Join The Department for Business & Trade (DBT) on a trade mission to Japan.

DBT invites UK brands to expand their global reach by joining our five-day mission to Japan from Monday 8th to Friday 12th June 2026 to explore the retail and ecommerce business opportunities in this market.

The mission programme will include three days exhibiting at Interior Lifestyle Tokyo.

This trade show is the perfect opportunity for brands in the Home, Gift and Lifestyle categories to connect with high-value Japanese buyers, distributors and marketplaces.

The programme will also include an educational seminar at the British Embassy and an exclusive meeting with Japan’s largest online marketplace, Rakuten.

The mission will enhance your knowledge of and connections within the Japanese market, and ultimately help you build a successful brand in Japan.


Programme

In addition to exhibiting at Interior Lifestyle Tokyo,  brands will participate in an exciting programme of activity including an educational seminar at the British Embassy, a visit to Rakuten HQ and a self-led retail tour of Tokyo to get to know the market and key players.

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.

In recognition, the UK is now a member of the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). The benefits are reduced tariffs and simplified customs procedures, helping to make UK products more competitive and attractive to Japanese buyers.


Retail in Japan

Japan's retail sector is characterised by innovation, high consumer spending, and a strong desire for high-quality products. Japanese consumers are openly receptive to purchasing international brands, with a strong focus on quality products and service.

Popular shopping channels include both online platforms and traditional retail stores, indicating a balanced approach to shopping, with ecommerce currently representing 9% of retail.

Japanese consumers conduct deep research before making a purchase and have a higher trust in search and social media platforms compared to western consumers. Google, Yahoo!, Instagram, TikTok, and LINE are all popular channels which Japanese consumers use.

Why attend?
 

• Exhibit at the prestigious Interior Lifestyle Tokyo trade show.
• Meet with Japanese retail and ecommerce experts and gain invaluable insights into the market, consumer behaviour and latest trends.
• Dedicated support with British Embassy Tokyo and DBTs Ecommerce specialist throughout the mission.

Whats included?

The programme for successful applicants will include:
 

• Exhibition space in our dedicated UK pavilion at Interior Lifestyle Tokyo.
• Pre-departure educational programme on doing business in Japan with subject matter experts covering marketing, regional consumer insights and go-to-market strategy.
• Inclusion in our mission brochure which will be shared with buyers.
• A retail tour of Tokyo.
• A visit to Rakuten, Japan’s leading online marketplace.
• Pre mission support from DBT and throughout the mission.

Who is this mission for?

This opportunity is by invitation only.

We welcome applications from experienced UK businesses looking to enter and expand into the Japanese market, from the following categories:
 

• Homeware & Interiors
• Giftware
• Lifestyle
• Fashion

Ideally brands will have a strong international sales record and have the resources to enter new markets.

To be considered, brands should have a minimum turnover of £500K.

Cost

To confirm your place, a participation fee of £2,100 will be required, payable on acceptance.

Participants must cover their own travel/accommodation/insurance and other expenses (such as shipping samples).

How to register

To register your interest, please complete the online form by using the 'Register Here' button below by COP on 24th April 2026.
 

Note

• Applications submitted are 'Expressions of Interest' at this stage and do not guarantee an offer of a place on the mission.
• Planned activity may be subject to some change.
• One delegate per company. Additional delegates or others may attract additional fees.
   

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