ProWine Tokyo 2026 To Kick Off With Nearly 200 Exhibitors

ProWine Tokyo 2026 will open next week with nearly 200 exhibitors from 23 countries, as Japan’s largest wine and spirits trade fair continues to position itself as a key gateway to one of Asia’s most premium-driven markets.

Organised by Messe Düsseldorf Japan, the event is currently the country’s only dedicated wine and spirits trade fair and its largest. Since its launch in 2024, ProWine Tokyo has quickly established itself as a key industry platform, where professionals come to discover emerging producers, identify innovative products and exchange ideas on market challenges.

This year, around 190 exhibitors from 23 countries and regions are expected to participate. New national pavilions will debut from Romania, Uruguay, Greece and the southern United States, while established groups from France, Germany, Spain, South Africa, Serbia and New York will return.

Japanese wineries gain momentum

Alongside international exhibitors, seven Japanese wineries — including Domaine de Yunohara, Domaine Kyoko Hosaka, Morita Koshu Winery and MARO Wines — will showcase their wines, representing emerging regions such as Nagano, Yamanashi, Kumamoto and Hokkaido.

Japanese wine continues to gain traction in global markets and is increasingly positioned as a premium category. Over the past decade, export value has tripled.

This growth reflects the diversity of Japan’s wine regions. Traditional areas such as Yamanashi draw on a long winemaking heritage and indigenous grape varieties, while emerging cool-climate regions like Hokkaido are gaining attention for their purity, freshness and high-end potential.

Beyond the exhibition floor, a series of seminars will offer deeper insights into Japan’s wine sector.

On April 15 (10:30–11:10), Yoshida Taketo of Domaine de Yunohara and Kyoko Hosaka of Domaine Kyoko Hosaka will present Differentiation Strategies for Emerging Wineries, examining how smaller producers are carving out distinct identities in a competitive market.

Jancis Robinson MW will also contribute a video masterclass, Japanese Wine Now, featuring a curated selection of Japanese wines she has personally chosen and assessed.

Spotlight on trends shaping the market

More than a trade fair, ProWine Tokyo also functions as a platform for industry trends — a role that will be particularly visible this year.

A dedicated “Wine Wall” installation will feature 25 panels outlining key developments in both the Japanese and global wine markets, including responses to climate change.

For the first time, the exhibition will place a special focus on rosé. Production of rosé is currently expanding faster than both red and white wine, and the category is expected to play a larger role in Japan’s evolving market.

More than 70 rosé wines from regions such as Provence, Germany, Italy and South Africa will be available for tasting, offering local trade buyers a comprehensive snapshot of global styles.

In response to the growing “sober curious” movement, the show will also introduce a “ProWine Tokyo ZERO” zone dedicated to non-alcoholic beverages. Wine Kingdom magazine will host a premium tasting of non-alcoholic sparkling wines.

Wine meets pop culture

ProWine Tokyo is also experimenting with ways to connect wine with Japanese popular culture.

This year, the bestselling book Wine Ichinensei — which has sold more than 172,000 copies — will feature at the exhibition. The book uses manga-style storytelling and personified grape varieties to make wine more accessible to a broader audience.

Following the debut of new grape characters at last year’s show, two additional characters will be unveiled this year.

“Michelin Guide for wine lists” awards return

The Star Wine List of the Year Japan 2026 awards ceremony will be held during the exhibition’s opening day.

Often described as the “Michelin Guide of wine lists”, Star Wine List evaluates restaurants and bars worldwide based on the strength of their wine programmes.

This year, 41 restaurants from across Japan from Hokkaido to Okinawa have been shortlisted, with most located in Tokyo and Osaka. Osaka’s RAINDROP leads with six nominations, including three venues from the Fujimaru Winery Group. Tokyo’s Restaurant Ryuzu and five other establishments have each secured four nominations.

In addition, the Japan Blind Tasting Association will host a seminar on April 16 exploring how blind tasting can be used as a tool to drive wine sales.