United Forces in ASEAN’s New Bakery Frontier: Embarking on a New Journey of Global Brand Expansion

— Bakery ASEAN 2026 | 27–29 August 2026

The inaugural ASEAN International Bakery Exhibition (Bakery ASEAN) will take place at Jakarta International Expo (JIExpo) from August 27 to 29, 2026. Co-located with World Expo of Packaging Industry-Southeast Asia 2026 (WePack) — Southeast Asia’s premier packaging exhibition organized by RX(China) — the event covers a total area of 20,000 square meters. It is expected to gather over 500 premium exhibitors and attract 50,000 professional buyers worldwide for on-site business negotiations and cooperation. Covering cross-channel industry professionals of ASEAN and global bakery manufacturers, distributors, chain bakery stores, supermarkets, high-end hotels and catering supply chain enterprises, the exhibition builds a professional, diversified and high-value international trade docking platform.

I. Grand Event Launch with Outstanding Strategic Value

As a core strategic project of Bakery China rooted in nearly 30 years of global industry resources, technical expertise and brand influence to deepen Southeast Asian market layout, Bakery ASEAN closely seizes high-quality development opportunities under the Belt and Road Initiative. It serves not only as a vital window for the high-level opening-up of China’s bakery industrial chain, but also as a key carrier for domestic bakery enterprises to break through fierce domestic market competition and explore Southeast Asia’s multi-billion-dollar blue ocean market.

The exhibition will launch a wealth of supporting activities, including industry summits, masterclasses, professional competitions and professional business matchmaking. Focusing on development trends and local operational essentials of ASEAN bakery market, it conducts in-depth discussions and practical sharing on compliance certification, supply chain optimization, product innovation and skill exchange. These efforts build an efficient bridge for communication and cooperation among exhibitors, empower domestic bakery enterprises to expand into Southeast Asia, and promote the integration of industrial technologies, product concepts and operational experience between China and foreign markets. Bakery China will also achieve a new upgrade, transforming from a global super hub for the bakery industry into a core engine for driving Southeast Asian industrial upgrading and supporting Chinese brands’ global expansion.

II. Deepening Engagement in the Indonesian Market with Converging Multiple Advantages

The launch of Bakery ASEAN in Indonesia is an inevitable strategic choice based on integrated advantages of bilateral policy coordination, market dividend realization, Sino-foreign industrial complementarity and long-term industry layout, boasting broad and promising market prospects.

(I) Integrated Bilateral Economy and Trade Relations with Solid Cooperation Foundation

As the birthplace of the 21st Century Maritime Silk Road, Indonesia has realized in-depth docking between its national “Global Maritime Fulcrum” strategy and the Belt and Road Initiative. Indonesia’s official accession to BRICS in 2025 has injected new momentum into bilateral economic and trade exchanges. To date, China has remained Indonesia’s largest trading partner for 13 consecutive years, with continuously deepening bilateral economic and trade cooperation. This has built a solid policy and business foundation for cross-border cooperation, resource interchange and market expansion of the Sino-Indonesian bakery industry.

(II) Released Consumption Potential with Robust Growth Momentum

According to Euromonitor data, Indonesia will reach a total population of 290 million in 2026 with a median age of only 32, and its young demographic structure endows the market with strong consumption vitality. Indonesia’s GDP maintains a stable annual growth of over 5% with a continuously expanding middle class, pushing the local bakery industry into a golden cycle of consumption upgrading. The whole Southeast Asian region has a population of over 680 million. Its bakery market size is projected to grow from USD 10.89 billion in 2023 to USD 14.99 billion in 2028, with a compound annual growth rate (CAGR) of 6.60%.

Indonesia stands out with an estimated bakery market CAGR of 8%, and its total market value is expected to exceed IDR 84.4 trillion by 2028, making it a veritable high-growth blue ocean track. At present, bakery consumption in the Asia-Pacific is highly concentrated in China and Japan, leaving massive untapped potential in Southeast Asia. Benefiting from its huge population base, Indonesia has become a preferred destination for overseas market layout.

Per Euromonitor consumer research, Indonesian consumers hold pragmatic consumption concepts, with groceries as core daily necessities, supporting stable demand for bakery products and strong market risk resistance. Local consumers favor bakery products with sweet, cheese, coconut and chocolate flavors, and bread is widely consumed as a side dish. Combined with the prevailing national coffee culture, light-taste casual bakery products have enormous growth potential.

2025 staple food consumption data shows that rice dominates Indonesia’s dietary structure, and its per capita bread consumption is far below global and Asia-Pacific averages, indicating significant headroom for category penetration growth. Meanwhile, Indonesia’s artisanal bakery sector is booming, with rising demand for internet-famous creative products, casual bakery snacks and high-quality freshly baked goods.

The local food processing industry is accelerating its transformation toward large-scale, intelligent and standardised development, driving growing market demand for intelligent production equipment, advanced processing technologies and compliant halal ingredients, which opens up broad application markets for China’s bakery supply chain, smart equipment and innovative products. In addition, localized micro-innovation, niche category layout and affordable high-frequency product operation models have clarified R&D and market operation directions for overseas enterprises.

(III) Complementary Industrial Advantages for Precise Supply-Docking

China’s bakery industry owns a complete and mature supply chain system, strong product innovation capacity and leading intelligent equipment manufacturing strength, which highly matches the industrial upgrading demands and halal food standard requirements of Indonesia and the broader ASEAN market. In comparison, most local Indonesian brands suffer from single product categories and outdated production equipment, while international brands are generally overpriced and lack sufficient local adaptation. Chinese bakery enterprises can achieve niche competition and rapidly capture market shares by virtue of superior taste, affordable pricing, flexible innovation and full-chain services.

Leveraging this exhibition platform, domestic enterprises can export full-chain supporting services including automated production lines, cold chain logistics systems, high-quality raw materials and professional technical training. Meanwhile, drawing on the successful experience of leading enterprises, the exhibition helps overseas brands transform from pure product export to localized production capacity and integrated production, sales and R&D operation.

Enterprises can conduct in-depth localized transformation in line with local consumption habits, halal specifications and channel characteristics, promoting resource sharing and industrial synergy between China and foreign countries. At present, well-known domestic bakery brands including Dali Food, Panpan Food and AOKA have taken the lead in settling in Indonesia, fully verifying the cooperation value and development potential of the local market.

III. Empowering Diverse Activities to Build an Exchange Platform

The exhibition will launch a series of high-value supporting activities integrating business negotiation, technical exchange, industry competition, experience sharing and high-end social communication, creating an integrated industrial ecosystem for trade, learning, exchange and cooperation:

1. Bakery ASEAN Talk

Gathering global industry leaders, authoritative experts and representative entrepreneurs of leading enterprises, the summit conducts in-depth discussions on frontier topics including opportunities and challenges of the ASEAN bakery market, healthy product innovation, new retail channel layout and localized integration of tropical flavors. It interprets industry development trends and provides professional decision-making references for enterprises’ overseas operations.

2. ASEAN Bakery Master Courses

Inviting Michelin chefs, international bakery masters and competition champions to deliver on-site practical demonstrations and professional technical teaching, the courses share cutting-edge skills in French desserts, healthy artisan bread and creative sugar art. By integrating Eastern and Western baking inspirations, the courses help practitioners improve professional capabilities and expand creative thinking.

3. Professional Bakery & Beverage Competitions

Professional industry competitions are held to promote learning and business cooperation through competitions, discover emerging industry talents and fully stimulate innovation vitality across the entire sector.

4. ASEAN Bakery Industry Elite Salon

A high-end exclusive social circle is built with themed cocktail receptions specially organised for VIP exhibitors, top buyers and industry experts, as well as exclusive one-on-one business negotiation zones. It helps participants efficiently expand industry connections and advance in-depth cooperation.

5. Cutting-edge Technical Lectures

Specialised lectures focusing on production techniques, formula R&D and intelligent equipment application are launched to share advanced industry technologies and practical experience.

6. On-site Trade Matchmaking

Exclusive one-on-one supply-demand docking services are provided to precisely match resources according to the demands of buyers and sellers, efficiently connect upstream and downstream enterprises and accelerate the implementation of cooperation intentions.

IV. Insight into Exhibition Value to Seize Market Opportunities

1. Precisely Connect with Customers and Expand Overseas Channels

Directly engage with high-quality purchasing groups including importers, exporters, chain brands, supermarkets, hotels and catering enterprises in Indonesia and ASEAN regions. Cooperating with industry associations, professional media and large purchasing groups from multiple countries, the exhibition helps enterprises quickly build stable overseas distribution networks and effectively reduce time and capital costs for channel expansion.

2. Explore Blue Ocean Market and Capture Growth Dividends

Deeply cultivate the high-growth Southeast Asian bakery track. Leveraging the region’s huge demographic dividend, continuously upgrading consumption capacity and evolving dietary habits, enterprises can tap into extensive business opportunities in pre-packaged bakery products, freshly baked goods, bakery equipment and raw and auxiliary materials to seize favorable market positions in advance.

3. Integrate Full-chain Resources to Build Competitive Advantages

The exhibition covers the entire industrial chain including bakery raw materials, production equipment, packaging design and finished product OEM services, and links with related industries such as coffee, tea drinks and snack foods to expand cross-border cooperation opportunities. Relying on China’s mature industrial advantages and combining localized ASEAN market demands, enterprises can create distinctive products and services to build exclusive market competitiveness.

4. Full-dimensional Overseas Support to Avoid Operational Risks

Through summits, forums, masterclasses and other supporting activities, enterprises can fully grasp ASEAN market rules, halal certification requirements, industry compliance standards, mainstream channel operation modes and localized operation logic. Supported by full-process exhibition services including visa assistance, international logistics, multilingual translation and customized business matchmaking, enterprises can expand overseas markets with zero worries.

5. Integrate into Global Circles and Enhance Brand Influence

Relying on this international professional exhibition platform to connect with global industry resources and elite contacts. Through on-site product displays, media exposure and high-end social activities, enterprises can continuously improve brand visibility and industry status in Southeast Asia and even the global market, realizing the upgrading and transformation from domestic brands to international brands.

Booth Sales in Final Stretch, Sincere Invitation for Win-win Cooperation

At present, mainstream high-quality supply chain brands under Bakery China have completed booth reservations, and booth sales of Bakery ASEAN have entered the final stage with prime booth resources increasingly limited. We sincerely invite bakery enterprises to seize this golden opportunity for overseas expansion, contact official teams to secure booths as soon as possible, jointly explore the ASEAN market and embark on a new journey of industrial development.