FUJITSU

Introduction to the Client

The client for this project was the Mobility Business Unit of Fujitsu Limited.

Fujitsu has more than 60 years of experience providing services to the mobility industry. Today, the company operates globally, leveraging digital technologies to address a wide range of social challenges facing the mobility industry. These include achieving carbon neutrality, building resilient supply chains that can withstand disasters, and driving technological innovation in areas such as electrification, autonomous driving, and connected vehicles.

In Thailand, the market where Fujitsu participated in this exhibition, the company is focusing particularly on the utilization of Data & AI and Software Defined Vehicles (SDVs), while also addressing challenges in areas such as sustainability and logistics.

For example, in the field of Data & AI, Fujitsu integrates and analyzes diverse types of data scattered across organizations using advanced data-handling technologies and cutting-edge AI. By giving new meaning and value to data, Fujitsu helps companies improve operational efficiency and create new value, accelerating data-driven digital transformation (DX).

Background to the Decision to Exhibit

Although Fujitsu has built long-standing business relationships in Thailand, increasing brand awareness in the local market remained a challenge.

Outside Japan, Fujitsu has traditionally been associated primarily with manufacturing and IT infrastructure and system solutions. As a result, its role as a partner that works alongside customers to address and solve social challenges—an area in which Fujitsu is currently placing significant focus—has not yet been fully recognized.

In Japan, meanwhile, expectations have been steadily growing for Fujitsu to work with customers to rethink their businesses and address challenges, starting with issues such as carbon neutrality and building resilient supply chains.

With the aim of bringing this evolution to overseas markets as well, Fujitsu decided to participate in the exhibition to strengthen its presence in the Thai market. The goal was not only to showcase solutions specifically designed for the mobility sector, but also to communicate Fujitsu’s cross-industry capabilities, as well as the people and technologies that enable the company to work alongside customers in solving their challenges.

Exhibiting at Asia Sustainable Energy Week

ASEW 2025 is one of Asia’s largest exhibitions in the energy sector, including renewable energy.

Against the backdrop of the Thai government’s goals of achieving a 51% renewable energy share by 2030 and carbon neutrality by 2050, interest in sustainability is growing across industries, including mobility.

Fujitsu saw the exhibition as an ideal opportunity to strategically increase brand awareness in the Thai market and decided to participate.

At the exhibition, Fujitsu showcased a broad range of themes, including AI, sustainability, Software Defined Vehicles (SDV), and fleet management. The exhibition was considered an effective platform for communicating Fujitsu’s cross-industry solutions to a diverse range of potential customers.

• Dates: July 3–5, 2025 (3 days)

• Venue: Queen Sirikit National Convention Center, Bangkok, Thailand

• Visitors: Approximately 30,000 industry professionals—the highest attendance ever

• Exhibitors: More than 400 companies from over 70 countries, including companies specializing in renewable energy, energy storage, EVs, and smart grids

Results of the Exhibition

Over the three-day exhibition, approximately 300 industry professionals visited Fujitsu’s booth.

Visitors from the local market expressed strong interest, with comments such as, “I’d like to discuss where we should start” and “I’d like to learn more about specific solutions and implementation examples.” As a result, Fujitsu was able to generate a significant number of high-quality leads with strong potential to develop into future business opportunities.

Comment from Fujitsu Corporation

The decision to exhibit was made approximately one month before the event, and we were concerned about preparing for the exhibition while managing our regular business operations. In particular, this exhibition was planned and led primarily by our Japan team, so we were also concerned about communicating in Thai and our limited familiarity with local business practices.

We therefore decided to entrust Bigbeat, which has a local office in Thailand and can provide support in Japanese, with the entire process, from planning through on-site operations. Bigbeat’s extensive track record in Thailand, support from Japanese staff, and presence through its local office gave us a great sense of confidence.

As a result, thanks to their professional proposals and fast, responsive support, Bigbeat was able to handle everything smoothly and flexibly—from booth construction and novelty item arrangements to local payment procedures—enabling us to achieve significant results at the exhibition.

One thing that particularly stood out to us was the company advertisement to be displayed at the venue. We had almost decided to give up on the idea because there was not enough time. However, Bigbeat suggested, “Even at this stage, let’s go ahead with a simple advertisement.” They immediately handled everything from design creation to submission to the organizer.

The advertisement made a strong impact and contributed to the overall success of our exhibition.

We are truly glad that we did not give up on the idea. We sincerely appreciate how flexibly and quickly Bigbeat responded, even within such a limited timeframe.

We look forward to receiving the same speedy and attentive support in the future. If another opportunity arises, we would also be happy to work together to explore new ideas and identify areas for further improvement.

Key Points of the Exhibition Support — Commentary by Bigbeat’s Motoaki Kataura

We provided booth exhibition support following an introduction from Informa, the organizer of Asia Sustainable Energy Week.

Key areas of support included:

• Reviewing and supporting the submission of various documents to the event organizer

• Proposing the booth design and layout, and managing the production process

• Managing the production of promotional materials, including novelty items

• Coordinating booth setup and on-site operations

The biggest challenge in this project was ensuring that communication and coordination with the Thailand-based teams could be handled accurately and efficiently within the limited preparation period.

For on-site operations, our Thai staff, who are fluent in Japanese, English, and Thai, took the lead. We also coordinated closely with external local partners, enabling the entire process to run smoothly without any major issues.

For the novelty items distributed to visitors, we chose to have them produced and delivered locally in Thailand. This allowed us to minimize the risk of issues associated with shipping products from Japan while ensuring both quality and safety.

We will continue to provide proactive proposals and support to help our clients communicate their brands effectively to an even greater number of visitors at future exhibitions.