The inaugural THAIFEX - HOREC Asia sought to establish a foothold in the burgeoning HoReCa (Hotel, Restaurant, and Catering) market by showcasing the latest innovations for hospitality operations.
Event brief
The event, co-organised by Thai Department of International Trade Promotion (DITP), Thai Chamber of Commerce (TCC), and Koelnmesse, took place in Bangkok Thailand in March 2024.
The event came about as organisers recognised the dominance of the HoReCa sector in the Asia Pacific region within the global economy, attributing it to increasing disposable income, urbanisation, and evolving consumer preferences. According to Market Research Future, the global HoReCa market was valued at approximately US$3.6 billion in 2023 and is projected to reach US$6.5 billion over the next decade.
Event highlights
Themed Shaping The Future of HoReCa, the tradeshow saw a notable emphasis on sustainability, including energy-efficient appliances and food waste management. Digitalisation was also a key focus, with attention placed on enhancing guest experiences and implementing contactless services. Spotlight was also shone on plant-based menus and wellness, featuring alternative milks and fitness equipment.
In total, there were 359 exhibiting companies from 23 countries, alongside 391 hosted buyers from 24 countries and regions, where 1,636 meetings were held.
Organisers also wanted THAIFEX-HOREC Asia to transcend being just a product showcase, and sought to establish it as a platform for innovation. This led to the development of the HOREC Xperiential Zone and its 60 exhibits. Notable innovations included HOBART’s cutlery polishing dishwasher feature, Scentible barista training scents, and a prototype of the Elmeco self-serve slush machine by the inventor of granita machines.
All three of these solutions were winners in the inaugural THAIFEX – HOREC Innovation Awards (which saw more than 350 entries), which recognised exhibitors who are pioneers and trendsetters who are improving HoReCa operations with their innovations.
Over the course of three days, the THAIFEX – HOREC Academy also saw a comprehensive programme delivered by 69 industry experts, who conducted 36 live sessions and 13 live demos to highlight the sector’s trends and best practices.
Meanwhile, the ASEAN Barista Team Championship saw 20 participating teams, while the Thailand Ultimate Housekeeping Challenge saw almost 100 participants.
Challenges
After 20 years of growth, THAIFEX – Anuga Asia reached maximum exhibition space at IMPACT Muang Thong Thani. To address this, organisers decided to spin off at least one of the tradeshows featured at THAIFEX – Anuga Asia into its own event, which led to the creation of THAIFEX – HOREC Asia.
Recognising the broader opportunities within the HoReCa sector beyond food service, organisers the opportunity to showcase new categories such as furniture and technology. The aim was to target the recovering hospitality industry in South-east Asia, especially in Thailand and Indochina. The timing was opportune, as businesses sought to invest and upgrade post-pandemic. For exhibitors, this expansion meant access to a fresh set of buyers.
Additionally, to distinguish this regional event, organisers also presented practical solutions for businesses to enhance efficiency and reduce costs. This was accomplished by showcasing products that minimised resource and manpower requirements, which could in turn address industry demands for competitiveness.
Event THAIFEX – HOREC Asia 2024
Organisers The Department of International Trade Promotion, Thai Chamber of Commerce, and Koelnmesse
Venue IMPACT Exhibition and Convention Center
Date March 6-8, 2024
Attendance 15,851 trade attendees from 68 countries
