Introduction
In FY2024, the ASEAN – Japan Centre (AJC) brought five Brunei’s local SMEs to showcase their high-end and niche products at “Brunei Darussalam Pavillion” for the first time at the “6th Kyoto International Gift Show 2025” from 12 – 13 March 2025 at Miyako Messe Exhibition Centre in Kyoto. This initiative was part of our AJC’s strong commitment to promoting and supporting Brunei’s products to access in the international markets like Japan. The event provided many valuable opportunities for Brunei’s local SMEs to have business discussions with potential Japanese companies and buyers, especially from Kyoto and Kansai region.
Objectives and Goals
Following the achievement of our Brunei Pavilion at the 6th Kyoto International Gift Show 2025, the AJC, by collaboration with the Embassy of Brunei Darussalam, decided to participate in the special pop-up event “Meetz WEEK ～ 暮らしがちょっと変わる展” (lit., Meetz WEEK – the Exhibition that will change your lifestyle), from 13 – 19 August 2025 at Kyoto Takashimaya, with the aim to continuously promote high-quality Bruneian made products in the Japanese market while raise more awareness of Brunei to the Japanese people as well.
Activities and Highlights
During the 7-day “Meetz WEEK” special pop-up event at Kyoto Takashimaya, our Brunei booth could successfully attract more than 800 visitors, showing their keen interests by asking questions about Bruneian products. In particular, the Bruneian baskets gained interests from Japanese consumers due to their original design and unique craftmanship.
Key takeaways
- Uniqueness and originality are the main focuses to promote Bruneian Made products in the Japanese market. Storytelling with interesting background is another important factor to attract Japanese consumers to gain more interests in Bruneian Made products.
- In addition, the best possible way to promote high quality products from ASEAN, including Brunei, in the Japanese market is to collaborate or “co-create” between the two nations to ensure future market engagements in a sustainable manner, such as using the raw materials of Brunei with high techniques and craftmanship of Japan to attract high-end or niche consumers in the Japanese market.
Way forward and Engagement
This follow-up activity underscores the AJC’s strong commitment to continuously support and promote Bruneian Made products in the Japanese high-end and niche market by co-creation between Brunei’s local companies and Japanese techniques and craftmanship in a sustainable manner.
Moreover, the AJC is dedicated to developing the brand powers by not limiting only to Bruneian Made products, but also high-quality ASEAN products. The AJC will continuously create new initiatives and promotional trade activities to improve the brand values of Bruneian Made products in the Japanese market. Our ultimate goal is to support a strong presence of ASEAN products into the Japanese market in a sustainable manner.
