Tokyo Outdoor Show 2023 - On-site Coverage Archive
Contents
This is an archived on-site report of the Tokyo Outdoor Show 2023, held at Makuhari Messe in Chiba Prefecture.
Tokyo Outdoor Show 2023
- Date: January 13 (Fri) – 15 (Sun), 2023
- Venue: Makuhari Messe International Exhibition Hall 11
Tokyo Outdoor Show is an event that expands the perspective beyond just outdoor gear, covering themes like “Ecology,” “Fashion,” “Vehicles,” “Tourism & Local Areas,” and “Lifestyle.” Its concept is to enjoy and cherish coexistence with nature while enriching both the world and our lives.
With numerous booths every year, this exciting event showcases innovative “play” concepts, cutting-edge camping gear for display and sale, and custom vehicles.
It takes just 3 minutes on foot from Kaihin-Makuhari Station to the venue: Makuhari Messe International Exhibition Hall 11.
Read more about How to get to Makuhari Messe International Exhibition Hall 11 from Kaihin-Makuhari Station
Doors Open at 9:00 AM
The venue opens at 9:00 am.
We arrived before opening, and by 9:00 am, a large line of attendees had already formed.
Despite the line, we were inside the venue just 2 minutes after opening.
This year’s event was held in Hall 11, just like last year.
Near the entrance, THE NORTH FACE welcomed visitors with a display booth.
Here’s a look at the expansive Hall 11 venue.
Since it was just about 5 minutes after the gates opened, the venue wasn’t crowded yet—but it gets packed by noon.
Snow Peak
Let’s start with the Snow Peak booth.
This year, their booth showcased the new Land Nest as the main attraction, styled like a model room with accompanying chairs, cots, and more.
Unusually for Snow Peak, they were also holding an apparel sale, alongside their standard selection of small gear and accessories.
Land Nest is a tent designed for families, featuring attractive textures and colors.
The tent and tarp setup offers plenty of space—ideal for a couple or a family of four.
They also had their classic selection of cutlery and gear on sale. There were even items usually only available overseas.
I bought myself a titanium Sierra cup as well.
Fumotoppara
The legendary campsite Fumotoppara returned this year with their own booth.
They featured Fumotoppara original goods and deerskin products—items usually only sold at their campground—now available in Makuhari.
I’m personally a fan of their leather products—great texture and quality.
They also offered Fumotoppara-exclusive stickers. Follow their Instagram, and you could receive a sticker for free.
There were even Tokyo Outdoor Show–exclusive stickers in a limited mint green color.
Here’s “Fumoto,” their occasionally published free magazine.
It’s a lovely read that lets you explore Fumotoppara more deeply and discover stunning local scenery.
Family-Friendly! Kids Area
The Tokyo Outdoor Show also featured a dedicated kids area within the hall.
With a kids area on-site, even children could stay entertained and have fun without getting bored.
Trending Korean Outdoor Brands
Korean outdoor brands are gaining momentum and catching attention in Japan.
At this year’s Tokyo Outdoor Show, a special area was dedicated to these Korean brands, drawing large crowds.
ZERO GRAM
Among all the Korean brands, the one that stood out to me the most was ZERO GRAM.
I had seen them on YouTube, but this was my first time seeing their products in person.
Their gear was incredibly lightweight.
The khaki tent shown below is a 2-person model and weighs under 2 kg. It can reportedly be set up in just 3 minutes.
The yellow tent on the left is a 1-person model and weighs about 1.5 kg.
The chair and backpack in the next photo were also ultra-lightweight.
Korean outdoor brands often have uniquely shaped tents compared to Japanese ones, making them fun to browse.
I hope they become even more accessible in the future as they gain recognition.
Customized Kei Trucks That Go All Out
At the Daihatsu booth, an entire lineup of customized kei trucks was on display.
They hardly looked like kei trucks anymore—fully loaded with outdoor features and an exciting, rugged appearance.
Off-Road-Ready Toyota Crown
The Toyota Crown is usually known as a sleek sedan for grown-ups.
But the Crown at the Tokyo Outdoor Show had been transformed into a full off-road beast.
The earth-tone body color made this off-road Crown look especially cool and rugged.
Celebrity Outdoor Vehicles
Vehicles and motorcycles owned by Japanese celebrities were also on display.
Hasshy Happy’s Kei Truck Camper
A comedian who pledged to live in a kei truck camper until he made it big—Hasshy Happy from the comedy duo “Computer Uchuu”—brought his beloved vehicle.
Diane Yusuke’s Land Cruiser
Yusuke from the comedy duo “Diane” showcased his Toyota Land Cruiser 60.
Kenjiro Yamashita’s Honda CT125 Hunter Cub
Kenjiro Yamashita of Sandaime J Soul Brothers from EXILE TRIBE brought his Honda CT125 Hunter Cub.
Outdoor Spice Area
Compared to the previous year, the Outdoor Spice Area had noticeably expanded. Outdoor spices have become so popular in Japan that they’ve formed an entire genre at outdoor events.
The Tokyo Outdoor Show was no exception. There was a dedicated spice section with a wide variety of offerings—from staples like “Horinishi” and “Crazy Salt” to new entries like curry mixes.
GO OUT Special Booth
A special booth from Japan’s popular outdoor fashion magazine “GO OUT” was also featured.
The booth displayed past issues of the magazine in an impressive layout.
Official Tokyo Outdoor Show Merchandise
Official Tokyo Outdoor Show merchandise was also available for purchase.
Sauna Display
This booth was by ONE SAUNA, Japan’s first and only fully domestically-produced and locally-sourced sauna brand.
Tokyo Outdoor Show Highlights
What we’ve shown so far is still just a portion—there’s far too much to cover in full.
Here’s the rest in digest format.
VOLVO C304 6×6
The booth for M16, a garage brand from Nagoya, was packed from start to finish.
Many apparel brands also participated with their own booths.
New CURRENT Works
One of the show’s highlights was the outdoor shoe sale—these are offered at discounted prices every year.
Here are off-road versions of Lexus and Toyota Crown vehicles.
The venue remained lively throughout the event.
A Must-Visit Event for Outdoor Enthusiasts
There were still plenty of booths we couldn’t cover here.
In addition to product displays and sales, the event hosted various talk sessions featuring well-known speakers.
As ecology and sustainability are also core themes, the event emphasizes environmental consciousness.
For example, no shopping bags were provided—so be sure to bring your own reusable bag if you shop.
Despite its diverse content, the event stays unified under the central theme of “nature,” offering something interesting and surprising at every turn.
Simply put—
“It’s just a joy to be there.”
I’ve been to outdoor events all across Japan, but I truly believe the Tokyo Outdoor Show is one of the nation’s top events for outdoor lovers.
May it continue to be a gathering place for all who cherish the outdoors and nature.
