In June 2025, Investment NSW, the New South Wales government agency responsible for attracting trade and investment — staged a Food & Beverage Showcase at the Australian Pavilion, Osaka Expo 2025. The event brought together 16 NSW food and beverage producers for a one-day showcase to Japanese buyers, distributors, and media.
The brief to Insentiv was clear: generate meaningful Japanese media coverage for the event. That meant identifying and inviting the right journalists from across Japan's food, trade, and consumer media landscape, converting invitations into confirmed attendees, and ensuring every reporter who came away had the story, the assets, and the access to file a strong piece.
Expo 2025 created its own complexity. Osaka was hosting thousands of international exhibitors simultaneously, and competition for media attention was intense. A one-day window left no room for follow-up visits. Coverage either happened, or it didn't.
