[Report] 'Drink Japan' Without Alcohol... The Secret to Draft Beer Popularity in Japan Is 'Equipment Quality'

Japan's Largest Alcohol & Beverage Expo 'Drink Japan 2024'
Equipment and Materials-Focused Exhibition Unlike Korea's Finished Products-Centered Expo

Chiba City Mihama Ward, located about an hour's drive from Tokyo Haneda International Airport with Tokyo Bay on the right side.

'Makuhari Messe (幕張メッセ)', where Japan's largest liquor expo 'Drink Japan 2024' is held, spreads widely with its back to the sea, reminiscent of a steel mill. Makuhari Messe is Japan's second-largest exhibition facility after Tokyo Big Sight and is famous as a venue for major events such as the Summer Sonic music festival, Tokyo Game Show (TGS), and concerts by K-pop stars like BLACKPINK.

Contrary to its exterior, the interior of the exhibition complex, designed by Pritzker Prize winner Fumihiko Maki, features neatly arranged buildings all connected by skywalks, giving it the unmistakable appearance of an airport.

A view of the 'Drink Japan 2024' event held for three days from the 20th at Makuhari Messe in Mihama Ward, Chiba City, Chiba Prefecture, Japan.
[Photo by Eunmo Koo]

What was unexpected was not only the exterior of the venue. Unlike the Seoul International Liquor & Wine Expo, Korea's largest liquor expo, which mainly consists of manufacturers producing finished liquor and beverage products, Drink Japan's booths were composed more of equipment, packaging materials, and raw material suppliers for product manufacturing rather than finished products.

The atmosphere of the event also showed a clear difference from Korea. While domestic liquor expos, where general visitors make up 70%, have a festive atmosphere with people carrying tasting glasses and sampling various drinks, Drink Japan was a place where office workers dressed in monochrome office attire seriously exchanged business information and sought partners.

In fact, Drink Japan 2024, observed on this day, encompassed the latest technologies and trends in Japan's liquor industry. Marking its 10th edition this year, the expo attracted 618 companies in line with its title as Japan's largest beverage technology B2B trade fair, hosted over 90 diverse seminars, and welcomed more than 14,000 visitors over three days, confirming high interest in the liquor industry.

A view of the 'Drink Japan 2024' event held at Makuhari Messe in Mihama Ward, Chiba City, Chiba Prefecture, Japan. [Photo by RX Japan]

A view of the 'Drink Japan 2024' event held over three days from the 20th at Makuhari Messe in Mihama Ward, Chiba City, Chiba Prefecture, Japan.
[Photo by Eunmo Koo]

Shintaro Taki, Sales General Manager of RX Japan, the organizer of the event, explained, "Drink Japan boasts the largest scale in Japan for exhibitions specialized in liquid foods such as liquor and beverages. We have prepared over 90 diverse conferences to provide various information on industry trends and future prospects and to promote networking among industry stakeholders." He proudly added, "As an industrial innovation technology exhibition, visitors to the expo will have the opportunity to experience top innovations and explore the best solutions for liquor and beverage production."

This year's event was divided into four main zones: liquor production and brewing, packaging materials, raw materials, and craft beer, facilitating active business consultations between buyers and exhibitors interested in these fields. In the production and brewing zone, equipment company 'Kotobuki Techrex' stood out by showcasing various brewing and distillation equipment.

Noriyuki Matsumoto, CEO of Kotobuki Techrex, said, "Recently, interest in small-scale beer and whiskey production has increased, leading to more orders for related manufacturing equipment. We produce manufacturing equipment not only in Japan but also at local factories in Jiangsu, China, and Ayutthaya, Thailand. Japanese technicians reside locally to conduct regular inspections to maintain product stability." Kotobuki Techrex currently exports products to markets in ASEAN, North America, and South America, and is also focusing on expanding into ASEAN and African markets beyond Japan.

A view of the 'Drink Japan 2024' event held over three days from the 20th at Makuhari Messe in Mihama Ward, Chiba City, Chiba Prefecture, Japan.
[Photo by RX Japan]

In the raw materials zone, natural fruit juices, probiotics, superfoods, and various functional food ingredients were handled. A representative from 'Nakano BC', a producer of plum-related products, stated, "We produce a variety of plum extracts and powders, which are actively used in beverages and foods. We also produce finished products, some of which are exported to Korea."

Additionally, the craft beer zone featured brewing technology exhibitions from Japan's continuously growing craft beer industry, along with expert forums sharing trade secrets and information on popular product development for beer production. An organizer explained, "Since last year, interest in the craft beer zone has increased significantly, with many participation requests from Europe. We believe this is due to the rise of small breweries in neighboring Asian countries."

A view of the 'Drink Japan 2024' event held over three days from the 20th at Makuhari Messe in Mihama Ward, Chiba City, Chiba Prefecture, Japan.
[Photo by Koo Eun-mo]

Korean companies preparing to enter the Japanese market were also present. Kyungmin Oh, Deputy Manager of Shinhan Industry, Korea's largest draft beer keg company, said, "We produce kegs that can store draft beer more freshly and supply them to leading domestic liquor conglomerates. For several years, we have been striving to enter the Japanese market. Although the Japanese beer market mainly uses plastic disposable kegs called 'One Way Kegs,' making market entry somewhat challenging, we are steadily increasing sales."

Jayeon Lee, Manager at RX Japan, said, "The number of Korean companies interested in and participating in or visiting Drink Japan, Japan's largest liquor and beverage equipment expo, has steadily increased over the past few years. Drink Japan is growing as a space to explore new equipment, technologies, and various solutions and to foster mutual exchange."