A Strategic Alliance Between Culture, Innovation, and Global Hospitality
A Strategic Alliance Between Culture, Innovation, and Global Hospitality
The International Food & Beverage Association (IFBA) is proud to be a supporting partner of the 2025 SIGEP China Shenzhen International Dessert, Ice Cream, Bakery, and Coffee Expo. Originating from SIGEP World in Italy, the 2025 edition, will take place on April 24–26 at the Shenzhen Convention and Exhibition Center (Futian). This premier event brings global brands together to drive growth in the rapidly expanding Greater Bay Area, attracting more than 130,000 professional visitors from 182 countries and regions around the world.
SIGEP China 2025: A Global Platform for Culinary Excellence
SIGEP China, the Asian edition of the renowned Italian SIGEP, has a legacy spanning 46 years, establishing itself as Europe’s largest event dedicated to desserts, coffee, and bakery. In its Shenzhen iteration, SIGEP China will feature five core segments.
In its Shenzhen iteration, SIGEP China will feature five core segments:
- Desserts – Showcasing the finest in patisserie, confections, and artistic dessert creations.
- Italian Gelato – Presenting authentic Italian ice cream, innovative flavours, and cutting-edge production techniques.
- Bakery and Pastry – Featuring artisanal breads, pastries, and the latest baking technologies.
- Coffee – Highlighting specialty coffee brands, brewing techniques, and barista competitions.
- Pizza – Exploring the art of Italian and international pizza making, from traditional Italian varieties to innovative gourmet creations. It showcases essential technologies, flours, baking techniques, and frozen ingredients. Pizza professionals can also discover equipment, ovens, and furniture solutions, making it a key event for the growing pizza market.
Beyond these core areas, SIGEP China will also embrace the broader hospitality and foodservice ecosystem, incorporating tea culture, kitchenware, tableware, and premium beverages.
Cultural Tourism Industry Exhibition Area
Tea & Beverage Zone: Showcasing various types of tea, tea making techniques, tea utensils and so on.
Kitchenware Zone: Showcasing the latest kitchen cooking equipment and tools.
Tableware/utensils zone: Presenting exquisite and diverse designs of tableware and utensils.
Food Zone: Food raw materials, dry food and condiments.
Wine Zone: Showcasing all kinds of alcoholic beverages, including wine, spirits, beer, etc., and organising wine-tasting events.
Key Highlights and Events at SIGEP China 2025
The exhibition will host a series of high-profile events, competitions, and forums designed to inspire and educate attendees.
The 2025 Gelato World Cup (China Selection)
A platform for skilled gelato artisans to compete for international recognition.
The 2nd Gelato World Cup (China Selection) return in 2025. Following the success of the inaugural event in 2023, the 2025 competition will bring together talented contestant and top gelato makers to present a feast of gelato art and technology.
Contestants will showcase their exquisite skills and innovative ideas in the competition, and compete to represent China at the 2026 Gelato World Cup Grand Final, where they will be honoured to compete against other countries on the world stage.
The Inaugural Young Pastry Chefs’ World Cup –Juniores Pastry World Cup (China Selection)
A competition dedicated to nurturing the next generation of pastry talent.
The Juniores World Pastry Cup is a unique team event aimed at young people under 23, offering them a highly educational opportunity to test their skills and find valuable inspiration to kickstart a rewarding and successful career. The theme of the 2025 competition is: Myths and legends. Telling a myth or a legend of one’s own country is important to enhance the culture and history of one’s own nation through the young pastry chefs’ creations.
CTI Latte Art Duel & Brewing for Fun
CTI Latte Art Duel & Brewing For Fun – Bringing together the best baristas and coffee professionals to showcase their craft.
This year’s exhibition also features two highly anticipated coffee competitions—the 2025 CTI Brewing For Fun and the 2025 CTI Future Brew Coffee Mixology Championship.
More than just a contest, this is a stage to define the next wave of trends—where participants shape the future of China’s café culture by crafting menu innovations and breakout hits. Whether you’re a café owner, barista, or coffee enthusiast, join us in pioneering the next generation of coffee drinks and witnessing the rise of China’s creative coffee scene
With over a decade of dedication, these events have established a competitive platform that blends fun, efficiency, and professionalism for coffee enthusiasts passionate about latte art. They help participants realize their professional value, uncover industry talent, and explore the limitless possibilities of the coffee world through continuously evolving competitions. Meanwhile, the CTI Brewing for Fun Challenge promotes the idea that “fun coffee is the best coffee,”attracting both professional baristas and hobbyists to share the joy of brewing together.
The three-day competition, with a well-designed and interesting system to stimulate the potential of the contestants in various aspects, was not only a competition of skills, but also an event of coffee culture, which provided a stage for coffee lovers to show themselves and injected new vitality into the development of the whole industry.
Industry Forums and Roundtables
Several international leaders will take the stage at the roundtable discussions, sharing insights on global hospitality trends, sustainability, and emerging markets through engaging discussions on topics such as “Food Innovation & Sustainable Development” and “Culinary Tourism & Global Expansion.”
Cultural Forum: Focusing on New Models of Integration between Culture, Tourism, and F&B
This forum is one of the highlighted segments of SIGEP China 2025 and will be hosted alongside the main exhibition program in Shenzhen, from April 24–26, 2025. As part of its commitment to fostering deeper connections between tourism, culture, and the food and beverage industry, the 2025 SIGEP China through the “Cultural and Tourism Industry Forum: Focusing on New Models of Integration between Culture, Tourism, and F&B” will bring together experts and leaders from the tourism, hospitality, and culinary sectors to explore new models of integration and innovation.
As a key supporting organization, IFBA will be present to contribute to this dialogue and support global exchangewithin the hospitality and F&B sectors. With topics ranging from industry sustainability to cross-sector collaboration, the forum will include keynote speeches, panel discussions, and real-world case studies. This unique platform will not only address emerging trends in “culture + tourism + F&B” but also encourage dialogue between business leaders and policymakers, shaping future pathways for international cooperation and market development.
Wu Honghua
Director, Cultural and Tourism Working Committee – China Association for the Promotion of Ethnic Trade
Secretary General, Boao Global Conference on the Development of Ethnic Culture and Tourism Industry
“The integration of ethnic culture, tourism, and food is not only a matter of industry innovation—it is a reflection of cultural confidence. The Cultural Forum offers an important platform to showcase the richness of China’s heritage while creating meaningful exchange with global partners in a respectful and forward-looking way.”
Dr Han Bin
Chairman Asia-Pacific Hotel Alliance (APHA)
“As the hospitality sector evolves, we must move beyond traditional service models and rethink the role of culture in shaping guest experience. The Cultural Forum is a timely initiative that brings fresh perspectives on how tourism, cuisine, and local identity can work together to create destinations that are both competitive and meaningful.”
Cheong Hai Poh
President, International Food & Beverage Association (IFBA)
“Bringing culture, tourism, and food into closer dialogue is essential for creating long-term value in the hospitality industry. This forum represents a meaningful opportunity to build bridges between global experience and local tradition—where innovation is guided by respect for heritage, and collaboration leads to shared growth.”
Empowering the Global Hospitality Community- Connecting Industry Leaders Across Continents
The International Food & Beverage Association (IFBA) is a leading voice in global hospitality, uniting professionals across regions and disciplines through a shared commitment to innovation, leadership, and sustainability.
Through strategic alliances, international events, and targeted knowledge-sharing initiatives, IFBA continues to expand its global footprint and deepen its industry impact. The Association facilitates global networking among chefs, hoteliers, entrepreneurs, and F&B leaders; supports emerging trends; promotes sustainable practices; and nurtures the next generation of industry talent through education and development programs.
IFBA’s Role in Fostering Industry Growth
With a growing presence in Asia, the International Food & Beverage Association (IFBA) plays an active role in shaping the future of the global food and hospitality sectors. Its collaboration with SIGEP China 2025 reflects its commitment to building cross-border connections, supporting collaborative growth, and opening new pathways for its members around the world.
With a focus on sustainability, innovation, and professional development, IFBA plays an active role in shaping the future of the food and hospitality sectors.
Driven by a focus on sustainability, leadership, and professional development, IFBA continues to support its global community through strategic alliances and participation in high-impact industry events.
Through this work, IFBA actively:
- Facilitates global networking – Connecting industry leaders, chefs, baristas, and entrepreneurs.
- Promote sustainable practices – Advocating for responsible sourcing and reduced food waste.
- Support emerging trends – Providing insights into new market opportunities, consumer shifts, and technological advancements.
- Develop future leaders – Offering educational programs and professional development initiatives.
IFBA VIP Members and Partners
This year’s event will include dedicated networking sessions and exclusive VIP engagements for IFBA members and partners. By engaging with event organisers, IFBA ensures its members have access to cutting-edge developments and opportunities in the region.
Additionally, IFBA plays a significant role in SIGEP Asia, held in Singapore, where it actively participates in two roundtable forums addressing sustainability and the evolving culinary landscape. SIGEP Asia also features multiple networking events, business matchmaking sessions, and exclusive IFBA-hosted activities.
IFBA’s collaboration also extends to partnerships with major industry bodies, including the China Cuisine Association and the Asia-Pacific Hotel Alliance. These partnerships strengthen IFBA’s role in driving policy discussions and industry standards.
Organisers
IEG China Co., Ltd.
IEG China Co., Ltd., fully owned by Italian Exhibition Group (IEG), is a leading organizer of trade shows and conferences. With facilities in Rimini and Vicenza, IEG has expanded internationally, partnering with organizers in the U.S., UAE, China, Mexico, Brazil, and India. The IEG Group operates in sectors including Food & Beverage, Jewellery & Fashion, and Green & Technology. In 2019, IEG generated €178.6 million in revenue, €41.9 million in EBITDA, and €12.6 million in net profit, organizing 48 exhibitions and 190 conferences.
Koelnmesse (Beijing) Co., Ltd.
As a trade fair organiser, Koelnmesse GmbH is known for its innovative and internationally renowned trade fairs in Germany. What makes us different? The high-level expertise, dedicated commitment and total customer focus of everyone who works here. As a renowned and experienced trade fair organiser, Koelnmesse’s continued success and progress is based on our combined efforts.
Partners
World Tourism and Culture Federation
Culture and Tourism Working Committee of China Association for the Promotion of Ethnic Trade
IFBA, International Food and Beverage Association
Asia-Pacific Hotel Alliance
China Cuisine Association
China West Pastry Top Chef Club
Shanghai Catering and Culinary Association
China Chamber of Commerce for Import and Export of Foodstuffs Native Produce and Animal
Shenzhen Retail Business Industry Association
China Food and Fermentation and Research Institute
Shenzhen Packaging Industry Association
Isalika Wangsen Baking Academy
Earth Kitchen Baking
Global Village, Global Baking Guide
CTL
Top Pastry Chef Club of China (TPCC)
Join IFBA at SIGEP China 2025
Whether you’re a hospitality professional, food entrepreneur, or passionate gourmet, SIGEP China 2025 promises to be an unmissable experience.
IFBA members and affiliates are warmly encouraged to participate, network, and explore new opportunities for growth and collaboration. Attendees joining through IFBA will enjoy exclusive member-only benefits, including access to keynote speeches, VIP networking lounges, and other curated engagements throughout the event.
Stay tuned for updates on IFBA’s role at SIGEP China and the exciting initiatives we have planned for our community.
For more information about IFBA and its global activities, visit IFBA World.
Looking Ahead
As the food and hospitality industries continue to evolve, IFBA remains dedicated to shaping a future rooted in collaboration, cultural exchange, and responsible growth. SIGEP China 2025 is not just an event—it is a milestone in IFBA’s journey to connect ideas, people, and opportunities across continents. With its expanding network and global reach, IFBA is committed to supporting members and partners as they lead the next chapter of innovation and excellence in the F&B world.
SIGEP China 2024 Highlights
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