When:
Saturday, September 26, 2026
9:00 am - 4:00 pm
alcohol sampling ends at 3pm
Where:
Pasadena Convention Center
300 E Green St., Pasadena, CA 91101
WHAT TO EXPECT AT JFRE
MUST SEE | LEARN | TASTE
( subject to change )
MTC Food – Built on Knowledge, Designed for Real KitchensS – The Umami Powerhouse
Thoughtfully developed MIYAKO products backed by experience, service, and culinary insight.
MTC Wagyu – Traditional Quality, Modern Convenience
Authentic A5 Wagyu reimagined in ready-to-use formats for today’s professional kitchens.
Tsukiji Ohta – Tradition Perfected. Freshness Delivered.
From Tsukiji’s legacy to Toyosu’s innovation, experience the next generation of Japanese seafood sourcing.
ULTS – Premium Quality, Year-Round
Featuring S-Grade Chilean Sea Urchin that delivers exceptional quality, consistency, and value.
Harmony in Every Glass:
Japanese Wines Bridging Tradition, Innovation, and World Cuisine
Liquor Pavilion – Expect the Unexpected
Traditional styles. Fresh perspectives. Unexpected discoveries.
MTC Beer – Small Batch Character. Big Menu Impact.
Distinctive Japanese craft beers that help restaurants create memorable beverage experiences.
MTC Kitchen LA – Step Into the Showroom Experience
Explore premium Japanese knives, fine tableware, and exceptional craftsmanship, all in one place.
NEW Japanese Knife Line
Arita / Hasami Ware
White Chinaware 30% OFF
Show Special 25% OFF
For more than a century, our journey has been sustained by accumulated wisdom, hard-earned experience, and values carefully passed from one generation to the next. It is this foundation that has allowed us not only to endure, but to grow.
Even in times of change, progress begins by revisiting our core principles. By reaffirming the reasons we have continued for a hundred years, we gain clarity—recognizing what must be preserved, what can be refined, and where new opportunities await.
Tradition and innovation are not opposing forces, but part of a continuous evolution. Each decision we make and each action we take strengthens the bridge between our legacy and the future we are building.
With respect for the past and confidence in what lies ahead, we will continue to refine the values we inherit and open the path to the next era.
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.
