When East Meets West: Trade Show Trends from Asia

March 23, 2013

Lisa Apolinski

Lisa Apolinski is a professional speaker, blogger, and digital strategist. With her company, 3DogWrite.com, she works with event managers to get their message to attendees, particularly through digital channels, on and off the show floor.

While at Exhibitor2013, I had the opportunity to sit down with three project leaders from EP&M International: Amy Williams, Colleen McClaine and Tracy Allen.  The topic was trends in the Asian trade show market and what to consider when developing your domestic booth, taking tips from the Far East.

Similar to what we are seeing domestically, there is a movement in Asia to incorporate a European look with clean lines, less copy and eye-popping images.  White dominates the look of the Asian trade show, adding to the idea of ample space.  There is a focus to cater to a feeling of welcoming in the booth space, versus a focus on display and selling.

What struck me were the ideas of hospitality, and the incorporation of Asian culture surrounding it into the booth experience.  Food and beverage catering are a strong focus on the show floor, adding to the idea of the personal welcoming and custom engagement.

Speaking of custom, another trend is having a customized booth, even in a smaller stand.  With a strong labor force and lower cost of materials, each booth can be customized in Asia, even building those properties on the trade show floor.  Incorporation of greenery is also a key factor in personalization and the feeling of hospitality.

This does not mean that technology is lacking.  LED walls and screens are incorporated seamlessly into the booth design and experience, so that even with the focus on old traditions, new ways of storytelling are added into the design to make each engagement memorable and unique. 

The other interesting fact is the staff members are bilingual, thus being able to more personal and make each attendee feel truly welcome in the booth space.

So, when you are thinking about how to incorporate personalization and hospitality into your booth, be sure to think of the ways of Asia, and see how you can add some human touches to your next show experience.

I have launched a new Facebook page for my company:  3 Dog Write.  Be sure to ‘Like’ my page and post what blog post has struck home the most and your location. Let’s get the conversation started!

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