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!

Add new comment

Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.