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Trade Fairs Return as Pandemic Enters Endemic Stage
FHA Asia 2023 in Singapore and THAIFEX-Anuga ASIA 2023 in Thailand
Written by Product Planning Specialist Choi Nak-sam (Director of Good Products Lab)
For a merchandiser (MD) whose job is to plan new products, nothing is as exciting as visiting trade fairs. Some people say that attending in person is a waste of time; after all, nowadays, all the information is listed online and everything is presented in 3D. But each trade fair has its o wn nuances, atmosphere, and trends that can be only sensed by physically having your feet stepped on and shoulders brushed.
Global trade fairs, once limited by COVID, are being actively hosted once again, beginning with Europe and the United States officially declaring the start of the endemic era last year. Since the second half of 2022, Korean companies are also increasingly participating in these events.
In April, FHA Asia 2023 (Food & Beverage) was held at the Singapore EXPO near Changi Airport. Singapore’s biannual worldwide food and beverage fair was held from April 25 to April 28, with networking opportunities, seminars, competitions, and workshops. In accordance with its global scale, more than 2,000 companies in the food and beverage and hospitality industries from over 70 countries participated, and over 50 national pavilions were showcased. From ingredients to food processing, packaging, and supply chains, solution suppliers presented a wide range of technologies and innovations throughout the entire food and beverage manufacturing process, making the event particularly special by demonstrating an A to Z of the food industry. This year, the Chinese pavilion attracted attention by participating for the first time since COVID began, and more than 60 companies from Korea displayed a variety of products such as Korean dishes, ingredients, alcohol, and health supplements.
Throughout the three-day fair, the impression I had was that despite the enormous size, it was well organized and operated masterfully without signs of disorder. It lived up to its reputation as the representative trade fair for the hospitality industry in Asia, an image it has cultivated since the inaugural event in 1978. The fair, which spanned from Hall 3 to Hall 6 of the Singapore EXPO’s eight halls, was full of inspiration for visitors, with a variety of products at food trucks and a beer yard that were connected to the exhibition hall. It attracted international buyers from Hong Kong, Malaysia, the Philippines, and India who were eager to discover new products.
Meanwhile, THAIFEX-Anuga Asia 2023 was held in Thailand in May, offering features at yet another scale. The fair was held from May 23 to 27 at Muang Thong Thani IMPACT Challenger Hall (Halls 1-3) and IMPACT Exhibition and Convention Center (Halls 5-12) near Don Mueang Airport in Bangkok. It's worth noting that THAIFEX-Anuga was co-organized by Thailand’s Department of International Trade Promotion and the Thai Chamber of Commerce, in cooperation with Koelnmesse in Germany. As the name suggests, this super-luxury event is helmed by Anuga, Europe's largest food fair, in partnership with the Thai food fair THAIFEX.
As soon as I entered the fair, I was impressed by how comprehensive the food and beverage exhibition was, including raw ingredients, drinks and food services, food technology, frozen food, fruits, vegetables, meat, rice, seafood, confections, and baked goods. Over 130,000 square meters of the exhibition space were filled with various industry insiders such as retail stores, supermarkets, department stores, hotels, and restaurants, as well as global food-related industry experts. The fair itself served as a giant platform for exchanging new products and innovations. What impressed me most was that admission was free. I felt the generosity of a kitchen opening its door for guests to see, feel, and taste free of charge, just as long as they have the enthusiasm to do so. This spirit of richness and hospitality proved Thailand's prestige and attitude, befitting its title of “Kitchen of the World.” The fair inspired and showed more to me than any other fair I had attended recently. Indeed, it’s always important to see as many things as possible: while faith begins with listening, thoughts and ideas start with perception.
KOREA FOUNDATION
