FHA 2026 Singapore: Exhibition Display Packages for F&B and HoReCa Brands

FHA 2026 is the biggest food and hospitality trade show Asia has seen in a decade. For the first time, FHA-Food & Beverage and FHA-HoReCa merge into a single mega event, filling all ten halls of Singapore EXPO with over 2,750 exhibitors and an expected 80,000 food and hospitality professionals from across the globe. If your brand is exhibiting — whether you produce packaged food, run a restaurant chain, supply hospitality equipment, or distribute beverages — you are sharing the floor with thousands of direct competitors.

The brands that stand out are not always the ones with the biggest budgets. They are the ones with the clearest visual identity, the most focused booth messaging, and display hardware that works reliably across four full days of high-traffic exhibition. This guide covers every display component your F&B or HoReCa booth needs at FHA 2026, organized by booth size and budget, with specific product recommendations and pricing so you can plan and order well ahead of load-in day.

For a full overview of the event schedule, segments, and visitor registration, see the FHA 2026 Singapore complete guide.

What Makes FHA 2026 Different from Previous Editions

The 2026 edition marks the historic merger of two previously separate shows into one unified platform. FHA-Food & Beverage covers all food, beverage, and retail categories: bakery, dairy, fine food, halal, seafood, snacks, confectionery, and wine and spirits. FHA-HoReCa covers the full hospitality supply chain: foodservice and hospitality equipment, coffee, tea and bar, tableware, and hospitality technology. Eighteen specialised segments run simultaneously across all ten halls.

For exhibitors, this means three things. First, your direct category competitors and your supply chain partners are all in the same event for the same four days. Second, the buyer profile is broader and more diverse than ever before — from supermarket procurement heads to hotel F&B managers to independent restaurant owners. Third, foot traffic across the full event is projected to be the highest in the show's history. Your booth needs to communicate quickly and convincingly to multiple buyer types, not just one.

The Real Challenge: Getting Noticed on a 100,000 sqm Floor

The Singapore EXPO spans a 100,000 square metre exhibition floor when all ten halls are active. With 2,750 exhibitors from 115 countries competing for attention, visual differentiation is not optional — it is the most important investment you make before show day. An F&B buyer walking Hall 6 has seconds to decide whether to stop at your booth or keep moving.

Three things drive that decision:

• Visibility from a distance: Your brand name and primary product category must be readable from at least five metres. This is a function of banner height, print quality, and contrast — not booth size.

• Appetite appeal: Food and beverage brands benefit more than any other industry from high-quality food photography on their display surfaces. Appetite-triggering visuals — close-up shots of finished dishes, pour shots, fresh ingredients — consistently draw foot traffic.

• Clear category positioning: Are you a manufacturer, distributor, brand owner, or equipment supplier? A buyer should know within three seconds. Ambiguous booth messaging creates decision fatigue and reduces dwell time.

All three are achievable without a custom-built structure. The right combination of portable display hardware does the job for any booth size.

Recommended Display Components for F&B and HoReCa Booths

Pop-Up Backdrop: Your Visual Anchor

The backdrop is the first thing a visitor sees and the last thing they see as they walk away. For FHA 2026 booths at Singapore EXPO, a seamless, large-format backdrop produces a significantly stronger brand impression than flat wall panels or individual banners taped together.

The Pop Up Stand Full Wrap, Premium from S$3,300 is the strongest option for established food and beverage brands that want a flagship presence at FHA. The full graphic wrap covers the entire curved surface without visible joins, creating the kind of seamless food photography backdrop that makes product shots, brand imagery, and lifestyle visuals come alive under exhibition hall lighting.

For brands at an earlier stage or with tighter initial budgets, the Basic Pop-Up Display Bundle from S$2,000 delivers a professional and fully branded backdrop that performs well across all four show days. The magnetic panel system sets up in minutes, collapses compactly, and is reusable for future exhibitions throughout 2026 and beyond.

Both options include a carrying case for transport to and from Singapore EXPO's loading docks.

Pull-Up Banners: Product Messaging That Works at Eye Level

Where your backdrop sets the brand context, pull-up banners deliver specific product and commercial messages at the eye level of every visitor passing your booth. For F&B and HoReCa exhibitors, pull-up banners serve several distinct purposes depending on your category.

For food and beverage brands: Use one banner for hero product photography and key commercial message (distribution availability, new product launch, minimum order), and a second banner for range overview or variant listing.

For HoReCa equipment suppliers: Use one banner for your flagship equipment category and one for your service proposition — installation, after-sales support, warranty, or demonstration availability.

For restaurant chains and franchises: Use banners to show your concept, signature dish photography, and franchise or partnership enquiry call-to-action.

The Premium Pull-Up Stand at 85 × 200 cm is available from S$175 promotional price (S$190.75 with 9% GST). The matte lamination surface handles exhibition hall lighting better than gloss finishes, maintaining print clarity and colour accuracy whether you are in Hall 1 near the entrance or Hall 9 in the deeper sections of the venue.

For wider banner panels — particularly suitable for food photography where image width matters — the Premium Pull-Up Stand at 100 × 200 cm is available from S$195 promotional price (S$212.55 with GST).

If you are participating in multiple F&B trade shows in 2026 — FHA in April, SIGEP Asia in July, Seafood Expo Asia in September — the Deluxe Pull-Up Stand Series from S$180 (normal price S$210) is built for frequent use. Aircraft-grade aluminium construction, a curved base that eliminates bottom carriage visibility, and a smooth spring-loaded retraction mechanism make it the right long-term investment for exhibitors with a full-year event calendar.

Cost-conscious exhibitors or brands setting up their first FHA booth can use the Budget Pull-Up Stand at 85 × 200 cm from S$130 promotional price (S$141.70 with GST). It uses the same synthetic poster paper printing as the premium range, sets up in under two minutes, and includes a cushioned carrying bag for protection during transit.

Branded Table Cover: First Point of Physical Contact

Your counter or table is where buyers stop, sample, and discuss. A bare venue table undermines the brand presence you have built with your backdrop and banners. The Table Runner at S$200, printed with your logo, brand colours, and a short product tagline, transforms any standard table into a branded touchpoint consistent with the rest of your booth.

For F&B brands offering tastings or samples, the table cover also serves a hygiene and presentation function — a clean, branded surface looks intentional and professional in the food and hospitality context, where presentation standards directly reflect product quality.

Literature and Menu Display: Organise Your Printed Materials

Food buyers at FHA routinely collect catalogues, price lists, and product specification sheets from dozens of booths. If your printed materials are stacked loosely on a table or displayed in generic holders, they get mixed with competitors' materials and are rarely consulted post-show.

A dedicated literature stand keeps your collateral organized, visible, and accessible throughout all four show days. The Zig Zag Stand A4 at S$250 offers five A4 compartments in a professional aluminium finish, standing 1.5 metres tall, and includes an aluminium carrying case for transport. For HoReCa brands with larger-format catalogues, the Zig Zag Stand A3 at S$420 accommodates five A3 compartments — ideal for hospitality equipment specification sheets, full-range product catalogues, or hospitality menu books.

For counter-based display of DL brochures, DL Brochure Holders are available from S$5, with A4 acrylic display holders from S$10 for larger-format material.

A-Frame Poster Stand: Drive Traffic from the Aisle

An A-Frame Poster Stand from S$250 placed at the front edge of your booth acts as an aisle-level traffic driver. For F&B brands, this is the ideal surface for your most attention-grabbing visual: a close-up product shot, a "new product" announcement, a tasting invitation, or a pricing promotion specific to FHA buyers.

The double-sided format means visitors approaching from either direction see your message, doubling the effective display surface without increasing your booth footprint.

Feather Flag Banner: Maximum Aisle Visibility

For brands with external booth space or corner positions, a Feather Flag Banner from S$300 adds vertical presence that is visible above booth partitions and across crowded hall aisles. The flag format performs particularly well in high-footfall sections near hall entrances and catering demonstration zones, where eye-level displays compete with hundreds of other booths.

F&B Booth Packages by Booth Size

The right display configuration depends on your booth footprint and how many distinct product stories you need to tell simultaneously.

2 × 2 m Booth — New or Small-Scale Brands

A 2x2 metre space requires focused, disciplined display design. One strong backdrop, one pull-up banner, a branded table cover, and a small acrylic brochure holder on the counter is the maximum you should attempt in this footprint — anything more creates visual congestion that makes your brand look cluttered rather than confident.

The Basic Package from S$270 (normal price S$400) covers the foundational display components for this booth size. For the backdrop, the Basic Pop-Up Display Bundle from S$2,000 provides the visual anchor.

3 × 3 m Booth — Established Brands and Regional Distributors

A 3x3 metre booth gives you space for a full backdrop, two pull-up banners, a table runner, and a literature stand. This is the standard footprint for most mid-size F&B brands at FHA, and the right hardware configuration creates a polished, professional presence that competes credibly against larger exhibitors.

The Premium Package 1 at S$880 (normal price S$1,180) is calibrated for this booth size. Combined with the Premium Pop-Up Display Bundle from S$2,600 as your backdrop, and two Premium Series pull-up banners at 85 cm or 100 cm, you have a complete, branded booth that works across all four FHA show days without requiring any on-site adjustments or repairs.

6 × 3 m and Larger — Major Brands and National Pavilion Participants

Large booth footprints at FHA are typically used by established food manufacturers, national pavilion participants, and major HoReCa equipment suppliers. These exhibitors need multiple display zones — sampling area, demonstration area, product display wall, and meeting area — each with its own visual narrative.

At this scale, the Deluxe Package 1 at S$1,900 (normal price S$2,540) or Deluxe Package 2 at S$3,250 (normal price S$3,950) provides the full range of hardware needed. The Pop Up Stand Full Wrap, Premium from S$3,300 serves as the primary brand wall, with multiple Deluxe Series pull-up banners at 100 cm and 120 cm width flanking the product zones, a Zig Zag Stand for catalogues, and A-Frame Poster Stands at each aisle entrance.

All prices in SGD. Subject to 9% GST. Production time: 2–3 working days.

Design Principles for Food and Beverage Booth Visuals

F&B booth graphics follow different visual rules from corporate or technology exhibitions. Food photography triggers emotional and sensory responses that abstract brand visuals cannot replicate. Three principles guide effective F&B booth design.

Lead with food, not with logo. Your backdrop and primary pull-up banner should feature appetite-triggering product photography as the dominant visual element. Your logo appears clearly but does not dominate the composition. The visual hierarchy is: food photography first, brand name second, product message third.

Use warm, natural colour palettes for food brands. Warm whites, cream, natural green, terracotta, and amber tones communicate freshness, quality, and craftsmanship. Cold, clinical palettes work for packaging but tend to underperform on exhibition backdrops for consumable products.

Separate brand tone from commercial message. Your backdrop carries brand identity and emotional appeal. Your pull-up banners carry commercial specifics: product SKUs, distribution terms, certifications (Halal, organic, fair trade), and the explicit call to action for interested buyers — contact details, QR code to product catalogue, or a specific booth-only offer.

Printed Collateral for FHA Buyers

Every FHA exhibitor should prepare at least two levels of printed take-away material: a short leave-behind for general visitors and a detailed catalogue for serious buyers.

Professional Brochure Printing at S$0.20 per sheet (normal price S$0.50) makes high-quality full-colour printed collateral accessible at any volume. For F&B brands, a DL-format folded brochure listing your core product range, certifications, and contact details is the standard general visitor leave-behind.

For buyers requesting product detail — specifications, nutritional information, packaging options, minimum order quantities, and distribution territories — a printed booklet or product catalogue from S$1 per page provides the depth of information needed to progress an enquiry to a purchase order after the show.

Foamboard Posters from S$5 provide a cost-effective option for in-booth product signage — mounted on your counter or displayed on a sign stand for specific product features, pricing, or tasting notes.

Getting Your Display Ready Before FHA Load-In

FHA 2026 runs April 21–24 at Singapore EXPO. Exhibitor build-up typically begins one to two days before opening, and all display hardware needs to be on-site, tested, and positioned before the hall opens on Day 1. Standard production at Pullupstand.com takes two to three working days after artwork approval, which means even exhibitors finalising their booth design in early April can receive all hardware in time.

A practical preparation schedule for FHA 2026:

1. March 1–15: Finalise booth layout and dimensions. Commission product photography if new imagery is needed.

2. March 15–31: Submit artwork and graphics for pop-up backdrop. Order and confirm your main display hardware.

3. April 1–10: Confirm pull-up banner copy and artwork. Submit print files. Approve proofs.

4. April 10–15: Order brochure printing and collateral. Receive all display hardware and conduct a dry-run assembly.

5. April 17–20: Transport all display items to Singapore EXPO. Build up booth during exhibitor load-in window.

For a full view of all Singapore April 2026 trade shows — including co-located events at Singapore EXPO and Suntec Singapore during the same week — the Singapore Events April 2026 guide covers the complete exhibition calendar.

Quick-Reference Display Recommendations at a Glance

Pullupstand.com has supplied exhibition display hardware to food, beverage, and hospitality brands across Singapore EXPO, Suntec, and Marina Bay Sands since 2007, serving more than 10,000 clients across all major industries. All products are available with no minimum order quantity and standard production in two to three working days. For custom package configurations or to discuss your specific FHA 2026 booth requirements, contact the team directly via WhatsApp or visit the full exhibition display solutions range.