From July 3 to 5, Japan’s largest live entertainment and events expo, LIVeNT 2024, was held at the Tokyo Big Sight. The exhibition ran alongside Japan Sports Week 2024 and AMLEX – Leisure and Amusement Expo 2024 to fill all 4 of the venue’s South Halls. A total of 26,701 visitors discovered the latest innovations in products and solutions for hosting live entertainment and actively conducted business negotiations with 279 exhibiting companies. Leading Tokyo MICE news outlet POP Inc. covered the event.
Entering into the South Hall 1, the tone was immediately set by an encounter with a smoke machine that enshrouded the carpeted pathway, complemented by a non-flammable spark fountain display, feeding into the excitement of event. At just the next booth over, 3D characters danced on holographic fan projectors, in sync with impressive light displays. This festival energy flowed throughout the entire exhibition, accompanied by the thrill of unearthing the newest products to lead the forefront of the next big trends.
In recent years, “oshikatsu” has rapidly gaining in popularity, beginning with the younger demographic and now encompassing all ages and genders. “Oshikatsu” is generally known as the active support of one’s favorite character, actor, or idol, a.k.a. one’s “oshi.” However, the definition of “oshi” has expanded to include just about any favorite: cosmetics, fashion accessories, even snack foods. Fans are increasingly eager, yearning to proclaim their love for their oshi to the world, and the most straightforward to way to do so is with the help of merchandise.
LIVeNT Exhibitors were equally as keen to capitalize on this trend. Apparel Original Equipment Manufacturer (OEM) Masunari Woven Label Co., Ltd. produces every step of the apparel manufacturing process, from parts and auxiliary materials to sales and promotion. At its booth, the company showcased products covering its entire catalog, but Sales Representative Akari Okamoto emphasized that the oshikatsu goods were the most popular by far. Masunari offers such merchandise as plastic cases to display trading cards and photos, inkjet-printed towels, and acrylic smartphone stands, among other items, utilizing the company’s manufacturing knowhow to cater their existing products to oshikatsu buyers.
Official website: https://www.masunari-net.co.jp/
In the same vein, Osaka OEM ON-LIFE Corporation, focused the entirety of the company’s relatively-smaller booth on promoting its oshikatsu goods. Featuring heated body pillows, light-up hand fans that project a picture or GIF, and plushie key chains with a window to display photos, the majority of ON-LIFE’s merchandise was unique to that offered by companies in the same industry. In addition, the its oshikatsu lineup consists of South Korean celebrities and characters, and ON-LIFE is looking to expand their sales channels even further beyond East Asia.
Official website: https://on-life.jp/
Japan Overseas Cooperative Association (JOCA) organizes volunteer activities throughout Japan and abroad. The group’s focus at the exhibition was to promote its “International Cooperation Team,” which sends Japanese citizens over the age of 20 to developing countries in order to assist in public works projects and support local populations.
Surprisingly, however, the JOCA booth was dead center of the Sports Business Expo. This was due to the association’s 29 sports-related positions, including physical education, martial arts training, and sports coaching.
Recruitment Support Manager Nobuo Kaburaki explained that exhibiting at events like Japan Sports Week is crucial to increase familiarity and name recognition for the group. He added that the general public often hears the word “volunteer” and thinks “working for free,” so the JOCA is striving to spread the word that its programs actually offer a stipend in addition to covering all living expenses.
Official website: https://www.joca.or.jp/
Meanwhile in the Sports Facilities Development & Management Expo area, IRIS OHYAMA Inc. exhibited its stadium seating for sports and entertainment facilities. With options ranging from plastic bucket seats to VIP cushioned recliners complete with footrests, the company offers the right product for any establishment. Plus, Spatial Solutions Operations Leader Kengo Yokota elaborated that the seats are easily moveable, allowing for quick and non-labor-intensive rearrangements.
Official website: https://www.irisohyama.co.jp/english/
Concurrently, Marketing Week Summer 2024 and Lifestyle Week 2024 were held in the East Halls, as well as CONTENT TOKYO 2024, XR Fair Tokyo 2024, and Metaverse Expo Tokyo 2024 in the West Halls. Visitors registered to any of these exhibitions were able to use their badges to enter every hall throughout the duration of the event. The next edition of LIVeNT will take place from January 22 to 24, 2025, at the Makuhari Messe in Chiba Prefecture.
