The Japan Maternity Food Association (Yokohama, Kanagawa Prefecture / Representative Director: Kazuki Yamamoto) will hold the "BtoBtoF EXPO 2026" as a "Fair-in-Fair" at the "GOOD LIFE FAIR 2026", organized by The Asahi Shimbun Company, to be held for three days from September 25 (Fri) to 27 (Sun), 2026, at Tokyo Big Sight.

"GOOD LIFE FAIR" to Attract Approximately 40,000 Visitors

"GOOD LIFE FAIR" is Japan's largest comprehensive lifestyle exhibition, attracting approximately 40,000 visitors, including consumers aged 30-50 with high purchasing power and information sensitivity, and business professionals seeking products with "unique qualities" and "storytelling."

Through the exhibition, exhibitors can expect numerous benefits, including product PR, lead generation, SNS follower acquisition, sales (test marketing), and increased e-commerce sales.

Why is a "Place for Companies and Families to Meet" Needed Now?

While "safety" and "reliability" are increasingly emphasized in family purchasing behavior, the proliferation of e-commerce and social media has led to an information overload, making it difficult for families to identify "products they can use with peace of mind." It has also become challenging for companies to convey their values and intentions to families.

How can we bridge this "disconnect" between corporate intentions and the families who truly need them? "BtoBtoF EXPO" offers a solution by providing a venue where companies and consumers can meet and interact in person.

Special Booth "BtoBtoF EXPO 2026" for Maternity and Parenting Generations

"BtoBtoF EXPO 2026" will be held as a special booth within the venue. The theme of "BtoBtoF EXPO" is "Delivering Safe Choices That Lead to Family Smiles." Transcending BtoB (business-to-business) and BtoC (business-to-consumer) boundaries, it looks beyond to the F (family) and their lives and smiles, creating new encounters and value.

This booth will be located in an area of "GOOD LIFE FAIR" that attracts many general visitors and buyers interested in pregnancy, childbirth, and childcare among the approximately 40,000 attendees.

Exhibitor Application and Information Session Details

We are currently seeking suppliers to exhibit.

▼ For those interested in exhibiting:

Exhibitor Application Form

▼ For inquiries regarding exhibiting:

BtoBtoF EXPO Executive Committee

E-mail: [email protected]

▼ For those wishing to attend the online information session:

An online information session for exhibiting and prospective exhibiting companies will be held on July 8.

July 8 (Wed) 14:00-15:00

BtoBtoF EXPO Exhibitor Information Session (No reservation required)

Please join at the following URL at the scheduled time.

For those unable to attend the information session, an archived video will be available. Please contact us via the email above if you wish to view it.

Past Achievements of "BtoBtoF EXPO" Exhibitors

In addition to creating opportunities for interaction with buyers and businesses, exhibitors will be provided with a venue for real communication with general visitors, particularly those in the maternity and parenting generations.

In the previous event, the following results were achieved by exhibiting companies:

Official LINE registered users increased by 600

Over 800 consumer surveys obtained

1,200 samples distributed

Business meetings with department stores facilitated

*These are achievements from different exhibiting companies.

This time, approximately 80% of visitors are expected to be general consumers, allowing for:

Product sales

Food and drink tastings

Service experiences

Test marketing

Survey acquisition

Furthermore, September 25 (Fri) will have a higher proportion of business visitors, offering opportunities for interaction with buyers and businesses in addition to PR to general consumers.

"GOOD LIFE FAIR 2026" and "Manababy" to Collaborate! Mobilizing the Maternity and Parenting Generations.

"GOOD LIFE FAIR 2026" will implement a collaborative initiative with "Manababy," a media outlet for expectant mothers and parents. This collaboration will focus on the maternity and parenting demographic interested in pregnancy, childbirth, and childcare, widely disseminating the event's appeal and exhibiting content through tie-up articles, "Mama Friend Channel" commercials, and social media, aiming to increase awareness and drive attendance among the target audience.

"Manababy" is a media outlet for expectant mothers and parents that provides information on pregnancy, childbirth, and childcare. With articles supervised by experts and content useful for childcare, it has gained support from many parents.

Official HP: https://manababy.jp/

【Click here for visitor registration】

GLF General

https://goodlife-fair26.ex-system.tech/visitor

GLF Business

https://goodlife-fair26.ex-system.tech/business

Comment from Representative Director Kazuki Yamamoto

We are facing a single question: "Creating a market centered on families." There is still a significant disconnect between companies that create good products and the families who truly need them.

"BtoBtoF EXPO" is a place to bridge that disconnect. We define it as an encounter between companies and consumers, looking beyond BtoB or BtoC to the smiles of F (Family) beyond.

We want to build this space together with companies that resonate with our mission to expand choices that can be made with peace of mind and to support companies challenging themselves for their families.

Event Outline

Name: GOOD LIFE FAIR

*A special area for "BtoBtoF EXPO 2026" will be set up within the venue.

Date: September 25 (Fri) - 27 (Sun), 2026

Venue: Tokyo Big Sight West Hall (3-11-1 Ariake, Koto-ku, Tokyo)

Exhibitors: Food and beverage manufacturers, daily necessities manufacturers, general goods manufacturers, baby product manufacturers, beauty-related companies, service providers, etc.

Expected Visitors: Approximately 40,000

Event Organizer: The Asahi Shimbun

Cooperation: TV Asahi

Official HP: https://goodlife-fair.jp/

"BtoBtoF EXPO 2026" Organizer: Japan Maternity Food Association

【How to Register for Admission】

Follow the instructions on the official website and enter your name, email address, and other required information in the admission registration form. General visitors who enter the invitation code "MFG26" in the invitation code input field during registration will be admitted free of charge. (If you do not enter the code, the standard admission fee will apply.)

*Business visitors and media representatives are admitted free of charge and do not need to enter an invitation code.

- General Visitor Registration Form

https://goodlife-fair26.ex-system.tech/visitor

- Business Visitor Registration Form

https://goodlife-fair26.ex-system.tech/business

- Media Visitor Registration Form

https://34c5459c.form.kintoneapp.com/public/press2026

About the Japan Maternity Food Association

The Japan Maternity Food Association is an organization established with the aim of promoting products that support the diet of the maternity period (pre-conception, pregnancy, and breastfeeding). Under the supervision of the Ministry of Health, Labour and Welfare standards and registered dietitians, it certifies products that are considerate of the mother's body with the "Maternity Food Certification" mark, and also provides marketing support for corporations and employment support for the parenting generation.

【What is Maternity Food Certification?】

This is a system where the Japan Maternity Food Association certifies ingredients and menus recommended for the maternity period (pre-conception, pregnancy, and breastfeeding) with the "Maternity Food Certification Mark." Based on surveys conducted on women during their maternity period, it emphasizes "what to avoid" rather than "what to eat."

Company Name: Japan Maternity Food Association

Location: 321 Yabe-cho, Totsuka-ku, Yokohama, Kanagawa Prefecture

Representative Director: Kazuki Yamamoto

Official HP: https://maternity-food.org/

Official Instagram: https://www.instagram.com/japan_mfo/

【Inquiries Regarding This Matter】

BtoBtoF EXPO Executive Committee

E-mail: [email protected]

FACT BOX

  • Source: PR TIMES
  • Category: Event