Explore regional opportunities for your business across Southeast Asia’s diverse food and beverage markets.

Applications are now open for Global Victoria’s trade mission to Food & Hospitality Asia (FHA) Food & Beverage in Singapore from 20 to 24 April 2026.

This year marks the powerful reunion of FHA Food & Beverage, FHA HoReCa and Prowine, bringing together the full spectrum of Asia Pacific’s vibrant food, beverage and hospitality industries under one roof. Connect with premium buyers, explore emerging consumer trends, and position your Victorian food and beverage brand at the biggest FHA in a decade.

What types of businesses should apply?

Export-ready Victorian food and beverage companies based or headquartered in Victoria are welcome to apply.

Companies representing the following categories are encouraged to apply:

  • Packaged Foods: functional, clean-label, portion-sized, sustainable packaging
  • Beverages: non-alcoholic, functional, ready-to-drink, plant-based
  • Dairy: organic, specialty
  • Horticulture & nuts
  • Meat
  • Seafood

ProWine Singapore (the dedicated wine and spirits trade show) runs in the adjoining hall at the same time. Wine and spirits buyers will likely concentrate there, so expect lighter traffic in the Food & Beverage halls.

This is a competitive expression of interest process with a limited number of participants. Applications will be thoroughly reviewed against the product category opportunities across Southeast Asia.

About the market and trade show

As Victoria’s sixth-largest food and fibre export market, Singapore plays a vital role as a regional business hub and is our top destination for re-exports, supported by its strategic location and world-class supply chain infrastructure.

Southeast Asia is dynamic and diverse, representing the second largest region for Victorian food and fibre exports valued at a total of $4.86 billion in 2023-24. Victoria has prioritised strengthening its relationship with Southeast Asia and has four  Victorian Government Trade and Investment (VGTI) offices located in Indonesia, Vietnam, Malaysia and Singapore.

Brand Australia is highly regarded by consumers and associated with high quality, safe and traceable products. Victoria’s diverse capabilities and position as Australia’s leading food and fibre exporter places it in a favourable position to meet Southeast Asia's growing demand across meat, dairy, seafood, fresh produce and premium packaged food and beverages.

FHA Singapore

FHA Singapore is the region’s leading international food and hospitality event. This year marks the powerful reunion of Food & Beverage, HoReCa and Prowine, bringing together the full spectrum of Asia Pacific’s vibrant food, beverage and hospitality industries under one roof.

The event attracts highly qualified buyers from the region and beyond. In 2025, the FHA Hosted Buyer Programme attracted 347 pre-qualified buyers from over 20 countries and regions.

In addition to direct buyer connections, gather on-the-ground business intelligence including consumer trends, behaviour shifts and market gaps, and forge long lasting trading partnerships.

With over 80,000 attendees expected and more than 2,750 exhibitors across ten halls, join Global Victoria at what is set to be the biggest FHA in a decade.

Victoria’s participation at FHA Singapore

Victoria will host a traditional Victorian pavilion at FHA Food & Beverage, giving you access to:

Dedicated exhibitor booth: An area to showcase your business and products on the Global Victoria pavilion, alongside a diverse and impressive cohort of fellow Victorian food and beverage brands.

Prime positioning: The Global Victoria pavilion will be centrally located within the Australia zone. Exhibitors will also have the opportunity to maximise buyer engagement in the lead up to the show through their individual company listing on the FHA Online Show Directory & Mobile App.

Comprehensive support: Global Victoria and our specialist in-market trade teams will provide tailored support throughout your participation.

What's included?

Global Victoria will support costs during the program of events at FHA (21-24 April) :

  • pre-show and in-market event support services through Global Victoria and delivery partners
  • pre-show and in-market buyer matching opportunities where applicable
  • a dedicated exhibitor booth to showcase your brand and products on the Global Victoria pavilion at FHA Food & Beverage
  • trade show passes for a maximum of two (2) company representatives
  • individual company listing on the FHA Online Show Directory & Mobile App
  • printed and digital promotion in Global Victoria’s Exhibitor Directory

Potential value-added program to the trade mission

We're exploring additional programming in Indonesia for new companies to the market. This could include a market briefing, site visit program, business matching and networking opportunities.

We'll gauge interest through the FHA application process. If we proceed, places will be limited – we'll select participants based on the strength of your business case and market opportunity.

This program would run after FHA, extending your time in market.

Keen to participate? We suggest holding off on booking your flights until we confirm the program is going ahead and you've been accepted.

In your application, tell us about:

Market-specific justification: Explain why you’ve chosen Singapore (or another market in Southeast Asia) as a focus for export right now. Reference key factors such as market demand, consumer or cultural alignment with your product,  policies or market access opportunities, or consumer shifts that make it an opportune time to enter.

Export readiness: Outline your organisation's capabilities, dedicated resources and experience that demonstrate readiness for export. This could include past export experience, international certifications, supply chain capacity and ability to scale.

Strategic timing: Describe how participation in this mission aligns with your broader export strategy or growth timeline. For example, it may coincide with a product launch, regional expansion phase, or follow-up from earlier trade engagement activities in the market.

Active opportunities: Highlight how this trade mission could help you convert those opportunities into tangible partnership or sales outcomes. For example, detail any warm leads, discussions or market intelligence you already have.

Focus on demonstrating your export preparedness and strategic thinking rather than general company capabilities.

What's not included?

It is the participants' responsibility to manage and fund the following:

  • Airfares
  • Accommodation
  • Travel insurance
  • Meals outside the program events and functions that are not hosted and/or co-supported by the Victorian Government
  • Ground transport/s ie taxis, Uber, trains etc
  • Freight – shipment and storing of product samples

Our terms and conditions

Familiarise yourself with Global Victoria's terms and conditions for participation in this trade mission program.

Contact us

For more information about this trade mission, connect with Jai Jackson-Jin – Global Victoria's Trade Manager, Food and Fibre Exports.