Established in 1987, Cross Media began producing publications for Japanese people in London, including lifestyle magazines and travel guides such as RED DIRECTORY and UK SEIKATSU. Cross Media then established the Eat-Japan brand which produced magazines and various publications including THE SUSHI MENU BOOK, THE JAPANESE MENU BOOK and DASHI AND UMAMI. The aim was to convey to English speakers reliable information about Japanese food and food culture. Since 2010, main efforts have been directed towards producing the twice-yearly HYPER JAPAN expo of Japanese culture. The aim of the event is to bring to a European audience a true sense of Japan right now, from a multitude of angles including food, music, fashion, technology, travel, traditional culture, video games, manga and anime, via live performances and exhibitor stands. In 2015, the events attracted over 130,000 attendees from all across Europe, making them the largest events specialising in Japanese culture in the UK.