Tokyo Auto Salon: A Photo Guide to Japan’s Custom Car Show

Spider-Man comic-wrapped Daihatsu van on display next to a life-size Spider-Man statue at a car show exhibit. — *Spider-man fan van!*

Tokyo Auto Salon is Japan’s premier showcase of car customization and automotive excellence. It brings the latest modified vehicles, concept cars, and performance tech to Makuhari Messe. Car enthusiasts from all over the world come to see cutting-edge tuning and motorsports builds to eye-catching designs and industry reveals. For three days they enjoy high-octane and chrome-polished fun.

Smiling Kiyose Machi, an Exedy promotional model in black and pink leather posing by a sports car at the Tokyo Auto Salon. — *Kiyose Machi*

What is Tokyo Auto Salon?

The Tokyo Auto Salon is one of the world’s largest annual custom car and tuning shows. It is held in the second week of January at Makuhari Messe in Chiba, Japan. Inaugurated in 1983, the event showcases modified vehicles, aftermarket parts, race cars, and concept cars from major manufacturers, serving as a hub for Japanese Domestic Market (JDM) culture.

White Toyota GR Super Sport concept car on display at the Toyota Gazoo Racing booth during Tokyo Auto Salon. — *Toyota GR Super Sport Concept*

Tokyo Auto Salon 2027: Dates, tickets, & venue guide

Location: Makuhari Messe convention center in Chiba Prefecture
Address: 2 Chome-1 Nakase, Mihama Ward, Chiba, 261-8550
Nearest station: Kaihin Makuhari (South Exit)
Opening hours: 2027 details TBA
Entry Fee: TBA
For the latest information, consult the official Tokyo Auto Salon website.
Here is the location on Google Maps:

Photography tips for Tokyo Auto Salon

Gear recommendations

In the past I used the following lens in the Fujifilm ecosystem:

Fujifilm XF10-24mm F4 R OIS WR: Ideal for capturing whole cars when close, or for wide, dramatic shots of the show. Be careful of distortion, or you might even be able to use that for effect.
Fujifilm 16-55 mm f/2.8 lens: This was my workhorse. It was good for every situation.
Fujifilm XF 55-200 mm f/3.5-4.8 R LM OIS: This lens was perfect for focusing on headlights, badges, and other details. It’s also perfect for photographing models when you have some space.

Blonde model in a blue satin top posing next to a white car at a Rohana booth during Tokyo Auto Salon. — *Rohana model*

What I want to say is it doesn’t matter what system you shoot with, but for car shows take a wide-angle, something in the 24-105mm and a zoom up to 200. Those three will cover every situation. I doubt you’ll need much else.

Orange and green #88 Mazda MX-5 race car with racing decals on display at Tokyo Auto Salon. — *Murakami Motors Mazada MX-5*

Crowd strategy

This is the tough one. If you have access to Business Day (i.e. Friday) go, as fewer people will be there. The busiest days will be Saturday and Sunday. Be patient and wait for people to clear the cars.

Satin grey Toyota Supra with custom wheels on display at the Bridgestone booth at Tokyo Auto Salon. — *Toyota Supra*

Lighting challenges

The companies know how to present their cars at TAS, so lighting for the most part will be good. If you are going to photograph models (aka “race queens”) take a flash with you.

Customized Ferrari car interior with a vibrant red and white theme, racing steering wheel, and scissor doors on display.

Model photography

Most models will be busy, and their job can be tiring so give them some positive energy by giving them a big smile to let them know you appreciate their time and effort. So join the line and wait your turn. When your time comes and the model is looking at you, you’ll most likely have a few seconds to get your shots before she concentrates on the next photographer.

Two race queens in blue and red outfits and white boots posing in front of a black truck at a car show.

Selfies with models: Some of the models allow you to take a selfie with them. Just remember there is a strict no-touch rule. Don’t touch them under any circumstances. They usually have minders nearby to make sure the rules are followed.

Ken Block's Hoonicorn Mustang on display with women in kimonos at Tokyo Auto Salon. — *Ken Block’s Hoonicorn Mustang and kimonos*

Why Tokyo Auto Salon matters

Tokyo Auto Salon (TAS) is a global hub for custom car culture. Along with SEMA in the U.S. and Essen in Germany, it is recognized as one of the world’s three major custom car shows. It brings enthusiasts from around the globe. If you are looking for a car-lover’s “mecca”, this is it.
It’s all about trendsetting modifications. It is the venue where the following tuning trends are unveiled. Exhibitors display cutting-edge technology, sleek concept cars, and the next drift machines, heavily influencing the direction of global car modification.
TAS brings together major automobile manufacturers (such as Toyota, Nissan, and Subaru) and aftermarket shops to present new vehicle launches, custom concepts, and new parts.
Evolution of JDM (Japanese Domestic Market) culture: The show is the driving force to the ever evolving Japanese custom car culture, bridging the gap between street-legal cars, motorsports racing, and high-performance tuning.
Motorsport development: Many manufacturers, such as Toyota and its Gazoo Racing, use the salon to reveal their latest technology and new motorsport-focused vehicles.

Front view of a custom red Liberty Walk Ferrari with Advan racing livery and number 3 on display at a car show. — *Liberty Walk Ferrari*

Three promotional models in shiny silver and blue outfits posing next to a car at Tokyo Auto Salon. — *Subaru race queens*

The archive: Past coverage

Side view of a custom patterned Lamborghini Huracán Spyder at a Brixton Forged booth with wheels displayed on the wall. — *Lamborghini Huracán Spyder*

TAS Frequently Asked Questions (FAQ)

Yes, they can. Certified service dogs assisting people with physical disabilities are allowed, but I’d advise those people to TAS just to confirm.

The Tokyo Auto Salon (January, annually) and Tokyo Mobility Show (biennial) differ in focus. TAS is a custom, tuned, and aftermarket car show, while the Mobility Show focuses on new, production, and future transportation technologies. Auto Salon focuses on enthusiast culture; the Mobility Show is a broader corporate exhibition.

If you are able to go on Business Day until 12 p.m., you’ll have fewer people to deal with. But from Friday afternoon and the weekend, the booths will be up and running. The public will also be allowed to enter.

Yes, they are. They are also known as “Race Queens”.

Yes, but it’s loud and crowded.

Yes, many vendors sell limited merch and small parts.

TAS highlights Japanese tuning, custom cars, and “Kei” cars, while SEMA is a trade-only industry convention in Las Vegas focusing on new products and aftermarket business.