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ProWine Tokyo prepares for unprecedented international footprint

23 February 2026 By db staff writer

The trade fair, which takes place from 15-17 April, will have a record number of national and regional pavilions this year, with rosé and no-and-low alcohol to the fore, organiser Messe Düsseldorf Japan tells db.

Although ProWine Tokyo (which takes place between 15-17 April this year) is a relatively young member of the Messe Düsseldorf family, its scale and ambition are growing rapidly. As a barometer for market trends in Asia’s most discerning import market, it has become an invaluable destination for stakeholders interested in Japan’s fascinating and rapidly evolving drinks landscape.

Despite currency weakness, premiumisation continues apace, industry insiders say, while sommeliers and retailers are under constant pressure to differentiate their offer. Against that backdrop, the third edition of the popular trade show feels well timed. Arguably, it is fast becoming essential.

Scale of diversity

According to Nao Tomita, project manager at Messe Düsseldorf Japan: “What excites us most about this third edition is the sheer scale of diversity on the show floor, with 180 exhibitors from over 20 countries. With a record 13 national and regional pavilions, our international footprint has never been larger.”

Last year, the show welcomed a record 56,685 professional visitors who explored pavilions from France, Germany, Spain, and Portugal, as well as first-timers Serbia and Georgia.

A major highlight in 2026 is what Tomita describes as the “South American surge” – an interesting development for exporters assessing opportunities in Japan. By launching a dedicated Uruguay Pavilion and expanding showcases from Chile and Mexico, ProWine Tokyo is “giving visitors a rare opportunity to engage directly with these producers and explore their unique terroirs right here in Tokyo.”

She adds: “Uruguay, Mexico, and Chile are redefining themselves. They are moving away from the ‘budget’ label toward premium, rare terroirs identities that Japanese consumers are now actively seeking.”

Premium focus

This premium focus is a headline theme for the third edition, rooted in hard evidence. According to Intage SRI+ data cited by the organisers, the premium segment – defined as bottles retailing above JPY 2,000 – grew 1.7 times between 2020 and 2025.

“Despite the weak yen, Japanese consumers are open to high-quality, ‘discovery’ labels,” Tomita explains. “We’ve tailored our seminars to focus on these high-value, ‘novel’ finds that satisfy this curiosity.”

Moreover, 80% of exhibitors at the third edition will be promoting brands not yet available in Japan. “In a market where sommeliers and buyers are desperate for ‘undiscovered value’ to differentiate their lists, this ‘discovery’ element will continue to be ProWine Tokyo’s greatest strength,” she adds.

Meanwhile, the show’s organisers are “actively refining our B2B matching processes to ensure that the unrepresented wineries on our floor can seamlessly connect with the right Japanese importers,” Tomita tells db.

Rosé and low and no

Yet facilitation of fruitful partnerships is only part of the ProWine mission. Two strategic categories stand out as clear growth pillars: rosé and low- and no-alcohol wines. Indeed, under the “ProWine Tokyo Zero” banner, low- and no-alcohol brands are being given greater prominence, reflecting shifting consumer dynamics within the Japanese market.

“A key mission since our inception has been to unlock the rosé market in Japan,” says Tomita.

“This year feels like a true turning point; with a strong Provence contingent in the France Pavilion and rising momentum from other regions, we’ve curated specialised seminars to translate this ‘rosé movement’ for the Japanese palate.”

In April, ProWine Tokyo will showcase a judicious mix of internationalism and regional insight in what has quickly become the country’s leading trade fair. Today, with more than 500 wineries operating nationwide and increasing global recognition, ProWine Tokyo is positioning itself as a vital hub for Japanese producers and the trade’s movers and shakers.

“A long-held ambition is finally coming to fruition: positioning Japanese wine on the global stage,” Tomita says. “We are committed to deepening these partnerships to ensure Japanese wine remains a focal point for years to come.”

For international stakeholders, the importance of ProWine Tokyo is clear. To understand this complex, challenging and yet potentially lucrative market, you need the inside track.

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