The exhibition, organized by the Japan External Trade Organisation (JETRO), the Vietnam Trade Promotion Agency (Vietrade) and the Vietnam Chamber of Commerce and Industry has attracted many domestic businesses and 26 Japanese companies.

On the initiative of Vietnam-Japan Special Friendship Ambassador, Ryotaro Sugi, the organization board had invited two Japanese designers and marketing experts to help domestic businesses to gain a better understanding of Japanese tastes and ways to penetrate the demanding market.