ProWine Tokyo 2026, held from 15 to 17 April, brought together 188 exhibitors from 23 countries and regions, reinforcing its position as a truly international trade fair. But what defined this third edition was not scale alone. More notable was the clarity of the organisers’ market focus: Japanese wine, rosé and the rise of South America.
As Nao Tomita, project manager, Messe Düsseldorf Japan, made clear, the fair was not simply about exhibitor numbers, but about creating meaningful business opportunities for Japanese buyers, importers and sommeliers.
Japanese wine
Japanese wine has been a focus since the first edition of the fair. Of the 22 seminars, seven were Japan-related. Starting with Jancis Robinson MW’s recorded session, “The Current State of Japanese Wine”, the programme ranged from Japan’s first share winery to wineries involved in earthquake reconstruction, widening the discussion to quality, regional identity, distribution and regional revitalisation.
That mattered because, according to the National Tax Agency’s direct estimate, Japan wine still accounts for only 5.4% of total wine distribution in the domestic market. In a category where many producers remain small-scale, the key question this year was not how much could be sold, but how to connect the category with buyers who understand its value.
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