The SIAL Network, a global leader in food innovation, hosts events that span far beyond Paris, reaching across the world, including key markets in Asia. SIAL Daily spoke with prominent figures from the shows in China, Indonesia, and Malaysia to gain insights into their regional impact.
SIAL in China – Daisy Zang, Strategy Business Development Director
What unique features and highlights will set SIAL China apart in its upcoming editions of SIAL Shenzhen and SIAL Shanghai?
In 2025, SIAL in China will continue to focus on innovative achievements in the F&B industry, such as the latest food technologies and healthy food, continuously empowering China’s F&B industry to achieve efficient, high-quality, healthy and sustainable development. The exhibition area of SIAL Shanghai 2025 will reach 200,000㎡, expecting more than 5,000 exhibitors from 75 countries. SIAL Shenzhen 2025 will continue to leverage the advantages of the Guangdong-Hong Kong-Macao Greater Bay Area, building a bridge to export to Southeast Asia.
Why is it important to have two SIAL shows in China today, and what are the differences in strategy between SIAL Shanghai and SIAL Shenzhen?
China has been recognised as the world’s largest trade market with 1.4 billion consumers, and more foreign enterprises are optimistic to invest more. Shanghai is located in the east of China and is the country’s most thriving economic centre. Shenzhen – in the south – is China’s leading innovation hub, the first special economic zone in the free-market associate Greater Bay Area. As Asia’s largest food and beverage trade fair, SIAL Shanghai serves as a one-stop international brand exhibition for the food and beverage supply chain, attracting high-end domestic and international professional buyers. SIAL Shenzhen is strategically positioned to focus on South China, driving demand not only in the Greater Bay Area but also in Southeast Asia. It provides companies with a high-quality platform for networking and collaboration.
Food & Drinks Malaysia by SIAL – Henri Tan, Show Director
Malaysia is a hub for Southeast Asian food innovation. What are the key trends in Malaysia’s food industry today?
There is a growing demand for food products that offer both value for money and convenience, catering to the fast-paced lifestyle of modern consumers. In addition, studies have shown that Malaysians are showing a keen interest in new and experimental flavours, reflecting a desire for diverse and exciting culinary experiences. Another notable trend is the increasing demand for healthier food options, supported by public sector initiatives encouraging the production and consumption of healthier alternatives.
What were some of the highlights of Food and Drinks Malaysia 2024?
Food and Drinks Malaysia 2024 saw nearly double the exhibition space and visitor attendance compared to the first edition. This year we saw the introduction of new country pavilions, such as the Jordanian and Korean pavilion, as well as increased participation from countries such as Vietnam and Thailand.
2024 also saw new exciting events and activities taking place, such as the third Global Culinary Challenge Malaysia, an international culinary competition endorsed by the World Association of Chef Societies; The Future of Food & Agriculture segment in collaboration with Impact Circle, an AgriFoodTech ecosystem builder and multiplier dedicated to catalysing sustainable innovation and collaboration for the food and agriculture sector in Southeast Asia. There was also a special preview segment for the SIAL Innovation Awards, as a teaser of what’s to happen in 2025.
SIAL InterFOOD Jakarta – Daud Salim, CEO Krista Exhibitions
How does SIAL InterFOOD ensure it reflects the latest trends and innovations in the sector?
As one of the fastest-growing markets in Southeast Asia, Indonesia has a population of over 280 million – the world’s 4th largest – 52% of whom are young people of between the ages of 18 and 39; this is reflected in Indonesian F&B consumer trends leaning towards Millennials and Gen Z. Trends for healthy foods at SIAL InterFOOD include seafood, seaweeds, meat and dairy products, veggie, and organic as well as food high in fibre. Close collaboration has been formed with all the relevant associations, institutions, and communities dealing in various interesting products such as vegan, organic food, fresh fruits, seafood, herbal products, food supplements, coffee, tea, pastries and other Indonesian food innovation products.
In response to the halal regulations as they become compulsory, SIAL InterFOOD will hold several seminars in collaboration with prominent Indonesian associations and institutions, with presentations of halal targeting the local players in F&B. A special service – the Halal Desk – will also be available for consultation for the foreign exhibitors requiring detailed information on how to obtain halal certification at the Business Matching Lounge.