What is the purpose of the Heat Countermeasure Goods EXPO?

To gather heat-protection products like cooling items, UV protection, and heatstroke prevention goods, and facilitate direct B2B negotiations between suppliers and retail buyers.

Which industries can participate as exhibitors?

Companies offering heat countermeasure products or services in lifestyle goods, apparel, beauty, healthcare, and related fields are all welcome.

Who are the expected attendees?

Retail buyers from department stores, supermarkets, convenience stores, and drugstores, as well as facility managers and procurement decision-makers.

Debuting This Year: 'Heat Countermeasure Goods EXPO' Launches to Showcase Japan's Summer Survival Essentials

Published Jun 16, 2026 7:00 PM ・ Updated Jun 16, 2026 12:39 PM ・ 10 min read ・ Source: PR TIMES

RX Japan Co., Ltd. will launch the 'Heat Countermeasure Goods EXPO' in October 2026 as part of Lifestyle Week Autumn. This B2B exhibition brings together companies offering cooling, UV protection, and heatstroke prevention products, targeting retail and distribution buyers preparing for the summer sales season.

RX Japan Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Takeshi Tanaka) will launch the 'Heat Countermeasure Goods EXPO' within the upcoming Lifestyle Week Autumn.

What is the Heat Countermeasure Goods EXPO?

This exhibition gathers companies specializing in heat countermeasure goods—all in one place—offering a comprehensive lineup of best-selling summer merchandise. Amid rising demand due to extreme heat, the expo brings together essential heat-protection items sought by retailers and buyers facing challenges in procurement and store planning. It is a B2B exhibition combining 'summer sales strategy' with 'heat countermeasure products'.

Event Overview

Name: Heat Countermeasure Goods EXPO (held within Lifestyle Week Autumn) Dates: October 7 (Wed) – 9 (Fri), 2026 Venue: Tokyo Big Sight Organizer: RX Japan Co., Ltd. Details: https://www.lifestyle-expo.jp/hub/ja-jp/lp/mg.html?utm_campaign=prtimes&utm_medium=referral&utm_source=intex

Background of the Event

With prolonged heatwaves becoming the new normal, heat countermeasures are no longer limited to personal use. Demand is rapidly expanding across business sectors, including stores, facilities, events, and outdoor operations. In particular, 'heat countermeasure products' are now seen as high-performing merchandise that directly boost sales floors, increase average transaction value, and drive customer traffic. Responding to this trend, the exhibition has been established as a direct negotiation platform connecting high-intent buyers with suppliers.

① The Rise of 'Two-Season Japan' – Summer as a Key Sales Battlefield

Japan is increasingly experiencing a 'two-season' climate—short spring and autumn, with extended summer and winter periods. As a result, extreme heat is no longer a temporary issue but a recurring, long-term demand every year.

② Evolving Retail Strategies Due to Extended Summer Seasons

With summer heat arriving earlier and lasting longer, the sales period for summer goods is expanding. Retailers now need to design permanent, high-performance sales zones—not just seasonal corners—requiring stronger product portfolios and more sophisticated procurement strategies from buyers.

③ An Unstructured Market: 'Consumer Goods × Heat Protection'

While diverse products exist—such as cooling devices, UV protection, and heatstroke prevention tools—there has been no dedicated exhibition allowing cross-category comparison. This expo fills that gap, becoming a unique business platform. As the first exhibition focused specifically on 'heat countermeasure consumer goods' spanning household goods, apparel, beauty, and healthcare, it offers significant new market access opportunities.

Call for Exhibitors: First Edition in October 2026

The organizing committee is now inviting companies offering heat countermeasure products and services to exhibit. This is an ideal business opportunity for companies aiming to expand distribution channels, secure new clients, and increase sales.

Exhibition Details: https://www.lifestyle-expo.jp/hub/ja-jp/lp/mg.html?utm_campaign=prtimes&utm_medium=referral&utm_source=intex

Benefits of Exhibiting

- Attracts decision-makers from retail, distribution, and facilities - Enables diverse business discussions: orders, OEM, private label (PB) development, licensing - Directly connects to real business outcomes: pricing, delivery schedules, wholesale adoption - Offers opportunities for in-store displays, POP materials, and promotional planning proposals

The Heat Countermeasure Goods EXPO will be held as part of the 30th Lifestyle Week Autumn!

The 30th Lifestyle Week Autumn will feature five co-located exhibitions, including the Heat Countermeasure Goods EXPO, 'Oshi-Activity EXPO', and 'Inbound Goods EXPO'. The event is positioned as a business-to-business trade show focused on capturing emerging trends and new markets.

Event Dates & Venue

October 7–9, 2026 | Tokyo Big Sight

Lifestyle Week: Exhibitors & Visitors

Approx. 250 exhibitors | 25,000 attendees (projected)

Co-Located Exhibitions

- Inbound Goods EXPO - Oshi-Activity EXPO - Lifestyle Goods EXPO – NEXT TREND - Asia OEM Factory EXPO

Event Overview (Repeated)

＜Inquiries＞

Organizer: RX Japan Co., Ltd. Heat Countermeasure Goods EXPO Secretariat

2-2-1 Yaesu, Chuo-ku, Tokyo 104-0028 Yaesu Central Tower, Tokyo Midtown Yaesu, 11F

TEL: 03-6739-4105 | FAX: 03-4563-2100 E-mail: giftex.jp@rxglobal.com Web: https://www.lifestyle-expo.jp/hub/ja-jp.html

FACT BOX

Source: PR TIMES
Category: Event

Debuting This Year: 'Heat Countermeasure Goods EXPO' Launches to Showcase Japan's Summer Survival Essentials

⚡ Key Points