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Unveiling the Triumphs at the 54th Japan Promotional Marketing Show 2025

The Japan Promotional Marketing Association, under the leadership of Chairman Yoshiki Numano, is set to host the 54th Japan Promotional Marketing Show 2025. This major event will take place over two days, from December 11 (Thursday) to December 12 (Friday) at the Tokyo Port City Takeshiba Office Tower, specifically in the Hamamatsucho venue of the Tokyo Metropolitan Industrial Trade Center.

This notable show includes the grand display of all 388 entries in the "In-Store Marketing" category of the JPM Awards, the only and largest awards for POP advertising in the industry. The highest award of this section, the Minister of Economy, Trade, and Industry Award, alongside other awards, will be presented. Additionally, 19 winning plans out of 93 entries in the “Promotion Planning” section will also be showcased, culminating in the announcement of each category's awards, including the prestigious Grand Prix ministerial award from the Bureau of Commerce and Services at the Ministry of Economy, Trade, and Industry.

Another segment to look forward to is the unveiling of this year’s “Promotional Trend Words” and the recognition of exceptional individuals through the "JPM The Planner 2025" honors. These awards highlight innovative strategies and implementations that lead consumers to decisive buying behaviors.

1. Recognizing the Leaders in In-Store Marketing with the JPM Awards

Minister of Economy, Trade, and Industry Award

Project Title: Refrigerator HY2 Special Exhibition Kit

• - Entry Category: Large Kits
• - Advertiser: Panasonic
• - Exhibitor Company: Biko

Jury Special Award

Project Title: Kagome Veggie Check Fixtures

• - Entry Category: Impressive Technique
• - Advertiser: Kagome
• - Exhibitor Company: Dynapack

Audience Award

The Audience Award, decided by visitor voting, will be tabulated post-event and will be announced on the association’s website by the end of December.

JPMA Promo Planning Awards: Recognizing Exceptional Promotion Plans

Grand Prix Award from the Ministry of Economy, Trade, and Industry

Project Title: Sitting Is Okay Project

• - Entry Category: Social Issue Promotion
• - Advertiser: Mynavi
• - Exhibitor Company: TBWA HAKUHODO
• - Co-exhibitor Company: Hakuhodo

Jury Comments

In Japan, cashiers are traditionally expected to remain standing while working, contrasting with practices in other countries. This project addresses the social issue of standing work norms by designing and introducing dedicated seating for staff, resulting in over 250 companies adopting this solution within a year. This initiative not only surged applications for cashiers but also sparked societal attention around the issue of standing work.

3. Promotional Trend Words for 2025

The association has designated a set of trend words aimed at generating innovative brand promotion strategies, focusing on a design era of mutual collaboration between brands and consumers. This year's trend is titled “Designing Complicity Between Brands and Consumers.”
This concept signifies a shift from superficial engagement to a deeper collaboration where consumers become active participants in shaping narratives, asserting that brands must empower consumers as co-creators rather than only presenters of stories.

This evolution highlights a pressing need: brands should facilitate environments where consumers can realize their potential as protagonists in their own buying narratives.
The era of unilateral advertising methods is fading, making way for dynamic designs where shared creation and action become the central forces driving both brands and society forward together.

4. JPM The Planner 2025

Established to elevate the value of promotion planners within the industry, the JPM The Planner award recognizes individuals who consistently produce outstanding results through innovative marketing strategies and execution. This year’s honoree is Yuya Kikuchi from Dentsu Promotion Plus. His track record from the past three years, along with his focus on creating fresh surprises through numerous campaigns in various media, garnered high praise from the judges.

Kikuchi's work includes memorable campaigns for companies such as Coca-Cola and Nissin, as he breaks traditional barriers to deliver impactful narratives that thrill audiences.

For further information and official updates, visit the JPM’s official website.

Contact Information

For inquiries, please contact:
Japan Promotional Marketing Association
Contact: Esaku
E-mail: [email protected]