One of Japan's Largest Beauty and Health Events 'Bi-Fes' to be Held in Mito City with 13,000 Visitors Last Year

Bi-Fes is operated by an executive committee of five women in their 30s, more than half of whom are mothers raising young children from toddlers to elementary schoolers.

For instance, just as a man feels sharp after shaving and putting on a suit, or a woman feels positive and uplifted after doing her makeup amidst busy housework and jobs, we consider these small acts of 'taking care of oneself' as 'beauty.' Our goal is to create a place that serves as a catalyst for a society where everyone, regardless of age, gender, language, or disability, can encounter their authentic selves and choose how they want to live their lives.

[Event Overview]
Event Name: Bi-Fes 2026 (4th Edition)
Date & Time: May 5 (Tue/Holiday) 10:00-21:00 [Night Bi a GARDEN (Night Cinema) 16:30-21:00], May 6 (Wed/Holiday) 10:00-18:00
Location: Mito Civic Center, Mito Art Tower, Art Tower Street
Scale: Over 120 companies will gather, making it the largest edition yet. Last year's attendance reached approximately 13,000 people.

[Event Concept]
The concept is ~Life with beauty~. Cherishing your one and only self, and enriching your once-in-a-lifetime journey. By integrating beauty, health, learning, experience, and healing, we approach 'essential beauty' not just from the outside but from within, proposing a unique event that stays close to each person's life.

[Background]
In modern society, many people tend to ignore how they truly want to live amidst multiple roles like work, parenting, family, and relationships. It is an environment where people easily lose sight of their 'authenticity' and 'comfort' due to Japanese-specific values and fixed stereotypes. Bi-Fes aims to be a place that embodies an inclusive society where diversity is recognized and respected, serving as a starting point for living by one's own choices rather than someone else's 'correct answer.'

[Content Details]
- Experience areas by beauty and health salons
- Market area for food, accessories, and general goods
- Kitchen car area for sweets, meals, and drinks
In total, over 100 companies will gather.

[Other Featured Content]
- Wish Wedding Collection: Ibaraki's first joint wedding venue event. Reinterpreting weddings as a 'choice' rather than a 'formality.'
- Women's Health Area: Midwives provide consultations and experiences for lifestyle-related concerns like pregnancy, childbirth, and hormonal balance.
- Baby & Kids Area: Cooperation with local nurseries to provide temporary childcare for children aged 0 to 2nd grade, allowing parents to have 'time for themselves.'
- Night Bi a GARDEN: From 16:30 on day one, the atmosphere shifts to a garden night with music and drinks. A special night cinema experience starts at 18:45.

[Executive System]
The event is planned and operated by 5 female executive members in their 30s. Members with different backgrounds are creating a unique event by designing possibilities and opportunities.

Official Instagram: @b_fes.ibaraki