Exhibition delivery in Japan – Reflections from Kyoto

Few places combine tradition and innovation quite like Japan, making Kyoto a memorable setting for our latest project with PTC Therapeutics. For Simon Hallows, Agency Director and Exhibitions Lead at Parker Design, delivering their booth at ICIEM was not only a continuation of a trusted partnership – after Porto, Jerusalem, Perth and Prague – but also part of Parker’s wider experience as an international exhibitions agency, and an opportunity to embrace valuable cultural insights along the way.

That sense of cultural discovery was matched by the significance of the moment for PTC Therapeutics. With a new office in Japan and a local commercial team in place, the ICIEM exhibition at ICC Kyoto was about building credibility and showing commitment to healthcare professionals in the region.

In this article, Simon shares his perspective on what it means to deliver an exhibition booth in Japan – from navigating local regulations to working with trusted partners, creating an engaging environment for delegates, and experiencing a culture that balances precision with warmth.

Balancing cultural nuance with global standards

Every country brings its own considerations to exhibition delivery, and Japan is no exception. Local building regulations and material specifications differ from what many European teams may be used to. For example, while painted or laminated finishes are commonplace elsewhere, in Japan structures are more commonly finished with pasted wallpaper.

Healthcare exhibitions bring another layer of complexity, whether in Japan or elsewhere. With no licensed product to promote in the region, PTC’s stand needed to focus entirely on brand credibility and engagement, while also meeting strict compliance requirements from both the country and the client’s team. To ensure the result felt authentic – as with every stand we deliver, anywhere – we worked closely with trusted Japanese partners to navigate these nuances, combining their local expertise with our global experience to deliver a booth that made a strong impact.

Monozukuri: the spirit behind

Attention to detail has always defined the way we work as an international exhibitions agency, and Kyoto was no different. We applied the same principles we always follow worldwide, considering every element from how the space was planned to welcoming touches like refreshments made with carefully chosen local ingredients. The experience was backed by carefully considered technology choices that kept everything running smoothly. And the result was an experience where delegates felt welcomed and engaged, and our client was free to concentrate fully on conversations that mattered.

Our focus on every detail sparked a conversation with our Japanese partners, who shared with us a philosophy deeply rooted in their culture – Monozukuri – one that echoed our own approach.

Recognising our approach in Monozukuri gave us a shared cultural touchpoint, aligning perspectives and building trust at every stage.

The value of collaboration

If there’s one overriding lesson from delivering in Japan, it’s the value of collaboration. Regulations, materials and construction practices differ significantly from Europe or the US, so working with experienced Japanese partners was essential. From finish choices to building schedules, their expertise guided critical decisions, while our on-site presence ensured the final booth stayed true to PTC’s global brand standards.

This balance – respecting local practice while upholding global consistency – is what makes adapting to different markets such a rewarding part of what we do. It’s about combining the best of local expertise and global standards to deliver experiences that work for everyone.

A glimpse of Japan, and reconnection

No international project is complete without a little local exploration. Between the build and the exhibition, Simon immersed himself in the quiet beauty of Kyoto’s temples and shrines, wandered through its gardens and historic streets, and experienced the vibrancy of its food and street life before boarding the bullet train to Tokyo.

The journey wasn’t just sightseeing – it was also about connection, as it led to a meeting with a new prospect first introduced to Parker’s work at an exhibition in Madrid. Japan provided the setting to continue that conversation, and a reminder that every journey can create opportunities in unexpected places.

On his return, Simon reflected on the whole experience: