Five global trade shows that stand to benefit from US tariffs

Washington just massively raised tariffs. For some trade shows, the potential benefits are huge.

Increasing trade tensions with the US will prompt global industries to reassess their exhibition strategies. Certain trade shows will face challenges due to a diminished US buyer presence; certain others stand to benefit.

It is the non-American sellers who will be ditching the US first. Those that previously exported many goods to the US market (countries like Vietnam, China, Japan and Germany) will look to other consumer markets. However, as reciprocal tariffs come into place – and the EU is already planning them – so too will buyers be seeking other markets.

Trade shows could become a major platform for companies seeking new international partnerships.

In particular, events in Asia and Europe that have minimal reliance on US buyers could see a major influx of attendance and popularity.

Here are five such major trade shows that could see significant growth:

Chinaplas – Shenzhen, China

• Industry: Plastics and rubber​
• Overview: A major plastics and rubber trade fair in Asia, Chinaplas has a strong focus on the regional Asian market. The trade tensions may encourage more buyer attendance and seller attendance.

CommunicAsia – Singapore

• Industry: Information and communications technology (ICT)​
• Overview: As Asia’s premier ICT exhibition, CommunicAsia has historically attracted exhibitors and buyers primarily from within the region. With US tech companies facing trade barriers, Asian and European firms may seize the opportunity to strengthen ties.

METEC Southeast Asia – Bangkok, Thailand

• Industry: Metallurgy and steel production​
• Overview: As the region’s specialist event focused on metallurgy, steel casting and steel production, METEC Southeast Asia could see increased attendance from both European and Asian companies seeking US alternatives.

FOODEX Japan – Tokyo, Japan

• Industry: Food and beverage​
• Overview: FOODEX Japan is one of Asia’s most respected international food and beverage trade shows, welcoming high-quality buyers from Korea, Taiwan, Hong Kong and Southeast Asia. With US agricultural exports facing tariffs (that may increase in coming weeks), Asian markets could look to diversify their import sources, enhancing the significance of FOODEX Japan.

ISM Cologne – Cologne, Germany

• Industry: Confectionery and snacks​
• Overview: A major trade fair for confectionery and snacks, ISM Cologne offers a platform for European and international exhibitors and buyers. The reduced competitiveness of US confectionery products due to tariffs may lead European buyers to focus more on regional suppliers, benefiting this show.

It’s not just sellers who may pivot away from the US – foreign buyers could follow. French President Emmanuel Macron recently advised French businesses to stop investing in the US. If retaliatory tariffs from the EU or China escalate, American products could become less competitive in foreign markets.

The trade shows listed above, with established focus on Asian and European markets, are well-positioned to capitalise on the evolving global trade landscape. We expect they may attract higher exhibitors and buyer numbers in the future, as more and more companies seek alternatives to US-centric trade events.

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