The hair salon "COA," operated by COA Inc. (headquartered in Chuo-ku, Tokyo), appeared as Japan's representative hairstylists at "JAPAN FESTIVAL CANADA 2026," held from August 14 to 16, 2026 at Celebration Square in Mississauga, Ontario, Canada.
At the event, they showcased the appeal of Japanese hairdressing techniques through a live hair show and drew a strong response. In addition, the hair care brand "COA PLUS," also operated by COA, has started sales in Canada, taking a new step in its overseas expansion.
A Hair Show at JAPAN FESTIVAL CANADA, One of North America's Largest
"JAPAN FESTIVAL CANADA" is a Japanese culture event held every year since 2016 at Mississauga Celebration Square in Canada, with the aim of "sharing Japanese food, culture, entertainment and technology with the world." It has grown into a place where not only people with roots in Japan but also local Canadian residents and visitors from around the world can experience Japanese culture, and it is now known as one of the largest Japanese culture events in North America.
COA took the stage of this large-scale event, which draws more than 100,000 visitors, as Japan's representative hairstylists. COA CEO Daichi Aoki, together with stylists Seina Yasuda and Yudai Ito, performed in the live hair show, while Rui Sato served as MC and got the crowd excited.
The event was full of energy throughout, and the technical skill and appeal of hair design by Japanese hairstylists were shared with visitors in Canada.
Live Performance with Local Models
The theme of this hair show was "From Tokyo to Canada. Beauty Beyond Borders." Aiming to bring the appeal of beauty across national borders, COA presented in a live performance the hair design and beauty techniques it has built up mainly in Ginza, Tokyo.
Ahead of the event, the official Instagram account of "JAPAN FESTIVAL CANADA" recruited models to appear in COA's live hair show. People chosen from among festival visitors experienced hair design by COA stylists on stage.
Cutting and styling were done on the spot, showing the process of a hairstyle changing right before the audience's eyes. By showing not only the finished hairstyle but also the moment the style comes into being, the hairstylists' skill itself was delivered as entertainment.
Even in Canada, where language and culture differ, the stage conveyed the hairstylists' skill and the joy of beauty through hair design.
Fully Booked Appointments and Response on Social Media
The response after the live hair show was especially strong. Many visitors who saw the stage said, "I want COA to cut my hair," and all appointments for the following two days were fully booked.
On the day, there were even scenes of lines with waits of up to five hours from people who wanted a haircut. Besides people who first learned of COA overseas, many people in conversations with locals said things like "I know COA" and "I have seen it on social media."
It was an opportunity to feel that COA's hair designs and the hairstylists' activities, which have been shared mainly from Ginza, Tokyo, had crossed borders through social media and reached Canada as well.
During the event, hair designs that COA actually cut for customers also drew a response on social media. Online reactions led to real visits: people who saw finished hairstyles on social media became interested and came to the venue.
A hair design made for one customer spread through social media and led to encounters with new customers who saw it. It showed that, regardless of language or country, the hair designs hairstylists create have the power to move people. COA announced that this experience in Canada was a chance to feel anew the potential for beauty, social media and real-life experiences to connect across borders.
Sales of Hair Care Brand "COA PLUS" Begin in Canada
COA's overseas challenge does not stop at the hair show. The hair care brand "COA PLUS," operated by COA, has started sales in Canada.
COA PLUS is a hair care brand born from the hair salon "COA." Based on knowledge built up through salon work and the viewpoint of hairstylists, its lineup includes shampoos, treatments, milks, oils, mists and balms that are easy to use in daily home care and aim for beautiful hair.
It carries the wish that "people will feel that post-salon lift every day," and the brand aims to connect the salon with daily life and stay close to each person's hair. COA PLUS, which until now has been sold mainly in Japan, has now entered Canada.
While COA hairstylists deliver hair design and technique directly on site, the brand also offers a chance to experience COA's beauty through daily hair care. It is a new step toward bringing COA's view of beauty overseas from both sides: "hairstylists' techniques" and "everyday hair care."
COA PLUS says it aims to use the start of sales in Canada as a new beginning and bring Japanese hair care to more people.
Future Outlook
Under the theme "From Tokyo to Canada. Beauty Beyond Borders.," COA aims to connect people through beauty beyond language and borders, through hair design, salon work and daily hair care.
Taking part in "JAPAN FESTIVAL CANADA 2026" and starting sales of COA PLUS in Canada were a new step for COA in bringing the possibilities of beauty from Japan to the world. COA says it will continue to share with the world the skills and hair design of Japanese hairstylists and the products born from the salon, and keep taking on new challenges.
All eyes are on the overseas expansion of COA and COA PLUS.
Related Information
COA PLUS can be purchased from the following.
COA's official accounts are as follows.
Instagram: @coa_official_
Instagram: @coaplus_product_
TikTok: @coa_official_
Salon appointments at each COA salon are accepted through Hot Pepper Beauty.
For details on the salons and inquiries, please see the COA official website.
