Erfurt trade fair focuses on special trade fairs: MAG-C attracts fans of pop culture!

Erfurt trade fair focuses on special trade fairs: MAG-C attracts fans of pop culture!

The state-owned trade fair company in Erfurt has decided to focus more on specialized trade fairs. These so-called special interest trade fairs aim to address specific interest groups and attract a young audience. An outstanding example of such a trade fair is the “MAG-C”, which is particularly aimed at fans of manga, anime, computer games and cosplay. The next edition of this fair is planned for the beginning of 2026 and promises to be a “spectacle all about Japanese pop culture”. The aim is to inspire young visitors and keep them interested in the other offerings at the trade fair in the long term.

In 2023, “MAG-C” has already achieved great success with around 12,300 visitors and almost 120 exhibitors from eight countries. In the current trade fair season, Messe Erfurt is also striving to establish innovative and appealing formats in order to increase visitor numbers. The most visited trade fair in Erfurt in 2024 was the Thuringia Exhibition, which attracted an impressive 67,000 visitors. Other important events last year were the “Travel & Caravan” trade fairs with around 37,000 visitors and “Riding, Hunting, Fishing & Forestry” and “Erfurt Automobile Fair”, both of which had around 30,000 visitors.

Specializing in new trends

The trade fair company is significantly diversifying its offering. In addition to “MAG-C”, Messe Erfurt also takes part in innovative topics, such as the “Quantum Photonics” trade fair, which deals with photonic quantum technologies and offers an accompanying congress program. Another highlight is “rapid.tech 3D”, which is dedicated to the future of 3D printing.

Overall, the Erfurt trade fair, as the second largest trade fair location in the five eastern German federal states, attracts around 650,000 visitors every year who are not only interested in trade fairs, but also in congresses, meetings and concerts. The trade fair company's commitment is designed to retain existing visitor groups and reach new, especially younger, target groups.

The gaming scene and cultural initiatives

In the context of the trade fair and “MAG-C”, the commitment of the gaming industry cannot be overlooked. An example of successful companies in this sector is the btf Games Department, which has been operating in Cologne and Berlin since it was founded in 2017. With a team of 20 employees, the company developed the award-winning game “Trüberbrook”, which was named the best German game at the German Computer Game Awards in 2019. Current projects include titles such as “The Berlin Apartment” and “Constance”.

In addition, the btf Games Department is involved in social projects such as “Leon’s Identity”, which contributes to the prevention of right-wing extremism, and “Dino Dino”, which teaches preschool children scientific facts. Their Berlin office is part of the indie collective “Saftladen” and they actively participate in expert committees, juries and game jams.

In summary, it can be said that the Erfurt trade fair and the gaming industry are closely linked, with both sides striving to attract young visitors and present them with attractive offers. With the upcoming events, especially the “MAG-C”, the trade fair company is focusing on innovation, creativity and interactive experiences.