We visited the “FHA FOOD & BEVERAGE 2024,” which is the largest food and beverage industry exhibition in Asia, and would like to share with you the atmosphere of the venue.
| ○ FHA FOOD＆BEVERAGE 2024 (Official Website：https://fhafnb.com/)
Date：April 23rd (Tuesday) to April 26th (Friday), 2024 |
■Venue situation
The Singapore EXPO, where the main event took place, is Singapore’s largest exhibition venue, located about a 5-minute drive from Changi International Airport. It boasts 10 exhibition halls spread across a vast indoor and outdoor space of up to 123,000 square meters. For this event, seven of these halls were utilized, drawing food and beverage industry participants from around the world who showcased their products and offered tasting sessions.
Among the local exhibitors was Yotsuba Milk Products Asia Pte. Ltd., offering samples of “Hokkaido Nomu Yogurt.” Visitors who sampled the yogurt expressed appreciation, noting that yogurt made from Hokkaido milk was delicious, and the drinkable format was convenient as it eliminated the need for a spoon.
At the JAPAN PAVILION, Sujata Meiraku Group provided ice cream samples, while the JETRO Singapore booth featured promotional activities highlighting the Hokuriku region.
Not only Asian but also European countries had booths set up. The Singapore Pavilion, in particular, attracted a massive crowd, making it difficult to navigate through. Visiting crowded booths revealed presentations of instant noodles that could be cooked in a microwave, emphasizing their convenience over traditional cup noodles as they require no hot water and are halal-certified, ensuring they are suitable for consumption by Muslims.
■Moving Forward
We heard later that about half of the buyers who attended FHA came from Europe and North America, reaffirming its status as Asia’s largest food event. Singapore serves as a showcase for ASEAN, attracting attention from around the world, making promotion efforts crucial for showcasing Hokkaido’s food brands. Our office will continue to collaborate extensively with local companies and organizations to promote the charms of Hokkaido and contribute to its ongoing appeal.
■Atmosphere of the Event
