make the most of this asset for the future.

Food Products& Ingredients

62.3%

I wish I could see many more presence of Niigata-based local businesses.

Given that relatively less food trade fairs are held in the Hokuriku region, I felt it would
be better if more visitors could come from neighboring prefectures.

From the previous (2023) exhibitor questionnaire survey
Exhibitors objectives

What was the main objective of your participation?
（Multiple answers allowed）
81.9%

Development of prospects

53.4%
27.8%

Request for supply of samples

28.8%

Marketing research

60.3%

Meeting & interaction withcompanies in the same trade

29.2%

To sell new products

79.4%

Meeting & interaction withexisting customers

34.5%

Interaction with existing customers

What positive results did you achieve?
（Multiple answers allowed）

Development of prospects

76.2%

To advertize our products

Direct transactions in the event site

Positive results relative to objectives

Hints for new product development

22.0%

6.8%

Marketing for new products

21.3%

5.7%

Possibilities of joint development

9.3%

To ﬁnd OEM transaction partners
OthersLooking for sales agents

2.5%

Others

3

7.9%
1.8%

products/ingredients and the latest in trend,state-of-the-art equipment/containers.
*All the data below are based on actual results of the 2023 event.

VISITORS
Numerous buyers came, not only from within Niigata but from nationwide,
seeking new encounters and business transactions.

1

2

Transition of No. of visitors
The number of visitors
in 2023 was 37% higher
than a year ago.

12,58913,000Niigata Pref. 77.8%
HokkaidoTohoku region

10,369 10,232

7,716

5,868
2019

2020

2021

2022

2023

2024 forecast*Note: For the 2020 and 2021 events, the number of visitors was
restricted as a measure to prevent the spread of COVID-19.

3−

4.3% Hokkaido, Aomori, Akita, Yamagata, Miyagi, Fukushima

Kanto region 12.0% Gunma, Tochigi, Ibaraki, Saitama, Tokyo, Chiba, Kanagawa
9,159

2018

Breakdown of visitors by region

Breakdown of visitors
by type of industry

Food production/confectionery/bread maker

21.1%

7.4%

Agriculture/forestry/ﬁsheries

8.0%

Accommodations

3.4%

Food-related online shop

2.9%

Take-out meal

1.5%

Ceremonial business/leisure industry

1.2%

1.2% Shiga, Nara, Kyoto, Osaka, Hyogo
0.3% Okayama, Hiroshima, Yamaguchi, Ehime, Kagawa, Kochi

Kyushu region

0.2% Fukuoka, Nagasaki, Oita, Kumamoto

As the event grew larger, newly proposed products and presence of boothsfrom newcomer regions increased, which was intriguing. We are sure toparticipate in FOOD MESSE again next year. (Supermarket)
As a food manufacturer, I wish I could see many more exhibits of business-use products
such as seasonings and spices. (Food production/confectionery/bread maker)

2.5%

Meal supply center

Kinki region
ChugokuShikoku region

FOOD MESSE was very informative as I could see food products not only
from within Niigata Pref. but from outside. Seeing sixth-order industrialization
initiatives was also rewarding. (Agri./livestock/ﬁsheries)

5.4%

Food-related specialty store

0.9% Shizuoka, Aichi, Gifu

A diverse range of exhibitors who are not found in other trade fairs (such as HOTERES
and FOODEX) were present here, making this event worthwhile to see. (Restaurant)

9.6%

Confectionery/bakery/caféSupermarket/
department store/CVS

Tokai region〈 Visitor Feedback〉

16.7%

Restaurant

3.3% Toyama, Ishikawa, Fukui, Nagano, Yamanashi*Some of the above data were compiled according to company headquarters addresses.

20.3%

Food trading/wholesale

Ko-ShinEtsu region

I wish I could see many more exhibits of marine products. (Food trading/wholesale)
It would be better if there were more booths that allow visitors to try food/beverages or oﬀer such samples. (Co-op)*The above data does not include that for the Other（government oﬃces, organizations, students, press, etc.）category.

From the previous (2023) visitor questionnaire survey
Visitors objectives

What was the main objective of your visit?
（Multiple answers allowed）

To study food trade trends andcollect information.

Purchase of food ingredients andrelated materials

Inspection to prepare fornext-year participation

Containers &packaging materials

21.0%

Seasonings

19.0%

To introduce new equipment
To attend seminars

Sweets & desserts

26.3%

Interaction with existing customers

50.7%

Agricultural/
livestock products

30.5%

Training, study tour

What exhibit items do you like to see morein the future?（Multiple answers allowed）

Processed food

59.5%
53.5%

To develop prospects

To collect info on 6th-orderindustrialization

Exhibit items that interest visitors

Kitchen/cooking equipment

12.2%

Marine products

7.1%

Beverages（incl. alcoholic drinks）

5.1%

4

35.6%
31.2%
29.2%
27.0%
25.4%
25.2%
21.5%

Exhibition fee systemOﬃcial Timeline
Application period

If you are considering participation …

A brieﬁng session will be available to make this event
better known to those interested in participation. So
please join the brieﬁng. (Optional)

To our regret, we have raised your exhibition fees due to sharp rises
in administrative, logistics, personnel and related costs.
Thank you in advance for your understanding.

Regular booths

Brieﬁng/seminars for prospective exhibitors

Wed.,Jun.12

Timeline : 1p.m. ‒ Doors open / 1：30 p.m. ‒ Session begins
Venue : Toki Messe Niigata Convention Center（meeting rooms 306 & 307）
*The session will also be webcast.

● Features of FOOD MESSE in NIIGATA● Beneﬁts and expected eﬀects of participation● Exhibition Essentials and how to exhibitoFree td!
netat

3m×3m（9㎡）per booth¥135,000(excl. tax)

( ¥148,500 incl. tax )Company name plate（H200×W1,200）

If you have decided to exhibit …

Special booths for food product/ingredient exhibitors

1 Application

Application deadline

2¥95,000(excl. tax)
( ¥104,500 incl. tax )Period to prepare
for participation

Mid-Sep.

3

Company name plate（H200×W1,200）

Timeline : 1p.m. ‒ Doors open / 1:30p.m. ‒ Session begins
Venue : Toki Messe Niigata Convention Center (medium-size meeting room)*The session will also be webcast.

Distributing invitations ( Visitor Guide ) tocustomers and campaign to attract visitors

Special booths for Sixth-Order Industrialization Fair
2m×2m (4㎡) per booth

Company name plate
Back panel（W600×H200）（W1,800×H2,400）¥50,000 (excl. tax)

( ¥55,000 incl. tax )Table×1

A booth fee of ¥55,000 (excl. tax) （W1,500×D450）
will apply to exhibitors who areparticipating for the fourth time or more.
*We will begin counting the number oftimes from the year 2024 on.
Items included in the booth fee (per booth)：●① Back panel ②Table for exhibits③ Company name plate (1pc.)

4 Preparing and submitting required documents
Fri.,Sep.27 Deadline for submission of application documents

Parapet① Back panel, wing panel, parapet② Company name plate (1pc.)

Participation in the exhibitor brieﬁng session

Distribution of invitations（ Visitor Guide ）to exhibitors

Pole

Items included in the booth fee(per booth)：●

Agenda : Announcement of booth location arrangement; Explanation of key points regarding Exhibition
Essentials and application; Seminar on eﬀective useof this exhibition. Each exhibitor is requested tomake sure that they adjust their schedule to haveat least one representative participate in thissession in person or online.

Back panel
Wing panel

3m×2m（6㎡）per booth*We will stop accepting applications once the number of approved
applications has ﬁlled the number of available booths even if thisoccurs prior to the oﬃcial application deadline. So, be quick to apply.

Fri.,Sep.6

Wing
panel

Parapet①Back panel, wing panel, parapet②Company name plate (1pc.)*Please contact the Executive Secretariat for
details and application.

Fri.,Aug.23

Pole

Items included in the booth fee(per booth)：●● Services available for exhibitors● Preparations to make your participation a success (seminar)

After conﬁrming the attached Exhibition Regulations,please send the completed and signed Application
Form to the Executive Secretariat by e-mail or fax.

Back panel

2,400

2,000

2,000

The Executive Secretariat will also respond to requests for decoration of
non-regular booths.
Single (tandem) booth arrangement in the case of three booths or less.

Tue.,Nov.5

5 Delivery of materials and booth preparation

Wed.,Nov. FOOD MESSE in NIIGATA, 2024
and Sixth-Order Industrialization Fair,
6〜Fri.,
Nov. 8
Niigata, 2024 in session

Fri.,Nov.8

Any items not included in the above should be optional(available for a fee from our rental equipment list).

Examples of rental items● Table：¥1,000 (excl. tax) ( ¥1,100 incl. tax per unit )● Pipe chair：¥500（excl. tax）
( ¥550 incl. tax per unit )● Fluorescent light（40W）：¥3,500 (excl. tax)
（ ¥3,850 incl. tax per unit ）● Electric charge：¥8,000（excl. tax）
per 1kW（ ¥8,800 incl. tax ）*Charges shown here are subject to change.

6 Removal and carrying-out*Descriptions

to 6 above refer to exhibitors activities.

Option only for single-/
double-booth participation

Two-side-open booths（corner booths）can be oﬀered

30,000 (excl. tax) ( ¥33,000 incl. tax ) *Availability limited

Charges ¥● Targets: Single-/double-booth exhibitors in the [regular booth] or［food product/ingredient booth］categories.

Two-side-open
boothTwo-side-openbooth

If you apply for this oﬀer, you may be able to use a two-side-open booth (corner booth).
Please note, however, that we may not be able to meet your expectations fully because of limited availability.
*The organizer will determine these booth locations based on the Exhibition Regulations.
*Once all these booths have been ﬁxed, after the event we will send to each exhibitor an invoice for the booth fee,booth construction and other related costs all together.（Booth illustration）Corner booth Corner booth Corner booth

FOOD MESSE in NIIGATA, 2024
Executive Secretariat(c/o Japan Food Journal Co., Ltd.)

Two-side-open boothJapan Food Journal Business Support Headquarters,
Urban-net Irifune Bldg. 4F, 3-2-10, Irifune, Chuo-ku, Tokyo 104-0042
Phone： +81-(0)3-3537-1077 (Inquiries accepted: 9：30a.m.〜5：30p.m. on weekdays)
Fax： +81-(0)3-3537-1088 E-mail： contact@foodmesse.jp https://foodmesse.jp