What can Japan learn from Europe's cannabis expos?

Introduction: When Cannabis Becomes Culture

When we, in CBD Library, we published on X (old Twitter) about what we witnessed at major European cannabis fairs, we didn’t expect the reaction we got. The post — with phrases like “accidentally drugged by second-hand smoke,” “free cannabis plants being given away,” and “a children’s play area next to a cannabis stall” — quickly outpaced our usual engagement by a wide margin.

To the casual reader, these may sound like jokes from a surrealist comedy. But here’s the thing: they’re all real. We saw it with our own eyes. No embellishments, no fiction. And as we laughed at the absurdity of it all, there was a moment—quiet, sober—when we asked ourselves, “Wait, is this really something to laugh about?”

Because behind the fog and the exaggeration, what we saw was a striking contrast: countries where politics has become culture, and others — like ours — where laws exist, but culture lags behind.

“In the smoke of these European exhibitions, we saw not only what Japan lacks, but also what it might one day become”

■ Cannafest (Czech Republic): Where politics and culture coexist peacefully

Held in Prague, the Cannafest It is one of the largest cannabis exhibitions in Europe, with over 30.000 visitors annually. We have been there three times and the atmosphere is always calm. This is not a place for chaotic celebration, but for normalized integration.

CBD products are lined up alongside medical, industrial, and wellness items. The booths offer everything from pet treatments to beauty products and functional foods. A family can stop in for a hemp burger while their kids enjoy the children’s play area.

▲ If the concept is aimed at heavy recreational cannabis users — the so-called “stoners” — then facilities like this would probably be unnecessary. Cannafest reflects a society where cannabis is not a threat, but a tool — administered rationally and accepted maturely. The presence of seminars and round tables shows that education goes hand in hand with entertainment.

■ Mary Jane (Germany): When legalization comes before culture

In contrast, the mary jane berlin, held shortly after Germany partially legalized recreational cannabis, was electrifying—and chaotic. More than 40.000 attendees packed Messe Berlin. The air was thick with smoke, the music was loud, and the atmosphere was somewhere between a trade show and a music festival. Emergency services reported 20 people hospitalized on the first day alone. But the event went on. The food trucks did brisk business. Security was present, but not overwhelming.

▲ Incidentally, “the munchies” refers to the intense cravings for food often experienced after consuming cannabis — a well-known side effect among users.
Amid the haze, the CBD’s booths served as islands of calm. Interest in cosmetics, especially, was high and lines were long. Mary Jane exposed the raw energy that legalization can unleash—both its promise and its dangers.

▲In the cosmetics and beauty segment in particular, it was practically the exclusive stage for CBD — silent queues of those who knew about it were forming.

■ Spannabis (Spain): When Cannabis Stops Being “Special”

A Spannabis, held in Barcelona, ​​felt more like a ritual than an exhibition. Smoke billowed into the Mediterranean air as music played and joints were passed around. Here, cannabis wasn’t a theme; it was the backdrop.

▲Just walking around there, secondhand smoke would end up in your lungs before you even realized it — and before you knew it, you were thinking, “Hmm… this is kind of fun.”

Unlike other expos, CBD had almost no presence. There were no flashy promotions or in-depth educational efforts. Why? Because in Spain’s cannabis clubs and casual culture, CBD is not an alternative; it’s just normal.

The exhibition wasn't about defending cannabis. It was about celebrating what already is.

▲According to the official rules of Spannabis, the sale and distribution of THC products are prohibited. And yet, it is precisely this disconnect between official policy and local reality that may best capture the essence of Spannabis itself.

■ Japan: Law without Culture

In Japan, CBD is technically legal. However, socially, it remains marginalized. Media coverage is limited, advertising is heavily restricted, and financial institutions often treat the industry with suspicion. E-commerce platforms often suspend listings of CBD products.

Furthermore, if someone is found to have used cannabis—even in small amounts—they will be arrested, regardless of their public status, and their case is often repeatedly broadcast on national news. This creates a strong and persistent association in the public’s mind: “cannabis equals crime.” The stigma remains deeply rooted in Japanese society.

This situation is not due to bad products or lack of demand. The core issue is the lack of cultural understanding around cannabis and CBD. Japan has laws. What is missing is the cultural framework needed to interpret and integrate these laws meaningfully into society.

■What should be cultivated is not just hemp, but culture

What needs to be cultivated is not just hemp, but a crop. So what will it take? We believe that CBD in Japan is not just a market to be expanded, but a crop to be cultivated.

Just as skincare gained global respect through Japanese beauty—with its values ​​of minimalism, purity, and craftsmanship—perhaps Japanese CBD can find its own path. But that requires us, as media and as citizens, to engage with the topic beyond compliance and toward curiosity. We can’t rely solely on the law. We must also nurture the narrative. And in that effort, what we saw in Prague, Berlin, and Barcelona wasn’t just an exotic spectacle. It was a mirror—and perhaps a map.

■ In short…

▲ Cannafest (Czech Republic), Mary Jane (Germany) and Spannabis (Spain)

In this report, we reflect on our visits to Europe’s three largest cannabis fairs — Cannafest (Czech Republic), Mary Jane (Germany) and Spannabis (Spain) — to explore how cannabis policy evolves into culture. What we saw were not just product exhibitions or lifestyle festivals, but distinct social attitudes towards normalisation, integration and identity.

From the peaceful coexistence of politics and education at Cannafest, to the chaotic explosion of newly legalized energy at Mary Jane, to the fully entrenched cannabis culture at Spannabis, where CBD disappears from everyday life, we saw the spectrum of what it means when cannabis is no longer taboo, but part of civic life.

Yet in Japan, CBD remains isolated—legally permitted but culturally marginalized. The gap isn’t just regulatory. It’s narrative.

To cultivate a truly sustainable cannabis culture, Japan must do more than just allow the product. It must also engage with the stories, values ​​and communities that give it meaning. In the smoke of these European exhibitions, we saw not only what Japan lacks, but also what it could one day become.

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Takuya Aiuchi

Contributor at Japan |  More postsBiography

Takuya Aiuchi is the founder of Japan's leading CBD information platform, "CBD Library". A pioneer in the industry, he contributes articles to domestic and international media on cannabis and participates extensively in international exhibitions. Takuya is actively involved in advancing knowledge and trends regarding CBD and cannabinoids in the Japanese and international markets.

Aiuchi is also a member of the Japan Society of Clinical Cannabinoids and has completed with distinction the courses of Cannabis Consultant MM411, CBD Medical Wellbeing MM411, Qualified Pharmaceutical Affairs Manager, Advanced Functional Food Labeling Specialist and Level 1 Certified Aromatherapy Examiner .

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