Episode 97: Trade Shows in Japan: How to Build Trust, Stand Out, and Turn Leads into Deals with Shuma Goko
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Episode 97: Trade Shows in Japan: How to Build Trust, Stand Out, and Turn Leads into Deals with Shuma Goko
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In this episode of the Scaling Japan Podcast, we’re joined by Shuma Goko, who has extensive experience supporting global companies with trade shows and event marketing in Japan.
With hands-on experience helping foreign companies enter the Japanese market, Shuma shares how trade shows can be used as a powerful go-to-market channel in a country where trust, relationships, and in-person interactions are critical.
In this episode, Shuma explains why many companies fail to generate results from trade shows in Japan not because of the channel itself, but because they misunderstand how Japanese buyers evaluate vendors and build trust. If you are a founder or marketer entering Japan, this conversation will change how you think about offline GTM, localization, and lead conversion.
In This Episode, We Cover:
Why trade shows are still essential in Japan’s trust-based business culture
How face-to-face interaction and product experience impact buying decisions
The industries where trade shows perform best, including tech, manufacturing, food, and lifestyle
The most common mistakes foreign companies make, especially around localization and follow-up
Why clarity in messaging matters more than flashy booth design
The reality that only about 10 percent of attendees are decision-makers
How fast and structured follow-up within 24 to 48 hours drives conversions
Show Notes :
00:00 Introduction to Shuma and global trade show experience
06:00 Why trade shows still matter in Japan
09:53 Best industries for trade shows
12:29 Common mistakes foreign companies make
19:04 What makes a booth stand out
20:30 Who actually attends trade shows in Japan
28:22 Why follow-up is critical for conversion
Links from Guest Appearance:
Shuma Goko : Founder and Producer at OUTBOUND K.K.
🔗 LinkedIn: https://www.linkedin.com/in/shuma-goko-08152732/
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