Exploring Japan's exceptional approach to Hospitality to design captivating brand experiences at trade shows

We recently traveled to oversee a client stand project at DSEI Japan. As a brand strategist, I constantly observe new environments, and it struck me how Japan embodies great customer experiences almost everywhere. In this blog post, I'll share my Tokyo observations and draw inspiration from Japan's long-lasting expertise in hospitality. The goal? To inspire marketing directors like you to design tradeshow signatures that leave visitors dazzled, valued, and awe-struck while staying true to your brand's unique identity. Some cultural nuances may not resonate with every audience, but we can extract valuable insights from Japan's approach to customer experience.

Embracing human nature, and remove friction.

In many Western countries, consultants teach concepts like Kaizen, Lean Management, and Zero Waste. But in Japan, these ideas are part of their daily routine. For instance, the ingenious design of Shibuya Crossing removes friction for pedestrians by allowing them to cross diagonally, rather than imposing frustrating constraints on them. This philosophy can be seen in many parks in Europe, where people create their own "diagonal" paths through the grass, even when beautiful asphalted alleys are available.

Living by high standards

Japanese consumers are known to be demanding, and this is reflected in their reviews for hotels and restaurants. Interestingly, a 3.5-star rating on Google Reviews in Japan is likely to be excellent, while in Europe, one might not consider anything below 4.0. This high standard drives businesses to deliver exceptional service, focusing on the smallest details like the softness of hotel slippers.

At trade shows, establishing clear non-negotiables, values, and essential aspects of your brand enables representatives to consistently showcase your brand culture worldwide. This distinct approach will leave a lasting impression on visitors and secure a top-of-mind position for your brand.

Codify small gestures that distinguish your company.

The respect and care with which owners, waiters, and other service providers treat their customers in Japan can leave you humbled. For instance, they often walk you to the door and bow as you leave. This gesture of respect makes you feel valued and appreciated.

When crafting a trade show signature, the stand is only one aspect to consider. In the realm of B2B branding, elements like behaviors, gestures, attitudes, and body language play a more significant role than the stand's visual appeal. Each company needs to identify its unique blend of authentic and memorable interactions, which will resonate with its audience and leave a lasting impression.

Set high standards for underrated areas.

In Japan, the cleanliness of public spaces, such as toilets in subways and parks, is outstanding. This attention to detail extends to heated toilet seats, which have become an expectation. As the saying goes, "You can judge the level of a restaurant by the state of its toilets," and in Japan, it seems you can apply the same rule to the country itself.

In exhibitions, setting high standards for underrated areas, like storage rooms or the back of your stand, sends a positive signal to your staff and, consequently, your guests and visitors.

Consistency in quality across all touchpoints.

The Japanese pay great attention to detail and quality in every aspect of their services. Whether it's a high-end restaurant or a simple street food stall, you can expect consistency in quality and presentation.

When designing a trade show experience, ensure that every touchpoint — from the visuals and stand design to the staff's attire and communication style — reflects your brand's values and identity. A cohesive and consistent presentation across all touchpoints will leave a lasting impression on your visitors, contributing to a memorable trade show experience.

Closing thoughts

By reflecting on Japan's rich history of exceptional hospitality and customer experience, we can learn valuable lessons to apply to our tradeshow signatures. By integrating these insights into our own unique brand identities, we can create unforgettable experiences for visitors that leave them talking about our brands long after the event is over.

At the successful participation of Systematic at DSEI Japan

Stay tuned for more anecdotes and insights from our journeys around the world, exploring the intersection of brand experience, culture, and exhibitions.

Inspiration from Japan: Crafting Memorable Experiences