Explore Japan's vibrant retail landscape and connect with industry insiders and key players.

The Department for Business and Trade (DBT) is delighted to open Expressions of Interest from UK brands wishing to take part in a retail trade mission to Japan, in September 2025.

British luxury retail brands have the opportunity to join us for a trade mission that will coincide with the UK’s participation at Osaka World Expo 2025 and Tokyo Fashion Week.

This mission is aimed at ambitious luxury brands, both heritage and emerging, looking to explore or grow their retail footprint in Japan. It will provide an exclusive platform to showcase your brand and meet retail and e-commerce partners and buyers, seeking premium and luxury British brands. You will also gain market insights to provide a full understanding of the Japanese retail landscape.

With some of the most quality-conscious consumers on the planet, Japan is the world's 3rd largest luxury goods market, with consumers placing great value on craftsmanship, authenticity, heritage and brand prestige, along with increasing demand for sustainable products. With a natural affinity for British style and culture, there is also great appreciation of brand storytelling. 

Why Japan?

With a population of 120 million people, Japan is the fourth biggest economy in the world, enjoys a high GDP per capita, and represents a huge opportunity for the UK, which currently exports £11.9bn to Japan annually.

The UK has two Free Trade Agreements (FTAs) with Japan which provide favourable trade terms, including tariffs and simplified customs procedures, helping to make UK products more competitive and attractive to Japanese buyers.

• The UK-Japan Comprehensive Economic Partnership Agreement (CEPA) henceforth referred to as the UK-Japan FTA, which entered into force on 1 January 2021
• The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which entered into force between the UK and Japan on 15 December 2024

Mission
Elements of the mission include:
 

• A two day showcase and networking event at The British Embassy Tokyo,  where you will meet potential Japanese partners, including retailers, buyers, importers, distributors, influencers and media.
• Presentations by industry experts to understand the latest in-market trends and consumer behaviour, covering marketing, regional consumer insights and go-to-market strategy.
• A guided retail landscape tour of Tokyo.
• An opportunity to showcase along side other British Luxury brands already successfully established in market.
  
• Pre-departure webinar covering, doing business in Japan, with subject matter experts covering marketing, regional consumer insights and go-to-market strategy.
• DBT specialists and interpreters on hand throughout the visit.
   
• A co-ordinated visit to World Expo 2025 in Osaka where you will also have the opportunity to attend a networking event hosted at the UK Pavilion (optional).

Held over six months, the World Expo will take place in Osaka, Japan, from April to October 2025 and is forecast to attract in the region of 28 million visitors, encompassing the overarching Expo theme of ‘Designing Future Society for Our Lives’.

Criteria for expressions of interest

UK premium & luxury brands in the following categories:

• Fashion
• Fashion Accessories
• Jewellery/Watches
• Footwear
• Leather goods
• Luxury Lifestyle
• Luxury Sports/Activewear

Japan can be a complex but rewarding market, therefore this trade mission is aimed at experienced exporters looking to enter Japan,  and those seeking to increase their market presence. 

Ideal applicants should have a minimum turnover in the region of £1m. 

You will be required to travel and represent your brand throughout, as well as a developed business plan and strategy for Japan. Delegates are required to cover their own travel, accommodation and sustenance.

DBT will coordinate the programme, but you will be required to pay for local transport and between cities.

Fee

There will be a participation fee of £500 +VAT to join this mission.

If offered a place, you will be required to pay the participation fee and provide your travel confirmation in order to secure it.

How to register your interest:

Apply using the button below to complete your expression of interest.

Please note:

• Applications submitted are 'Expressions of Interest' only at this stage and do not guarantee an offer of a place on this mission.
• Planned activity may be subject to some change.
• Spaces are limited and will be by invitation only.

Expressions of interest will close at midnight on March 30th.

If you have any questions then please contact us here 

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