The complete guide to international trade show attire and etiquette　

Introduction: What is an international exhibition?

International exhibitions are events where companies and organizations exhibit their products and services at convention centers in various countries to interact with overseas customers and business partners.

There are more than 2,000 international exhibitions held every day in various countries, including conferences and symposiums. The majority of exhibitions are held in Asia (approximately 50%), followed by Germany, Europe and the United States (approximately 30%), and the Middle East, Latin America and Africa (the remaining 20%).
(Calculated by Paccloa Co., Ltd. from J-messe, the world’s leading trade fair and exhibition information source.

One of the characteristics of international exhibitions is that there are a great number of specialized exhibitions focusing on specific industries or themes, and specifically, the following niche international exhibitions are held regularly.

Examples: water and wastewater treatment, food for the hotel industry, medical imaging, beauty tech, interior building materials, licensing of consumer goods, space defense technology, etc.

The objectives of companies participating in international exhibitions are as follows

• Exploring new markets and expanding business
• Contact with new business partners
• To exchange information on the latest trends and technologies

Since international exhibitions are learning opportunities for industry professionals, few of them are open to general consumers, and most of them are attended by pre-registered business visitors.

What to wear to make a good impression at an international exhibition　

Most international trade shows are attended by business visitors.

First impressions are very important and the foundation for building business relationships with others, so appropriate attire that demonstrates your company’s credibility and professionalism is required.

Dressing in a manner that takes into account local international culture and etiquette will give you a chance to show that you are prepared to do business smoothly in that country, but be aware that even at the same international exhibition, the attire that will make a good impression will differ from country to country and industry to industry.

International Exhibitions are Different! Points to keep you afloat in the local market

First of all, at international trade shows for the fashion industry in Europe and the United States, both exhibitors and visitors will be at the forefront of the industry, so it is important to participate with the best clothing expression design that shows the uniqueness of the company brand from head to toe.

Japanese companies that respect international brands but do not pander to them will be highly appreciated for their unique items and styles that incorporate trends. (The same level of excellence is required not only in attire but also in the exhibition booth decoration.)

Next, at trade shows for the machinery and industrial products industry in Europe and the U.S., cleanliness and neatness are expressed by wearing truly high-quality suits and jackets in order to build a relationship of trust with visitors and improve the image of the company.

Of course, it is extremely difficult to keep business suits wrinkle-free during international business trips, but it is important to be more conscious of this than when in Japan and give the impression that they are properly cared for and clean.

To create a solid image, orthodox colors and simple patterns are appropriate. It is even better if you can create a relaxed, relaxed, and smart image, rather than a tense mood, from the way you dress.

On the other hand, at international trade shows for Asia, both those for the machinery and industrial products industry and those for the fashion industry, you will find many visitors dressed so casually and freely that it will be difficult to spot anyone wearing a jacket.

Exhibitors at the industrial product trade shows, in particular, tend to wear casual attire, such as polo shirts with company logos, T-shirts, and chinos.

Since informal attire is common overall, wearing a suit and tie may give a staid image.

It is important to dress flexibly, with or without a jacket or suit, depending on the business situation. The impression that you are able to adapt to the needs of others will lead to good business negotiations and meetings.

In addition, what should we think about stereotypical evaluations in each country?

For example, in the U.S., a casual atmosphere is common and it is acceptable to remove one’s tie, in the U.K., traditional business suits are valued, in France, people are attracted to fashion particulars, and in Asia, everyone exhibits in short sleeves, and so on.

In fact, these are not correct.

In Europe and the U.S., it is better to wear an orthodox suit so that you do not stand out from others, and in Asia, it is easier to blend in if you take a more casual approach, but the most important point is what kind of exhibition is it? The most important point is what kind of exhibition it is, and it is important to choose attire that is appropriate for the demographics of the visitors and exhibitors who will be gathering there.

For example, if you are attending an outdoor exhibition, you should dress in business casual in the UK, if you are attending an exhibition on gene technology or drug development, you should wear a dark blue suit and tie in the US or France, and if you are attending an exhibition on cutting-edge fashion, you should dress in a glamorous outfit that reflects the latest trends, even in Asia. For example, if a presentation is to be given at a cutting-edge fashion exhibition, the presentation should be made in a glamorous outfit that reflects the latest trends.

In Muslim and other countries where people avoid exposing their skin for religious reasons, it is more appropriate to wear clothing that covers the neck and arms when traveling to the country, rather than at the exhibition site.

Episodes of unexpected clothing problems (different clothing before, during, and after the exhibition)

If you are an exhibitor at an international trade show and will not be involved in pre-preparation or tear-down activities, it is likely that your attire preparation will be minimal.

However, if you are in charge of international exhibitions and will be participating fully before and after the show, you need to be prepared with clothing options that address all risks during the international exhibition.

For example, before an international exhibition, the air conditioning in the venue is not turned on, so you may be sweating in the summer or freezing in the winter, and have to do preparation work, direct the set-up crew, and go shopping for missing items in a dusty environment crowded with many people involved. In other words, it does not matter if it is dirty or torn.

In other words, you must have work clothes that can be torn even if they get dirty, and can be washed and dried the next morning. If you bring only an expensive business suit, you may lose heart from the first day.

It is a common story that the preparation work before the exhibition is harder than expected and exhausting, and in the latter half of the exhibition, you may not be able to stand up during the day any longer.

In order to be in perfect physical condition during the exhibition, it is essential to wear a long-sleeved, lightweight parka and a mask to prevent injury and illness (in winter, a coat, gloves, a warmer, and boots are essential), and to take frequent breaks and drink plenty of water.

Be sure to take a seated rest every two hours, many times a day.

As for what to wear during the international exhibition that has just started, it is natural that you will sweat a lot in summer and even in winter, and your clothes will look tired after a day of wear, so you will need to change your coordination every day.

It is difficult to wear one jacket for the entire exhibition, so it is a good idea to have several business suit patterns ready for unexpected temperature differences.

During the exhibition, you will be standing, sitting, reaching, squatting, and moving your body like a light sport, so a slim-fitting business jacket, pants without stretch, or a tight skirt will not keep you flexible.

This causes swelling and tends to leave the wearer tired until the next morning.

Men should wear stretchy jackets and high quality wool fabrics with good breathability, while women should wear wide pants that allow easy layering of the lower half of the body and elastic waistbands that do not constrict the body to prevent physical exhaustion.

In the cleanup work after the end of an international exhibition, care should be taken because the exit time may be fixed and everyone is in a hurry to get things done quickly, which can easily lead to injuries or sudden physical illnesses.

On the last day of the exhibition, it is a good idea to have a choice: you can change from your business suit, take off your jacket and wear casual clothes that do not constrict your entire body to tackle the removal work, or have replacement clothes ready for you.

How to dress for heat and cold

Countries in which international exhibitions are held include both hot and cold countries, but all of them are very often too cold or too hot for Japanese people due to over-effective air conditioning.

Below is a list of useful items to bring with you so that you can adjust accordingly.

The air conditioning experienced in hot and cold countries, respectively, is the optimal temperature and humidity for people who have lived in that country all their lives.

For Japanese who are traveling for only a short period of time to exhibit at an international exhibition, it is easy to get sick in an unfamiliar environment.

It is important to keep your body cool, so no matter which country you are visiting, it is important to choose a hotel with a bathtub and warm yourself every night so that you do not get sick the next day.

(By the way, you can choose hotels with or without bathtubs at Agoda, a hotel reservation site.)

International exhibition halls are super spacious, can you wear those shoes?

At international exhibition sites, the floors both in the booths and in the aisles are carpeted, but because the floors are concrete to withstand the weight of heavy machinery used during booth set-up and take-down, the floors are very hard and cold if the booths are not raised, and it is difficult to say that they are gentle on the body.

It is important to wear shoes that you are used to wearing and that can protect the soles of your feet.

Things to avoid are high heeled shoes, new leather shoes, boots or sneakers with stiff ankles, shoes with hard soles, sandals and clocks.

This means choosing shoes with proper arch support and cushioned insoles to reduce the burden on the feet and maintain comfort.

At trade shows, where you may be on your feet for long periods of time, foot comfort is extremely important.
Wear the right shoes and you can go to international trade shows with confidence.

Troubleshooting for International Exhibitions (By Situation) Bold text for items that are useful to have

There are a variety of problems that can occur at international exhibitions. We will look at each situation separately.

Undelivered shipments should be confirmed with the forwarder who requested the shipment or with the organizer’s in-house forwarder.

In such cases, it is advisable to have a copy of the invoice, B/L, or AWB on hand when speaking with them, and ask them to confirm the current location of the cargo.

In some cases, cargo may not arrive during the exhibition period, so it is necessary to consider even Plan B in advance.

If there are any problems with energization or booth decorations, you should immediately request repairs to the decoration company that your company has requested or to the decoration company that the organizer has retained.

The key is to use a somewhat strong tone, be unsatisfied with the current situation, and set a time deadline for the request.

Even then, the actual repair may take place in the middle of the night, so it is a good idea to confirm early on a preliminary day.

It is rare for the person in charge of the organizer to change on the same day, but it is quicker to print out the e-mail correspondence on paper and negotiate with the new person in person so that you can talk to him or her even if he or she changes.

You cannot expect a quick response to any request, so you need to find the problem quickly, make the request early, and finish your meal and preliminary check of other companies’ booths during the few hours of waiting time you have.

Booth Location

Loud noises from neighboring booths may be a violation of the exhibition rules, so contact the organizer immediately and ask the organizer to inform you of the volume restriction rules.

It is best to be on good terms with the companies in the surrounding booths without any trouble.

Since there is often no malicious intent on the part of the other party, but cultural differences can cause trouble, it is best not to make any serious complaints directly to the organizer and have the organizer negotiate with the party.

Depending on the location of the booth, it is certainly possible that few people will come.

This can be predicted to some extent in advance from the layout drawings, but such locations may be included in rush applications to exhibit, locations that were originally the cheapest, or last-minute offers from the organizer.

On the flip side, companies exhibiting in good locations are often the organizer’s best customers, as they have reserved the space a year in advance, have exhibited repeatedly for years, always exhibit regardless of the economic climate, and have many visitors coming to their booths. Therefore, it may be difficult to secure the best location for your first overseas exhibition.

Unfortunately, there are not many ways to deal with this situation.

Other than that, there are at least some ways to improve the quality of the booth, such as making the booth decorations more creative so that visitors can see the benefits at a glance, improving the quality of in-booth customer service, and increasing the closing rate even with a small number of visitors.

There have been sagas in the past, such as placing a signboard in the middle of the exhibition to guide visitors to the starting point of the flow of visitors, distributing catalogs right at the entrance to guide visitors, and inviting visitors from rival companies to visit the company’s booth to compare and discuss,

Some organizers prohibit the placement of signs in the middle of the exhibition or the distribution of catalogs near the entrance, so advance confirmation is necessary.

Extras (List of useful items to bring on an international business trip)

How was it?

Even in the great role of exhibiting at an international exhibition, the difference between success and failure depends on the clothes you wear for a comfortable stay in the country and the useful items you bring with you so that you can tackle your work without panicking.

Please be sure to prepare well in advance.

In addition, we have also compiled a list of useful items for international business trips.

Amano Foods’ miso soup, zosui (rice porridge), and nyumen (noodles)

After trying a number of freeze-dried products, this series with its umami taste has a high repeat rate.

Disposable cups and forks (for above)

Lightweight Electric Kettle
(Yazawa Corporation Travel Electric Kettle 0.5L TVR53WH White) 680g

Boiling water, brewing tea, and keeping a warm beverage in your hotel room will help you stay in shape.

Wet wipes

Wet wipes are not used in international restaurants because they do not serve hand towels, and also because Asian restaurants sometimes need to wipe various items. Also, after Corona, restaurants in all countries often order tablets, so you will need to wipe them as well.

Bath Salts

Although I usually do not take a long hot bath, I dare to bring it with me when I go abroad and put it in just to soak in the hot water for a long time. I am unconsciously tense and more tired than I imagined when abroad, so I take a bath in the bathtub to relax my whole body and reset it.

Leather mules with high cushioning for the soles

BANANA REPUBLIC Bonded Leather Mules

If you are stressed by having to remove your shoes at airport baggage checks every time you go to the airport, we recommend these mules, which are easy to put on and take off.
Mules can also be used as indoor shoes in hotels, making them very convenient.

Paccloa Co., Ltd. supports Japanese companies exhibiting at international trade shows.

If you are thinking, “I want to make a success of my first international exhibition by preparing well! Please contact Paccloa Co., Ltd. for more information.