Spring into action: what to expect from ProWine Tokyo 2025

Cherry blossom season won’t be the only reason to visit Japan this April, with the second edition of ProWine Tokyo set to be a must-attend event covering everything from sustainability to AI. ProWine Tokyo, as a part of ProWein World, is celebrating its second edition between 15-17 April 2025 at Tokyo Big Sight, East Hall, in concurrence with Fabex Tokyo, Premium Food Show, ISM Japan and Anuga Select Japan. Organised by Messe Düsseldorf Japan, ProWine Tokyo aims to be the largest trade fair in the country’s wine and spirits sector. As a satellite show of ProWein, ProWine Tokyo aims to inspire the Japanese market and share valuable insights into the industry’s biggest challenges, and how to face them.

A successful debut

Last year was the inaugural edition of the fair and its organisers hailed it a major success, welcoming 197 exhibitors and 5,500 visitors to the Japanese capital over three days. Overseas exhibitors accounted for 90% of those present at last year’s ProWine Tokyo, the majority of which were on the hunt for Japanese importers and distributors. Wine, beer, sake, shochu and awamori, spirits, craft beverages, non-alcoholic and low-alcoholic beverages, accessories and services were all on display to trade visitors.

Towards new frontiers

For the coming edition, in addition to the returning pavilions from Old World wine regions including France, Spain and Germany, there will be pavilions from Serbia, Georgia, South Africa, and New York, further widening the scope of ProWine Tokyo. “In addition to those new pavilions of New York, South Africa, Serbia, and Georgia, we are also very happy to welcome some interesting, not-yet-well-known products, like wines from Mexico, UK sparkling wines, and wines from China,” says Akiko Ohara, general manager of Messe Düsseldorf Japan. “All will surely attract the attention of the visitors.” Meanwhile, domestic products will also be well represented. The Japan Sake and Shochu Makers Association will present Japan-made spirits, allowing exhibitors and visitors alike to learn more about the country’s rich culture. In December, traditional sake brewing was registered as Unesco Intangible Cultural Heritage, paving ways to further promote exports.

Focus on the future

This year at ProWine Tokyo 2025, visitors will see the debut of an AI sommelier service designed to support restaurants that are yet to have wines on their list, as well as those wishing to expand their offering but lacking the required knowledge or personnel. “With entering data such as cuisine genre and average spend per customer, the support system will list up the recommended wines, even develop the wine list at once,” Akiko Ohara explains. “A special corner will be dedicated to this service, where demonstrations and seminars will be held throughout the three days.” Across the world, the wine industry is battling against declining consumption of alcohol and Japan is no exception. But from Akiko Ohara’s point of view, the Japanese market offers a distinct opportunity. “As in the rest of the world, alcohol consumption in total is declining here in Japan,” she says. “However when we see the breakdown, wine consumption is growing every year. Another interesting trend is the increasing consumption of spirits, with the number of distillers rising 2.5 times in the last 10 years.” Sustainability is becoming an increasingly important factor for consumers, and the topic is therefore a key pillar for many drinks producers, importers and distributors alike, all looking to do right by their customers. Topics surrounding sustainability will be front and centre at this year’s ProWine Tokyo, presented at the Forum Stage and during masterclasses. ProWine Tokyo’s Wine Wall, made up of 20 panels describing the Japanese drinks market through statistics and research, is one element no visitor should miss. As Akiko Ohara describes it: “This is a must-see corner for everyone who already is, or is willing to be, involved with Japan.” ProWine Tokyo has also collaborated with best-selling wine book Illustrated Guide to Wine for Beginners, which depicts international grape varieties through Japan’s famous Manga comic style. The book, which already features 30 Manga grape characters, will release two new characters at ProWine Tokyo 2025: Albariño and Saperavi.

Japan's wine potential

“Tokyo is well-known for its top gastronomy and the city is the most Michelin star-studded in the world. This shows that the Japanese are very open to cuisine cultures from outside of Japan, and have no hesitation to try anything we don’t know,”Akiko Ohara says. Such gastronomy is also reflected on the choice of wines. She argues that “once they find what they like, Japanese consumers will fully embrace them into their culture, altogether widening the choice.” For example, the enthusiasm for fine bubbles has extended from Champagne to Cava, spumante, and many other global sparkling wines here in Japan, making Japan the 3rd largest importer of Champagne, as well as a rising market for international sparkling wines.

ProWine Tokyo 2025

Date: 15-17 April 2025 Venue: Tokyo Big Sight, East Hall (3-11-1 Ariake, Koto-ku, Tokyo) Organised by: Messe Düsseldorf Japan Co-Events: Fabex Tokyo, Premium Food Show, ISM Japan, Anuga Select Japan