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“Baby and kids related products imported from European nations will be highly accepted in Asia”

Akira Kono, Director of International Sales, Baby & Kids Expo


Children's products fair Baby & Kids Expo aims to establish itself as the leading trade show in Japan for this business, as Akira Kono, Director of International Sales for the event, explains. According to Kono, the Japanese market may finally be opening to European and American childcare products, despite being a market traditionally focused on its own production. Also, the recovery of the country after the earthquake and tsunami of March is in a firm path. Key4Communications attended the fair as the only Spanish exhibitor.

What's your view on the 3rd Baby & Kids Expo? How was the visitors and exhibitors response?

All Show Management staffs are very satisfied that 3rd Baby & Kids Expo concluded with massive success, and we believe that both exhibitors and visitors have same opinion. It is well confirmed that the show became a true international trade show, because we welcomed exhibitors from 25 countries all over the world such as Italy, The Netherlands, UK, Belgium, Germany, and Portugal, among others. Moreover, Baby & Kids Expo established itself as a real and pragmatic trade show in the Japanese market. We’ve been receiving great comments from exhibitors, and all say Baby & Kids Expo is the great trade show in Japan. We can emphasize the fact from the trend that almost all industry buyers visit Baby & Kids Expo to purchase attractive products for their shops.

What could be the most important trends in the baby care industry in Japan? And in the rest of Asia?

Birth rate in Japan has been gradually increasing during recent years, and more and more parents andgrand parents invest more money to baby and kids products. In addition, an increasing number of those parents and grandparents tend to think that they do not want to purchase reasonable products, but select products. Korea – one of the Asia’s leading countries in economy shows the same tendency. China is growing very rapidly, and they have same trend, too. Therefore, we think that baby and kids related products imported from European nations will be highly accepted and welcomed in the Asian market in the close future.

What products or product categories are the most demanded?

Baby stroller is the most demanded product in the Japanese market. These days, many parents stick with design. In Baby & Kids Expo, you could find companies such as Joolz (The Netherlands), Micralight (UK), and Cam Il Mondo del Bambino (Italy), among others, exhibiting in our show with their booth filled with buyers for all three days. Also, organic products are getting very popular in Japan, as many parents want to give safe and secure products to their babies. We also expect that more imported products from Europe and America will enter the Japanese market. This will definitely give a great stimulus to Japanese manufacturers.

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