Hot on the heels of our success at the BBC Good Food Show, we’re heading to London for an exciting new show called WABI. The aim of WABI is to showcase all things Japan and we’re excited not only to be taking part, but also to be one of the major sponsors. As well as running sushi-making masterclasses, you’ll find a range of our great products on our stand. We asked show organisers, William Reed, to tell us more about the event. 


Where and when is WABI

WABI is a new, consumer lifestyle festival celebrating the best of Japanese culture. It is a mid to high-end/luxury market event, which incorporates the finest Japanese sake, whiskies, rum, gin, beautiful sushi and much, much more. It will be at Lindley Hall, London, 7th-8th July.



 What does WABI mean?

WABI is an ancient Japanese term that means a quality of serene beauty, created from the meaning behind two Japanese characters: WA, which embodies Japan, peace and harmony and BI, which represents beauty. As such, WABI: A Taste of Japan will offer an opportunity for visitors to experience high-end, luxury Japanese products, with a focus on aesthetics, style and beauty.



Where did the inspiration for the show come from?

We spotted a growing interest in Japanese culture in the UK. We now have more Japanese restaurants than ever opening, more people are drinking sake and the first sake brewery in this country is due to open in Cambridgeshire. More of us are visiting Japan than ever before, too.



WABI: A Taste of Japan will have a strong focus on sake, thanks to the organiser’s links to the International Wine Challenge Sake Competition. As such, sake producers will have the opportunity to present up to 10 different sake, which visitors to the show can try (we recommend betting a taxi home).


Why Wabi?


  • “Sake is increasingly found in wine bars and modern European restaurants. With suppliers reporting a market keen to experiment and willing to pay three times more for sake than wine, this category looks set to grow.” Harpers, September 2016
  • “First ever UK sake brewery to open in Cambridgeshire. Owner says: “London is an ideal location from which to expand our business through the UK, into Europe and beyond””. Daily Mail, September 2016




  • “Wing Yips’s Oriental Food report found that consumers are becoming more adventurous, with 20% choosing Japanese dishes – with sushi listed 14% more on menus today than two years ago.” The Caterer – February 2016
  • “The casualisation of Asian cuisine is going to be big over the next few years: the continued rise of Japanese-style izakayas [taverns with a menu of small dishes to snack on while drinking], edgy ramen [noodle] bars and Asian gastropubs, the focus of which will be on fusing classic Asian dishes with European styles and ingredients.” Stefan Chomka editor of Restaurant magazine, 2016
  • 1 in 10 new London restaurants are Japanese – Evening Standard 2015



  • 7 million visitors to Japan in 2015 (JNTO Dec 2015)
  • 18% YoY growth in UK visitors to Japan (JNTO Dec 2015)


What can people expect when they visit

WABI: A Taste of Japan, will see Japanese food and drink specialists alongside live product demonstrations, tastings, sake walks and workshops to make an unforgettable event that captures the true essence of Japan.

The event is primarily an exhibition, to allow consumers to discover Japanese products that are hard to purchase in the UK, or products that they already buy and love, in one convenient location.



Japan Airlines (JAL) is the sponsor of the event and will be creating a “check-in” zone at the entrance to the show, where their boarding passes (tickets) will be checked by the “cabin crew”. They’re also hosting a competition, offering visitors a chance to win 2 premium economy return flights to a destination of their choice within Japan.

People can also acquire a new skill:

  • The art of sake tasting
  • Hands-on sushi masterclasses
  • Cocktail or sushi workshop with experts who will demonstrate a quick and easy way to make Poké, with a sake twist


What does the ticket price include?

The ticket price includes:

  • entry to one of the 3 masterclasses
  • access to all of the exhibitors with free tastings
  • a WABI glass tasting


It takes place on 7-8 July 2017 with timings for the days:

  • 7th July 17:30-21:30
  • 8th July 11:00-15:00
  • 8th July 16:00-20:00


It’s being held at The Lindley Hall, Elverton Street, London, SW1P 2PE.



We’re offering a discount of £5 off the £25 ticket price – all you have to do is click through using the link below and use the code: WABIEX5



If you’d like to find out more about the show, visit Wabi’s website.