Cycle Mode is Japan’s largest bicycle festival and unlike Eurobike or Interbike, which are largely industry trade shows, Cycle Mode is aimed at consumers.

As expected, many major brands are represented with large booths, but often smaller independent frame builders and parts-makers are exhibited as well.

For many attending the event, the highlight is the opportunity to test ride bikes they have only seen in magazines or on TV in July en route to a stage victory. Though it is questionable how one could properly evaluate a hastily adjusted Dogma with flat pedals and street shoes over a limited stretch of smooth concrete, it is evident that this experience gives the attendees a high level of satisfaction.

Furthermore, given the timing of the event in the off season, many professional cyclists and triathletes are in attendance at sponsors’ booths where they will provide information and Q&A sessions to packed audiences.

Here are some of the photos we snapped at Cycle Mode in Tokyo.