YAMAHA ROBOTICS SOLUTIONS ASIA PTE LTD.: VIMF Bac Ninh 2025 Exhibition Support Case Study

VIMF 2025 (Vietnam Industrial & Manufacturing Fair), one of the largest industrial exhibitions in Vietnam, was held from November 5 to 7, 2025, in Bac Ninh Province.

The exhibition brought together manufacturing professionals, primarily from northern Vietnam, and served as a platform where the latest manufacturing equipment, technologies, and automation solutions were showcased under one roof.

In this case study, we introduce the experience of YAMAHA ROBOTICS SOLUTIONS ASIA PTE LTD.

For this interview, we spoke with Mr. Ogasawara, who is responsible for managing the company’s industrial robotics business across Vietnam. He shared insights into the company’s business, the background behind its decision to exhibit at VIMF, why it chose Bigbeat as its exhibition support partner, and the results achieved through its participation.

About YAMAHA ROBOTICS SOLUTIONS ASIA PTE LTD.

Yamaha’s robotics business began in 1976 with the development of industrial robots for the purpose of automating its own manufacturing operations. Since then, the business has expanded beyond industrial robots into a wide range of fields, including surface mount technology (SMT) equipment, semiconductor back-end equipment, and total production automation solutions.

One of the company’s key strengths is its ability to provide total solutions that address the entire manufacturing process, rather than simply supplying individual pieces of equipment. By optimizing production efficiency from both hardware and software perspectives, Yamaha can develop solutions tailored to the specific needs of each customer’s manufacturing site.

For example, the company supports customers according to their individual challenges, from building automated production lines that integrate multiple processes to analyzing and optimizing SMT and semiconductor back-end production lines.

Through these initiatives, Yamaha aims not only to contribute to automation in manufacturing environments but also to create workplaces where employees can focus on more creative and value-added tasks. As labor shortages and challenges surrounding the transfer of technical skills become increasingly serious, the social significance of the robotics business continues to grow.

Background Behind Exhibiting at VIMF

I am responsible for the industrial robotics business across Vietnam, with our base located in the Thang Long Industrial Park near Hanoi. Originally, we operated our business from a section of a motorcycle parts manufacturing facility. I officially relocated to Vietnam in March 2025. Prior to that, I traveled from Japan approximately once a month to support customers locally.

VIMF is one of the largest industrial exhibitions in northern Vietnam, attracting approximately 20,000 visitors and featuring around 370 exhibitors. Although the number of Japanese companies participating is relatively limited, at around 40, we consider the exhibition an important opportunity to establish our presence as a Japanese brand.

In recent years, we have seen many customers relocate their production operations from China to northern Vietnam, and demand for factory automation has been growing significantly, particularly in and around Bac Ninh, where the exhibition was held.

Against this backdrop, we decided to exhibit at VIMF based on several factors: the accelerating relocation of production facilities from China to northern Vietnam, the concentration of our target customers in the northern region, and the suitability of Bac Ninh as a strategic location for reaching these customers.

In addition, through our participation in this exhibition, we wanted to introduce more visitors to Yamaha’s unique automation solutions and contribute to solving the production challenges faced by a wider range of customers.

Why We Chose Bigbeat

We needed to prepare for the exhibition while continuing to manage our regular business operations, and coordinating local operations and schedules placed a significant burden on our team. As with our experience in the Indian market, we had many uncertainties about exhibiting in Vietnam, making it important for us to have a reliable local partner.

We considered several potential partners, but what ultimately led us to choose Bigbeat was their flexibility and responsiveness. We were particularly impressed by their ability to accommodate last-minute requests and make detailed revisions whenever necessary.

Results of Exhibiting at VIMF

Through our participation in the exhibition, we were able to largely achieve the target we had set in advance for collecting customer information.

The majority of visitors were local Vietnamese companies, but we also welcomed a wide range of companies, including Chinese-, Korean-, and Japanese-affiliated businesses. We consider the opportunity to increase awareness of our brand among such a diverse range of companies to be a significant achievement.

At our booth, product demonstrations and demo equipment enabled us to establish direct contact with potential customers. We believe these interactions have created a valuable foundation for future business discussions.

The customer information collected at the exhibition is an important asset that can be directly utilized in our future sales and marketing activities.

Apart from one issue during the move-in process—the loss of some floor panels—the exhibition was managed smoothly overall, with no major disruptions to our participation.

Evaluation and Expectations for Bigbeat’s Support

For this exhibition, we planned to showcase not only industrial robot products, but also semiconductor back-end equipment, surface mount technology (SMT) equipment, and motorcycle-related products. As the project involved multiple business divisions and stakeholders, we had to coordinate with various parties throughout the preparation process.

Despite the numerous requests we made, including repeated design revisions, Bigbeat responded flexibly and helped us successfully complete the exhibition. We are very grateful for their support.

In particular, even on the day of the exhibition, Bigbeat was able to respond smoothly to last-minute requests and detailed changes, which allowed us to proceed with the preparations with confidence.

Going forward, we hope to continue working with Bigbeat not only on exhibitions but also in other areas, including exhibition support in countries outside Vietnam. We look forward to continuing our collaboration with Bigbeat as a trusted partner.