Japan's Largest Family Festival Expands Globally: 'Kawaiimama Festival' to Be Held in 5 Asian Countries in 2026 — Exhibitor Applications Now Open

Enfam Inc. (Head offices in Minato, Tokyo, and Fukuoka, Fukuoka; CEO: Kotaro Mori), the organizer of 'Little Mama Festa'—Japan’s largest parenting event held approximately 70 times annually across Japan—announces that its overseas cultural initiative, the 'Kawaiimama Festival,' will be held in five Asian countries in fiscal 2026: Thailand, Indonesia, Vietnam, Taiwan, and Malaysia. The events in Thailand and Indonesia will be inaugural editions, with expanded collaborations with local parenting media and Japanese-affiliated companies to accelerate regional growth. The festival is currently inviting exhibitor applications from Japanese companies seeking to promote their products and services overseas. Enfam welcomes partners who wish to co-deliver the charm of Japan to the world.

[Kawaiimama Festival Official Website] (in English): https://kawaiimama.com/

About Kawaiimama Festival

'Mama Festa' is a unique Japanese parenting culture, and the 'Kawaiimama Festival' serves as a rare platform to experience this culture abroad, gaining increasing international attention.

'Kawaii' has become a globally recognized Japanese term. Beyond supporting Japanese families, Enfam aims to promote Japan’s cultural appeal worldwide through 'kawaii' and extend support to families overseas, just as it does in Japan.

The festival features a wide range of family-friendly content, including stage shows by popular Japanese characters and YouTubers, parenting workshops, kids’ races, nap-time art photo sessions, and raffles—ensuring full-day enjoyment for parents and children. With participation from Japanese and international brands, it functions as a cross-cultural event connecting families, companies, and brands across nationalities and age groups.

2026 Event Schedule

Country / City

Venue

Dates

Duration

Thailand (Bangkok)

※First-time event

Don Quijote Mall, Thonglor 3F & 4F

September 12 (Sat) – 13 (Sun), 2026

2 days

Indonesia (Jakarta)

※First-time event

TBD

Early October 2026 (tentative)

2 days

Vietnam (Ho Chi Minh City)

Ho Xuan Huong Gymnasium

November 14 (Sat) – 15 (Sun), 2026

2 days

Taiwan (Taipei)

Special Exhibition Hall (South), 7th Floor, National Taiwan Science Education Center

November 28 (Sat) – 29 (Sun), 2026

2 days

Malaysia (Kuala Lumpur)

Lot 10

January 21 (Thu) – 24 (Sun), 2027

4 days

※Thailand and Indonesia events were postponed from 2025 and will now debut in 2026.

※Event dates and venues are subject to change. Please check the official website for the latest updates.

Local Partner Collaborations

In 2026, Enfam will strengthen outreach to local parents through partnerships in each country.

Indonesia: Co-hosted in collaboration with Indonesian parenting media 'HaiBunda'

(https://www.haibunda.com/)

Vietnam: Co-hosted with Vietnamese parenting media 'HAJIMARIMOM.com'

(https://hajimarimom.com.vn/)

Malaysia: Jointly held with 'The Japan Rail Fair,' organized by JR East Business Development Malaysia

Call for Exhibitors

Kawaiimama Festival is currently accepting applications from companies interested in exhibiting. Businesses exploring overseas marketing and seeking detailed information are encouraged to contact us via the form below.

Inquiry Form: https://kawaiimama.com/contact/

About Enfam Inc.

As an entertainment-media company dedicated to making children worldwide smile, Enfam focuses on media and event operations for parenting households. The company plans and operates diverse events such as 'Little Mama Festa' (Japan’s largest parenting event), the globally expanding 'Kawaiimama Festival,' and 'bjbCOLLECTION'—a lifestyle event for the baby boomer generation themed around the 100-year life era—hosting over 70 events annually. Enfam also runs fan marketing services, including SNS management, and operates the 'Little Mama Business School,' which turns parenting into a career.