[Overseas Coverage] Visiting a Japanese Fan Exchange Event in Lyon, France That Attracted 40,000 Visitors Over Two Days — What a Japanese Exchange Student Learned About How Japan Is Seen from France
My name is Yamamura, and I am currently studying abroad in Lyon, France. I am aspiring to build a career in the MICE industry in the future.
During my stay, I had the opportunity to cover Japan Touch Lyon 2025, a Japanese culture event that attracted approximately 40,000 visitors over two days.
What emerged from this on-site coverage was a key question: why are participants at events in France so actively engaged? This article explores the appeal of experience-driven events unique to France, as well as the strong interest in Japanese culture within the country, drawing insights from Japan Touch Lyon 2025.
Coverage date: November 30, 2025
One of Lyon’s Largest Japanese Culture Events: Japan Touch Lyon 2025
Japan Touch Lyon 2025 was held in Lyon, France’s second-largest city. The event showcases a wide range of Japanese culture, spanning from traditional arts to pop culture such as anime and manga.
Serving as a platform for interaction among fans of Japan, the two-day event attracted approximately 40,000 visitors, positioning it as a large-scale cultural gathering.
Lyon: A Commercial City with a Strong Focus on MICE, Also Known as a Culinary Capital
Lyon is a core city in southeastern France, with a population of approximately 500,000 within the city proper and an estimated 2 to 2.5 million across the greater metropolitan area.
As France’s second-largest economic region after the Paris metropolitan area, Lyon has developed a strong industrial base and a high level of international presence as a business city, supported by advanced industry clusters in life sciences, chemicals and pharmaceuticals, and digital technologies.Its role as a transportation hub—well connected to major European cities by rail and air—also underpins its competitiveness. In the MICE sector, Lyon consistently ranks among the leading destinations in France. With major convention and exhibition facilities such as the Palais des Congrès and Eurexpo Lyon, combined with historic urban scenery and tourism resources, the city is widely regarded as a metropolitan area where business and tourism coexist. This allows Lyon to accommodate a broad range of demand, from international conferences and trade fairs to corporate meetings.
Lyon is also renowned as a “city of gastronomy.” Its culinary culture, rooted in local ingredients, a rich restaurant scene, and food markets such as Les Halles de Lyon Paul Bocuse, offers attractive experiential value for business travelers and international conference participants alike, further enhancing the city’s appeal as a MICE destination.
Event Overview
Event Name: Japan Touch Lyon 2025 / Salon de l’Asie
Dates: November 29 (Saturday) and November 30 (Sunday), 2025
Venue: Eurexpo Lyon
Organizer: Asiexpo Events (Association Asiexpo)
Official Website: https://www.japan-touch.com/
French Participants Fully Committed to Participatory Events
A defining characteristic of Japan Touch Lyon 2025 is its strong emphasis on participatory experiences. The event is designed on the premise that attendees actively move, take part, and interact with others.
Rather than simply viewing exhibits or making purchases, visitors themselves become part of the exhibition through a two-way, interactive event format.
Walking through the venue, it was common to see participants enjoying themselves openly and without hesitation. From attendees in cosplay to those sharing cultural experience programs with people they had just met, there appeared to be little resistance to engaging proactively or connecting with others through shared activities.
While experience-driven events have also become more common in Japan, events in France appear to encourage a higher level of interpersonal interaction.
Cultural factors specific to France—such as enjoying experiences together with others, not fearing failure, and viewing hands-on experiences as opportunities for learning—seem to contribute directly to the energy and success of interactive event formats.
Highlighting Experiential Booths: From Sumo and Tea Ceremony to K-POP and Cosplay Changing Areas
Sumo Experience (Sumo Paris Sumo): Practicing Sumo with Professional Wrestlers
In one corner of the venue, a sumo ring had been set up, where visitors could take part in sumo experiences alongside wrestlers. Rather than simply watching demonstrations, participants learned about sumo as a Japanese cultural practice by engaging directly in the activity.
Although more than 100 people gathered around the experience area, those taking part showed little hesitation, confidently enjoying the sumo matches without embarrassment.
Tea Ceremony Experience (Pavillon de thé): Learning Tea Etiquette in a Recreated Tea Room
Within a tea room designed to resemble a traditional Japanese wooden structure with an open atrium, visitors were able to learn the etiquette of the tea ceremony while actually preparing tea themselves. Instead of limiting the display to utensils alone, the organizers designed the entire space to allow participants to experience traditional culture through all five senses.
In the compact tea room, approximately 15 participants gathered around a single Japanese demonstrator, listening attentively as they learned the procedures of the tea ceremony. Questions were asked freely on the spot, and conversations naturally emerged among participants, reflecting a dialogue-based approach to learning that is characteristic of events in France.
K-POP Improvised Dance: Participants Freely Dance Along to Songs Played on Screen
K-POP Improvised Dance: Participants Freely Dance Along to Songs Played on Screen
Interaction with Influencers: Opportunities to Engage with Well-Known Figures
Influencers associated with Japanese culture gathered at dedicated booths, where visitors could interact directly through conversation and autograph sessions. These exchanges fostered a sense of real-time communication between creators and fans. While queues were not always clearly formed, this scene could be interpreted—both positively and negatively—as characteristic of the French event environment.
Cosplay Changing Area: Becoming Part of the Exhibition Through Costume
Designated spaces were provided within the venue for visitors to change into cosplay outfits. An estimated 30–40% of attendees were dressed in cosplay during the event.
In France, where people with diverse identities coexist, there appears to be a cultural tendency toward being less concerned about how one is perceived by others. As a result, participants of all ages and genders freely enjoyed cosplay in their own styles. In doing so, visitors naturally became part of the event’s overall presentation, contributing to the atmosphere as active participants rather than passive spectators.
Other Notable Sales and Exhibition Booths
Koi Ikesu (Holding Pool): Observing and Photographing Large Koi Swimming Indoors
Within the venue, an ikesu (holding pool) featuring large koi carp was installed, allowing visitors to observe and photograph the fish up close. Many attendees gathered around the pool, with some even attempting to touch the koi, highlighting the strong interest in koi culture among overseas audiences. By viewing the fish from above and experiencing their movement and presence through multiple senses, the display was designed to be enjoyed as an experiential exhibition rather than a static showcase.
Cosplay Wig Sales “LucikoWigs”: A Colorful, Experience-Oriented Display
At the LucikoWigs booth, rows of colorful wigs lined the walls, with visitors able to compare and select products using touch panels. Beyond simple wall displays, the panel-based system allowed wigs to be viewed alongside different character references, creating an interactive purchasing experience that combined visual enjoyment with product selection.
Anime Sword Sales “Sword Art”: Stepping into the World of Anime Characters
Replica swords inspired by popular anime characters, including those from Demon Slayer: Kimetsu no Yaiba, were available for purchase. The booth featured a wide range of items appealing to fans of Japanese culture, samurai themes, and traditional weaponry. Visitors could handle the replicas directly, allowing them to experience a sense of immersion as if stepping into the role of an anime character.
Randoseru Sales “Koji Japon”: Authentic Japanese School Bags for Cosplay
A large selection of Japanese-made randoseru school bags was displayed at the Koji Japon booth.
Well suited for cosplay, the products were presented alongside other items selected for the French market, including kokeshi dolls and goods featuring traditional Japanese patterns. The booth layout encouraged visitors not only to view the products but also to try them on and handle them easily, reinforcing an experiential approach to retail.
Across these sales and exhibition areas, the event was structured to allow participants to engage naturally through trying on items, operating displays, and using multiple senses.
Many of the products on offer—ranging from sweets to kimono-related items—were designed to be taken home, extending the experience of Japanese culture beyond the venue and into everyday life.
Editor’s Note: “Participants as Part of the Event” — Observations on the Culture of Interactive Experiences in France
What stood out most through Japan Touch Lyon 2025 was the strong preference in France for interactive, experience-driven events in which participants themselves become part of the event.
Rather than passively consuming prepared content, events are designed on the assumption that attendees will think for themselves, take action, and engage with others. Educational norms that encourage individuals from an early age to express their own opinions, combined with a cultural tendency not to fear failure excessively, as well as broad acceptance of diversity in age, gender, and appearance, appear to support free expression and spontaneous participation in public settings.
In contrast, in Japan, many people feel hesitant about participating in activities or asking questions in front of large groups. Even in small-scale workshops, it is not uncommon for interaction among participants to remain limited. To make experience-driven events successful in Japan, simply adopting the French approach may not be effective. Instead, it may be important to design events with an understanding of what is often described as a “culture of modesty” or hesitation.
One possible approach is to begin by clearly presenting rules and examples of expected behavior, creating a safe and structured entry point in which all participants can join simultaneously.
From there, the event design can gradually open up opportunities for individuals to express their personality and initiative. The appeal of French-style experiential events lies not solely in their sense of freedom, but in the way they are designed to naturally encourage active participation. Adapting this design philosophy to fit local cultural contexts may be a key factor in successfully applying international event concepts within Japan.
