BLOG

Hello! This is the J-Tradeshow Connect editorial team.

This time, we'll discuss the best attire for summer trade shows.

Summer in Japan, from July to September, is extremely harsh. Days with temperatures exceeding 35°C are not uncommon, and this is compounded by high humidity. In April 2026, the Japan Meteorological Agency officially decided to call days with a maximum temperature of 40°C or higher "extreme heat days."

This article introduces the basics of "Cool Biz" and recommended items for comfortably and professionally navigating Japanese trade shows.

What is "Cool Biz," which has become established in the Japanese business scene?

"Cool Biz" is a summer business style that has been promoted and established by the government to allow people to work comfortably while limiting the excessive use of air conditioning.
Currently, many Japanese companies have adopted this style.

Basic rules of Cool Biz: 

• No tie and no jacket is the basic rule: Wear a collared, short-sleeved shirt (such as a button-down), and remove your tie and jacket.
• Being "too casual" is a no-no: Just because you're taking off your tie doesn't mean that wearing shorts or flip-flops is acceptable. Business etiquette dictates that you should maintain a clean and presentable appearance that doesn't offend others.
• Adapt to the characteristics of the exhibition: The required level of formality in attire varies depending on the purpose of the exhibition and the target audience. For exhibitions targeting the financial industry or government agencies, a more formal, business casual style is generally appropriate. On the other hand, at exhibitions for startup companies, it is common to see attendees wearing collared polo shirts, T-shirts with light jackets, and clean sneakers. Some exhibiting companies even have their staff wear matching T-shirts with their company logo. This enhances the sense of team unity and has the advantage of making it easy for visitors to see at a glance who the staff members are.

Survive the summer exhibitions in Japan! Essential survival items

This is a must-have item for exhibiting at trade shows, especially during Japanese summers. It's easily available at local convenience stores.

• Body wipes (sweat-wiping sheets): Cooling type is popular.
• Beverages: You can purchase them at nearby convenience stores or vending machines inside the venue.
• All-weather folding umbrella (100% light blocking): It blocks direct sunlight when walking from the nearest station to the venue. Since sudden, heavy downpours are common in Japanese summers, a single item that provides both protection is essential.

Master the "Cool Biz" style, which combines functionality to comfortably get through Japan's harsh summers with a clean, trustworthy appearance. This will allow you to conduct business negotiations in top condition.

💡 Get information on major B2B trade shows at "J-Tradeshow Connect"!

J-Tradeshow Connect compiles information on industrial trade shows held at major exhibition venues nationwide. You can search by date, industry, and keyword. Please use it for your trade show planning and site visits!
(J-Tradeshow Connect Editorial Team)