As restaurants and hotels across the Asia-Pacific region increasingly prioritize local and seasonal ingredients, local cuisine is shifting from a passing trend to an emerging industry standard, reshaping menus, supply chains and operational models.
Industry data suggest the change is being driven as much by consumer demand as by sustainability goals. A survey by Marriott International found that 85% of accommodation providers in the region have incorporated local ingredients or dishes into their menus. Separately, research by Booking.com, which surveyed nearly 28,000 travelers from 33 countries and territories, showed that 81% of respondents want to experience local cuisine when traveling, while 61% are interested in learning about the origins of signature dishes.
The findings point to a structural shift in food and beverage (F&B) and hospitality, where menus are increasingly viewed as cultural narratives rather than simple lists of dishes. From boutique hotels to large restaurant chains, operators are turning to local produce, seasonal specialties and even previously overlooked ingredients to create offerings more closely tied to their communities.
Industry observers say the move reflects a broader transition in culinary priorities. Luxury imports and complex techniques are giving way to authenticity and traceability, with cuisine becoming part of a destination’s identity and overall travel experience.
However, the growing emphasis on localization presents operational challenges. Seasonal ingredients can lead to supply fluctuations, while maintaining consistent quality and cost control remains a complex task, particularly for large-scale operations. For many chefs and hospitality managers, the debate has shifted from whether to use local ingredients to how to integrate them sustainably and efficiently.
Against this backdrop, industry platforms are positioning themselves as hubs for solutions and collaboration. Food & Hospitality Vietnam 2026, supported by the Ho Chi Minh City Department of Industry and Trade, is expected to serve as one such convergence point for businesses seeking to adapt to the new landscape.
Scheduled to take place at the Saigon Exhibition and Convention Center in Ho Chi Minh City, the 13th edition of the exhibition will span 13,000 square meters and is projected to gather around 400 exhibitors from 21 countries and territories. Organizers expect approximately 17,000 trade visitors, underscoring demand for networking and trend updates.
The event will feature 27 international pavilions, with participants from countries including the United Kingdom, Brazil, Canada, South Korea, the United States, Japan, Singapore, Thailand, China, Australia and Italy. In addition to exhibition booths covering ingredients, equipment, technology and operational solutions, the program includes business-matching activities under the Buyer Program – FHV Premier Connect, aimed at facilitating curated meetings between buyers and exhibitors.
Beyond trade activities, the exhibition will host a series of competitions such as the Vietnam Culinary Challenge, Barista Competition and Aromaster Championship. The Vietnam Housekeeping Championship will debut at the 2026 edition, organized by the Vietnam Executive Housekeeper Association in collaboration with SES Vietnam Exhibition Services Company and under the assignment of the Vietnam Tourism Association to the Vietnam Hotel Association.
A parallel program of seminars will bring together representatives from organizations including the Embassy of Canada, the Vietnam Hotel Association, the Asian Culinary & Pastry Academy and the Italian Trade Agency to discuss supply chain optimization, quality control and balancing local identity with international standards.
As Vietnam’s hospitality sector continues to integrate more deeply into global markets, industry participants say the challenge will be preserving culinary identity while meeting rising international expectations — a balance that platforms such as Food & Hospitality Vietnam 2026 aim to help define.
Exhibition Information:
Food & Hospitality 2026 – The 13th International Exhibition on Food, Beverage, Bakery Equipment, Restaurant, Hotel, and Service Supplies
Date: March 24–26, 2026
Opening hours: 09:00 – 17:00
Venue: Saigon Exhibition and Convention Center, 799 Nguyen Van Linh Blvd., Tan My Ward, Ho Chi Minh City
Exhibition registration link: https://fhv.imasia-passport.com/en/?utm_source=FHVREG&utm_medium=mediapartners&utm_campaign=VP
Seminar Registration Link: https://fhv.imasia-passport.com/en/user/register?utm_source=official_registration&utm_medium=various&utm_campaign=access_for_conference&utm_term=Event
