JETRO x JJF special event

Japan Jewellery Fair 2022 Special Programme

Japan Jewellery Fair 2022 to host WeChat matchmaking event

Livestreaming sessions to expand show’s reach to China and domestic buyers!



The highly popular WeChat matchmaking event will be back at this year’s edition of Japan Jewellery Fair (JJF). Scheduled for 31 August to 2 September at the Tokyo Big Sight, JJF is partnering with JETRO (Japan External Trade Organization) in hosting livestreaming sessions featuring 19 exhibitors. The live broadcast has the potential to reach Informa Markets Jewellery’s 36,000 WeChat followers* in China and about 30,000 Japan-based jewellers in one metropolitan area and three prefectures.


Comment from Masato Hayashi, Japan External Trade Organization (JETRO)

 Due to the pandemic, exhibitions, which were traditionally important sales channels for the jewellery industry, were cancelled or postponed in the last two years. This has made it difficult for Japanese companies to sell overseas. Nowadays, exhibitions are gradually making a comeback but challenges remain due to travel restrictions and social distancing requirements.

 On the other hand, livestreaming e-commerce has become even more popular during the pandemic - especially in China - and this extends to the jewellery sector. To help the industry tap into new B2B sales channels, we will hold a matchmaking event during Japan Jewellery Fair's 2022 edition (JJF) through WeChat Live to help jewellers sell to China-based and local buyers in real-time.

 Due to the nature of a WeChat livestream, this project not only allows overseas buyers, mainly from China, to easily participate; it also utilises WeChat group chat, which makes it possible for exhibitors to sustain relationships with overseas buyers. Furthermore, for overseas buyers, buying from Japan makes sense due to currency fluctuations. Currently, goods from Japan are competitively priced compared with other markets. Revenge consumption in markets such as China and Hong Kong offers promising prospects for Japanese companies.

 To make the most out of this business opportunity, JETRO will support exhibitors seeking new buyers through this programme. We hope they will succeed in developing new sales channels through JJF's WeChat matchmaking event.
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 Exhibitors who join this project will be able to efficiently find potential overseas customers and new buyers while staying in Japan. More importantly, it is very important to have customers already present when travel restrictions are lifted and companies are ready to exhibit at overseas exhibitions once again. This project gives suppliers the opportunity to continuously engage with customers and retain their followers. It also makes it possible for them to connect and approach buyers via social networking sites from before the exhibition to after the event.

 Last but not least, if you are in Japan and in an area within easy travelling distance of our show venue, please come to the venue directly if you find products that interest you during the livestream. Join us at JJF and discover our exhibitors’ wide assortment of products.

Schedule - Participating companies - (31Aug ~ 2Sep)