Trade Exhibition – Food & Hotel Asia

Maximising Tradeshow Impact Across Southeast Asia

To solidify the presence of U.S. cheeses in Southeast Asia, the USA Cheese Guild entrusted ACA to lead its participation at Food & Hotel Asia (FHA), the region’s largest F&B tradeshow exhibition. 

We managed end-to-end tradeshow execution for the client’s pavilion where 8 U.S. suppliers showcased a range of U.S. cheeses and dairy ingredients.

Our support spanned: 

  • Pavilion and booth design & build 
  • On-site coordination 
  • Business matchmaking 
  • Media outreach 
  • Content production & post-event engagement 

Live Culinary Showcase

  • Hosted daily live chef demonstrations led by regionally renowned Chef Imran.
  • Conceptualized themed demo days where 14 innovative dishes featuring USA cheeses were presented – turning each session into an educational touchpoint for trade attendees.
  • Conducted guided cheese sampling, allowing attendees to experience the flavor, texture, and functionality of the cheeses firsthand.

Trade Engagement

  • Facilitated strategic B2B meetings for the client with key players across the retail, distribution, and foodservice sectors in Southeast Asia.
  • Supported on-site business matchmaking, helping to initiate conversations with potential buyers, partners, and influencers in the regional supply chain.
  • Provided logistical coordination for non-exhibiting U.S. suppliers, maximizing the utility of the pavilion as a trade networking hub.

Culinary Content Creation

  • Produced two professionally filmed recipe reels based on the most compelling dishes from the live demos - designed to extend the shelf life of the exhibition experience and translate tradeshow buzz into online engagement.
  • Bridged B2B outreach with end-user impact by creating a social media campaign to encourage trial and enable everyday consumers to recreate featured recipes using USA cheese at home.

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