Asia Shop 2027 will introduce a dedicated Southeast Asia Pavilion, strengthening the expo's role as a bridge between ASEAN producers and global buyers. The new pavilion will gather exhibitors from Thailand, Malaysia, Vietnam, Indonesia and neighboring markets under one clearly themed area on the Guangzhou show floor.

The pavilion is being developed in partnership with leading industry associations, several of which have already committed to organizing official group delegations. These coordinated national groups allow small and medium-sized enterprises to share logistics, raise their collective visibility and meet buyers with greater confidence. For visitors, the pavilion offers a convenient route to discover authentic regional snacks, beverages, cocoa and coffee products, and specialty ingredients.

Organizers noted that the Southeast Asia Pavilion responds to rising demand for ASEAN-sourced food and beverage brands, whose flavors and craftsmanship continue to gain international recognition. Group participation also encourages cross-border distribution, private-label cooperation and long-term procurement partnerships.

Beyond exhibition space, the pavilion will host networking receptions and country-specific product presentations, giving delegates structured opportunities to introduce their brands to importers and retail chains.
Asia Shop 2027 takes place March 4–6, 2027 at the China Import and Export Fair Complex. Association groups and individual companies interested in joining the Southeast Asia Pavilion can download the participation package at www.asiashop-expo.com.