Anyone who understands the meaning of HoReCa (hotel, restaurant, cafe/catering) must belong to the hospitality and food service industry, involved in its sales and operations, and wants to know the ebb and flow of the industry.

It is then just as important that almost every country in the world would have a HORECA event to promote their own version of one of the most important industries in income and employment.

At the most recent event THAIFEX – HOREC Asia 2025 brought together exhibitors, local and foreign buyers, and visitors. This is an indication that Thailand intends to be a major player in showcasing exhibitions for food, hotel and F&B supplies. 

Organized by Koelnmesse Pte. Ltd in cooperation with Thailand’s Ministry of Commerce, Department of International Trade Promotion, and Thai Chamber of Commerce, the vibrant city of Bangkok set the stage for the exciting showcase of the future of hospitality at THAIFEX – HOREC Asia 2025. This significant trade event in Southeast Asia, held over 3 days from 5-7 March at the IMPACT Muong Thong Thani, saw a significant 23% increase in unique trade attendees, with a total of 19,454 individuals from 87 countries and regions.

“THAIFEX – HOREC Asia 2025 has proven to be a valuable platform for the Southeast Asia’s HoReCa industry, where participants forge new connections with international partners beyond the region to adopt and implement the latest technological innovations, allowing them to stay relevant and competitive,” said Mathias Kuepper, Managing Director and VP Asia-Pacific of Koelnmesse.  

The event’s theme, “Shaping the Future of HoReCa” focused on global trends in sustainability and digital experiences. It featured 466 exhibitors from 25 countries and regions, with international participation growing by 28%.

In the press briefing, Wendy Lim, General Manager for Food and Food Technology Exhibitions of Koelnmesse, shared, ”I would say definitely the HoReCa industry or the hospitality industry in Southeast Asia is growing. We look at a few of the leading markets. Thailand is definitely one leading market, the one leading the hospitality industry in Southeast Asia. So I would say that they can be quite innovative and are very eager to implement new innovations into their sectors as well. From what we see here from the exhibitors and the products they have brought to the show, it is evident that there are many trends in sustainability and AI automation.”

The event also headlined new segments such as the Tech Lounge and Asian Pizza Show Academy, giving attendees a glimpse of the newest advancements in hospitality and food service innovations. These segments provided valuable insights into AI-powered automation, contactless service, and state-of-the-art pizza-making equipment, addressing the changing demands of the industry. 

The Housekeeping Challenge and ASEAN Barista Team Championship attracted a significant number of participants from both the region and the local industry players, who showcased their skills and expertise in their respective industries. Contenders to these events emphasized the key aspects of attention to detail, efficiency, and customer service in delivering a top-notch experience for guests. They also provided a valuable platform to exhibit their talents, exchange knowledge, and elevate the standards within their fields.

Top tiered buyers

Among the attendees were over 600 top-tier buyers, who engaged in 2,408 pre-arranged meetings, a 47% increase from the previous year. This growth solidifies THAIFEX – HOREC Asia as a vital platform for innovation and business opportunities in the region.

Lim shared, “It’s quite a diverse group of buyers that we host, including property developers, owners, executive chefs, procurement teams, and housekeepers involved in purchasing. We curate this group and select which countries to host, with over 600 buyers this year. The largest groups are from Vietnam and the Philippines, the third largest are from Malaysia. We also work with associations in the Philippines, Vietnam, and Malaysia. For local buyers, we host around 200 Thai buyers, in addition to those outside Bangkok. We work with a variety of businesses, including hotels, restaurants, and cafes, to ensure a diverse representation at the show and track trends across the industry.

Sustainability

One of the main trends that THAIFEX – HOREC Asia exhibitors showcased was sustainability. More than 60% of the products gathered information on exhibitors incorporate sustainability as a key factor that aligns with their products. This includes energy efficiency, water conservation, and the use of recyclable materials.

 Lim revealed that, “Because companies claim that their product will reduce costs and carbon footprint, this is a sustainable trend in the F&B industry. Sustainability is no longer just a trend, but an essential aspect for the hospitality industry, including hotels, restaurants, and cafes.”

Consumers are becoming more demanding when it comes to businesses operating sustainably and using sustainable products. Integrating sustainability into operations not only meets consumer expectations but also helps cut costs. AI automation, such as self-ordering systems and cooking robots, can enhance consistency in output and reduce reliance on labor. These challenges are currently faced by industries, highlighting the importance of sustainability.

In honoring the exhibitors, THAIFEX – HOREC Innovation Awards recognized outstanding solutions in quality and sustainability, with 10 winners selected from 26 finalists (Related related article)

“The THAIFEX – HOREC Innovation Award is a recognition of the work that we have done, not just for the development, but also in the marketing of our product. This is our first time participating in THAIFEX – HOREC Asia and it has been a positive experience meeting with potential partners — it is not just about the number of meetings we have, but the quality of the people we met with. Events like this give us an opportunity to meet with people from around the region at one place,” said Andrea De Dea, Export Sales Manager of Giorik.

The event also saw increased global participation, with close to 63% of exhibitors representing international companies, showcasing Thailand’s position as a regional powerhouse in hospitality.

Future plans

Sven Michael Schaefer, Project Director of Koelnmesse, revealed, ”We have plans to bring in more exhibitors and introduce new side events and supporting events. While we can’t reveal specific details just yet, there will definitely be exciting new additions. We will be moving to the challenger side of the hall, which will provide us with more space to expand and accommodate more visitors, including a greater number of international attendees.”

THAIFEX – HOREC Asia will return on 11-13 March 2026, offering another opportunity for industry players to connect and innovate. To participate in the next edition, visit http://thaifex-horec.asia/.