Breaking new ground: THAIFEX HOREC Asia 2024

The first edition of THAIFEX HOREC Asia which took place from 6 to 8 March 2024 at IMPACT, Muang Thong Thani, Bangkok, has exceeded its organiser’s projections. The show was created as a means of relieving pressure on the popular THAIFEX Anuga which had reached capacity. The latter event will run from 28 May to 1 June 2024.

The strategic move to create a new three-day show, focused on hospitality, restaurants and catering services, was touted as a way of expanding the brand and creating synergies between the two events. THAIFEX HOREC Asia filled three halls spanning 27,000 sqm.

Some 359 exhibitors came from 23 countries, with the largest numbers coming from Thailand, China, Singapore, Malaysia and Italy. In all, 195 exhibitors said that they offered at least some sustainable product or service, addressing issues such as energy efficiency and food waste. 15,851 trade attendees represented 68 countries, while 391 hosted buyers held some 1,636 reported meetings, generating over US$10 million in orders at the show.

Natiya Suchinda, deputy director-general of the department of international trade promotion (DITP), a co-organiser of the event, said: “This time is right because Thailand is promoting tourism and tourism is booming. THAIFEX Anuga is about products, but this exhibition is more service oriented for restaurant owners or hotel buyers.”

Buyer and seller feedback

Niramol Limpanapipatana, senior commercial manager of Dusit Gastro found it easier to work at the new show because the attendees were in her target audience. “It’s more focused. We’re meeting hotels, importers, agents from other countries who are interested in their customisable bakery products,” she said.

Kong Chong Jee, innovation and business development director from the Mybanlao Hotel based in Luang Prabang, a hosted buyer, was impressed by the variety of exhibitors. “There is quite a bit of focus on sustainability, plant-based products, biodegradable, plastic-free, which is what the industry should be moving to,” he said.

THAIFEX HOREC Asia also hosted social-media friendly activities such as competitive bed-making and speed cleaning. Other events included the ASEAN Barista Team Championship, and demonstrations from celebrity chefs. The second edition of THAIFEX HOREC Asia will be held from 5-7 March 2025.