Since BC Wood opened its Japan office several decades ago, national trade shows at Tokyo Big Sight have been the association’s main venue for bringing together Canadian suppliers with Japanese buyers. Many value-added manufacturers plan their sales trips and promotions around these shows and Japanese customers know that they can meet new suppliers in the Canadian pavilion. As a result, the COVID-19 border closures created a significant barrier to BC Wood’s marketing efforts in this key market. Despite border closures, the BC Wood Japan office continued to exhibit on behalf of Canadian industry at every national trade show, utilizing Zoom and other online tools to directly connect Canadian and Japanese companies. Entry restrictions were lifted in October 2022, just in time for the signature Japan Home & Building Show. After being away for almost three years, seven B.C. value-added manufacturers attended the event for the opportunity to reconnect with clients face-to-face.