Three Days of Industry Dialogue, Driving F&B Innovation, Sustainability & Global Hospitality Leadership
Singapore hosted a remarkable convergence of ideas, talent, and international collaboration from 16–18 July 2025, as SIGEP Asia and Restaurant Asia returned to the Sands Expo & Convention Centre. Over three days, the event turned Marina Bay Sands into a hub for decision-makers, innovators, educators, and government leaders focused on the future of foodservice, hospitality, tourism, and F&B operations across Asia and beyond. Jointly organised by the Restaurant Association of Singapore (RAS) and IEG Asia, the twin platforms mark a powerful convergence of industry expertise and global engagement.
Expanding Beyond Borders
With 449 exhibitors from 41 countries and more than 12,000 delegates expected, the 2025 edition delivered a focused, high-engagement environment where conversations translated into plans and partnerships. The show was shaped by a clear theme: the next decade of F&B and hospitality innovation belongs to those who collaborate, adapt quickly, and build sustainable operational models.
This year’s event did more than showcase products. It opened new regional pathways, strengthened industry alliances, and gave visibility to emerging trends that will set the pace for 2026–2030— highlighting Singapore’s important role as a gateway for food and beverage growth in the Asia-Pacific region.
A Strong Opening With Regional Momentum
The opening ceremony welcomed Guest of Honour Ms Low Yen Ling, Senior Minister of State for Trade and Industry and for Culture, Community and Youth.
Leaders from Singapore, Italy, and the wider industry emphasized the strategic role that Singapore now plays as a gateway for Asia-Pacific foodservice and hospitality.
Dr Ilaria Cicero, CEO of IEG Asia, described the event as “a meeting point for purposeful collaboration, where conversations translate into long-term growth.”
RAS President Benjamin Boh added that the show signals “a stronger and more connected regional business community.”
Their comments reflected the underlying sentiment across the halls: Asia’s hospitality ecosystem is entering a new growth cycle, fueled by technology, rising consumer expectations, and cross-border partnerships.
Major Milestones Announced at the 2025 Edition
Strategic Partnerships and International Cooperation
High-level forums and signing ceremonies formed the core of SIGEP Asia 2025. These sessions laid the groundwork for future collaboration between government organisations, industry associations, and private enterprises.
Global Partnerships and Thought Leadership
Launch of the F&B People Collective
Singapore’s first HR-centric platform for the foodservice sector was introduced by RAS and the Institute for Human Resource Professionals (IHRP). Founding companies include:
- Starbucks
- Guzman y Gomez
- The Soup Spoon
- OUE Restaurants
- Spa Esprit Group
The Collective sets out to raise manpower standards, redesign roles through technology, and support long-term talent resilience—a priority echoed throughout the event.
RAS Symposium 2025: Smart F&B in a New Era
The highly anticipated RAS Symposium, themed “The Future of Smart F&B Ecosystems” addressed technology’s growing influence on operations.
Key voices included:
- Xie Pengwei, Deputy CTO of Haidilao, on robotics and automation
- Tencent, Visa, Lark, The Soup Spoon, A Hot Hideout on AI-guided operations
- Andrew Chen, founder of China’s top F&B digital ecosystem, on loyalty models and AI-driven customer engagement
Expanding the Global Landscape: A Milestone in Transnational Collaboration
A major highlight of SIGEP Asia 2025 was the signing ceremony for the International Strategic Cooperation on National Industries—a multi-party Memorandum of Understanding (MOU) between the International Food and Beverage Association (IFBA), the Culture and Tourism Working Committee of the China National Trade Promotion Association, the Asia Pacific Hotel Alliance, HAPA® Group International, and the Hospitality Alliance Singapore (HAS), together with its member associations: the Hospitality Purchasing Association Singapore (HPAS), the Association of Rooms Division Executives (Singapore), the Association of Bartenders & Sommeliers Singapore, the Singapore Chefs’ Association, the Food & Beverage Management Association Singapore, the Association of Singapore Housekeepers, and Les Clefs d’Or Singapore.
The IFBA Roundtable: Leading in Sustainability and Innovation
The successful conclusion of this agreement marked a coordinated step toward deeper international cooperation across the hospitality, tourism, and cultural sectors. The collaboration aims to consolidate the strengths of all participating organisations, creating a shared platform for development across sectors such as international trade, hotel supplies, food ingredients, linens and textiles, hospitality technology, automation and robotics, tableware, beverages, and related industry categories. The joint objective is to strengthen competitiveness in global markets, support coordinated market expansion, and encourage innovation across multiple areas of hospitality and tourism development.
The MOU was signed by the respective representatives:
- Cheong Hai Poh
President & Founder, International Food & Beverage Association (IFBA); Chairman, Hospitality Alliance Singapore (HAS) - Adelina S. Barphe
Vice President, International Food & Beverage Association (IFBA)
President, Food & Beverage Management Association of Greece (FBMA) - Wu Honghua
Director, Culture & Tourism Committee, China National Ethnic Trade Promotion Association - Zhang Huifa
Executive President, Hainan Provincial Tourism Hotel Association - Madeline Lai
President, Hospitality Purchasing Association Singapore (HPAS); 1st Vice President, Hospitality Alliance Singapore (HAS) - Damian Tan
President, Association of Rooms Division Executives (Singapore); 1st Vice President, Hospitality Alliance Singapore (HAS)
This milestone underscores the shared commitment of all parties to advancing regional cooperation and expanding the global footprint of the Asian hospitality ecosystem.
ASEAN Restaurant Associations Alliance (ARAA) Extends Partnership
Six national associations—including Singapore, Malaysia, Vietnam, Indonesia, Cambodia, and the Philippines—formalized three more years of cooperation through a multi-nation Memorandum of Understanding.
The alliance now focuses on:
- Workforce development
- Sustainability practices
- Shared knowledge in F&B operations
- Mobility opportunities for talent
This strengthens Southeast Asia’s ability to respond to shared industry challenges with coordinated strategies.
Strategic Partnership Between IEG and the China Trade Promotion Committee
Another highlight of the event was the signing of a strategic cooperation agreement between the Italian Exhibition Group (IEG) and the China National Trade Promotion Committee for Culture and Tourism. The agreement includes plans to co-host future international exhibitions and forums that promote Chinese ethnic cultural tourism, integrate strengths in global event management, and establish international platforms for Chinese brands, hotels, and cultural intellectual property. This collaboration represents a significant step in supporting the global visibility and competitiveness of China’s ethnic and cultural industries.
Exhibitions and Highlights
Experiential Zones That Pulled the Industry Forward
SIGEP Asia’s curated zones created strong engagement throughout the show:
→ The 9-Metre Chocolate Wall by Pastry artist Janice Wong
A visually striking installation made from hundreds of hand-painted bonbons using Valrhona’s single-origin chocolate from Madagascar and Brazil.
→ Panettone World Cup – Asian Selection
For the first time, the Asian qualifier was held in Singapore, curated by Italian Master Chef Giuseppe Piffaretti, advancing finalists to Milan in 2026.
→ Official Launch of MrBeast Burger in Southeast Asia
The launch, in partnership with Xolutions Int. and X-Inc Group, led to long queues at the tasting area and sparked wide interest from regional operators.
Dedicated National and Thematic Pavilions
- Technology & Innovation Pavilion, showcasing robotics and sustainable kitchen solutions.
- Nightlife & Entertainment Pavilion, highlighting signature cocktails and curated bar experiences by Fabbri, Mottra Caviar, and regional mixologists.
- Tea Pavilion, with live ceremonies led by tea masters from Taiwan and Vietnam, curated by European Tea Master Monica Meschini.
- Chocolate Pavilion, offering bean-to-bar demonstrations, single-origin tastings, and workshops on sustainable cocoa sourcing, presenting traceable cacao, innovative flavour profiles, and modern chocolate applications for pastry, beverage, and retail.
These zones brought together brands from Japan, Peru, Thailand, Costa Rica, Italy, Taiwan, Vietnam, and more.
Chinese Cultural Tourism Takes the Global Stage
For the first time, Chinese ethnic brand hotels and tourism enterprises showcased their products and services at SIGEP Asia. Their participation highlighted China’s determination to expand its cultural tourism industries globally and strengthen international partnerships across hospitality and F&B sectors.
The Dongguan Foreign Trade Enterprises Association, represented by its Secretary-General, led a delegation of companies that announced long-term cooperation plans aimed at promoting ethnic products in overseas markets. Exhibits ranged from Chinese tea and handcrafted utensils to modern kitchen technologies and sustainable food ingredients.
Participating companies outlined multi-year strategies to promote Chinese ethnic products abroad, fostering stronger international business networks and strategic alliances, providing tangible opportunities for market expansion.
Market Insights – What the 2025 Edition Revealed
Across discussions, exhibitions, buyer meetings, and national pavilions, several trends became clear:
1. Technology adoption is accelerating.
AI, automation, robotics, and data-driven kitchens are no longer optional for serious operators.
2. Sustainability is now a baseline expectation.
Guests, regulators, and investors all push for visible, measurable environmental responsibility.
3. Cross-border brand expansion is increasing.
Operators are eyeing Asia-Pacific markets for new growth, especially Southeast Asia.
4. Cultural tourism is entering a new phase.
China’s rising focus on ethnic tourism and heritage hospitality is shaping regional conversations.
5. High-quality products with traceability matter to buyers.
Chocolate, tea, seafood, caviar, and craft beverages were recurrent examples.
6. The workforce challenge persists.
Retention and upskilling strategies dominated leadership discussions.
IFBA’s Strategic Role at SIGEP Asia 2025
Leadership, Dialogue & Global Connectivity
The International Food & Beverage Association (IFBA) held a central and highly visible role at SIGEP Asia 2025. As a global network representing hospitality professionals and industry associations, IFBA facilitated high-level dialogue among industry leaders, entrepreneurs, and policymakers from across Asia-Pacific, China, Europe, and the Americas. Through its forums, roundtables, and strategic meetings, IFBA helped align priorities around sustainability, workforce development, cultural tourism, and the international expansion of ethnic hospitality brands. Its contributions provided participants with practical insights and clearer pathways for future collaboration.
Milestone Highlight: IFBA Roundtables Edition 2025
Driving Sector Thought Leadership From Asia-Pacific to the Global Arena
One of the most significant strategic components of SIGEP Asia 2025 was the IFBA Roundtables Edition 2025. These sessions brought together senior hospitality executives, industry educators, association leaders, tourism officials, and international delegates for focused discussions on the challenges and opportunities shaping the regional hospitality landscape. The roundtables delivered structured, high-value exchanges that helped clarify the sector’s shared priorities while reinforcing the importance of coordinated efforts across countries and industry bodies.
IFBA International Forum 2025
– The Future of F&B & Hospitality: Innovation, Sustainability & Consumer Trends
IFBA International Forum 2025 gathered a multi-disciplinary panel of hospitality leaders, sourcing specialists, beverage professionals, hotel executives, and representatives from international associations for a structured examination of the forces reshaping the global F&B and hospitality landscape.
Moderated by Hai Poh Cheong, President of International Food & beverage Association and Chairman of Hospitality Alliance Singapore, and Dr Han Bin, Chairman of Asia-Pacific Hotel Alliance, the first roundtable aligned perspectives from across procurement, hotel operations, mixology, culinary management, and international consulting.
Panelists included Madeline Lai, Damian Tan, Adelina S. Barphe, Eduardo Serrano, Hisham Abdullah, and Jennifer Ong, Catherine Choo See Peng, Kung Teong Wah, each offering practical strategies informed by their international experience.
The discussion explored four interconnected themes:
- Shifting Consumer Behavior – wellness dining, functional foods, non-alcoholic beverage offerings, and the growing demand for personalized and culturally grounded dining experiences.
- Technology & AI Integration – smart kitchens, predictive analytics, automation, menu optimization, and the continued rise of digital-first dining models.
- Sustainability & Responsible Operations – waste reduction, energy efficiency, ethical sourcing, circular kitchen practices, and the increasing relevance of hyper-local supply chains.
- Workforce Resilience & Skills Development – evolving job roles, mental health considerations, modern training approaches, and the long-term need to strengthen hospitality talent pipelines across the region.
→ Read the full IFBA International Forum Report here
The China & Asia-Pacific International Cultural Tourism Forum 2025
– Belt-and-Road Cooperation & Ethnic Hotel Development
Hosted under the IFBA Roundtable Edition 2025 – Dialogue Between Cultures and Markets
One of the most anticipated sessions was the IFBA Asia-Pacific & China Forum, which convened with high-level public and private sector leaders from China, ASEAN, and the broader Asia-Pacific region for a landmark roundtable focused on Belt-and-Road hospitality strategies, ethnic tourism growth, and international brand expansion.
The forum gathered senior delegates from China’s cultural tourism sector alongside regional hospitality leaders to address tourism diplomacy, cross-cultural brand positioning, and sustainable development—offering timely insight into China’s expanding role within Southeast Asia’s hospitality landscape.
The roundtable delivered a rare, high-level dialogue between China’s cultural tourism authorities and hospitality executives from Southeast Asia and Europe.
Key Chinese delegates included:
- Wu Honghua – Director, Culture & Tourism Committee, China National Ethnic Trade Promotion Association
- Hua Lei – Secretary-General, Henan Provincial Tourism Association
- Zhang Huifa – Executive President, Hainan Provincial Tourism Hotel Association
- Zhou Lei – General Manager, Jinling Hotel Nanjing
- Xiang Jiamei – Senior Reviewer, China National Brand Hotel Evaluation Committee
- Jing Yi Qin – Executive Secretary-General, Dongguan Foreign Trade Enterprises Association
Core discussion areas included:
- Integrating ethnic heritage into tourism offerings
- International cooperation opportunities under Belt and Road
- Cross-cultural brand communication
- Internationalization strategies for Chinese ethnic hotel brands
The forum also welcomed international representatives such as Damian Tan, Madeline Lai, Adelina Barphe, and Eduardo Serrano, who contributed insights across two critical themes:
→ Read the full IFBA International Forum Report here
1. International Cooperation in the Ethnic Cultural Tourism Industry (Belt and Road)
Discussions explored:
- aligning ethnic tourism with global market expectations
- building sustainable cross-border partnerships
- strengthening cultural authenticity while expanding internationally
- understanding policy frameworks along Belt-and-Road corridors
- addressing cooperation challenges arising from cultural differences
Chinese delegates emphasized the importance of identity-driven tourism.
2. New Exploration of Overseas Development for Ethnic Brand Hotels
Discussions covered brand authenticity, cross-cultural communication, service quality benchmarking, policy frameworks, emerging market opportunities, and international case studies from Asian hotel brands entering Europe, the Middle East, and emerging markets. This roundtable added strategic depth to the 2025 edition, linking tourism diplomacy, hospitality development, and regional business collaboration. The discussions revealed rising interest in the global potential of Chinese ethnic hotel brands, supported by stronger ASEAN–China relationships and a growing demand for culturally immersive travel.
Keynote Direction
In his keynote address, Wu Honghua noted that Chinese ethnic cultural tourism is entering a more diversified phase—one that incorporates cuisine, craft traditions, smart hotel technologies, and sustainable ingredients. He encouraged stronger international collaboration to enhance competitiveness and support innovation through cultural exchange.
“Cultural tourism succeeds when local identity stays intact while meeting the expectations of global travelers.”
— Wu Honghua
→ Read the full Asia-Pacific & China Forum Report here
A Pivotal Year for Asia’s F&B and Hospitality Ecosystem
SIGEP Asia and Restaurant Asia 2025 delivered more than exhibitions and business matching. The 2025 edition proved that Asia’s hospitality landscape is evolving with purpose. The event provided clarity on where the industry is heading:
- technology at the core of operations
- sustainability at the heart of decision-making
- people development as a long-term priority
- cultural tourism as an emerging regional engine
- cross-border partnerships as the key to scaling
What emerged over three days in Singapore will influence how hotels, restaurants, suppliers, educators, and policymakers shape the industry through 2026 and beyond. The event successfully demonstrated how partnerships between Europe, China, and Southeast Asia can drive sustainable growth and redefine the future of global hospitality.
As IFBA strengthens its global alliances and expands its initiatives, the momentum from SIGEP Asia 2025 will play a central role in guiding future collaboration, industry standards, and professional development across regions.
Networking & International Buyer Participation
As a curated, boutique exhibition, SIGEP Asia enabled participants to engage directly with decision-makers and industry influencers, encouraging the development of meaningful connections and highlighting innovation, sustainability, and operational excellence. Purposeful connections take centre stage as business leaders, buyers, and innovators converge for curated engagement, strategic deal-making, and elevated networking experiences.
Hosted Buyer Programme
SIGEP Asia welcomed more than 100 international buyers from ASEAN, the wider Asia-Pacific region, and the Middle East. These buyers participated in structured business-matching sessions designed to support sourcing decisions, strengthen trade relationships, and open new market pathways.
NETS VIP Networking Aperitivo
Gold sponsor NETS hosted a closed-door networking session for C-suite executives, presenting its latest digital payment solutions and facilitating high-value exchanges among industry leaders.
Held during the Evening Networking Reception at Monti @1-Pavilion, the session offered a focused space for continued dialogue among entrepreneurs, association representatives, and government officials. The informal setting encouraged new collaborative ideas and reinforced the event’s overall atmosphere of openness and partnership, affirming SIGEP Asia’s position as a key meeting point for global hospitality innovation.
Curated VIP Session
IFBA further strengthened the event’s engagement platform by curating a series of VIP sessions designed to support direct, one-on-one exchanges with global stakeholders. These sessions promoted knowledge sharing, partnership development, and cross-border collaboration. Through this role, IFBA underscored its commitment to advancing global hospitality standards, fostering innovation, and building stronger connections between local cultural industries and international markets.
Looking Ahead to SIGEP Asia 2026: A Strategic Vision for Shared Growth
Under the leadership of IEG Asia and its international partners, SIGEP Asia continues to evolve as a strategic platform for global exchange—bridging Italian innovation, Chinese cultural heritage, and Southeast Asian entrepreneurship.
The newly signed cooperation between IEG Asia and the China National Trade Promotion Committee for Culture and Tourism will see both entities co-host future exhibitions and forums promoting Chinese ethnic cultural tourism industries worldwide. This partnership represents a significant step toward integrating heritage-driven industries into the global marketplace.
Epilogue: Setting the Stage for 2026
SIGEP Asia has evolved into a boutique powerhouse —a key regional meeting point for suppliers, innovators, hotel groups, distributors, educators, and associations.
Within this wider setting, the IFBA forums brought a level of structured thought leadership that complemented the exhibition floor. The sessions offered future-focused insights, cross-border perspectives, and clear association-driven collaboration opportunities.
The 2025 IFBA Roundtable edition created a coordinated space for examining how hospitality, tourism, policy, and investment trends are converging — and how operators and associations can respond with clearer priorities and long-term planning. The forums broadened the scope of the show and provided attendees with a grounded understanding of the challenges and opportunities ahead.
Across the sessions, speakers highlighted the increasing importance of coordinated efforts across countries and associations, capturing the tone of the event:
Collaboration is becoming a competitive advantage.
The insights and partnerships formed during the forums are already shaping planning for SIGEP Asia 2026. The 2025 edition showed that hospitality and tourism in the region are moving into a period where coordinated action and shared expertise matter more than ever. IFBA’s ability to bring together associations, institutions, and industry leaders has become an essential part of this progress, and that role will remain central as preparations begin for the next edition.
Stay tuned for updates on SIGEP Asia 2026 and IFBA’s continued engagement across the region. Upcoming announcements will include new initiatives, expanded collaborations, and further opportunities for members to participate in next year’s programme. As always, IFBA will share developments as they take shape, and we look forward to continuing the work alongside everyone involved
