Asia’s food fairs are not just about the region anymore—they’re global in their scope.
Pierluigi Pollio, co-founder of the consulting and business development firm Virgilio Creating Value, shares his insights on why Asian Food Fairs matter today more than ever.
IF YOU COULD NAME THREE OF THE ASIAN FOOD FAIRS ABSOLUTELY NOT TO BE MISSED OUT, WHAT WOULD THEY BE?
The first fair that comes to my mind is FHA (Food & Hotel Asia) in Singapore, definitely the most visited one. Then there is FOODEX in Japan, and THAIFEX in Thailand. Each of these events has its own unique strengths and offers different opportunities in the food and beverage industry.

WHY THESE FAIRS IN PARTICULAR?
FHA serves as one of the largest and most comprehensive trade events in the F&B and hospitality industries in Asia. It is held in Singapore, but attracts exhibitors and visitors from all over the world. It covers a wide range of sectors, including food, beverage, hospitality technology, and equipment; from food trends to innovations in kitchen technology, packaging, service solutions. I think it is primarily a global hub for networking.
FOODEX is pivotal because Japan sets a very high bar for quality and innovation. Many emerging trends in the food world, especially in health-conscious and sustainable products, often start in Japan before spreading globally. So, FOODEX is where you see the future of food. Last but not least, it provides international brands with a direct entry point into Japan: a very complex market, difficult and expensive to approach, but with a big rewarding potential.
THAIFEX, on the other hand, is essential for anyone wanting to tap into the booming Southeast Asian market. It showcases everything, from raw ingredients to finished products, and is a prime spot for discovering new opportunities in this region. Thailand itself is a major food production hub, so it’s a natural meeting point for producers, suppliers, and innovators.
WHY DO FOOD FAIRS MATTER FOR THE INDUSTRY?
Food fairs bring all parts of the F&B supply chain together under one roof. Of course in an industry that’s always evolving, staying updated with the latest technologies and consumer preferences is essential: food fairs allow you to engage with thought leaders and experts who can offer insights that are difficult to gain elsewhere.
I think these events are not merely about showcasing: they are important to building connections and functioning as learning platforms. They often offer workshops that help companies stay competitive by understanding shifts in areas like sustainability, food safety, and digital transformation.
WHY WESTERN F&B BRANDS SHOULD PAY CLOSE ATTENTION TO THESE FAIRS?
The answer is easy: Asia represents one of the fastest-growing and most dynamic markets in the world. Each of these fairs—FHA, FOODEX, and THAIFEX—acts as a gateway to key markets across Asia, from the tech-forward consumers in Japan to the rapidly expanding middle classes in Southeast Asia.
Western brands should consider Asian fairs to gain insights into consumer behavior that might not yet have reached Western markets, allowing them to innovate and adapt faster.
Moreover, participating in these fairs offers Western brands the chance to meet regional partners and thought leaders and understand regulatory environments. Asia’s growing middle-class market is ready for new experiences and high-quality products: it’s an opportunity not just to sell but to learn and refine strategies for a broader global footprint.
WILL YOU JOIN THESE FAIRS AS VIRGILIO?
Yes, Virgilio is attending FHA fair in Singapore. Hope to see you all there!
Useful calendar:
FOODEX: March 11-14, 2025, Tokyo
THAIFEX, March 27-31, 2025, Bangkok
FHA: April 8-11, 2025, Singapore
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