Japanese Wine Pavilion Joint Exhibition Project: VINEXPO ASIA 2026 in Hong Kong

A new challenge for Japanese wine begins now.

In May 2026, VINEXPO ASIA, one of the world's largest wine exhibitions, will be held in Hong Kong. There, for the first time, we are aiming to establish a “Japan Wine Pavilion.

Until now, at trade fairs around the world, there has never been a platform to showcase Japan as a single wine-producing region.However, the wine culture nurtured by producers across Japan is now truly entering a mature phase that can be proudly presented to the world.

We at CruX Inc. aim to seize this historic opportunity together with Japanese producers“a co-creative project” is what we aim to realize.

It is not merely an exhibition, but a stage to convey the story and pride of Japanese wine to the world. CruX will handle and support all procedures related to exhibiting, as well as on-site operations and management. Participating wineries can step onto the world stage with peace of mind, without the burden of preparation.

Furthermore, NORIZO, director of the film Vin Japonais, will shoot footage of each region and produce video introductions. These videos will be displayed at the pavilion and published on NIHON WINE.JP to expand awareness in overseas markets.

This project is not limited to a single exhibition.
It is “Make Japan Famous as a Wine Region”—a challenge to make Japan known to the world as a wine region.

Please see our official press release on PR TIMES here.

One of the world's largest wine & spirits exhibitions. Originating in Bordeaux, France, it is held in Hong Kong and Singapore, the hubs of the Asian market. It is an international trade fair bringing together wine professionals from all over the world, including buyers, importers, and media.

Location: Hong Kong (Hong Kong Convention and Exhibition Centre)

Dates: Tuesday, May 26 – Thursday, May 28, 2026

Organizer: Vinexposium Group (Bordeaux, France)

Exhibiting Countries: 40+ countries

Visitors: Over 15,000 (2024 actual)

VINEXPO is more than just an exhibition—it serves as a "gateway to the Asian market" where many producers can develop new sales channels. Hong Kong in particular is a hub city where buyers from mainland China, Southeast Asia, Europe, and the US intersect. Exhibiting here presents a prime opportunity to demonstrate the presence of Japanese wine in the global wine industry.

For more detailed information about VINEXPO ASIA 2026, please see this column as well.

1. Full support from CruX

CruX handles everything in a single package, from exhibition procedures, transport, and customs clearance to local operations on site. By eliminating complicated preparations and negotiations, wineries can focus entirely on showcasing the appeal of their wines.

2. Unified Branding as Japanese Wine

Exhibiting together within the Japanese Wine Pavilion managed and operated by CruX. Through cohesive spatial design and information dissemination, it reaches overseas buyers and media that would be difficult to reach individually.

3. Information dissemination by NIHON WINE.JP

NIHON WINE.JP, operated by CruX, publishes featured articles on exhibiting wineries and wine regions in multiple languages. Supporting English and various Asian languages, it provides an information infrastructure that overseas buyers can easily access and understand. Exhibitors receive priority coverage slots, gaining ongoing opportunities for international exposure.

4. Sales Channel and Distribution Support

Local orders are managed centrally by CruX as domestic transactions, eliminating the need to bear customs clearance, export, or payment risks. Furthermore, Craft Wine Shop (CWS), operated by CruX, has already implemented the cross-border e-commerce system WorldShopping Global.

Buyers across Asian countries can purchase with the same ease as within Japan, making Japanese wine accessible from around the world. CruX provides total support, from sales to publicity.

2025November~ : Co-exhibitor recruitment begins
Acceptance of expressions of interest from wineries and regions.
Once participating regions or wineries are finalized, CruX will submit a batch application to the VINEXPO Secretariat.

2026/1 (Late): Official application and exhibitor contract finalized
Finalization of display content for each winery.
Preparation of samples and promotional materials, and filming of booth exhibition videos

2026/4: Pavilion floor plan release
Final decision on booth layout, decoration, and tasting area.
Completion of video production and exhibitor introduction content.

2026, May 26–28: VINEXPO ASIA Hong Kong
The Japanese Wine Pavilion makes its debut.
We will promote 'Japan as a wine region' to buyers and media around the world.

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2026Early January – early February: Crowdfunding campaign (TBD)
A co-creation project to build the "Japanese Wine Pavilion" together.
Gathering support from Japanese wine fans at home and abroad to fund promotion expenses.

The Japanese Wine Pavilion is a co-creation project aimed at "making Japan known to the world as a wine region." This exhibition is led primarily by CruX Co., Ltd., but we are broadly inviting producers and industry stakeholders who share our vision, regardless of scale.

・ Participation by Region
Multiple wineries group together to represent their region and jointly run a booth. Exhibition costs can be discussed individually based on the number of participating wineries and other factors.

・ Participation by Winery
Exhibit and host tastings centered on your own brand within the CruX Pavilion. Plans are available according to your scale and exhibition content.

・ Small-Scale Producer / Individual Participation
Exhibiting just a few bottles or limited-edition labels is also welcome. Support plans allowing participation from smaller budgets are available, and details can be tailored upon consultation.

For your reference, if an individual company exhibits alone, even the smallest booth costs from around 900,000 yen. By joining the pavilion organized by CruX, you can share the opportunity to stand on the global stage while keeping costs down.

[Estimated Participation Fees]

As a guide, the fee per 1 company is 100,000 yen~5010,000 yen range expected...is what we are seeking.

Example: If 30 wineries contribute 300,000 yen each, a total scale of 9 million yen can be achieved.

For inquiries regarding this matter:
CruX Co., Ltd. Marketing Division, "Japanese Wine Pavilion Joint Exhibition Project" Team

Contacts:

NORIZO : norizo@crux-wine.com

Isobe : miyuki@crux-wine.com

Ichiba : ichiba@crux-wine.com