Food & Hospitality Asia (FHA) 2026 returns as the biggest edition in a decade, uniting FHA-Food & Beverage, FHA-HoReCa, and ProWine into one mega event from 21 to 24 April 2026 at Singapore Expo. With 80,000+ trade visitors, 2,750+ exhibitors from 115 countries, and 18 specialized segments spread across all 10 exhibition halls, FHA 2026 delivers the single largest concentration of F&B and hospitality decision-makers in Asia. Whether you exhibit for the first time or return as a veteran, this guide walks you through every step — from registration and booth planning to lead generation and post-event conversion — with professional display solutions that help your brand command attention on the show floor.
Why FHA 2026 Matters More Than Ever
FHA celebrates its 48th edition in 2026, and the numbers reflect unprecedented scale. Organized by Informa Markets, this biennial trade show has evolved into Asia's definitive gathering for food, beverage, and hospitality professionals. The 2026 edition marks a historic merger that combines three previously separate events under one roof, one badge, and one platform.
The European Union takes the spotlight as the Region of Honour, with its dedicated EU Pavilion at Hall 5G-401 showcasing culinary heritage, sustainability leadership, and food safety standards. Over 75 confirmed group pavilions represent countries including Singapore, Malaysia, Australia, Spain, and dozens more — each bringing national food innovation to a global audience.
Industry leaders such as Electrolux Professional, Rational, The Middleby Corporation, Valrhona Selection, Ben Foods, DKSH, and Euraco anchor the exhibitor lineup. Conferences like the FutureFWD Conference, Sustainability Summit, Asian Pastry Cup, and the debut Young Chefs Grand Prix elevate FHA beyond a trade show into a knowledge exchange platform.
Event Essentials at a Glance
| Detail | Information |
|---|---|
| Event | Food & Hospitality Asia (FHA) 2026 |
| Dates | Monday 21 – Thursday 24 April 2026 |
| Hours | Day 1-3: 10:00–18:00 / Day 4: 10:00–16:00 |
| Venue | Singapore Expo, All 10 Halls |
| Address | 1 Expo Drive, Singapore 486150 |
| Floor Space | 100,000+ square meters |
| Nearest MRT | Expo Station (East-West Green Line & Downtown Blue Line) |
| Attendees | 80,000+ international trade visitors |
| Exhibitors | 2,750+ from 115 countries |
| Segments | 18 specialized categories |
| Organizer | Informa Markets |
| Website | foodnhotelasia.com |
| Admission | Free Trade Pass (register online) |
Getting to Singapore Expo is straightforward. The Expo MRT station connects directly to the venue via an air-conditioned link bridge. From Changi Airport, the Circle Line reaches the venue in approximately 30 minutes. Over 4,000 parking lots serve drivers, while bus services 12, 24, and 38 stop directly outside the exhibition halls.
18 Specialized Segments Across 10 Halls
FHA 2026 covers the full spectrum of food and hospitality through carefully curated segments. Understanding the hall distribution helps exhibitors choose strategic locations and helps visitors navigate efficiently.
Halls 1-2: Fresh Produce, Fine Food & International Pavilions — Premium ingredients, specialty products, and the Singapore Seafood Pavilion occupy these front halls. Country pavilions cluster here, making Halls 1-2 a global marketplace for sourcing artisanal and specialty food items.
Halls 3-4: Halal, Specialty Coffee & Tea, Bakery — The dedicated Halal Market pavilion serves the rapidly growing halal economy. The refreshed Coffee, Tea & Bar segment now includes bar equipment and mixology solutions, reflecting the café-bar convergence trend.
Halls 5-6: Hospitality Equipment, Technology & EU Pavilion — Commercial kitchen equipment, hotel and restaurant solutions, and the new Foodservice Technology segment fill these halls. The EU Region of Honour Pavilion at Hall 5G-401 anchors the European presence. The FutureFWD innovation hub operates from Hall 6.
Halls 7-8: Convenience Food, Dairy, Proteins & Sustainability Hub — Plant-based alternatives, condiments, sauces, and beverages share space with the Sustainability Hub promoting eco-friendly food solutions.
Halls 9-10: Wine, Spirits & Premium Experiences — ProWine Singapore co-locates here alongside the Epicurean Gallery, offering premium food and wine tasting experiences.
If your brand spans multiple segments, position your booth in the hall that matches your primary product category. Use portable pull-up banner stands as satellite signage in adjacent halls to direct foot traffic back to your main booth.
How to Register and Exhibit at FHA 2026
Visitor Registration
FHA 2026 offers a complimentary Trade Pass for qualified trade visitors. Register online at foodnhotelasia.com with your business credentials. Registration grants access to all 10 exhibition halls, conference sessions, live demonstrations, and networking events across all four days.
Exhibitor Registration
Exhibitor bookings opened in late 2025, and space fills on a first-come, first-served basis. Contact Informa Markets directly through the official exhibitor inquiry form at foodnhotelasia.com/contact-us to secure booth space. Exhibitor packages typically include:
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Booth space allocation with shell scheme or raw space options
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Company listing in the official FHA Online Show Directory and Mobile App
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Two exhibitor badges per booth
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Access to the Hosted Buyer Programme for pre-matched meetings
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Optional sponsorship and advertising packages for enhanced visibility
Country Pavilion Participation
Government trade agencies organize national pavilions that offer subsidized booth space and collective branding. The Singapore Food Manufacturers' Association and Enterprise Singapore lead the Singapore Pavilion. Global Victoria leads the Australia Pavilion. The Malaysia Business Group operates from Hall 6 with companies including Sumos, Uni Bio Pharma, Koon Brother, Lian Taat Food, and others. Contact your national trade promotion agency to explore pavilion participation if you represent an export-ready food or beverage company.
Your 90-Day Exhibition Preparation Roadmap
Successful exhibition outcomes require structured preparation. This timeline ensures nothing falls through the cracks from initial planning through post-event follow-up.
Phase 1: Strategic Foundation (January 2026 — 3 Months Out)
Start by confirming your booth space and finalizing your exhibition objectives. Define measurable goals: number of qualified leads, meetings scheduled, contracts signed, and pipeline value generated. Order your core display materials early to allow time for custom graphic design and printing.
A premium pop-up display bundle from Pullupstand.com serves as your booth's visual anchor — the curved 3x3-meter fabric backdrop creates an instant professional presence that competitors notice from across the exhibition hall. Pair it with two to four deluxe pull-up banner stands from S$180 each to flank your booth entrance with targeted messaging about your key product lines.
Prepare product samples, demo materials, and digital presentations during this phase. Design business cards, professional brochure printing from S$0.20 per piece, and promotional collateral. For deeper guidance on first-time preparation, read the First-Time Exhibitor Singapore Blueprint.
Phase 2: Marketing Activation (February 2026 — 2 Months Out)
Announce your FHA participation across your website, email database, and social media channels. Send personalized invitations to existing clients and key prospects with your booth number and hall location. Schedule pre-event meetings through the FHA Hosted Buyer Programme to guarantee face-time with qualified decision-makers.
Confirm logistics: electricity connections, internet, furniture rentals, and freight shipping for oversized equipment. Book team accommodation near Singapore Expo — hotels along the East-West MRT line offer convenient access with rates typically between S$150-300 per night during exhibition week.
Phase 3: Final Preparations (March 2026 — 1 Month Out)
Finalize and print all custom graphics for your display hardware. Conduct a full booth assembly rehearsal at your office or warehouse — this eliminates event-day panic when you attempt setup for the first time in a crowded hall at 7 AM. Photograph the completed setup from multiple angles as reference for your on-site assembly team.
Train your booth staff on product pitches, visitor qualification techniques, and lead capture procedures. Create a duty roster that ensures adequate coverage throughout all four days, with 90-minute rotation shifts to maintain energy levels. Prepare foamboard posters from S$5 each for detailed product specifications and pricing displays that complement your banner messaging.
Phase 4: Final Week (Early April 2026)
Confirm all shipments and delivery schedules. Pack your booth essentials kit: scissors, tape, markers, charging cables, extension cords, cleaning supplies, hand sanitizer, and backup printed materials. Brief your entire team on daily objectives, target KPIs, and competitor intelligence.
Setup Day Strategy: Sunday 20 April 2026
Move-in begins early on Sunday, with large installations accessing halls from 08:00 and general exhibitor setup running 10:00 to 18:00.
Step 1 — Core Structure (First 30 Minutes): Unpack and inspect all display materials. Assemble your pop-up stand full wrap as the main backdrop anchor. Position furniture, counters, and shelving. Verify electrical and internet connectivity at your booth.
Step 2 — Vertical Elements (Next 45 Minutes): Raise all pull-up banner stands at strategic sightlines: booth entrance, corner positions, and product zone dividers. The pull-up stand premium series from S$110 deploys in under 30 seconds per unit and features enhanced stability for high-traffic environments. Ensure graphics are wrinkle-free and aligned correctly.
Step 3 — Product Display (Next 45 Minutes): Arrange product samples, tasting stations, and demonstration equipment. Mount tablets or screens on stands for video testimonials and digital catalogs. Install LED lighting to highlight key products and your backdrop graphics. Create distinct zones within your booth: consultation area, product display, and transaction counter.
Step 4 — Final Details (Last 30 Minutes): Stock revolving brochure stands from S$250 with catalogs and price lists. Test all electronics. Clean and polish every surface. Take photographs for your social media launch announcement. Conduct a team walkthrough to identify any gaps.
Day-by-Day Exhibition Strategy
Day 1: Monday 21 April — Opening Day Advantage
The official opening ceremony and VIP ribbon-cutting launch FHA 2026. Crowds build gradually through the morning, giving early arrivals quieter access to exhibitors for focused conversations. The FutureFWD Conference keynotes begin in the afternoon, and the Young Chefs Grand Prix kicks off with its first preliminary rounds.
Exhibitor Focus: Use the lighter morning traffic for in-depth consultations with hosted buyers and pre-scheduled appointments. Position your most experienced team members at the booth. Deploy A-frame poster stands from S$250 in the aisle outside your booth to capture attention from passing visitors who may not yet have their hall navigation figured out.
Day 2: Tuesday 22 April — Peak Traffic Day
All 18 segments operate at full capacity. Hosted buyer meetings hit peak activity. Workshop and seminar sessions run across multiple zones. Culinary competitions draw crowds, and the Sustainability Summit sessions attract industry thought leaders.
Exhibitor Focus: This is your highest-volume day. Rotate team members every 90 minutes to sustain energy. Have quick takeaway materials ready for time-pressed visitors — a well-designed professional brochure with QR codes linking to your digital catalog serves this purpose perfectly. Capture contact information from every meaningful conversation.
Day 3: Wednesday 23 April — Negotiation Day
Follow-up meetings dominate the morning as buyers return to shortlisted suppliers for detailed discussions. Equipment trials and hands-on demonstrations run throughout the day. The Young Chefs Grand Prix reaches its finals. Contract signing ceremonies begin in earnest.
Exhibitor Focus: Shift from volume to depth. Move serious prospects into your consultation area for detailed pricing discussions. Use your sign stands from S$130 to display limited-time FHA-exclusive offers that create urgency.
Day 4: Thursday 24 April — Closing Day Deals
The exhibition closes early at 16:00. Morning visitors seek final questions answered and last-minute deals. Award ceremonies and competition results generate media attention. Booth dismantling begins after 15:00.
Exhibitor Focus: Offer show-closing promotions and aggressive pricing for same-day commitments. Distribute remaining promotional materials generously. Begin packing non-essential items after 14:00 while maintaining a professional appearance at the booth front.
Booth Design That Converts Visitors into Leads
Professional booth design follows three principles: visual hierarchy, traffic flow, and space optimization.
Visual Hierarchy
Position your brand logo and key messaging at eye level — approximately 1.5 to 1.7 meters from the floor. The deluxe pull-up banner stand series displays graphics at exactly this height with 85cm width and 200cm height dimensions. Keep text minimal: seven words or fewer per banner message. Use a minimum 72-point font for readability from three meters away.
Color psychology matters in food exhibitions. Red and orange tones create appetite appeal and urgency for limited-time offers. Blue and green convey freshness and trust — ideal for halal certification messaging and organic product lines. Gold accents highlight premium positioning. Limit your palette to three primary colors maximum across all display elements.
Traffic Flow Optimization
Keep 50% of your booth perimeter open for easy visitor entry. Position your pop-up backdrop at the rear as a visual anchor drawing eyes inward. Place pull-up banners at angled positions that guide visitors along a natural path through your product displays toward the consultation area. A well-planned 3x3-meter booth follows this allocation: 40% display area, 30% product demonstration, 20% consultation zone, and 10% storage.
For exhibitors wanting outdoor visibility near venue entrances, feather flag banners from S$300 stand up to 2.9 meters tall and rotate with wind direction, making your brand visible from across the parking areas and walkways.
Lighting Strategy
Three-layer lighting transforms a standard booth into a premium space. Ambient hall lighting serves as your baseline. Add LED spotlights directed at your pop-up backdrop and hero products to create focal points. Install bright task lighting at counters for consultation and paperwork areas. Proper lighting makes your graphics pop in photographs and video — critical for social media content during the event.
Lead Generation and Visitor Qualification
Not every visitor deserves equal time. Qualify prospects using a simple three-tier system:
Tier 1 — Hot Prospects: Decision-making authority, confirmed budget, immediate timeline within three months. Action: escort to consultation area, begin contract discussion, schedule same-week follow-up.
Tier 2 — Warm Leads: Influencer or recommender role, budget allocation in progress, timeline three to twelve months. Action: deliver detailed presentation, exchange materials, schedule follow-up video call.
Tier 3 — Information Gatherers: Research phase, no immediate budget, uncertain timeline. Action: provide a brochure from your DL brochure holders from S$5 each, add to newsletter database, invest minimal face-time.
Digital Lead Capture
Deploy mobile CRM apps like Scanbot, CamCard, or EventMobi for instant business card scanning with database integration. Create QR codes linking to digital contact forms and display them prominently on your banners and counter graphics. As a low-tech backup, maintain a physical sign-in sheet and a business card fishbowl for a prize drawing that captures contact details.
Competitions and Conferences Worth Attending
Young Chefs Grand Prix (21-24 April)
This debut competition challenges culinary talent aged 16 to 25 through team challenges and individual skill tests endorsed by the World Association of Chefs' Societies (Worldchefs). The competition features a unique ingredient sourcing relay race through the exhibition halls followed by live cook-offs. Categories include the Generational Challenge (mentor-mentee), Young Chefs Pasta Challenge, and Golden Poultry Challenge. Distinguished judges include Chef Derek Liew, Chef Eric Neo, Chef Tony Khoo, and international panelists from Taiwan, Indonesia, Malaysia, China, and Thailand.
FutureFWD Conference
The innovation-focused conference explores emerging F&B technology, AI-powered kitchen management, and digital transformation reshaping hospitality operations.
Sustainability Summit
Panel discussions address eco-friendly supply chains, sustainable packaging, carbon footprint reduction, and certification standards. If your brand commits to sustainable practices, attend these sessions and reflect that commitment in your booth messaging.
Exhibition Budget Planning
| Category | Budget Range (SGD) |
|---|---|
| Standard 3x3m booth space | 3,000 – 5,000 |
| Premium location (corner/main aisle) | 6,000 – 8,000 |
| Display package (Deluxe Package 1) | 1,900 |
| Furniture rental | 300 – 800 |
| Electricity + Internet | 350 – 700 |
| Brochure printing (1,000 units) | 200 – 600 |
| Product samples & giveaways | 800 – 3,000 |
| Team costs (4 days, per person) | 700 – 1,400 |
| Total Budget Exhibitor | 8,000 – 12,000 |
| Total Standard Professional | 15,000 – 25,000 |
| Total Premium Presence | 30,000 – 50,000 |
For cost-conscious exhibitors, the Basic Package 1 at S$270 (usual S$400) bundles essential display elements into an affordable starter kit. Scaling up, the Deluxe Package 2 at S$3,250 (usual S$3,950) delivers a comprehensive booth setup with multiple pull-up banners, premium pop-up backdrop, counters, and professional lighting.
Post-Event Follow-Up That Closes Deals
The exhibition ends on Day 4, but your real work begins on Day 5. Speed determines conversion rates — prospects meet dozens of vendors during FHA, and the first supplier to follow up often wins the deal.
Same Evening: Send personalized thank-you emails to every meaningful contact. Attach promised materials, catalogs, or pricing sheets. Confirm any scheduled follow-up appointments.
Within 48 Hours: Call Tier 1 hot prospects directly. Launch email nurture sequences for Tier 2 warm leads. Connect on LinkedIn with all contacts.
Within One Week: Send customized proposals to qualified leads. Share case studies, testimonials, and product specifications. Begin contract negotiations with interested parties.
Within 30 Days: Target 25 to 40 proposals sent, 15 to 25 meetings conducted, and 8 to 15 contracts closed. Aim for revenue equivalent to 3 to 5 times your total booth investment.
Within 90 Days: Pipeline advancement rate should reach 60 to 70 percent. Closed deals should convert at 20 to 30 percent. Customer acquisition cost through FHA typically runs 50 to 70 percent lower than other channels, making trade show investment one of the most efficient lead generation methods available.
Sustainability at Your Exhibition Booth
Singapore's Green Plan 2030 drives eco-conscious expectations across every industry, and exhibition visitors increasingly evaluate brands on their environmental commitment. Pullupstand.com display products support sustainability through reusable design — each pull-up banner stand handles 500+ setup and breakdown cycles, and pop-up systems accept interchangeable graphics that eliminate the need to replace entire hardware units between events.
Reduce paper waste by replacing bulk brochure distribution with QR codes linking to digital catalogs. Print materials only for serious prospects. Choose biodegradable giveaways over plastic promotional items. Donate leftover food samples to local charities rather than discarding them after Day 4. For more eco-friendly exhibition practices, explore the poster marketing strategies guide.
Expert Exhibition Success Strategies
Booth Positioning
Corner booths deliver 50 percent more visibility with two open sides. Main aisle locations receive three times more foot traffic than interior positions. Position near complementary exhibitors rather than direct competitors — a halal ingredient supplier benefits from proximity to hospitality equipment brands, not rival ingredient companies.
Conversation Starters That Work
Open with value, not a sales pitch. "What brings you to FHA today?" works as an open-ended research question. "Have you explored the new plant-based alternatives in Hall 7?" positions you as a knowledgeable guide. "Would you like to try a sample?" creates low-commitment engagement that often leads to deeper conversation.
Energy Management
Four consecutive exhibition days exhaust even experienced teams. Rotate booth staff every 90 minutes to maintain genuine enthusiasm. Create a hidden break area behind your pop-up backdrop for quick refreshment. Schedule 15-minute team huddles between major appointment blocks to share intelligence and adjust tactics.
Crisis Preparedness
Pack an emergency kit: scissors, heavy-duty tape, markers, phone chargers, pain relievers, and a portable power bank. Keep digital backups of all booth graphics on a USB drive in case printing issues arise. Carry one spare budget series pull-up banner from S$95 as a replacement unit. Establish a team WhatsApp group for instant communication across the exhibition floor.
Essential Resources for Your FHA 2026 Journey
Complement this guide with targeted deep-dive articles:
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Plan your complete April calendar with the April 2026 Singapore Exhibitions Guide
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Compare banner pricing and options in the Pull-Up Banner Price Singapore 2026 Guide
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Explore backdrop and fabric display options in the Backdrop Stands Singapore 2026 Guide
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Discover additional food exhibitions in the Food Fair Singapore Complete Guide
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Master large-format printing options with the Big Banner Printing Singapore Guide
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Review retail display strategies in the Retail Banner Printing Singapore Guide
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Understand signage best practices through the Sign Board Singapore Branding Guide
FHA 2026 represents a once-in-two-years opportunity to access 80,000 qualified trade visitors across every segment of Asia's food and hospitality ecosystem. Your preparation today determines your results in April. Secure your booth space, order your display materials, train your team, and execute with precision — the show floor rewards those who arrive ready.
Ready to build your exhibition presence? Explore Pullupstand.com's complete exhibition display solutions or contact the team at info@pullupstand.com for a free consultation on booth packages starting from S$270.
