Visiting the Heartbeat of the European Cannabis Scene at Mary Jane Berlin

As the intense sun shone over Berlin’s busy streets, a vivid tapestry of cannabis culture unfolded outside Messe Berlin for Mary Jane Berlin 2025. A long line of enthusiasts from diverse backgrounds formed outside the halls, symbolizing Germany’s growing cannabis scene. People waited for hours, eager to explore Europe’s expanding industry, as the atmosphere buzzed with anticipation and excitement amidst the bustling city backdrop.

Inside the Exhibition Halls: A Gateway to Innovation and Inspiration

The 2025 Mary Jane Expo set a new attendance record, attracting over 60,000 visitors from around the world during the four-day event. This prestigious cannabis trade show and B2B event featured over 500 brands across 20,000 square meters (215,278 sq. ft.) of bustling exhibition space. It was more than just a trade fair; the Expo blossomed into a full-on festival, featuring live performances, inviting chill-out zones, expert seminars, and networking events.

The event vibrantly celebrated cannabis culture, drawing both enthusiastic home growers and experienced cultivators. Attendees explored exhibition halls dedicated to cultivation, industrial hemp, seeds, and related paraphernalia, where booths were adorned with neon lights and innovative displays. The picturesque open-air festival and conference areas offered invaluable learning opportunities, all while the delightful aromas of weed filled the air.

According to Pascal Lässer, digital marketing manager at SANlight, events like Mary Jane enhance the industry’s credibility and reduce the stigma associated with cannabis. 

“These gatherings are crucial for our field,” said Lässer. “A clear sign of our progress is that even Germany’s Minister of Health, Nina Warken, offered her well wishes to attendees, moving toward a more favorable perception of cannabis within mainstream society.”

The 2025 gathering had a distinctly international feel, with multiple languages, including Spanish, English, Italian, and French, echoing throughout the halls. Attendees proudly sported lanyards from renowned cannabis fairs like Spannabis and Cannafest, showcasing their passion for the industry. While regional attendees prepared questions for seed banks, they sought to compare home-growing setups and exchange invaluable cultivation tips.

Mary Jane also featured an impressive lineup of legendary figures that drew crowds from all around. Dr. Machel A. Emanuel, a Botanist in the Department of Life Sciences at the University of the West Indies, delivered insightful talks at Humboldt University. Meanwhile, Ed Rosenthal, a pioneering figure in cannabis cultivation, engaged with fans, signing books and sharing his vast knowledge of marijuana at the Humboldt Seed Company booth.

Blazing Brands: The Cannabis Names Everyone’s Talking About

Eye-catching booths captured the essence of cannabis culture, showcasing cutting-edge technology and advanced cultivation equipment, which electrified the atmosphere throughout the halls. RAW showcased its iconic rolling papers, featuring their signature cones and trays. Storz & Bickel captivated attendees with live demonstrations of the Volcano and Mighty+, which drew those enthusiasts eager to discover high-end vaporization gear.

As always, SANlight dazzled attendees with an impressive booth that captivated both home growers and large-scale commercial operations. Their extensive range of full-spectrum LEDs underscored their commitment to quality and innovation. Among the highlights were the EVO series, which stood out for its advanced features specifically designed to optimize plant growth and development, while empowering growers with cutting-edge lighting solutions.

“What truly distinguishes our product is its unparalleled efficiency and durability compared to other full-spectrum lights. This year, we were also thrilled to introduce the STIXX-Series. Although originally designed for vertical farming, it’s also an ideal solution for compact home-grow setups or as an under-canopy light. With its IP68 rating, wide beam angle, and well-balanced spectrum, it provides exceptional versatility for growers,” emphasized Lässer.

PuffCo presented their innovative range of high-quality dab rigs, featuring their latest products: the Proxy, Peak, and Peak Pro. Each of these portable rigs is meticulously crafted to enhance the vaping experience. With a commitment to cutting-edge technology and terpene preservation, PuffCo stands at the forefront of the vaporizing industry, providing consumers with premium options that seamlessly blend convenience, style, and functionality.

Garden Highpro presented a range of impressive grow tents. The PROBOX OUTDOOR line enhances growing on your balcony, while the BASIC and ECOPRO series serve indoor growers. Even better, all their tents are tough and made from durable 420D fabric, lined with 97% reflective Mylar interiors. The sturdy tubular steel frame can support 23-28 kg (up to 60 lbs), and lightproof zippers along with multiple ventilation ports offer easy accessibility.

DRYFERM showcased their ultra-durable drying bags, highlighting the importance of a consistent texture when you’re rolling up. Cloudz offered stylish rolling papers and glass tips in sleek packaging. Other booths featured glassware, rosin presses, and infused treats, while interactive stands provided visitors opportunities to sample products and connect with emerging cannabis brands, making the event a vibrant hub for cannabis enthusiasts.

Seeds of the Future: Five New Strains Unveiled at Mary Jane 2025

The Humboldt Seed Company booth was energetic all weekend, with knowledgeable staff eagerly engaging attendees and answering various cultivation questions. Guests were welcomed with free cultivation guides and exciting giveaways, showcasing the company’s commitment to empowering growers. The booth also featured an impressive selection of premium genetics, including five new cannabis hybrids well-suited to the European market.

Purpz cannabis flower

• Purpz is a low-maintenance hybrid with stunning purple-hued buds. Bred from the strains Garlic Budder, GMO, and CF-50, this cultivar excels in both indoor and outdoor environments, finishing its flowering phase in just 60 days. With exceptional mold resistance and the ability to thrive in colder temperatures, Purpz offers an uplifting, energizing high with a terpene profile that features notes of garlic and fuel.
• Chicken’ n Wafflez is a captivating indica-dominant hybrid crafted from Jelly Donutz #117 and Purple Cartel. This strain is renowned for its generous yields and dense, trichome-drenched buds, with a flowering time of approximately 60 days. Its aromatic profile combines the flavors of warm maple syrup and sourdough waffles, with a hint of salted butter and crispy chicken, offering a perfect balance of quality and quantity.
• Moonfog is celebrated for its striking visual appeal and complex terpene profile, resulting from impressive genetics, including P. Face OG and High Octane. This hybrid boasts dense, frosty nugs and yields between 500 and 600 g/m², finishing its flowering period in 55 to 65 days. The strain offers a euphoric, uplifting high with earthy aromas and subtle sweetness, making it a favorite among weed enthusiasts.
• The world’s first triploid autoflowering strain, OG Triploid Auto features frosty buds in light green and dark purple hues, known for its impressive yields, primarily when grown outdoors. Reaching a medium to short height with THC levels up to 32%, it provides users with a relaxing, creative high accompanied by earthy, pine, and citrus flavors.
• California Haze reimagines classic Haze strains with a slender structure and bushy foliage, growing up to four to six feet tall. This sativa-dominant hybrid features a lineage of California Haze, Original Haze, and Arcata Trainwreck, producing dense buds in 65 days. It offers uplifting effects to enhance creativity and focus, complemented by earthy, citrus, and sweet flavors reminiscent of the original Haze.

The buzz was palpable as budding growers flocked to explore the unique genetics, diverse flavors, and effects of each strain, resulting in many selling out quickly. This enthusiastic reception highlighted not only the quality of Humboldt’s offerings but also their role in shaping the cannabis culture in Europe, creating an unforgettable experience for all, while positioning themselves as a leader in the constantly evolving German cannabis market.

Benjamin Lind, co-owner and Chief Science Officer at Humboldt Seed Company, shared his enthusiasm for the rapidly expanding cannabis industry throughout Europe.

“We are thrilled to see the enthusiasm and passion that German home growers have for Humboldt genetics,” said Lind. “Their unwavering dedication to cultivating exceptional cannabis is truly inspiring, and we believe that our carefully developed strains resonate with their pursuit of quality and authenticity. It’s rewarding to witness how our genetics can empower growers to create unique, memorable experiences right in their own homes.”

HSC co-owners Nathaniel Pennington (left) and Benjamin Lind (right).

The Future is Green: Legalization and Market Trends Uncovered

In collaboration with The BvCW, which advocates for better political conditions in Germany’s cannabis industry, the conference area became a center for exploring the diverse world of cannabis. Engaging sessions covered key topics, including legalization, medicinal cannabis implications, and cultivation techniques. The Expo highlighted the cultural impact of cannabis and showcased a range of startup opportunities for newcomers to the industry.

During the interactive session, “Blurred Lines: Differentiating Medical Cannabis Products from Recreational,” international cannabis expert Lisa Haag emphasized the importance of cannabinoid ratios, noting how dosage varies among individuals. While legal marijuana producer Big Narstie Medical offered insights into European views on cannabis, highlighting historical stigmas that influence public perception and emphasizing the need for education.

Chris Romaine, AKA Kandid Kush, captivated an audience with his talk on cannabis photography at the Compound Genetics tent. He shared insights on techniques, lighting, and composition, showcasing stunning images that highlighted the beauty of various cannabis strains. Romaine emphasized the role of photography in shaping consumer perceptions and brand storytelling, making the session highly educational for any aspiring photographers.

“I had the pleasure of meeting fans and enthusiasts from all over the world to connect and talk about cannabis,” said Romaine. “It was really nice to meet up with people I’ve been chatting with on social media for years! Walking through Mary Jane, seeing my photography on booths, magazine covers, flyers, and stickers was surreal. It’s moments like these that remind me why I do what I do, and experiences like these truly humble me.”

Chris Romaine, AKA Kandid Kush.

The panel discussion, “Expanding Beyond Borders: Strategies for International Growth,” highlighted the importance of understanding local regulations and market dynamics in navigating international challenges. They underlined the importance of forming strong partnerships and networks, as well as exploring innovative business models that cater to diverse consumer preferences, ensuring sustainable growth in the cannabis industry.

The seminar on “Cannabis Content Marketing in Social Media” featured influential speakers, including Anjela Koala, who discussed redefining cannabis content with charisma and heart. Simon Espinosa, founder of En Volá, shared insights on leveraging content and community to drive industry impact. Additionally, influencer Dope as Yola highlighted the power of real-time stories and humor in building one of the largest cannabis communities worldwide.

The Blazing Berlin Summer: Inside the Mary Jane Festival Grounds

Easily accessible from the main exhibition halls, the outdoor festival area thrived with energy, illuminated by sunlight during the day and alive with music and swirling smoke as evening fell. The festival stage, designed as an inviting semi-urban amphitheater, not only enhanced the overall aesthetic but also delivered excellent acoustics, ensuring that each note echoed throughout the event and created an unforgettable experience for everyone involved.

The food court at Mary Jane Berlin offered a diverse selection of food stalls, each providing a unique culinary experience. Visitors could enjoy flavorful Berlin Burritos, classic Hot Dogs with chili, delicious Chinese dumplings, tasty pizza, and a variety of sandwiches. These food trucks catered to the diverse tastes of all types of stoners, making the food court a popular destination for those seeking quick, hearty meals in between the festival and hall-hopping.

Beyond the Ferris wheel and the Funkturm Radio Tower, the hillside offered shaded spots with beanbags, deck chairs, and grassy patches beneath umbrellas, creating a laid-back atmosphere perfect for unwinding in 30 °C (86 °F) weather. Meanwhile, the festival area buzzed with conversations about strains, cultivation, and legislation, transforming the event from a simple trade show into a lifestyle gathering that celebrated the power of cannabis.

Live and Loud: The Heartbeat of Mary Jane Berlin

Hailing from Moabit in Berlin, Marvin Game has cemented his reputation as a prominent figure in the German rap scene through his label IMMER READY. During his energetic performance on Friday, his crew distributed hats to the crowd, providing much-needed relief from the scorching sun. His set masterfully blended trap beats with introspective lyrics and a laid-back flow, captivating the audience and showcasing his versatility as an artist.

On Friday, Antifuchs rocked the stage, donning a bold mask and an unapologetic attitude. Her electrifying performance was a powerful statement against sexism and racism, celebrating authenticity in every bar. Blending battle rap with trap vibes, she captivated the audience with her undeniable charisma, proving that German rap isn’t a boys’ club. Her show was nothing short of a demolition, leaving a lasting impact on all who experienced it.

Saturday provided a captivating day of music and culture, with an eclectic lineup that catered to everyone’s taste. Ötz Widmann enchanted attendees with his storytelling folk-rock, creating a warm atmosphere for daytime revelry. As the sun set, Plusmacher took the stage, energizing the crowd with his cannabis-rap beats. The night culminated with a performance by LUVRE47, known for his chart-topping hits, leaving everyone buzzing with energy.

On Sunday, an electrifying lineup kept the crowd engaged all day under the scorching sun. AchtVier kicked off the closing day with his fast-paced hip-hop, getting the crowd moving. Next up was Papke, serving up gritty, underground tracks packed with heavy bass, dark samples, and freestyle verses that painted a raw picture of Berlin’s urban streets. The atmosphere buzzed during his set in the heat; it was raw, unfiltered, and in your face.

The Other Side of the Leaf: What Didn’t Go as Planned at Mary Jane

Despite the buzz, Mary Jane faced several challenges that impacted accessibility for everyday attendees. High ticket prices for the exclusive B2B event made it difficult for many smaller businesses to participate, limiting their opportunities for engagement and networking in the burgeoning industry. Additionally, weekend tickets sold out, further restricting access for those eager to learn more about cannabis, thereby reducing inclusivity and accessibility.

Similar to last year, the event experienced high volumes of people on Friday, with queues extending over three kilometers (1.86 miles). Many attendees waited in the blazing sun for three hours, and frustrations grew despite generally positive moods. Many attendees requested better shade outside the venue, and over the following days, the organizers acknowledged these concerns and considered solutions to improve the experience.

After discussing crowd management improvements with staff members, it was evident that they had made significant strides this year. With over 60,000 attendees flocking to the event, their more efficient queue control measures resulted in a significantly smoother experience compared to last year. Additionally, the thoughtful gesture of distributing water to keep all the festival-goers hydrated was crucial, ensuring everyone stayed comfortable during the Expo.

However, outside at the festival, temperatures soared above 30 °C (86 °F), and attendees desperately searched for refreshment to beat the heat. Vendors charged five euros for a bottle of water or a cold drink, which was unexpectedly expensive. This steep price surprised many, transforming a simple act of thirst-quenching into a costly decision. The high prices added to the discomfort of the hot day, making hydration a significant concern for many.

But other than that, Mary Jane was a success!

After the Smoke Clears: What’s Next for Europe’s Biggest Cannabis Expo

Since the legalization of cannabis, Germany has seen a remarkable rise in recreational consumers, highlighting a significant shift in societal attitudes. As the country spearheads advancements in cannabis reform, the momentum is undeniable. The Mary Jane Expo has emerged as a landmark event, showcasing the growing acceptance and heightened interest in cannabis culture while firmly establishing Germany as a leader in the cannabis industry.

As I reflected on my time at the four-day celebration of cannabis culture, the excitement was palpable and a clear reflection of the enthusiasm surrounding legalization. As the second event post-legalization, it truly felt like a celebration of a new era. The fair buzzed with energy, showcasing Germany’s green future and drawing in everyone eager to embrace this fresh opportunity. It was an unforgettable coming-out party for the cannabis community.

Eager to see what the future holds, we look forward to seeing you next year!