SINGAPORE: Nineteen Sarawak industry players, including five first-time exhibitors, are showcasing their products at the Sarawak Pavilion during Food & Hospitality Asia (FHA) 2026, highlighting growing confidence among local businesses to expand into the global market.
The four-day exhibition held at the Singapore Expo is coordinated by the Sarawak Trade and Tourism Office Singapore (STATOS), which continues to strengthen the presence of Sarawak-made products on the international stage.
STATOS chief executive officer Chew Chang Guan said this year’s participation reflects increasing interest among Sarawak entrepreneurs in exploring opportunities available overseas.
“This participation reflects the growing interest among Sarawak entrepreneurs in penetrating the global market.
“We (STATOS) are also pleased to see the presence of new exhibitors who have the potential to achieve good returns on investment,” he said in an interview with the Sarawak Public Communication Unit (UKAS) on Thursday.
Chew said STATOS serves as the main coordinator in assisting Sarawak businesses to enter international markets through promotional platforms, business networking opportunities and logistical support throughout the exhibition.
He said events such as FHA provide valuable opportunities for exhibitors to engage with international buyers and build long-term business networks.
However, he noted that Singapore’s highly competitive market requires strong awareness of pricing strategies.
“Not all products are suitable for this market. Therefore, entrepreneurs need to understand market segments more deeply so that the products offered are not only competitive, but also meet consumer demands,” he said.
On the pavilion concept, Chew said this year’s Sarawak Pavilion features a more open layout designed to encourage interaction while giving exhibitors a more comfortable setting for business discussions.
He added that the use of Sarawak’s official colours — yellow, black and red — helps attract visitors from a distance and increase footfall to the pavilion.
“Based on feedback from last year, exhibitors needed more space for discussions. So this year we introduced a layout that is more practical and business-friendly,” he said.
Chew also stressed that sustained participation in international exhibitions is key to building buyer confidence.
“Buyer confidence is not built through a single participation alone. Companies need to appear consistently, interact with customers, and prove the credibility of their products,” he said.
STATOS remains optimistic that more Sarawak companies will join future editions of the pavilion, particularly in 2027, to further expand the global reach of products from the Land of the Hornbills.
