Incite Recap of HOFEX & THAIFEX Trade Shows
In May, Incite Asia's Sales Manager, Sutasinee Anantanawat, attended two of the region’s premier food and beverage trade events: HOFEX in Hong Kong and THAIFEX - Anuga Asia in Bangkok. Both shows offered invaluable opportunities to strengthen ties with customers and distributors from across Asia, as well as spot emerging trends in the industry.
HOFEX 2025: A Strategic Gateway to Greater China
Held in a highly accessible and well-organised venue, HOFEX 2025 delivered a seamless experience for attendees. The event had a well-established feel with a balanced mix of distributors serving both the retail and foodservice sectors in Hong Kong and Mainland China.
“The first day had a great buzz,” said Sutasinee. “The halls were full of energy and it really felt like the show was off to a strong start.” Interestingly, the final day was notably quieter than expected - a departure from the usual last-minute rush for meetings and sample pickups.
The exhibitor lineup was diverse, with distributors representing a wide range of food categories. There was a strong presence of Australian foodservice companies seeking to expand into Asian markets. In terms of trends, clean-label products and healthy, tea-based beverages stood out, likely reflecting the preferences of a health-conscious and diverse demographic. Surprisingly, there was also a significant turnout from European wine brands, which was more than anticipated for this show vs. previous editions.
“Hong Kong is a long understood strategic location for this event,” added Sutasinee. “It’s a short trip from Shenzhen and Guangzhou, allowing for convenient market visits and it offers a good pulse on both local and expat consumer dynamics, especially within the Chinese diaspora.”
THAIFEX – Anuga Asia 2025: Innovation and Energy on Full Display
As always, THAIFEX delivered a high-energy, high-impact experience. Held in Bangkok, the show brought together a mix of established international food and beverage brands, emerging local companies and innovative OEM factories from 57 countries and regions. They were all showcasing a broad spectrum of products with elaborate booths, generous sampling and live cooking demos.
“It’s amazing to see how local innovation is booming,” Sutasinee observed. “There were so many Thai start-ups launching their own brands and manufacturing operations.”
The event was consistently packed throughout the trade-only days, drawing in buyers, retailers and distributors from 47 countries and regions around the world. On the final day, enthusiastic consumers filled the halls, eager to try and buy new products.
In terms of trends, protein continues to dominate with high-protein snacks, beverages and ready-to-eat meals appearing across the floor. Gut health also remained a major focus with probiotics being infused into a wide range of foods, drinks and supplements. The Thailand Ultimate Chef Challenge attracted 452 chefs from 9 countries competing in 25 categories. Four winners were crowned in the Alternative Protein Flavour and Taste Challenge, highlighting the surging interest in plant-based and novel protein options.
“Bangkok truly feels like a food innovation hub,” said Sutasinee. “It’s culturally rich, culinarily diverse and with the new train line extension to Impact Arena, it's more accessible than ever.”
Attending HOFEX and THAIFEX 2025 reaffirmed the importance of face-to-face engagement in building lasting business relationships and staying ahead of evolving market trends. From the innovation-driven energy of Bangkok to the strategic accessibility of Hong Kong, both events offered unique insights and opportunities that will help shape our approach in the months ahead. We look forward to continuing to support our partners and customers across the Asia Pacific region.