When:
Thursday, September 25, 2025
9:00 am - 4:00 pm
alcohol sampling ends at 3pm
Where:
Pasadena Convention Center
300 E Green St., Pasadena, CA 91101
ORDERING AT THE EXPO: Video Guide & FAQs
This step-by-step guide shows you how to scan exhibitor QR codes, browse products, and submit your order on-site!
Order FAQ coming soon.
WHAT TO EXPECT AT JFRE
MUST SEE | LEARN | TASTE
( subject to change )
ULTS – The Umami Powerhouse
Level up flavor with Toro Iwashi—rich, savory, and ready for your kitchen.
MTC Food – Miyako Brand Debuts
Smart, global selections—quality-driven, tariff-conscious, and ready to perform.
MTC Wagyu – Your Next Favorite Cut Is Here
Explore hidden Wagyu cuts—rare, versatile, and full of umami.
MTC Wine – Harmony in Every Pour
Japanese wines crafted to complement and elevate any dish.
Tsukiji Ohta – Fresh from Japan, Flown Straight to You
Premium seafood direct from Japan’s top markets, now within reach.
MTC Liquor – Craft Meets Innovation
A curated showcase of sake, shochu, and RTDs—traditional roots, modern appeal.
SAKAI TAKAYUKI WA-BOCHO
Personalized engravings available.
White Chinaware Exclusives Up to 30% OFF!
Showroom-Wide Bargains Up to 25% OFF!
けいてんあいしょく
kay-ten-eye-sho-ku
2025 JFRE Theme:
Honoring Tradition, Embracing Innovation: Expanding the Boundaries of Washoku
As global political and economic landscapes continue to evolve, the Japanese food industry is entering a period of transformation. While these shifts may present challenges, they also create opportunities for innovation, growth, and a renewed appreciation for Japanese cuisine.
In times of change, the importance of integrity and the spirit of altruism becomes ever more significant. By preserving tradition while embracing modern values, the industry can ensure the continued evolution of Japanese food culture. Through adaptation and forward-thinking initiatives, businesses and culinary professionals will unlock new possibilities, inspire future generations, and expand the reach and influence of Japanese cuisine on a global scale.
GENERAL INFO
What is Japanese Food & Restaurant Expo?
Mutual Trading Japanese Food & Restaurant Expo is the largest showcase of Japanese food, alcohol beverage, and restaurant supplies and is the principal meeting place for food-service professionals and suppliers. Hosted annually in Hawaii, New York and Los Angeles, the expo attracts thousands of food retailers, food-service business owners, trade professionals, and chefs.
Can I bring my baby/toddler/child/children?
This is a trade show for professionals. No one under 18 is allowed.
Is the Expo open to the public?
The Expo is not open to the general public. It is strictly an invitation-only trade show, open exclusively to professionals in the foodservice industry.
Is the parking free?
Attendees are responsible for own parking fees. Public parking is available near the event site. All day fees average $15-$20.
REGISTRATION FAQ
Who can attend the expo?
The Japanese Food & Restaurant Expo (JFRE) is an invitation-only event, exclusively for professionals in the foodservice industry. Attendance requires a Mutual Trading account, and the event is not open to the general public. All attendees must be at least 18 years old. Thank you for respecting the professional nature of our event.
Do I need an account with Mutual Trading to attend?
This year, attendance is by invitation only for Mutual Trading customers. If you are in the foodservice industry and interested in attending, please open an account with Mutual Trading by filling out this online form. Opening an account will also grant you access to exclusive expo deals.
Do I need to register in advance?
Walk-in and on-site registration are not available. Please be sure to register in advance for a smoother and faster experience.
Can I register multiple attendees in one transaction?
No, only two attendees per customer account. To inquire about registering additional attendees, please contact your sales representative.
Will my name badge be mailed to me?
Name badges will not be mailed. Please bring your email confirmation which shows the QR code ticket to the onsite registration area to pick up your badge. It is mandatory for access to the show floor and meeting rooms.
How can I modify my registration?
Please contact your sales representative to modify your registration details. If you do not have an account with Mutual Trading, please email the necessary changes to: MTCattendee@gmail.com
What happens if I lose my email confirmation?
We will resend the confirmation, including the QR code ticket, to your registered email 1-2 days before the event. Alternatively, you may also contact your sales representative.
Why does liquor sampling end at 3pm?
Due to City of Pasadena guidelines, liquor sampling must cease one hour before the expo ends.
Can I share my badge?
No, badge sharing is not allowed.
Can I bring my pet?
No pets are allowed at the expo.
I’m media/social media influencer, can I attend the event?
For media registration, please email: la.media@mutual.us
DIGITAL ORDER FAQ
Can I place an order from a PC (Windows or Mac)?
No, the digital order system is designed for smartphones only, including iPhone and Android devices.
Are the prices final?
No, the listed prices are for reference only. They do not include sales tax for taxable items, CRVs, or items sold by weight.
Can I get the discount price after the event?
No, event pricing is valid only during the expo. Be sure to place your order during the event to take advantage of the special pricing.
What if my smartphone camera doesn’t work or I can’t scan a QR code?
Each booth also displays a web address above the QR code. Enter that address into your browser to access the order page.
If you cannot scan your badge QR code, tap “If you cannot scan, click here to enter Customer No.” Then carefully enter the customer number located under your badge QR code and tap “Authenticate.”
I cannot order more than 15 cases. What should I do?
The system limits orders to 10 cases per item and 200 units per item. To request additional quantities, please note your request in the comment section during checkout.
How do I pay for my order?
Payment is processed the same way as your usual shipment from Mutual Trading. Orders cannot be paid for at the event, except for Aoki Hamono, which requires payment directly at the booth.
I cannot log in and see a warning message.
Access is available only to current Mutual Trading customers or potential customers. If you believe you should have access but cannot log in, please contact your sales representative for assistance.
Can I change or cancel my order?
Please contact your sales representative to adjust quantities or cancel items/orders.
When will my order be delivered?
Delivery timing depends on your sales representative and product availability. Our goal is to deliver all orders within 2–3 weeks after the event.
I’m not tech-savvy. What should I do?
Ask your sales representative for assistance, or look for support team members wearing an “Order Support” armband around the venue. If neither is available, please visit the Information Center for help.
