THAIFEX-Anuga Asia 2022: A Sneak Preview

Tuesday, May 17th, 2022

THAIFEX-Anuga Asia is set to welcome all local and international participants at IMPACT Muang Thong Thani, Bangkok, Thailand, from 24-28 May 2022! To offer a sneak preview of this year’s exciting line up of events, APFI Magazine speaks to the event organisers and Norwegian Seafood Council.

Q: What can visitors and exhibitors look forward to for this year’s Thaifex-Anuga Exhibition?

Thaifex-Anuga Asia: This year, we are focused on catering to food exporters and importers, providing them with a robust networking platform. Like previous editions, participants can expect to see our 11 signature trade shows under one roof. These include food technology, food service, and of course, the everyday food segments like fruits and vegetables, rice, halal products, meat, frozen food, sweets and confectionery.

Our Hosted Buyer Programme and Priority Buyer Club are back by popular demand this year. In the last Hosted Buyer Programme, our buyers seized up USD 1.7 million worth of purchases from new suppliers alone. And they have also forecasted USD 27 million in sales revenue for the next financial year. We are expecting no less this year. With 2,500 top buyers from companies like BGF Retail and Circle K who have already registered, participants can anticipate some exciting news to unfold at this year’s event!


Q: How will this year’s exhibition be different from the past?

Thaifex-Anuga Asia: Besides the wide range of F&B products and solutions across nine halls at THAIFEX-Anuga Asia, the organisers have also launched a newly created segment, THAIFEX-Anuga Future Food Market. Participants can look forward to this segment of exhibits featuring potentially revolutionary products and services, as well as ground-breaking innovations that will positively influence and impact the fast-paced food industry. This event is also supplemented with special shows such as the THAIFEX-Anuga Start-Up. Entrepreneurs can pitch their innovations to venture capitalists, investors, and future business partners, and participants can be the first to know about the next big revolution in the F&B industry. This year, we are seeing interesting start-up products like the electronic nose from MUI Robotics Co Ltd — a tool for monitoring and analysing odours. E-Nose offers the detection and identification of odorous substances. Its working principle mimics the human sense of smell.

We have also been seeing an increase in F&B products that focus on health and wellness, including functional and free-form products, superfoods, organic products, foods with clean-label, and plant-based as well as alternative meat proteins. In fact, one-third of the new exhibitors’ products this year fall under the category of better-for-you foods. One of such products is Barda Hazelnut Praline, a functional nut spread for diabetics, diet, and health.


Q: What are the trends that the Thaifex-Anuga Exhibition be focusing on?

Thaifex-Anuga Asia: To name the top five: Environmental health, personal health, convenience, essential food and business scalability. The full list of trend topics for 2022 can be found here:




Q: Norwegian Seafood Council has been exhibiting at Thaifex-Anuga for a number of years. How will this year’s exhibition be different from the past?

Norwegian Seafood Council: We are finally able to invite Deputy Minister of Fisheries to join us at THAIFEX this year. This presents a great opportunity for our business partners in Thailand and THAIFEX visitors to gain insights into the global seafood market and network with potential exporters. This year, we are building a big meeting room beside our Norwegian pavilion, where we will host several seminars to educate our partners. We will also do rounds of cooking demonstrations by Chef Jimmy, our ambassador chef who specializes in handling fresh Norwegian seafood, and host a seminar to share our annual trend report.


Q: What does the Council hope to achieve from Thaifex-Anuga Asia 2022?

Norwegian Seafood Council: The COVID-19 pandemic has accelerated many consumer trends where Norwegian seafood industry has to foresee, adapt, and innovate. We hope to bring forth our know-how in the seafood industry, update trends with consumers and other exhibitors, and facilitate a fruitful networking opportunity between our exporters and Thai businesses.


Q: What is the Council focusing on in this exhibition? Are there any trends you would like to highlight?

Norwegian Seafood Council: The growth in grocery e-commerce has shifted the market and created space for innovation opportunities in the seafood industry. We are seeing a lean towards sustainability. The younger generation are more conscious of environmental health, climate change and animal welfare. Consumers are also increasingly conscious of what they eat. There is a general commitment to meet consumer preferences from farm to fork. From harvesting to packaging and to the end consumers, there is now a plethora of sustainable and convenient products that taste good and are easy to prepare.


THAIFEX-Anuga Asia 2022 is jointly organised by Koelnmesse, Department of International Trade Promotion (DITP) and The Thai Chamber of Commerce. Details of the event can be found here.