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THAIFEX – HOREC ASIA 2024 Triumphs: Phusit Ratanakul Sereroengrit Leads Thailand to Record-Breaking Success

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Imagine a bustling, vibrant hub where the air is thick with the tantalizing aromas of international cuisine, the shimmer of sleek dining equipments catching your eye at every turn, and a buzz of eager conversations filling the space as more than 15,000 attendees from around the globe converge in one grand celebration of the Hotel, Restaurant, and Catering (HoReCa) industry. This isn’t a figment of the imagination but a reality sculpted at the heart of Thailand, as the THAIFEX – HOREC ASIA 2024 soared beyond expectations, crafting a narrative of success and ambition that has reverberated throughout Asia and beyond.

If the numbers speak for themselves, then the recent THAIFEX – HOREC ASIA 2024 event roared a resounding triumph, with a staggering 3.625 billion baht in estimated orders, effortlessly tripling the initial target set at a billion baht. The event, a first of its kind yet astonishing in its execution and results, was brought to life through the synergy of three dynamic forces: the DITP, TCC, and KM. This trio, with a keen eye for innovation and excellence, curated an experience that was more than just an exhibition — it was a grand showcase of the boundless potentials within the HoReCa industry.

Phusit Ratanakul Sereroengrit, the Director-General of the DITP, along with his colleagues, navigated through the expansive exhibition space, where 359 companies from 23 different countries deployed their latest wares and innovations across 722 booths. The attendance of 15,851 Thai and international participants wasn’t just a number; it was a testament to the global business community’s belief in the prowess of Thailand’s HoReCa sector, signaling a robust recovery and a promising direction for the nation’s economic revival and tourism.

Among the vast array of showcased products, five categories emerged as the stars of the show: dining equipment that combined both elegance and functionality, cutting-edge technology designed to revolutionize the hospitality experience, the HoReCa World group presenting an eclectic mix of solutions, food service businesses that tantalized the taste buds, and a delightful range of bakery and ice cream that promised an adventure for the senses.

Adding to the grandeur, Sanan Angubolkul, Chairman of the Thai Chamber of Commerce and the Board of Trade of Thailand, echoed the event’s monumental success, attributing it to Thailand’s magnetic allure as a tourist destination and its reputation for unparalleled quality in products and services. This, paired with the proliferation of innovative and eco-friendly offerings by over 129 Thai companies across 267 booths, painted a narrative of creativity, sustainability, and excellence that defined the spirit of THAIFEX – HOREC ASIA 2024.

The event didn’t just stop at showcasing; it became a crucible for innovation, as evidenced by the THAIFEX – HOREC Innovation Awards. Three Thai companies emerged victorious in the Furnishing, Tech, and Wellness segments, spotlighting Thailand’s untapped creative energies and setting the stage for a relentless pursuit of innovation.

From across the oceans, Matthias Kuepper, Managing Director of Koelnmesse, revealed that the event was a magnet for international talents as well, with 230 foreign companies from 22 countries, including powerhouses from Europe, America, and Asia, enlivening 482 booths. Yet, it wasn’t just the exhibition space that captured the imagination of attendees but the thrilling array of activities that unfolded. From cooking demonstrations by culinary maestros to the THAIFEX – HOREC Academy bustling with insights from 69 experts across 36 activities, the event was a treasure trove of knowledge, skill, and innovation.

The THAIFEX – HOREC Experiential Zone took attendees on an immersive journey through the latest HoReCa trends, while special events like the ASEAN Barista Championship and the Thailand Ultimate Housekeeping competition added a competitive edge to the excitement, drawing crowds and fostering a spirit of excellence and camaraderie.

Thus, as the curtains fell on THAIFEX – HOREC ASIA 2024, it left behind not just memories of a successful event but a resounding declaration of Thailand’s ambition to be the epicenter of the HoReCa business in Asia. With plans already in motion to elevate the next event to even greater heights, the story of this extraordinary gathering is far from over; it’s just beginning to unfold.


  1. GlobalGourmet March 12, 2024

    What an outstanding achievement for Thailand! The THAIFEX – HOREC ASIA event seems to signal not just a revival of the hospitality sector but a leap into future possibilities. The emphasis on innovation and sustainability is particularly commendable.

    • EcoWarrior March 12, 2024

      I agree, but I’m curious about the actual sustainable practices implemented at the event. It’s one thing to showcase ‘eco-friendly’ products, and another to ensure the event itself minimizes its carbon footprint.

      • GlobalGourmet March 12, 2024

        That’s a valid point. I assume the organizers would have considered this, given the global push for greener practices especially in big events like this. It would be interesting to get more details on their sustainability measures.

      • TechieChef March 12, 2024

        Not to sideline the sustainability debate, but let’s also talk about the tech innovations showcased. Any insiders got insights about cutting-edge tech that might change the HoReCa game?

    • CulinaryCritic March 12, 2024

      Sustainability aside, the sheer scale of this event is mind-blowing! Over 15,000 attendees and billions in orders? The numbers speak volumes about the significance of THAIFEX in the global HoReCa landscape.

  2. LocalLoyalty March 12, 2024

    While it’s fantastic to see an international event hosted in Thailand doing well, what about the impact on local businesses? Is this just another instance of global players overshadowing local talent?

    • AsiaBizInsight March 12, 2024

      It’s quite the contrary actually. Events like THAIFEX provide a platform for local businesses to shine on an international stage. It’s not just about global giants; it’s a showcase for local innovation and quality.

      • MarketMover March 12, 2024

        Absolutely! Many local Thai companies got to display their products to a global audience. This isn’t overshadowing; it’s empowering them to break into markets they wouldn’t otherwise have access to.

  3. HistoryBuff March 12, 2024

    Considering the historical context, Thailand has always been a crossroads of cultures which is reflected in its current global market position in the HoReCa sector. This event is just a modern representation of its long-standing trade traditions.

  4. SkepticalSarah March 12, 2024

    All these numbers and praises, but where’s the evidence of long-term benefits? So they had a successful event, but does this actually translate to lasting economic or environmental stability for Thailand?

    • OptimistOllie March 12, 2024

      The success of such an event could be a catalyst for further investments in the sector, promoting economic growth. Plus, showcasing sustainable businesses acts as a step towards a green future, influencing others in the industry.

      • SkepticalSarah March 12, 2024

        I hope you’re right, but we’ve seen too many ‘success stories’ with little to show for them in the long run. Let’s see how this pans out.

  5. CuriousChef March 12, 2024

    Did anyone get a chance to try the food innovations mentioned? Everything from bakery to ice cream seems to have been presented. I’m always on the lookout for new culinary trends.

    • FlavorHunter March 12, 2024

      The culinary demonstrations were amazing! It was a feast for both eyes and taste buds. The fusion dishes and advanced cooking techniques were definitely trend-setting.

  6. BudgetWatcher March 12, 2024

    It’s great to hear about the success of THAIFEX but I wonder about the cost. Events like these are expensive, and I’m curious about the ROI. Do the benefits outweigh the costs?

  7. HospitalityGrad March 12, 2024

    Attending the THAIFEX academy sessions must have been enlightening. Learning from experts in 36 different activities could really broaden one’s perspective on the HoReCa industry.

    • EventPlannerLiz March 12, 2024

      The academy was indeed a highlight! The range of topics covered was impressive, from eco-friendly practices to innovative hospitality tech. It wasn’t just about business but learning and growing too.

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