Introducing REALJAPAN NOW: A New Gateway for Japanese Crafts to the Global Market

REALJAPAN NOW: Connecting Japanese Crafts to the World

The Real Japan Project, headquartered in Shibuya, Tokyo, has officially launched REALJAPAN NOW, a new BtoB online platform designed to deliver Japanese craftsmanship directly to international buyers. This initiative aims to bridge the gap between skilled artisans in Japan and potential buyers across the globe, particularly in North America.

Background of the Launch

Since 2015, Real Japan Project has showcased Japanese craft brands at major North American trade exhibitions such as NY NOW and SHOPPE OBJECT. These events have successfully built relationships with about 120 active accounts from various buyers, leading to an increased demand for continuous interactions. Feedback from these exhibitions indicated that buyers were looking for a way to continuously order products and check new items online, prompting the establishment of REALJAPAN NOW.

Addressing Past Challenges

The initiative emerged to tackle several significant challenges that have hampered trade after exhibitions:

- Many relationships established during trade shows tend to dissolve after the event.
- New players are hesitant to explore North American distribution channels due to a lack of guidance.
- Relying solely on agents results in unclear sales metrics.
- Feedback from overseas buyers has often gone unheard.

To resolve these issues, REALJAPAN NOW introduces an innovative model where exhibitions serve as points of connection, while e-commerce provides a continuous order mechanism.

What is REALJAPAN NOW?

REALJAPAN NOW is a membership-based online platform that facilitates BtoB transactions of Japanese crafts to international buyers. Key features include:

- No initial fees: Joining the platform is free.
- Effortless registration: Simply provide your product information to get started.
- Multilingual support: The platform supports both Japanese and English for easier navigation by overseas buyers.
- BtoB functionalities: Includes wholesale pricing, inventory management, and centralized control over ordering, stock, payments, and shipping.
- Brand page creation: Share the story and vision behind your craft with an international audience.
- Exhibition linkage: Continue transactions and build relationships with buyers encountered at events like SHOPPE OBJECT.

Upcoming Opportunities: SHOPPE OBJECT 2026

In addition to the platform launch, there is a call for joint exhibitors for the upcoming SHOPPE OBJECT event scheduled in February 2026. Here are some details for interested brands:

- Deadline for applications: October 31, 2025 (subject to closure upon reaching capacity).
- Special introductory exhibition cost: Starting at 250,000 yen for first-time exhibitors.
- Included support services: Product display, local transactions, interpretation, follow-ups, and EC listings.

Preface to the Application Process

Interested exhibitors can refer to the following URL for application details:
Exhibit Application Form
Note: Following application submission, there will be a selection process.

A Note from the CEO

Hiroto Kawachi, CEO of Real Japan Project, expressed, "REALJAPAN NOW allows Japanese craft brands to directly approach overseas buyers, providing a framework that nurtures ongoing business relationships beyond individual exhibitions. It emphasizes that exhibitions are not just venues for research but serve as platforms for active negotiations. Our goal is to promote Japanese craftsmanship in the North American market through both online and offline strategies."

In conclusion, REALJAPAN NOW is poised to be a transformative step for Japanese crafts, enhancing global reach and fostering lasting partnerships in international trade.