GOCAF Successfully Showcases the Appeal and Global Competitiveness of Korean Camping Culture in Japan

 



GOCAF, Korea’s leading camping and leisure sports exhibition organized by Messe Esang Co., Ltd., successfully participated in FIELDSTYLE, Japan’s largest outdoor festival, introducing the global competitiveness of Korean camping culture and brands.

Celebrating its 10th anniversary this year, FIELDSTYLE is one of Japan’s premier camping and outdoor exhibitions, held at TOKYO BIG SIGHT. News of the collaboration between GOCAF and FIELDSTYLE, two representative outdoor exhibitions from Korea and Japan, drew significant attention from both industries and camping enthusiasts in advance of the event.

At this year’s FIELDSTYLE, GOCAF operated one of the most eye-catching large-scale pavilion booths among hundreds of exhibitors. Together with leading Korean camping brands such as URBANSIDE, HELLOS, and ARBOR OUTDOOR, GOCAF introduced Korean camping styles and technologies to the Japanese market.

 



Throughout the exhibition, the GOCAF pavilion attracted numerous Japanese campers and international visitors. Korean-style air tents, which have recently gained popularity in Japan, along with a variety of camping gear and outdoor products, received strong attention on-site, leading to active product sales. In addition, continuous B2B meetings with Japanese buyers and industry professionals highlighted the strong potential for Korean brands to enter the Japanese market.

GOCAF also held a random lucky draw event featuring official merchandise, including reusable bags, logo badges, pens, stickers, and handheld fans, receiving enthusiastic participation from visitors.

Participating brands also expressed positive feedback regarding their FIELDSTYLE experience.

Yoon Sang-young, CEO of HELLOS, stated, “We joined the exhibition focusing on building our brand image in the Japanese market, and we were very satisfied as product sales exceeded our expectations.”

A representative from ARBOR OUTDOOR commented, “It was meaningful to promote our brand locally while directly observing the reactions of Japanese consumers in real time. Experiencing consumer responses different from those of Korean users was particularly valuable.”

A representative from URBANSIDE added, “It was impressive to interact closely with various Japanese brands, influencers, and campers. Visiting local booths also allowed us to experience Japanese camping trends firsthand, making it a very meaningful opportunity.”

Song Hyun-seok, Team Manager at Messe Esang and head of GOCAF, said, “This collaboration with FIELDSTYLE has become an important stepping stone for introducing GOCAF to overseas markets. We plan to continue participating in FIELDSTYLE with Korean brands to promote Korean camping and outdoor equipment in Japan and support their global expansion.” He further added, “Major Japanese brands participating in FIELDSTYLE are also deciding to join GOCAF, and we look forward to presenting even more global brands in Korea. Beyond Japan, we will continue expanding exchanges with various countries and grow GOCAF into a truly global camping and outdoor exhibition.”

Meanwhile, GOCAF is Korea’s representative camping and leisure sports exhibition, recognized as the first in the industry to receive both UFI (Global Association of the Exhibition Industry) certification and the “International Certified Exhibition+” designation from the Korea Exhibition Industry Promotion Association, providing reliable industry information and differentiated camping experiences.