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Global Produce Business Events Insights for 2025 and Outlook for 2026

Global Produce Inc., headquartered in Shibuya, Tokyo, has released an overview of the trends shaping the business events industry in 2025 and provided forecasts for 2026. The report details the evolving dynamics of corporate-hosted conferences, user conferences, kickoffs, anniversaries, and internal events, collectively termed as 'business events,' highlighting their pivotal role in driving corporate growth and organizational transformation.

Current State of Japan’s Business Events and MICE Market

The event industry in Japan has shown robust recovery, growing to a scale of 2.9 trillion yen, which is 109.2% above pre-COVID levels. According to the Japan Event Industry Promotion Association (JACE), the event-related industry size for 2024 is estimated at 979.7 billion yen, reflecting a year-on-year increase of 7.2%. Including associated sectors such as music and sports events, the total industry size is projected at approximately 2.8535 trillion yen, boasting an 8.3% growth compared to the previous year. This marks a clear comeback beyond the pre-COVID benchmarks of 2019.

The resurgence in inbound MICE demand has been bolstered by the Japan National Tourism Organization (JNTO), which anticipates nearly 36.9 million foreign visitors in 2024, surpassing 32.88 million in 2019. This uptick reflects a strong recovery in overseas client engagement.

Changing Advertising Cost Structures

The advertising expenses in Japan reached a record high of 7.673 trillion yen in 2024, marking a 4.9% year-on-year rise. Notably, event-related segments saw double-digit year-on-year growth, highlighting a strategic shift towards experiential marketing. The MICE industry is benefiting from three significant trends: growth in market size (up to approximately 2.9 trillion yen), increased inbound tourism, and accelerating investment in experiential marketing as part of advertising budgets. This emphasizes the growing importance of business events as platforms for brand engagement and revenue generation.

Highlights of 2025: A Year of Transformation in Business Events

In a recent survey of B2B marketing professionals at companies that have hosted large-scale conferences (with budgets exceeding 10 million yen), 59.3% reported an increase in new business leads post-event, while 66.7% noted improved brand recognition. Approximately half of the respondents indicated they are enhancing hybrid strategies combining digital advertising with events, confirming the role of physical events as pivotal in marketing and sales activity.

Additionally, a separate survey on corporate growth phases revealed that 91.1% of executives acknowledge the effectiveness of events during critical growth moments, such as product launches, IPOs, or cultural initiatives within organizations. This indicates a paradigm shift where events evolve from standalone occurrences to foundational platforms for corporate communication.

Rising Costs in Advertising and Emergence of Event Marketing

Amid rising costs in digital advertising, businesses are now pivoting budgets towards event marketing. The trend indicates a collaborative increase in both digital advertising and event investment strategies. Global Produce launched the 'AD to EVENT' service, focusing on B2B branding through engaging experiences, complete with venue selection, presenter engagement, and content optimization. This service aims to enhance ROI through effective event marketing strategies.

Looking Ahead to 2026: The Future of Business Events

Trend Towards Integrating Events into Corporate Growth Strategies

Our studies indicate a significant shift wherein businesses are planning various events within annual budgets to enhance customer engagement, brand positioning, and corporate culture. This trend is likely to accelerate, incorporating events into the strategic frameworks of organizations more closely than ever.

The Role of AI in Business Events

As the global events landscape increasingly incorporates AI technologies, Japan is anticipated to follow this trajectory. AI will play crucial roles in program design, venue expression, and enhancing attendee experiences. Innovations such as AI MCs and event assistants are gaining traction internationally, indicating a shift towards interactive and tailored event formats.

Inbound MICE: New Standards in Sustainability and Inclusivity

With foreign inbound traffic reaching historical highs, the Japanese MICE sector is poised for transformation, integrating a focus on sustainability and inclusiveness. Global Produce's latest offering, 'DRAGON EVENTS,' aims to curate unique cultural experiences, marrying tradition with modernity while prioritizing environmentally conscious practices and accessibility.

Conclusion

Japan's business events industry has matured, buoyed by the recovery of the event sector and rising inbound demand. However, challenges like talent acquisition, standardization of practices, and addressing sustainability and AI integration remain significant. Our commitment at Global Produce is to elevate the value of business events through analytics and practical application, contributing to sustainable growth in both companies and society.