Japan: Supermarket Trade Show 2026 Evaluation Report and Recruitment for Fresh Solution 2027

In February 2026, for the twelfth consecutive year, the Agricultural Trade Offices (ATO) in Japan hosted a USA Pavilion at Supermarket Trade Show (SMTS), a USDA-endorsed trade show, to exhibit U.S. food products to buyers from across Japan. The USA Pavilion consisted of 23 booths with 20 exhibitors, and projected sales reached $3.6 million. Due to SMTS's popularity and a growing exhibitor waitlist, organizers will launch a new show, SMTS Fresh Solution, in July 2027, specializing in fresh and frozen foods. To enable more U.S. businesses to participate, ATO Japan will relocate the USA Pavilion to this new July show, where USDA has secured an expanded pavilion of 44 booths, nearly double the 2026 total. Starting in 2027, USDA will no longer endorse the February show.