Munich's Mystic Side

So what do you suppose happens at an Esoteric tradeshow? I came across this billboard in the Schwabing neighborhood, and I'm not sure I get it. Which I guess is no surprise when you look at the definition, and it says "that which is available only to a narrow circle of enlightened, initiated, or specially educated people." I guess I'm not that person, but with over 150 vendors coming to Munich, it's quite clear that many of the Munich locals do in deed get it. In fact, I've seen quite a few organization focused on the esoteric around Munich. Apparently there is no shortage of Munich locals who slant to the slightly mystical.