If you are in the food and beverage industry—or simply someone who loves discovering quality ingredients—Food & Hospitality Asia (FHA) 2026 is where the world comes together. This year, one of the most exciting highlights is the European Union Pavilion, bringing the best of Europe’s agri-food offerings right to Singapore Expo.
A Global Stage for the F&B Industry
As Asia’s leading international trade event for the food and beverage industry, FHA 2026 gathers a global community of suppliers, distributors, importers, manufacturers, and retailers under one roof. Beyond the exhibition, attendees can look forward to industry insights, trend discussions, and engaging features such as dedicated product zones, competitions, and masterclasses—making it a premier platform for networking and business opportunities.
While exploring the exhibition halls, be sure to check out the European Union Pavilion at Singapore Expo Hall 5, where a curated showcase of premium European produce awaits.
A Taste of Europe, All in One Place
The EU Pavilion presents a diverse selection of high-quality food and beverages from all 27 EU Member States. It’s not just about tasting—it’s about experiencing the standards that define European produce: quality, safety, authenticity, and sustainability.
Visitors can sample a wide variety of products, including those with quality labels and organic certifications. Among them are products bearing the Protected Geographical Indication (PGI) label—a certification that designates agricultural products, foods, or wines with a strong reputation, specific quality, or unique characteristics linked to a particular region, where at least one stage of production, processing, or preparation takes place.
What makes the pavilion especially engaging is its lineup of interactive experiences. Renowned chefs host live cooking shows, demonstrating how European ingredients can be seamlessly incorporated into local dishes. It’s a fascinating look at how Asian and European flavours come together.
Educational sessions led by European and Singaporean experts cover key product categories such as dairy and cheeses, processed agricultural products, fruits and vegetables, meats and cured meats, olive oil and table olives, as well as wine, beer, and spirits.
These sessions provide valuable insights for buyers, retailers, and distributors looking to understand EU standards and explore new opportunities tailored to the Singapore market. Across both FHA-Food & Beverage and ProWine, visitors can expect a vibrant programme filled with tastings, demonstrations, and discussions that highlight the depth and diversity of European agri-food excellence.
Experiencing the Pavilion First-Hand
During our visit, we caught a live cooking demonstration by Chef Payal Thakurani, who showcased how European ingredients can elevate familiar flavours with a fresh twist.
We also attended a pairing session featuring European cheeses and fruit preserves, where the balance of sweet and savoury combinations really stood out. Another highlight was tasting a range of premium olive oils from different European countries—each with its own distinct character, from grassy and peppery to smooth and buttery.
Strengthening EU-Singapore Trade Relations
The European Union’s participation in FHA-Food & Beverage Singapore comes at a significant moment in EU-Singapore trade relations. Singapore is the EU’s largest trade and investment partner in ASEAN. Since the implementation of the EU-Singapore Free Trade Agreement in 2019 and the conclusion of negotiations for a Digital Trade Agreement in 2024, collaboration between both regions continues to strengthen.
We had the opportunity to speak with Diego Canga Fano, Deputy Director-General of the Directorate-General for Agriculture and Rural Development at the European Commission.
“We have a great variety of produce in the European Union. With 27 member states, we want to bring the best of the best of food and drink so everyone has the opportunity to taste and try the diversity of our food and drink. We are very proud of what we produce in Europe and in the pavilion we want to showcase some of the best produce we have,” he shared.
He also highlighted how trade between Singapore and the European Union has improved since 2019, and pointed out an interesting trend—the growing fusion between Asian and European cuisines.
The pavilion reflects this growing partnership, offering Singaporean businesses the opportunity to discover new products and build stronger connections with European suppliers.
Singapore as a Gateway to the Region
We also spoke with Artis Bertulis, Ambassador of the European Union to Singapore, who emphasised Singapore’s strategic role in the region.
“Singapore plays a key role in food security across the wider region, supported by strong connectivity and reliable logistics chains. It serves as an excellent gateway to Southeast Asia, with high standards and strong entrepreneurial spirit,” he shared.
He added that Singapore is home to about 13,000 European enterprises across various industries, making it a major business hub for European companies in the region.
He also encouraged visitors to pay attention to certifications and geographical indications, noting that products like Parma cheese or Prosecco are tied to specific regions, reflecting authenticity and quality that cannot be replicated elsewhere.
A Pavilion Worth Exploring
Whether you are a buyer, distributor, or simply a food lover, the European Union Pavilion at FHA 2026 offers a compelling experience. From tastings and live cooking demonstrations to expert-led sessions and meaningful conversations, it is a space that brings together tradition, innovation, and opportunity.
If you are heading down to FHA this year, don’t miss Hall 5—you might just discover your next favourite ingredient or business partner.