15/05/2026
Sudee Holdings Berhad at the 10th Food & Hospitality Asia (FHA) 2026 Singapore
Date: 21β24 April 2026
Day: Tuesday β Friday
Time: 10.00 AM β 6.00 PM
Venue: Singapore EXPO
Sudee Holdings Berhad was honoured to participate in the 10th Food & Hospitality Asia (FHA) 2026 Singapore, further strengthening our presence and expanding our footprint within the Southeast Asian F&B market.
Through the support of the Malaysian External Trade Development Corporation (MATRADE) Singapore, Sudee proudly joined the Malaysian Business Group Pavilion alongside fellow Malaysian brands to showcase our innovative products and establish valuable trade connections with businesses from around the world.
During FHA 2026, Sudee also partnered with Mosafer Global Community (MGC) in a strategic collaboration aimed at expanding Sudeeβs distribution network across Southeast Asia. Among the key initiatives introduced was the establishment of a Central Kitchen for franchise food services, beginning in Singapore with future plans to replicate the model across neighbouring countries.
In addition, this collaboration also marks the launch of regional retail distribution channels for Sudee products, alongside expansion into e-commerce platforms throughout the region.
Sudeeβs First in the World Single Spice Cooking Cubes once again received overwhelming response and positive feedback from visitors and business partners from both Eastern and Western markets throughout the four-day exhibition.
Today, SUDEE products are distributed through multiple channels including modern trade retailers, distributors and wholesalers, OBM (private labels), Food Service/HORECA (hotels, restaurants and catering), industrial supply, and export markets with presence in 22 countries worldwide.
We would also like to extend our sincere appreciation to H.E. Datoβ Indera Dr. Azfar Mohamad Mustafar, High Commissioner of Malaysia to Singapore, for witnessing and supporting our new partnership with MGC.
A special note of gratitude goes to MATRADE Singapore Director, Puan Siti Nordiana Mohd Akhir, and her dedicated team for their continuous assistance and support throughout the event.
FHA 2026, recognised as Asiaβs premier food and hospitality trade event, brought together more than 2,750 exhibitors and over 80,000 trade visitors from 115 countries across 18 industry segments. Held across 10 exhibition halls at Singapore EXPO, the event combined FHAβFood & Beverage, FHA-HoReCa, ProWine Singapore, and IndusFood Asia under one roof, creating a comprehensive platform for sourcing, networking, and exploring innovations within the global food and hospitality industries.
MATRADE HQ
