Hong Kong's reputation as one of Asia's key business gateways was the determining factor behind the choice of venue for Sweets Expo 2000 - the region's first trade fair designed specifically for the confectionery industry.
The three-day event, from June 27-29 at the Hong Kong Convention and Exhibition Centre (HKCEC), attracted more than 60 exhibitors from 22 countries.
Stands from exhibitors around the world including Brazil, Saudi Arabia, Pakistan, South Africa and Bulgaria - were featured on 2,000sqm of exhibition hall floorspace.
"The venue was chosen because Hong Kong is still the trading hub of Asia and it is a city with Western business practices, making it an easier point of entry for newcomers to the market," adds Sweets Expo event manager Mr James Ham.
"It is a trading city and has an advanced network of distributors. This makes it easier for a single distributor to strike a deal."
"Many companies presented only their latest products to capture a share of this new and lucrative market, demonstrating the importance of penetrating the Chinese market.
"In addition to these commercial benefits, HKCEC is also the most prestigious venue in Asia and arguably the best in the world, giving the exhibition global status. The venue helped us set a high standard for others to follow."
A post-show survey reveals 80% of exhibitors believe their participation at Sweets Expo would generate additional business revenue over the next 12 months. It is no surprise that 26% of these have confirmed attendance at next year's show, while 55% are considering it.
Mr Ham attributes Sweets Expo's success to organiser ITE Group's existing confectionery market experience - it has run a similar event in Moscow for the past eight years - and listening to industry insiders about which markets companies were interested in.
"Our aim was to get away from the large, generic 'food' events and focus on a specialised vertical market, as well as providing a forum for people who are from that industry," he says.
"We wanted to cater for our exhibitors' needs and ensure that they made the contacts they need to move forward and prosper in Asia.
"The event was a great success, with over 1,000 qualified trade visitors in attendance and many of our exhibitors signed deals that will enable them to enter this difficult market for the first time."
