Hong Phat ’s 5-Day Journey at THAIFEX – Anuga Asia 2026

Bringing the Authentic Flavors of Vietnam to the Global Market

After five exciting and productive days at THAIFEX – Anuga Asia 2026, one of Asia’s largest and most influential food and beverage trade exhibitions, the team at Hong Phat Import Export Co., Ltd. returned home with valuable insights, meaningful connections, and promising business opportunities.

For Hong Phat, participating in THAIFEX was far more than simply exhibiting products. It was an opportunity to showcase the richness of Vietnamese cuisine, strengthen our international presence, and connect with partners who share our vision of bringing high-quality Vietnamese food products to consumers around the world.

A Global Platform for Business Growth

Held at IMPACT Muang Thong Thani in Bangkok, Thailand, THAIFEX – Anuga Asia continues to be one of the most important meeting points for professionals in the food and beverage industry. The exhibition gathers thousands of exhibitors, importers, distributors, retailers, foodservice operators, and industry experts from across the globe.

From the moment the exhibition opened, Hong Phat experienced the dynamic atmosphere that makes THAIFEX a leading international trade platform. Throughout the five-day event, our booth welcomed a diverse range of visitors from Asia, Europe, the Middle East, and other emerging markets.

The exhibition provided us with a valuable opportunity to engage directly with buyers and decision-makers, allowing us to better understand current market trends and consumer preferences. Across different regions, several common themes emerged: growing demand for convenient food solutions, clean-label products, authentic ethnic flavors, and sustainable sourcing practices.

These insights reaffirmed our commitment to developing food products that combine traditional Vietnamese culinary heritage with the convenience and quality standards required by modern global consumers.

Shammi Dried Rice Stick Noodle Materials Featured at the New-to-Street Market Showcase

Among the products showcased by Hong Phat, the standout attraction at THAIFEX 2026 was undoubtedly our Shammi Dried Rice Stick Noodle Materials.

We were honored to have Shammi featured in the exhibition’s New-to-Street Market, a dedicated area highlighting innovative products with strong market potential. This recognition provided additional visibility and attracted significant attention from international buyers seeking unique and convenient food solutions.

The positive response to Shammi confirmed the growing global interest in authentic Vietnamese cuisine that is easy to prepare and suitable for modern lifestyles.

Why Did Shammi Attract So Much Attention?

Complete All-in-One Solution

Unlike traditional rice noodle dishes that require extensive preparation, Shammi offers consumers a complete solution in one package. Each kit includes premium dried rice stick noodles (hu tieu) and carefully developed seasoning sauces that recreate the authentic flavors of Vietnam.

This convenience makes the product highly attractive to both consumers and retailers looking for innovative ready-to-cook meal solutions.

Authentic Vietnamese Taste

Many visitors were impressed by how easily Shammi could deliver a genuine Vietnamese culinary experience. The product successfully captures the traditional flavors that Vietnamese consumers know and love while remaining accessible to international markets.

Clean Label Commitment

One of the strongest selling points of Shammi is its commitment to quality and transparency.

The product follows Hong Phat’s “4 No” commitment:

• No preservatives
• No MSG
• No artificial flavors
• No artificial colors

This clean-label approach aligns perfectly with growing consumer demand for healthier and more natural food products worldwide.

Export-Friendly Product Design

Shammi was developed with international markets in mind. Its convenient packaging, stable shelf life, and compliance with quality standards make it suitable for distribution through supermarkets, specialty stores, e-commerce channels, and foodservice operators.

Strengthening Hong Phat’s International Network

Beyond product promotion, THAIFEX 2026 served as an important platform for building relationships with strategic partners.

Throughout the exhibition, Hong Phat engaged in discussions with:

• Importers seeking Vietnamese food products
• Retail chains looking for innovative Asian food solutions
• Foodservice distributors
• Private label buyers
• OEM partners
• International wholesalers

These conversations revealed strong interest in Vietnamese cuisine and highlighted significant opportunities for further expansion into global markets.

Several buyers expressed particular interest in convenient meal kits, traditional Vietnamese sauces, rice-based products, and other value-added food solutions that can meet evolving consumer needs.

Expanding OEM and Private Label Opportunities

As part of our long-term growth strategy, Hong Phat continues to expand its OEM and private label services for international partners.

During THAIFEX, we introduced our manufacturing capabilities and flexible product development solutions to companies interested in creating customized food products under their own brands.

The exhibition generated numerous discussions with businesses exploring opportunities to launch Vietnamese-inspired products in their local markets.

Supporting Global Food Distribution Through Consolidation Services

In addition to promoting our products, Hong Phat also introduced our consolidation services, which help international buyers streamline their sourcing process from Vietnam.

By consolidating multiple products and suppliers into a single shipment, we help customers:

• • Reduce logistics costs
  • Simplify procurement processes
  • Improve supply chain efficiency
  • Optimize container utilization

This service attracted particular interest from buyers seeking broader access to Vietnamese food products while maintaining operational efficiency.

Partner with Hong Phat

If you are looking for a reliable supplier of Vietnamese food products, OEM manufacturing solutions, private label services, or consolidation support, we invite you to connect with us.

Together, we can create new opportunities and bring the authentic flavors of Vietnam to dining tables around the world.