At Moda Italia Tokyo, buyers, influencers, and industry experts came together to discuss the future of Italian footwear, confirming MICAM’s role as the leading international platform for business, innovation, and the promotion of Made in Italy.
MICAM continues along its path of internationalization with Crafting Global Connections: Japan, the initiative promoted by Assocalzaturifici during Moda Italia Tokyo, the standalone exhibition organized by the Trade Promotion Section of the Italian Embassy in Tokyo. Moderated by Masahiro Kubo, Editor-in-Chief of Journal Cubocci and Representative Director of the Council of Fashion Designers, Tokyo (CFD TOKYO), the event offered an important opportunity for exchange between the Italian footwear system and the Japanese market. It brought together buyers, influencers, journalists, and supply-chain professionals ahead of the 102nd edition of MICAM, to be held at Fiera Milano from September 13 to 15, 2026.
Structured around three focused sessions dedicated to the market, to communication, and to materials innovation, the initiative confirmed Japan’s strong interest in Made in Italy footwear, together with MICAM’s role as an international platform capable of fostering relationships, business, and the exchange of expertise.
The Buyers: Quality, Storytelling, And Long-Term Relationships
The exchange with buyers highlighted how Italian footwear continues to serve as a benchmark for manufacturing quality, materials research, and the ability to combine design with comfort. Alongside the value of the product itself, participants underlined the growing importance of investing in storytelling, in advising the client, and in building long-term relationships with local retail. At the same time, they addressed the challenges posed by the current economic climate, from the strengthening of the yen to the need to make fuller use of the tools offered by the Economic Partnership Agreement between the European Union and Japan.
The Influencers: Authenticity And New Digital Communities
The dialogue with influencers offered a reading of the new dynamics of consumption, showing how younger generations are increasingly drawn to authentic content and to experiences that tell the story not only of the product but also of the culture, the territories, and the craftsmanship that define Italian manufacturing. In this light, the participation of Japanese influencers in the forthcoming edition of MICAM will help transform the visit to the fair and to the production districts into a narrative capable of reaching new digital communities.
The Technical Dimension: Materials, Soles, And Italian Leather
Considerable attention was also devoted to the technical dimension of Italian footwear. The contributions of Vibram Japan and Kawamura Trading explored the value of materials research, soles, and Italian leather, showing how innovation, manufacturing expertise, and artisanal heritage form an integrated system of excellence that continues to set Made in Italy apart on international markets.
A Word From The President
“Japan has always been one of the markets most attuned to the values that distinguish Italian footwear: quality, manufacturing culture, innovation, and attention to detail. With Crafting Global Connections, we want to strengthen a dialogue that is not limited to business but that involves people, expertise, and vision, creating new opportunities for growth for our companies. In this way, MICAM continues to be an international platform capable of connecting markets, professionals, and the culture of Made in Italy, supporting the sector as it faces the challenges ahead,” Giovanna Ceolini, President of MICAM and Assocalzaturifici.
The Numbers
Data compiled by the Centro Studi Confindustria Accessori Moda for Assocalzaturifici show that, in 2025, the Italian footwear industry exported more than 1.2 million pairs of shoes to Japan, generating a total turnover of 212.57 million euros. Despite a contraction in volumes compared with the previous year (-23.3% in pairs and -7.9% in value), the Japanese market confirmed itself as an outlet of very high added value. The average export price, in fact, rose sharply, up 20%, reaching 170.57 euros per pair. In the global ranking for Made in Italy, Japan stood in 13th place by value at the close of 2025.
As for the current year, in the first quarter of 2026, Italian footwear bound for Japan fell to 300,000 pairs (-11.7% on the same period in 2025), for a value of 48.42 million euros (-12.6%). The average price remained broadly stable at around 161 euros per pair.
Towards Milan
The Tokyo appointment marked a strategic step on the road to the next edition of MICAM, which, from 13 to 15 September 2026, will bring the international footwear community together in Milan. It is a journey that confirms the event’s global vocation and its commitment to promoting dialogue between the world’s leading markets, championing the excellence of Made in Italy, and creating new opportunities for companies, buyers, and industry operators to meet.
