Download The 42nd DIPLOMATIC RED CROSS BAZAAR

Event:
Happy Eating Festival 2014
Date:
Friday 14th – Sunday 16th November 2014.
Time:
10.00 – 20.00 hrs.
Venue
Royal Paragon Hall, 5th Floor, Siam Paragon
Organizer by:
Royal Paragon Enterprise Co., Ltd.
Endorsed by:
Thai Bakery Association
Nutrition Association of Thailand Under the Royal Patronage of
HRH Princess Maha Chakri Sirindhorn
National Food Institute, Kingdom of Thailand
Supporters:
German-Thai Chamber of Commerce
Thai-Italian Chamber of Commerce
The American Chamber of Commerce in Thailand
Background:
Food industry is an important contributor to Thailand’s economy and has earned
the country the “Kitchen of the World.” Thailand is one of the world’s top ten producers
and exporters of food, including processed food products. Its food industry accounts for as
much as 28 percent of gross domestic product (GDP).
People around the world, especially in urbanising Asia, are buying different types
of food as lifestyles change, work hours increase, traffic worsens and more women work
outside the home. Thai food companies need to keep ahead of the trends and competition.
As lifestyles continue to change, convenient and ready-to-eat (RTE) processed food
products will become increasingly popular. Demand from abroad is expanding as well.
Thai RTE food is gaining popularity overseas as other countries grow accustomed to Thai
quality, nutrition, and taste.
Instant foods and ready-to-eat meals are a segment bound to grow, especially in
emerging markets. Speed and convenience are increasing priorities for busy consumers
short on time to cook, driving sales of instant foods. Global sales of instant noodles, for
example, are expected to double by 2022. Young, affluent urbanites are increasingly
particular in terms of their lifestyle choices and are focusing on premium foods and
beverages.
The Asia Pacific region's food industry is one of the fastest growing and is expected
to hold a 33% market share in the global food and beverage market in 2014. This is due to
key megatrends such as increasing need for health and wellness solutions and the growing
sensitivity to food safety; all of which will influence consumer behavior and directly
impact growth and performance of Asia Pacific's food industry.
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Royal Paragon Enterprise Co., Ltd. as the organizer, sees the opportunities to
organize a food exhibition – a profile that can always draw attention and participation
from general public. The location of Royal Paragon Hall itself with convenient access from
public transportation enables our target buyers to visit our event. “Happy Eating Festival”
offers a variety of food and beverage products, innovation of food, new trend, cooking
shows from celebrity and net idols, seminars and many activities on stage. Moreover,
proceeds of this event will be partly donated to CCF Foundation Under the Royal
Patronage of HRH Princess Maha Chakri Sirindhorn as happiness sharing.
Objectives:
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To create demand in the market for Ready-to-Eat food.
To extend market channels for food producers and create marketing opportunities
for sellers and buyers to meet.
To offer a platform for new technology and innovation of food and beverage.
To support government policy as “Kitchen of the World”.
To meet the demand of current consumer behavior.
To share happiness to underprivileged children through donation for “Breakfast
Project” of CCF Foundation Under the Royal Patronage of HRH Princess Maha
Chakri Sirindhorn.
To extend Thai food industry to AEC in 2015.
Target Visitor:
 New generation aged 17-22
 Working people aged 23-35
 Housewife and family
30%
40%
30%
All targets with high spending power, trendy, enjoy eating and shopping will be focused.
Expected Visitor:
 30,000 people throughout 3 days
Activities:
 Exhibition will be categorized into 5 zones:1. Slimie X
Organic and healthy food
2. Indie X
Innovation and new technology of food
3. Icie X
Ice cream and Beverage
4. Sweetie and Yummie X
Dessert, Sweet, etc.
5. Foodie X
Popular street food in Bangkok
6. International Zone
 Stage activities such as cooking show from Chef
 Seminar from Nutrition Thailand Association
Promotion:
 Glasswall sticker, Banner, A-Board inside Siam Paragon
 Social Media : Facebook, Twitter, Instagram
 Radio Chill FM and EFM
 Tie In in TV 3 program, New TV, Thairath TV
 Distribute leaflet at BTS Station
 Others.
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