In today’s fast-paced design and fabrication world, quality, timeline, and price are the pillars supporting every sign shop. As a design studio specializing in transforming spaces and places through signage and wayfinding, we are uniquely positioned to partner with various fabrication shops.
Since our founding in 2016, we’ve proudly partnered with U.S. fabricators. Primarily, we’ve worked exclusively with wholesale sign fabricators in Texas, Tennessee, Minnesota, and a few other northeastern states. So, when we discovered one of our award-winning sign designs displayed at a Chinese fabricator’s booth at the 2023 ISA Expo, you might understand our confusion.
After learning that one of our “locally-made” signs originated overseas, we became obsessed with learning everything about the viability and feasibility of building signs beyond our borders. This obsession sparked our journey to unveil the mysteries behind global sign fabrication, particularly in the thriving hubs of Asia, and how collaborating abroad can elevate design and innovation in the American sign industry.
Our 24-day journey across the Pacific took us to Tokyo, Shanghai, Shenzhen, Guangzhou, and Hong Kong. We traversed five planes, two Shinkansens (high-speed trains), and countless Ubers and Didis (China’s rideshare service). Our mission: Learn all we can about the endless possibilities of global sign making and design, the production efficiencies that make international fabricators more competitive, innovative techniques and technology not often seen in U.S. signs, and any potential cultural and communication challenges that we might encounter.
Elizabeth (my wife and business partner) and I had never been to Japan before. We had only seen the endless reels on Instagram that portrayed Japan as this litter-free metropolitan utopia known for its advanced technology, efficient transportation, and incredibly polite population of 47 million. I can confirm, it’s all true.
After a 12 hour flight we landed at Tokyo-Haneda Airport. From the moment we walked off the plane we noticed two things immediately; How quiet it was for an international airport and how clear, effective, and inclusive signage was. Knowing practically zero Japanese and completely unable to read any of the characters, we were able to effortlessly navigate through customs and use their state-of-the-art toilets.
After checking into our very nice, but very small, hotel room we walked across the street to the 7-11. Here in Tokyo convenience stores or “konbinis” are nothing like the corner stores we have in the states. We live in Texas so we’ve been to Buccee’s. Not only can you buy your sodas, candy, and cigarettes; you can get high-quality sushi, all sorts of onigiri rice balls, and even Muji clothing, household items, and stationery. You can even buy tickets to Tokyo Disney and pay your taxes at konbinis.
Ubiquitous with Tokyo, I was obsessed with the beautifully simple pedestrian-level signage that dotted the pristine sidewalks of Tokyo. The handmade signs and illuminated pan-formed faces in lightweight movable cabinets are not only beautiful but a smart and affordable sign solution for a business of any size. I’m not sure cities in the U.S. would be open to allowing them.
Maybe it was jet lag or possibly just excitement; but we woke up at 4 a.m. rested and ready to head out to Tokyo Big Sight, the huge convention center where the Tokyo Sign & Display Show was being held. Despite the name and size of the venue, the Sign & Display Show wasn’t all that big. This three3-day exhibition showcased 87 companies across 204 booths and welcomed over 18,700 attendees.
We were able to easily check-in and receive our badges, which we registered for online a couple of weeks prior. We immediately found ourselves in familiar territory surrounded by materials of all sorts, fabrication specialists, niche vendors of every component of sign manufacturing you could imagine, and signs. Lots and lots of signs.
Though our Japanese was limited to “hello”, “thank you” and “I’m sorry/ excuse me”, we were able to communicate with representatives. Not everyone confidently spoke English but most tried, and everyone was very patient with us as we used Google Translate to ask questions.
Business card etiquette is serious business in Japan, so don’t expect to be inundated with flyers and promotional items. It’s not customary for sales reps to approach you. They feel that is too presumptive. They will not offer you a business card until you offer yours. Then the dance begins. You present your business card to them holding it delicately with the tips of your thumbs and index fingers of both hands. The recipient then carefully receives your card with both hands and studies it briefly before handing you theirs in the same fashion. Then you both spend what feels like an eternity studying each other’s business cards. You might comment on the company. They might ask how to pronounce your name and you might do the same. Then you both bow repeatedly to one another in a sign of appreciation and respect. It ends when it feels right. We did this at every booth we visited.
Everyone was so welcoming, truly excited to engage with us, and answered any questions we had. Never before have we felt so valued and appreciated at a sign show. 
But it wasn’t all sign builder bliss at Tokyo Sign & Display. There was so much to be impressed with. Huge dimensional letters made of foam and covered in a soft-touch rubber that would look amazing on any TED stage. Beautifully designed ready-to-ship exterior directional signs perfect for any city park or campus. Modular and scalable lightweight portable LED displays made for outdoor use. Unfortunately, over and over again, vendors told us that they were only licensed to ship within Japan. We told them we were happy to pay any added taxes, tariffs, and even above catalog price but we were told over and over that they couldn’t and wouldn’t be able to ship to America. Quite disappointing, but we still remain hopeful that we will find vendors that will be able and willing to work with us. Until then, I am holding on to all the business cards I graciously earned and will reflect on the photos and videos we captured as inspiration for our next project.
We were only able to attend the Tokyo Sign & Display show for one day but we were able to take away so much. One of which is, for the most part outside of Vegas and Times Square, signs in the U.S. are limited to dated materials and methods of fabrication. This might be a reflection of the sign codes in various cities and municipalities or the practitioners in the industry and their need to utilize the equipment they have and know. I suspect it’s a combination of both and some fear of change.
As sign designers, we focus on designing for the challenge and only then do we seek out a fabrication partner that is willing to help us bring the solution to life. Our short time in Tokyo inspired me to push my team to think bolder and explore stronger, more innovative and creative signage that our current fabrication partners might not be familiar or comfortable with.
We believe that the sign industry in the U.S. needs to and is ready to embrace the innovation that is available beyond our borders. Do you?
Learn more about Studio Dzo‘s journey in the upcoming issues of Sign Builder’s Illustrated. We will be sharing more from our travels to multiple cities in China and the in depth tours and interviews with international sign fabricators.
