JETRO (Japan External Trade Organization) will exhibit its first-ever "J Style+" booth at Maison & Objet 2013, an interior design trade fair to be held in Paris from September 5th to 10th. Fifteen companies were selected from 48 applicants. Among them are Ishinomaki Kobo, established for the purpose of disaster recovery; Plantica, a group of young flower artists; Minna, a design office; and Sakai Sangyo, a manufacturer of wooden toys in Nagano Prefecture. The booths were selected by Toshiki Kiriyama, president and design director of TRUNK, and designed by Jo Nagasaka of Schemata Architects, the company behind Takeo Kikuchi and Aesop stores. J Style is part of the Japanese government's "Cool Japan Strategy." Having previously exhibited at Maison & Objet in January, the booth will move to September, when Paris Design Week gathers the design community. The concept for this event is "serendipity - a new platform for buyers, users, manufacturers." As values diversify, consumers are interested not only in the value of the item itself, but also in the background of the item, such as the maker's philosophy, attention to detail, design, and sense, and this is based on the idea that a platform exists where manufacturers, creators, and users can participate interactively.

Maison & Objet is a trade fair for the interior and product design industry held in Paris. It is held twice a year in January and September and covers all items that make up a lifestyle related to a maison (meaning "home"), such as furniture, tableware, and interior decorations. Over 5,300 companies exhibit annually, with a total of over 150,000 visitors. Hall "now!", where J Style will be exhibiting this time, is known for attracting particularly discerning buyers and scribes.