Japanese journalists discover Paris Region’s food sector trade shows

On 16 June, Paris Region Entreprises and Promosalons hosted a lunch meeting with the Japanese media in Tokyo’s Keisuke Matsushima restaurant, whose Michelin-starred chef divides his time between restaurants in Nice and Tokyo. The aim of this event was to promote Paris Region and French trade shows in the food sector to Japanese organisations and journalists from the business, consumer, MICE and specialist trade press.

A delegation of four directors of leading trade shows in the agricultural equipment, agri-food, packaging and catering sectors represented the rich and diverse offer of French events in this sector. They were accompanied by directors of Paris Region Entreprises and Promosalons, who highlighted the economic attractiveness of Paris Region and its international trade shows.

The Japanese media and institutional attendees appreciated the event’s format: during the sit-down lunch they were able to chat with the French delegation while gaining insights that would enrich their perspectives as opinion leaders. They were very impressed with the quality of the business meeting – savouring, too, the dishes created by star chef Keisuke Matsushima and his colleague Hideaki Nagaya. The two chefs, who were trained in France, expressed their love of this country through their inventive cuisine – proving that France is still one of the world’s leading gastronomic centres.

Paris Region – open to the world, with leading international trade shows

Olivier Mellerio , Chairman of Promosalons, reminded attendees that France is a major player in trade show organisation, staging more than 450 international exhibitions every year. “A key feature of these events is their international attractiveness: one in three visitors and nearly 50% of exhibitors are international – making French trade shows unrivalled launch pads for Japanese companies looking to expand internationally.”

Frédérique de Bast , Head of International Marketing at Paris Region Enterprises, gave a presentation on the region’s dynamic economy. France’s economic capital represents a market of 12 million consumers as well as producing a comprehensive spectrum of products within the surrounding region. The Japanese guests were surprised, in particular, to learn that half of the region’s surface area is agricultural land and were able to find out more about the region’s abundant agricultural output.

Corinne Moreau , Director of Promosalons, emphasised the importance of the Japanese presence at French trade shows: “Despite the geographic distance and cultural differences between our two countries, nearly 16,600 Japanese visitors and 560 Japanese exhibitors take part in trade shows in France every year”. Underlining the significant ROI offered by French trade exhibitions (for every €1 invested by exhibitors, their participation generates €10 of revenues in the 10 months following the event), she encouraged more Japanese companies to come to trade shows in France in order to grow their international business. “In implementing this strategy they can be sure of the support of Promosalons Japan, based in Tokyo, which has been serving Japanese professionals wishing to attend trade shows in France for 45 years.”

Food sector trade shows: a unique offer spanning the entire sector

Representatives of leading Paris Region trade shows in the food sector discussed their views and outlook for the sector with the Japanese opinion leaders.
SIMA, the Paris International Agribusiness Show, started the event by stressing the importance of innovation in the agricultural equipment industry, in order to produce more and better food.
Karine Le Roy , SIMA’s Director of International Communications, said that the upcoming session of SIMA will be solutions- and future-focused, with “Being a farmer in 10 years” as its central theme. Finally, Karine Le Roy highlighted the significant participation of Japanese professionals in the show, as both exhibitors and visitors, and invited many more to come for the upcoming session, which takes place from 27 February to 2 March 2017.

Nelly Baron , Communications Director for the SIAL network, presented the world’s leading network of food shows – one in which Japanese businesses are well represented. She focused on SIAL Paris, the global food innovation show taking place in October 2016, bringing together more than 7,000 companies – including a growing Japanese contingent, thanks to support from Jetro. Finally she invited all Japanese food industry professionals to come to SIAL Paris 2016 and be inspired by the diversity of products on show and by the show’s exclusive content, interpreting current and future trends.

For the bakery, pastry and catering sectors, Marie-Odile Fondeur , Director of the Food, Hotel and Catering division of GL Events Exhibitions, presented the trade shows Europain&Intersuc and Sirha. Each edition welcomes Japanese professionals on the lookout for trends and innovations that offer the unique “French touch”. Ms Fondeur highlighted the outstanding performances by Japanese teams in high-profile events like the Bakery World Cup, the International Confectionery Art Competition, the Bocuse d’Or chef championship and the Coupe du Monde de la Pâtisserie (Pastry World Cup) – where Japanese entrants often feature among the winners in a world-class field.

Concluding the presentation, ALL4PACK Paris was presented by Aurélie Jouve , the show’s Communications Director. The upcoming session reflects the growing integration of the entire production chain as two complementary shows – EMBALLAGE and MANUTENTION, focusing on packaging and handling respectively – join forces in a single event: ALL4PACK Paris, The Global Marketplace for Packaging, Processing, Printing & Handling. Innovation, unsurprisingly, will be top of the agenda at this new event – featuring, in particular, the “Expo 10/10” display of 100 packaging solutions from 26 countries, a global exclusive presented by Pentawards. Japanese designers and brands will have a strong presence at the show – testimony to Japan’s unique creativity in the packaging sector.

These presentations gave the Japanese attendees a unique insight into Paris Region’s economic dynamism and the key benefits offered by French trade shows in terms of generating business and delivering high returns on investment.

These leading Japanese food sector players were also able to appreciate how French trade shows function as showcases of global trends and innovations in their respective sectors – a key incentive for Japanese professionals, who are always on the look-out for innovations, to visit the upcoming sessions of these international trade shows.

Diary dates:

SIMA/SIMAGENA, the Paris International Agribusiness Show, 26 February – 2 March 2017
SIAL, the world’s largest food innovation exhibition, 16 – 20 October 2016
EUROPAIN&INTERSUC, the international bakery, pastry, ice-cream, chocolate and confectionery show, February 2018
SIRHA, the world hospitality and food service event, 21 – 25 January 2017
ALL4PACK, the global marketplace for packaging, processing, printing & handling, 14 – 17 November 20

See photos of the event in our Flickr gallery: