KUALA LUMPUR, 8 May 2026 – Score early access to the all-new XTEP Light Boat Ultra running shoes at just RM329 (originally RM599), available exclusively on Shopee Mall from 9 May 2026. Offered in standout colourways like Black Pearl, Maiden Voyage Day, and Azure Sea, each purchase comes with limited edition gifts and a chance to win the fan-favourite XTEP YuYi FW running shoes (worth up to RM399).
Crafted for smoother landings and powerful rebound, the XTEP Light Boat Ultra combines a 360° Sail-Ventilation System with an ACE-thickened cushioning midsole for breathable comfort and a lighter, more responsive run.
Unlock Up to 40% Off and Exclusive Launch Perks
Enjoy up to 40% off the XTEP Light Boat Ultra from9 to 12 May, plus an exclusive XTEP arm sleeve with every purchase. Shoppers tuning in to the Shopee Live launch on 9 May can also redeem RM20 off vouchers, while Shopee VIP subscribers unlock an extra 15% off with a minimum spend of RM202.
Spend and Win XTEP Running Shoes Worth Up to RM399
Be among the top 5 spenders at the XTEP Official Shop on Shopee on 9 May to walk away with running shoes worth up to RM399 from popular series like the YuYi FW, Feather Foam, and SP300.
Experience the XTEP Light Boat Ultra Up Close and Meet Fitness Stars
Get hands-on with the XTEP Light Boat Ultra at the exclusive launch at the XTEP flagship store in Mid Valley Megamall, Kuala Lumpur on 9 May from 9:30AM to 11AM, and meet fitness personalities Al Rumie, Regine Au, and Enda Tan.
Shop the XTEP Light Boat Ultra First on Shopee
Shopee users enjoy early access to the XTEP Light Boat Ultra with added savings and limited edition gifts, plus an extra 15% off for Shopee VIP subscribers (minimum spend RM202). Don’t miss the limited time launch deals here.
Kenji Chai with his latest artwork for Tiger Beer, featuring his bold, character-driven street art on the Kombi van.
Malaysian street artist Kenji Chai brings the streets to life through graffiti as Tiger Beer rewards consumers across West Malaysia.
KUALA LUMPUR, 8 May 2026 — Tiger Beer, a lager born under the tropical sun and brewed for the heat of Asia, launches “Brewed to Defy the Heat”, rooted in the way Malaysians gather, push through, and make the most of every moment, no matter how hot it gets.
The experience rolls out across the Klang Valley from now to 31 May 2026, spanning on-ground experiences and a nationwide outlet promotion.
Take on the Heat
Kenji Chai with a bottle of Tiger Beer, showing his boldness through his latest artwork on the Kombi van.
At the heart of it is a custom Kombi van, designed in collaboration with Malaysian street artist Kenji Chai, known for his bold, character-driven street illustration style that captures everyday Malaysian energy in a way that stands out.
The public checking out the Kombi van and participating in an interactive game to stand to win beer vouchers.
At each stop, the Kombi transforms into a hands-on challenge experience, inviting fans to step in and take on a fast-paced skill activity.
The Kombi van will visit the following areas throughout May, public can head over to Tiger Beer social media channel for the participating outlet list and details.
The artwork reflects the spirit of Malaysians coming together, pushing through, and showing up, no matter how hot it gets.
Location
Date
Jaya One
14 May, Thursday
Damansara Heights
15 May, Friday
Eko Cheras
16 May, Saturday
Bangsar Telawi Street
21 May, Thursday
Pavilion Bukit Jalil
22 May, Friday
Changkat KL
23 May, Saturday
Johor
Stay tuned for more updates on the location
*Disclaimer: The outlets are subject to changes, please refer to Tiger Beer social media for the latest update.
Keep the Heat Going
The experience extends into participating restaurants, pubs, and bars in West Malaysia, bringing people together to take on the heat with their crew. From now until 31 May 2026, every purchase earns an entry:
1 bucket of Tiger Beer (bottle) = 1 entry
1 set of Tiger Draught / 1 bucket of Tiger Crystal or Tiger Soju Flavoured Lager (bottle/ glass) = 3 entries
Participants can scan the QR code at the outlet and submit their receipt via uncage.tigerbeer.com to complete their entry. Eligible participants stand to win any of the Dyson Air Purifier Fans or Tiger 8L Cooler Boxes.
“Tiger Beer was born in the tropics, and the heat has always been part of life here,” said Julie Kuan, Marketing Manager of Tiger Beer Malaysia. “What stands out is how people continue to show up, come together, and make the most of it, and Tiger Beer has always been there in those moments.”
The Art of The Heat
As part of the collaboration with Tiger Beer, Kenji also painted a themed mural around Brewed To Defy The Heat in the heart of Kuala Lumpur. The mural comes to life in a short film, capturing moments that feel familiar such as time spent with friends, plans that stretch into the night, and everything in between.
For more information on the Brewed to Defy The Heat activities, consumers can follow the brand on Instagram and Facebook for updates. All promotions and contests are subject to Terms and Conditions and available while stocks last. Images, if any, are for illustration purposes only.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger advocates responsible consumption and urges consumers to not drink and drive.
Lifebuoy, in collaboration with Watsons Malaysia and HOPE worldwide Malaysia, launches the Jom Kekal Segar & Bersih campaign in Kampung Bindu, bringing together sanitation support, hygiene education and essential aid to uplift underserved communities.
This multi-state initiative launches in an Orang Asli village in Perak to improve hygiene access and education to over 2,300 families nationwide, in collaboration with Watsons Malaysia and HOPE worldwide.
Chenderiang, 7th May 2026 —Lifebuoy, the world’s leading antibacterial soap brand, in partnership with Watsons Malaysia and HOPE worldwide Malaysia, launched its “Kekal Segar & Bersih” campaign with a community development event at Kampung Bindu, Chenderiang.
The event brought together local leaders, families, and community partners, marking the beginning of a multi-state initiative aimed at uplifting Orang Asli and underserved communities through expanded access to basic sanitation facilities, hygiene education, and distribution of essential hygiene products.
As part of the “Kekal Segar & Bersih” campaign, this initiative focuses on improving basic hygiene access for vulnerable communities.Lifebuoy and its partners will provide sanitation support with 10 toilets and distribute hygiene care packs including Lifebuoy products, formulated with 10x Germ Protection across five selected locations. This distribution drive will kick off with Orang Asli communities in Perak and expanding to underserved areas in Seremban, Melaka, Penang, Gerik and Kuching.
Beyond these locations, the campaign will also extend nationwide care pack distributions, essential hygiene products and daily necessities to support 2,300 underserved communities and families nationwide.
“For 130 years, Lifebuoy has been committed to promoting hygiene education because we believe that proper handwashing can save lives. Our mission goes beyond producing hygiene products, it is about protecting lives through awareness, education and access to essential hygiene. Through the Kekal Segar & Bersih campaign, we hope to improve access to sanitation and empower families with the knowledge and habits needed to protect their health for generations to come, said Siti Suhaila Abd Hamid, Skin Cleansing Lead, Unilever Malaysia.
Better Facilities, Lifelong Habits
[From left to right] Encik Darick Wong, Puan Siti Suhaila and En Bah Guni a/l Bah Ngah from Kampung Bindu unveiling the commemorative plaque at the newly built toilet facilities.The launch event drew more than 150 members from Kampung Bindu and Kampung Landor where two community toilets and four household toilets, built and sponsored by Lifebuoy Malaysia was handed over to the families without proper sanitation facilities at home. These improvements help strengthen access to safe sanitation, a basic human right, and an essential foundation for health and well-being.
Through educational activities during the programme, families also learned how germs can spread easily through everyday contact with surfaces, food and the environment, highlighting the importance of good hygiene practices in protecting family health.
“Access to safe sanitation facilities and hygiene knowledge fundamentally enhances a community’s well-being. Through this collaboration, we are ensuring that families have both the tools and the confidence to practice good hygiene every day,” said Darick Wong, Country Director, HOPE worldwide Malaysia.
Residents also received care packs containing hygiene kits and body wash products from Lifebuoy’s germ-protection range, powered by its 10x Germ Protection, alongside essential items from Watsons Malaysia and daily necessities, including groceries worth RM 69,000.00 to support families’ basic needs and hygiene practices at home. Interactive games and activities were also organised to help families understand how germs spread and the importance of maintaining good hygiene habits.
Strengthening Hygiene Knowledge for Everyday Health
A core highlight of the event was an interactive hygiene education session led by a healthcare professional, helping parents understand how simple hygiene practices can prevent illness.
The session included glo-germ demonstrations, which allowed participants to visualise how easily germs can spread through everyday contact. By making the invisible visible, the activity reinforced the importance of proper hygiene practices including the use of soap to effectively remove germs.
Children also participated in outdoor learning and colouring activities designed to introduce hygiene concepts in an interactive and fun way.
Train-the-Trainer: Extending Impact Beyond the Village
Complementing these efforts, Lifebuoy and HOPE worldwide Malaysia also introduced a Train-the-Trainer program. This initiative equips NGO volunteers with the tools and knowledge needed to continue delivering hygiene education within their communities across Malaysia.
“Through this campaign, we are planting knowledge that will grow long after today’s event. Through our collaborative efforts, we hope to inspire tangible improvements in daily hygiene habits from rural villages to urban neighbourhoods,” addedSiti-Suhaila Abd Hamid, Head of Marketing, Skin Cleansing of Unilever Malaysia.
The Kekal Segar & Bersih campaign is a community-centred initiative by Lifebuoy Malaysia, supported by Watsons Malaysia and implemented in collaboration with HOPE worldwide Malaysia. The programme focuses on improving hygiene access, strengthening education and supporting underserved Orang Asli and B40 communities across Malaysia.
Artist's impression of Coronation Square Integrated Development
Singapore Retailers Association and CapitaLand Investment enter into a partnership to support cross-border retail expansion
Johor Bahru, 7 May 2026 – A major milestone was achieved today with the groundbreaking of Coronation Square Mall and two residential blocks, part of Phase 2 of Coronation Square. The landmark integrated development is set to transform Johor Bahru city centre into a vibrant regional destination. The ceremony was graced by distinguished guests including YAB Dato’ Onn Hafiz bin Ghazi, Menteri Besar of Johor and Mr Ng Kuan Khai, Singapore’s Consul-General to Johor Bahru.
Strategically located in the city centre of Johor Bahru, Coronation Square will have direct connectivity to the upcoming Johor Bahru – Singapore Rapid Transit System (RTS). This seamless link between Malaysia and Singapore is expected to significantly enhance cross-border mobility, positioning the development as a key gateway for business, lifestyle and investment.
The development will feature Johor Bahru city centre’s largest retail mall, complemented by residential, hospitality, medical and commercial components. Designed to serve both local communities and the growing visitor population, the development is supported by strong infrastructure and accessibility.
Developer’s Vision
Datuk Patrick Lim, Managing Director of Coronade Properties, said: “Today’s groundbreaking marks the next phase of our vision to shape Johor Bahru into a connected and vibrant city centre. Coronation Square is designed as a ‘city within a city’, bringing together infrastructure, businesses and community within one integrated development. As we move into Phase 2 with Coronation Square Mall, we are building more than just retail. We are creating an ecosystem that supports businesses, creates jobs and serves the daily needs of the community.”
Facilitating Regional Retail Expansion
On the sidelines of the groundbreaking ceremony, Singapore Retailers Association (SRA) and CapitaLand Investment (CLI) signed a Memorandum of Understanding (MoU) to support Singapore retailers expanding into Johor Bahru. Under this collaboration, both parties will work together to facilitate market entry opportunities, pilot retail concepts such as pop-ups, and organise knowledge-sharing sessions to provide retailers with deeper insights into Johor Bahru’s consumer landscape.
Vivien Lim, Vice President, SRA, said, “Johor Bahru has emerged as one of the most accessible and promising markets for Singapore retailers looking to expand regionally. Through this collaboration with CLI, we aim to ensure our members are well-positioned to seize these opportunities with the right market insights and support.”
Tan Mui Neo, Managing Director, Retail Management, Commercial Management (Singapore), CLI, added, “As Singapore’s largest mall operator with established retail platforms across Malaysia and China, CLI brings both regional scale and local expertise to this partnership. We are well-placed to bring together quality brands from across the region, and Coronation Square’s “Where the World Meets Johor” positioning reflects this ambition. Through this MoU with SRA, we hope to take some of the uncertainty out of regional expansion, connecting retailers with the right market insights, opportunities and partners on the ground.”
Kuala Lumpur, 8 May 2026 – NakNak, a homegrown Korean-inspired quick service restaurant, is bringing a new kind of indulgence to the table with its limited-time Hot Honey Butter Crunch Series, where rich, buttery sweetness meets a gentle chilli kick. This latest menu is crafted for those who enjoy familiar comfort flavours, elevated with an unexpected twist.
At the heart of the series is a crave-worthy combination of honey butter and crispy chilli oil, creating a balance of sweet, savoury, and spicy notes that unfold with every bite. It is a flavour profile that feels both comforting and exciting, designed to turn everyday meals into something a little more memorable.
Leading the lineup is the Hot Honey Butter Crunch Nak Dak Burger, priced from RM18.50. It features a crispy chicken thigh layered with pickles, cheese, parmesan, honey butter sauce, and crispy chilli oil, all tucked into a soft toasted bun. For those who prefer to skip the heat, a non-spicy option, the Honey Butter Crunch Nak Dak Burger is also available at the same price.
For burger lovers who prefer a different meat option, the Hot Honey Butter Crunch Beef Burger is available from RM23.50. Featuring a juicy 100% beef patty, it delivers the same signature honey butter and chilli oil combination, offering a satisfying alternative for beef lovers.
If you are looking for something to share, the Honey Butter Crunch Nak Dak is available from RM17.90. Featuring boneless fried chicken coated in a rich honey butter glaze and topped with parmesan, the dish also comes in a spicy option, the Hot Honey Butter Crunch Nak Dak for an extra kick at the same price.
To complete the spread, the Loaded Honey Butter Crunch Fries, priced from RM8.90, combine golden fries with honey butter sauce and a sprinkle of parmesan, making it an easy crowd-pleaser for sharing.
The Hot Honey Butter Crunch Series is available for a limited time at all NakNak outlets nationwide for dine-in and takeaway.With this latest launch, NakNak continues to introduce new flavour combinations while staying rooted in quality ingredients.
A new tea, a season of hands-on experiences, and an invitation to discover the craft and culture behind every cup
Tea is something most of us have known our whole lives. It is in our mornings, our conversations, our quieter moments. While it feels familiar, there is so much more to learn about tea: the regions it comes from, the seasons that shape it, the generations of craft that bring it to the cup.
This May, CHAGEE invites you to explore the world of tea making. In welcoming International Tea Day on 21 May, CHAGEE Thailand is marking the occasion with a new jasmine oolong tea, and a series of experiences designed to bring people genuinely closer to tea culture.
A New Tea, and the Story Behind It
On 8 May, CHAGEE introduces the BO-YA Jasmine Tie Guan Yin Tea series, the newest addition to its BO-YA jasmine series.
The BO-YA name carries a story that is over two thousand years old. It comes from the legend of Boya, a musician whose playing was so deeply felt that only one person, a humble woodcutter named Ziqi, could fully understand it. Their bond became one of Chinese culture’s most enduring expressions of genuine connection: the idea that something made with real honesty will always find the people who appreciate it. It is a hope that runs through every cup in the BO-YA series. That somewhere out there, for every blend crafted with care, there is someone who will pick it up, take a sip, and simply understand.
The new drink opens with a gentle front note of jasmine before the distinct orchid character of Tieguanyin, a prized variety of oolong, slowly follows, building into a taste that is floral, layered, and quietly complex. The Tieguanyin oolong base is sourced from the high-altitude gardens of Southern Fujian, China, while the jasmine flowers come from Hengxian in Guangxi, known the world over for producing jasmine of exceptional quality and lasting fragrance.
Alongside the new drink, CHAGEE has designed a small collection of tea-inspired merchandise for the season, including a Tea-Scented Charm, a Tea Icons Keychain, and the Tea Roots Tumbler, each drawing from the natural elements and imagery behind CHAGEE’s teas. Selected merchandise will be available bundled with BO-YA Family drinks in store during the launch period.
And for those who want to go a little deeper, CHAGEE will also be releasing a specially curated publication dedicated to the culture and heritage of tea, available at selected stores from 21 May. More details to follow closer to International Tea Day.
Experiencing Tea, More than Just Drinking It
On 21 May, Tea Blending Workshops will be open to the public at CHAGEE stores throughout the day. Each session guides a small group through tasting and blending tea with a Tea Master, offering a hands-on understanding of how different leaves, florals, and processing methods shape what ends up in the cup.
And later in the season, CHAGEE will be taking this conversation out into the city. A pop-up is planned along Songwad Road, one of Bangkok’s oldest trading streets that has quietly become one of its most culturally vibrant. It is a neighbourhood where heritage and a new generation of creativity exist side by side, and that feels like exactly the right place for CHAGEE to open up the world of tea to more people. More details to follow.
“Most people drink tea every day, and that is exactly why we think it is worth pausing to understand it a little better,” said Patcharapa Saru, Tea Master at CHAGEE Thailand. “When you stop and look closely, what you find is extraordinary. Centuries of knowledge, farmers who understand their soil the way musicians understand their instruments, and a quiet kind of craft that most of the world never gets to see. International Tea Day is a meaningful reminder of all of that, and an invitation for all of us to slow down, pay attention, and discover what has always been in the cup.”
CHAGEE’s International Tea Day offerings are available across all Thailand stores from 8 May. For those who have ever been curious about what makes a great cup of tea, this May is a good time to find out. For more information, visit CHAGEE Thailand FB, IG, TikTok, or download the CHAGEE App.
KUALA LUMPUR, 7 May 2026 – Find the perfect Mother’s Day gift with #GetReadyWithShopee (#GRWS), featuring discounted gifts across categories and budgets until 10 May. Shoppers can enjoy #GRWS rewards like RM20 fashion vouchers, RM10 fashion deals, and RM20 vouchers on trending Health & Beauty picks, and end the celebration with a sweet treat from ShopeeFood
This Mother’s Day, discover thoughtful and stylish finds that celebrate mum with intention, meaning and appreciation, all for below RM150.
URBANlite Rubik Luggage [72% off] –Travel confidently with this durable luggage, designed to support mothers on every getaway.
SZINDORE Cloud Perfume[10% off] – Add a soft floral-fruity scent with a light, sweet finish for everyday wear.
Ukliss 5-in-1 FusionAir[54% off] – Get a personal stylist with this all-in-one hair tool that dries, curls, straightens, and volumises.
For those planning a little extra indulgence, explore refined gifts designed to make mothers feel truly special.
Pandora I Love You Mom Dangle Charm – Say it all this Mother’s Day with this heartfelt charm, featuring a pink heart stone engraved with “I LOVE YOU” and ‘MOM’.
Bonia Noble Women Watch – Embrace elegance with this luxurious timepiece, suited for both office wear and evening occasions.
Stryv Wireleess Heated Comb [17% off] – Achieve smooth, frizz-free hair on the go with this compact, lightweight MiniStyler.
End Mother’s Day on a Sweet Note with ShopeeFood
Round off Mother’s Day with her favourite desserts on ShopeeFood from brands like King’s Confectionery, Purple Monkey, and Vanilla Mille Crepe. Enjoy a 99% OFF Rush Hour Voucher daily alongside free delivery on cakes and desserts until 10 May. With Shopee’s fast and hassle-free delivery, users can surprise mum with sweet treats delivered straight to her doorstep.
Shop #GRWS Today and Subscribe to Shopee VIP
Head to Shopee to browse Mother’s Day gifts while enjoying special discounts, including RM20 off on Fridays from participating #GRWS sellers and 20% off on first-time purchases from Shopee fashion stores.
New subscribers can unlock more savings with aShopee VIP1-month free trialand enjoy weekly benefits, including upsized vouchers of up to RM400 off every Wednesday, plus daily free shipping RM0 min spend.
Wednesday 6 May 2026 – BRAND’S Bird’s Nest, by Suntory Beverage & Food (Thailand) Co., Ltd., has launched “Youthfulnest Club — Your Confident First Step with BRAND’S Bird’s Nest,” a new wellness community designed to inspire young people to begin caring for themselves in ways that feel fun, simple, and authentic to who they are. The club responds to the growing momentum of wellness communities by offering trend-forward workout experiences — from Pilates and city runs to Boxercise and beyond — while encouraging confidence and sustainable daily self-care.
Thunyapa Patanachotikul, Marketing Manager BRAND’S Bird’s Nest, Suntory Beverage & Food (Thailand) Co., Ltd., said, “Wellness communities continue to grow, especially among urban residents and young people who are looking not only for ways to care for their health, but also for experiences that fit their lifestyles and help them connect with others. This trend aligns with the concept of BRAND’S Bird’s Nest, which aims to encourage consumers to take care of their health, stay vibrant, and naturally youthful, while choosing nutritious beverages — so they can live life to the fullest. Youthfulnest Club is our platform to bring a like-minded, health-conscious community together.”
Designed as a space to connect, share experiences, and find motivation, Youthfulnest Club offers a variety of activities to suit different lifestyles — because looking after your health should be easy to start, enjoyable, accessible, and true to who you are. BRAND’S Bird’s Nest has partnered with leading fitness and wellness providers to curate a range of classes, including Pilates, city runs, trampoline workouts, Boxercise, Flowtack, and more. Participants can choose the activities they enjoy and build long-term healthy routines — supported by BRAND’S Bird’s Nest, made with carefully selected, high-quality bird’s nest and containing NANA (N-Acetylneuraminic acid) and zinc, which contributes to the normal function of the immune system and to the protection of cells from oxidative stress*.
To make participation convenient, the club uses central, easily accessible venues. Benjakitti Park served as the wellness hub for the launch event, welcoming more than 500 attendees and influencers, including Natty Nantanat, a well-known YouTuber and influencer who reflects the lifestyle of a new generation that values health while enjoying a vibrant life with BRAND’S Bird’s Nest. She joined in creating an engaging atmosphere and helped inspire all participants to confidently take their first step toward self-care through exclusive workout activities. These included a beginner-friendly Pilates class by YPS Pilates Club, focused on fundamentals for strength and balance, and a 5-kilometer city run led by Run Now Fab Later Crew — an energetic way to enjoy running in the heart of the city and an activity that participants can easily continue on their own.
Consumers are invited to join five pilot fitness classes across Bangkok and upcountry in May and June 2026. Participation requires a purchase of BRAND’S Bird’s Nest products — worth 299 baht at participating retailers, or a minimum of 100 baht via 7-Eleven — to earn one point and join the community via LINE Official Account: @youthfulnestclub. Once registered, members can begin their self-care journey with the club and will receive Youthfulnest Club premiums (tote bag and cap) at on-site events.
May 10: Boxercise Class by Splash Box @ Marche Thonglor, Bangkok
May 17: Flowtack Class by iwelty Club @ Pura Vida Beach Club, Bangkok
May 24: City Run with MMRC (Meep Meep Run Club) @ Bo BKK, Soi Sathorn 1, Bangkok
May 31: City Run with 41000 Run Club @ Base, Udon Thani
June 7: Pilates Class by HHH Pilates and Healthy Club @ Chiang Mai Railway Station Park, Chiang Mai
Youthfulnest Club will continue to roll out further partner-led fitness experiences throughout the year, across Bangkok and provincial locations.
“This is more than a marketing campaign. Our goal is to build a health-focused community that makes self-care feel close to home — easy to start and sustainable over time. We want to foster a culture of wellbeing among young people, create space for happiness and confidence, and support a healthy, vibrant, and naturally youthful lifestyle, so that everyone can be their best selves. We will continue to expand our partnerships and introduce new class formats to make self-care a natural part of daily life,” Thunyapa concluded.
To register for Youthfulnest Club membership, consumers can purchase BRAND’S Bird’s Nest products — worth 299 baht at leading retailers or online, or a minimum of 100 baht via 7-Eleven — and submit the receipt via LINE Official Account: @youthfulnestclub to register. Members can collect points and join the five pilot fitness classes until August 2026, with further activities to follow throughout the year. For details and updates, follow LINE Official Account @youthfulnestclub.
*Maintain a balanced diet by eating a variety of foods from the five food groups in suitable proportions.
Tuesday 5 May 2026 – The global spotlight of the hot pot industry is shifting toward Southeast Asia. KEME Exhibitions Ltd. and Baobab Tree Event Management Co., Ltd. are proud to announce the launch of Hot Pots World, a premier B2B expo dedicated to the hot pot industry. The inaugural exhibition will take place from 28-30 October 2026 at Bangkok International Trade & Exhibition Centre (BITEC). As the first professional trading platform in Southeast Asia dedicated to the entire hot pot supply chain, it serves as a strategic gateway connecting global industry leaders with the region’s most dynamic and booming markets.
Regional Engine: Thailand as Southeast Asia’s Hot Pot Hub
According to industry analysis[1] by Frost & Sullivan, the global international Chinese catering market is projected to reach US$409.8 billion by 2026, with hot pot – the largest segment – continuing to lead market growth. Thailand, with its mature business environment and strong Gen Z consumer base, has become one of the most active regions for global catering investment.
Currently, the Thai hot pot industry has reached approximately 250 billion THB (approx. US$710 million). Data[1] from Grab Thailand shows a significant year-on-year consumption growth of 65%. Local lifestyle platform LINE MAN WONGNAI also noted that “Mala” hot pot orders have surged by up to 45%[2]. Furthermore, with the implementation of the RCEP, 90% of food trade categories benefit from zero tariffs, optimizing cross-border trade costs and establishing the region as an attractive core hub for the global catering supply chain.
The total value of Thailand’s foodservice industry reached US$35.4 billion in 2025[1]. This growth is primarily driven by the hot pot segment, which benefits from a 10% increase in imported ready-to-eat foods and an annual investment of US$3.4 billion in professional ingredients[2] to support large-scale expansions in shopping malls.
Strategic Alliance: Leading the Upgrade of the SE Asia Hot Pot IndustryKeith Tsui, Managing Director of KEME Exhibitions Ltd., stated: “Different regions have their own hot pot cultures – from Korea’s Budae-jjigae and Japan’s Sukiyaki to China’s Sichuan hot pot. We are not just hosting an exhibition; we are building an acceleration engine for the Southeast Asian hot pot industry. The boom of new hot pot restaurants in Bangkok proves this has evolved from a food trend into a phenomenal business opportunity. Our goal is to unlock this ‘Golden Opportunity’ and build a bridge for global companies to enter the Southeast Asian market.”
Culsin Li, Founder and Managing Director of Baobab Tree Event Management Co., Ltd., added: “We are highly optimistic about the global potential of the hot pot industry. By partnering with KEME, we are leveraging Baobab Tree’s decades of exhibition management expertise and professional vision to create high-level brand exposure and strategic business connectivity for exhibitors. Together, we aim to lead the prosperous development of Asian catering culture globally.”
Exhibition Highlights:
Full Supply Chain Coverage: Showcasing everything from soup bases and smart equipment to specialty ingredients (meat, seafood, pre-made items, seasonings) and brand franchising. The event expects to host over 250 global exhibitors and 300+ leading brands.
The presence of industry professionals: Targeting over 8,000 professional visitors, including catering importers, distributors, supermarket buyers, hotel group procurement, and franchise investors.
Trade & Innovation Driven: The event will feature hot pot industry innovation conferences and summits to drive brand innovation, exchange, and global cooperation.
The exhibition is actively engaging with core industry forces. It has already secured support from the Hong Kong Overseas Commerce Expansion Association, which serves as the strategic partner for the “Hong Kong Pavilion”. Both parties are planning to sign a Memorandum of Understanding (MOU) to assist Hong Kong catering brands in expanding into the ASEAN market. Additionally, the organizing committee is in deep strategic talks with Thai government departments and catering associations to create a highly influential official industry event.
Booth sale is now open. We cordially invite global enterprises, investors, and media to join us in shaping the future of Southeast Asian catering.
Bangkok, 6 May 2026 – Betagro Public Company Limited (BTG), a leading integrated food company in Thailand, is set to present a wide range of innovative products and food solutions at THAIFEX – Anuga Asia 2026, under the theme of ‘Serving Better Food to the World.’ The event will be divided into two periods: from 26 to 29 May 2026 (10:00 – 18:00 hrs.) for Trade Day, and 30 May 2026 (10:00 – 20:00 hrs.) for Public Day. The exhibition will take place at Hall 1, booth number 1-SS01 and 1-SS15, IMPACT Muang Thong Thani.
Visitors can enjoy a variety of activities, including live cooking shows by renowned celebrity chefs such as Paope – Jessica Wang, Pooh – Poohrin Pattanawiriyawanich, Kratip – Chawallakorn Wanthanapisitkul, and In – Narongrit Saekho, showcasing premium-quality ingredients from Betagro and S-Pure brands. Attendees will also have the opportunity to learn cooking techniques and experience the taste of high-quality products firsthand. More activity details are available on Betagro Brand’s Facebook and Instagram.
This year, Betagro allows visitors to explore and experience a wide range of new products across the Betagro portfolio. These include INSPIRED care, a specialized health nutrition brand tailored for health-conscious consumers, particularly those with non-communicable diseases (NCDs); Soul Spice, an Asian-style savory frozen ready-to-eat brand; and Soul Sweet, a contemporary Asian-style frozen ready-to-eat dessert brand, alongside the high-protein beverages that are making their debut at this event.
In addition, Betagro Ventures, the corporate venturing arm focused on incubating new foodtech and agritech ventures under Betagro, will also showcase its latest product, blüüm, a new vitamin supplement brand developed by food and nutrition scientists.
Betagro cordially invites everyone to discover its diverse food portfolio at THAIFEX – Anuga Asia 2026 at booth number 1-SS01 and 1-SS15, where they can explore new experiences and concepts. The showcase is designed for both industry professionals and food enthusiasts. The event will take place from 26 to 30 May 2026 at Challenger Hall 1, IMPACT Muang Thong Thani.
Four new locations—including the brand’s first store in the west—invite guests
into lululemon’s world of movement, wellness, and community.
SINGAPORE, MAY 9, 2025 — This season...
