SIAL Shanghai 2025 sets new records as attention turns to SIAL Shenzhen
Asia’s largest food and beverage trade event, SIAL Shanghai 2025, concluded on 21 May after three days of dynamic exchange, record-breaking attendance, and major international deals.
With 174,365 professionals from 110 countries and regions gathering at the Shanghai New International Expo Centre, the event facilitated an impressive 12,870 business matchings, cementing its position as a leading global platform for F&B innovation and trade.
This year’s edition took place across seventeen exhibition halls, featuring over 350,000 products from 75 countries and more than 30 Chinese provinces and municipalities. The diversity was striking: from Brazilian beef and Japanese sake to Egyptian freeze-dried fruits and regional Chinese specialities such as Yunnan mushrooms and Tibetan yak meat. The atmosphere was one of fast-paced engagement, with major retail and HoReCa buyers including JD.com, Walmart, Carrefour, and 7-Eleven among the attendees actively sourcing new products and partners.
Innovation and insights take centre stage
The focus on innovation was stronger than ever. Over 9,700 new products were launched during the event, with California Sunshine Gourmet receiving top honours in the SIAL Innovation Awards for its tea-infused salmon seasoning. Winners of this competition now join the SIAL World Champions Tour, gaining access to international markets. Alongside product showcases, the 7th SIAL Global Food Industry Summit drew more than 2,000 industry experts to discuss the future of health foods, international trade, and retail evolution. One of the new highlights was the release of the 2025 Pizza New Innovation White Paper, offering insight into the growing global appetite for pizza and its market potential in China.
Exhibitors reported strong business outcomes. Companies like Guangdong Taimao Food and New Viet Dairy from Vietnam spoke of high-quality international connections and confirmed procurement deals. The South Korean Pavilion alone signed $18 million in on-site contracts, with demand particularly strong for kimchi, instant noodles, and health-focused snacks. Russian buyers expressed interest in emerging trends, praising areas like the Tutto Pizza zone for its innovation.
A global stage for culinary excellence
The event also drew attention for its immersive competitions, including the SIAL CUP Barista Challenge and the Chic & Tea Contest, which brought together talented artisans from across the globe. These contests offered more than entertainment—they showcased technical excellence and product creativity, reflecting the event’s commitment to driving the industry forward through talent and innovation.
Media coverage was equally extensive. A 360° media strategy, including live streaming and social amplification, generated more than 1 billion global impressions. Major outlets such as Xinhua, China Daily, CGTN, and Kyodo News covered the event in depth, helping elevate its international profile.
The theme of this year’s show, “Own the Change,” resonated strongly throughout. The opening ceremony welcomed over 140 senior representatives from governments, international organisations, and embassies—including leaders from Brazil, Spain, Argentina, Uruguay, Chile, France, Malaysia, Vietnam, Thailand, Indonesia, Australia, the U.S., Austria, Japan, South Korea, and the Philippines. Their presence, alongside top industry executives and associations, highlighted the show’s role as a global meeting point for decision-makers and innovators.
SIAL Shenzhen 2025 continues the momentum
With the Shanghai edition now over, the spotlight shifts to SIAL Shenzhen 2025, taking place from 1 to 3 September at the Shenzhen Convention & Exhibition Center in Futian. Positioned at the heart of the Guangdong-Hong Kong-Macao Greater Bay Area, Shenzhen plays a strategic role in connecting China with Southeast Asia, South Asia, and the wider RCEP region. Organisers expect over 1,500 exhibitors and more than 67,000 professionals to participate, making it a key gateway for global and regional brands alike.
Far from being a simple regional event, SIAL Shenzhen is envisioned as a springboard for Chinese companies seeking global exposure and for international brands aiming to tap into the dynamic South China market. Together with its Shanghai counterpart, the show strengthens a dual-city model that supports year-round momentum and strategic trade development.
By uniting innovation, cultural diversity, and commerce, SIAL Shanghai and SIAL Shenzhen are transforming the food trade landscape and opening new doors for global collaboration.
Image credit: SIAL Shanghai
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