Shaping the Future of HoReCa: THAIFEX - HOREC Asia Soft Launch Reveals Next Generation Trends in Bangkok, Thailand (2023)

BANGKOK, Thailand, May 25, 2023 - (ACN Newswire) - The highly anticipated soft launch of THAIFEX - HORECA Asia took place today at THAIFEX - Anuga Asia, providing an exciting preview of what the official launch in March 2024 has in store.Thailand's Ministry of International Trade Promotion (DITP), the Thai Chamber of Commerce (TCC) and Koelnmesse have joined forces to deliver an immersive experience to VIP guests and members of the media, providing an enlightening glimpse into its upcoming debut in March 2024.

This soft launch at THAIFEX - HORECXperiential Zonein IMPACT Hall 1, a comprehensive range of innovative solutions was presented in nine key areas, e.g.Bakery & Ice Cream,coffee at the bar,Cleaning and washing,To have dinner,Plan,kitchen,Services,TechnologyInProsperity, guaranteeing an unparalleled platform for industry professionals to delve into the latest trends, create fruitful business partnerships and gain valuable insights.

The valuable partners likeElectrolux, Global Food Products, Unilever en Scotsman, along with influential organizations such asCentara, Dusit Thani, Le Cordon Bleu, Thai Chef Association, Thai Coffee Association, Thai Spa Association en The Food School,watched and demonstrated their leadership in promoting scalable solutions in hospitality, wellness, digital innovation, alternative protein production and sustainable technology. Their presence added prestige to the event and highlighted their important role in promoting innovative solutions for the continued development of the hospitality industry in Thailand and beyond.

Director General, Department of International Trade Promotion (DITP), Phusit Ratanakul Sereroengrit, said: "We are proud to introduce THAIFEX - HOREC Asia as a true game changer in the hotel, restaurant and catering industry. With our extensive industry expertise and the remarkable success of THAIFEX - Anuga Asia, we are strategically positioned to flourish opportunities in this market, while the expected value of the hospitality industry will grow to $2.38 trillion by 2028[1], our ground-breaking trade show aims to capitalize on Asia's post-pandemic tourism growth and strengthen Thailand's position as a regional hub. With government support, infrastructure development and a vibrant hospitality scene, we are poised to make a significant impact.”

President of the Thai Chamber of Commerce (TCC),Khun Sanan Angubolkul, said: "Hotel closures and staff reductions have had a profound impact on the local economy. However, THAIFEX - HOREC Asia serves as a catalyst to stimulate the domestic economy and create valuable employment opportunities, particularly for Thai companies in service industries such as spas and hotels. In the post-COVID-19 world, Thai companies must embrace innovation and adapt their models to meet changing consumer demands, safety regulations and operational challenges. This report provides an platform for Thai companies to export, import and grow funding for startup ups, network with key partners, gain industry knowledge, explore investment opportunities and showcase their excellence, fostering a collaborative environment where Thai companies can learn, thrive and demonstrate their potential, products and services can enhance Thailand's cultural heritage and entrepreneurial spirit.”

In addition to nine main exhibition sections covering critical aspects of the industry, THAIFEX - HOREC Asia stands out and keeps the exhibition ahead of the curve through the organizers' ability to identify and reveal key trends to its stakeholders.

Koelnmesse, CEO and Vice President Asia Pacific, Mathias Kuepper, said: "The THAIFEX - HOREC Xperiential Zone gathered today takes the visitor experience to the next level, enabling direct engagement with innovative trends. Guided by our experts, visitors can interact with cutting-edge solutions in six key trends shaping the industry". . The long-term goals of THAIFEX - HOREC Asia are to promote continuous innovation, foster collaboration and ensure sustainable growth in the HORECA industry. We envision establishing the trade show as a premier hub for Southeast Asia and shaping the future of the industry through transformative ideas, cross-border partnerships and a commitment to sustainability. Together we can propel the HORECA industry to new heights of success while setting a new standard for environmentally friendly practices.”

Six major trends will also be discussed at THAIFEX - HOREC Asia.

  1. Sustainabilityis a vital trend in the hospitality industry, showcasing innovative furniture designs and practices that promote a responsible and environmentally conscious image. Renowned Thai designers such as Deesawat, Moonler and Sculpture are at the forefront of creative innovation.
  2. ContactlessTechnology is transforming the guest experience, with smart technologies and automation solutions from companies like SCG delivering convenience and positioning hotels as innovative and eco-friendly.
  3. Digitized visitor experiencesare enhanced by the integration of robot servers from I-Bechamp, improving efficiency and customer satisfaction. Virtual reality tours and guest apps further enhance connectivity and manage customer expectations.
  4. Plant based menuare on the rise and we are witnessing the rise of start-ups developing animal-same fats and alternative meat options that meet consumer demand for taste and texture. Data-driven approaches are also being used to create the next generation of plant-based cheese.
  5. Food wastecreatively approached by beverage manufacturers by recycling ingredients into sustainable zero-waste beverages. AI-powered solutions like End of Waste help hotels manage and end waste, optimize inventory and support sustainable practices.
  6. Energy efficiencyis another key trend and we feature exhibitors such as Cimbali, Hobart and TNP Group who prioritize sustainability in their cutting-edge solutions for commercial kitchens, hotels and cafes.

In addition to these trends, participants can look forward to supporting programs such as:

  • Asian Barista Team Championship
  • Hosted buyer program
  • THAIFEX - HOREC Academie
  • THAIFEX - THIS Innovation Awards
  • THAIFEX - THIS Xperiential Zone

Taking place at IMPACT, Muang Thong Thani, Bangkok, Thailand from 6-8 March 2024, THAIFEX – HOREC Asia aims to attract more than 300 leading brands and 20,000 trade visitors from Southeast Asia and key Asia Pacific cities.

For more information, go

Program and registration:


About the Department of International Trade Promotion, Ministry of Commerce, Thailand

The Department of International Trade Promotion is committed to providing excellent services to Thai businessmen in international business, including trade facilities, cost reduction, value creation of goods and services, advice on accessing and serving overseas markets, as well as close cooperation with the private sector . to promote Thailand as an important gateway to Asia.

About the Thai Chamber of Commerce

The Thai Chamber of Commerce represents Thailand's private sector to facilitate business and trade and serve as the central coordinating body between the government and the private sector, as well as helping to promote trade, business and economic cooperation, including building relations between Thailand and partner countries at the bilateral and multilateral levels and plays an active role in promoting the interests of the local Thai business community.

About Koelnmesse – Global competence in food and FoodTec

Koelnmesse is an international leader in organizing food fairs and food and beverage processing events. Trade shows such as Anuga, ISM and Anuga FoodTec are established global leaders. Koelnmesse not only organizes trade fairs for food and food technology in Cologne, Germany, but also in further growth markets around the world, for example in Brazil, China, Colombia, India, Italy, Japan, Thailand , the United States and the United Arab Emirates, which have a different focus and content. These global operations enable us to offer our clients a network of events that provide access to diverse markets and thus create a basis for sustainable and stable international business. More information is available at:

Media Contacts:

Another Diwarkar
Mobile: +65 98320643

Trust Lim
Tel: +65 9230 6126

Jitjam Adsawakeawmongkol
Mobile: +66(0)81-924-9271

Jeerabhas Rerkpiyasap
Tel. +66 2507 8341

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