Makro HORECA 2026 Gathers Food Business Innovations at IMPACT Muang Thong Thani

Makro, operated by CP AXTRA Public Company Limited, is organising the 19th Thailand food business exhibition, Makro HORECA 2026, under the concept 'FOOD FESTA: Sparking Ideas, Igniting the Food Business'. The event brings together knowledge, innovations, ingredients and partner networks to help elevate the potential of Thai hotel, restaurant and catering operators to an international standard. Interested visitors can attend free of charge from 29 October to 1 November 2026, from 10.00 to 19.00 hrs, at IMPACT Exhibition Hall 6 to 8, IMPACT Exhibition and Convention Center, IMPACT Muang Thong Thani.

Approaches to Elevating HORECA Businesses and Thai Cuisine to the Global Market

Mr Tanit Chearavanont, Chief Executive Officer of Wholesale Business, CP AXTRA Public Company Limited, stated that Makro HORECA 2026 builds on the success of the past 18 years to provide a platform for HORECA operators to exchange knowledge and connect business opportunities across all sectors in the food industry ecosystem. The event also features professional skills competitions that help develop the capabilities of Thai chefs and mixologists, enabling them to translate their skills into tangible business opportunities. In addition, the event helps promote Thai cuisine as a key national Soft Power on the international stage.

Today, running a food business does not rely solely on delicious taste; consumers also expect convenience, speed, a good experience and novelty that align with their everyday lifestyle. Operators must therefore adapt, understand their customers and continually seek new revenue streams. For example, restaurants with signature dishes or unique sauce recipes can develop them into products for wider distribution, or collaborate with partner brands to create new menu items and business models.

Makro is ready to support operators in 3 main areas: quality products offering good value, knowledge combined with technology, and serving as a partner alongside operators with innovation at its core. This approach helps businesses understand customers, improve operations and build strong differentiation. The 4-day programme therefore aims to provide practical inspiration, tools and collaborative networks to turn challenges into opportunities for sustainable growth.

Role as a Business Partner and Visitor Information

The event also features the HORECA TALK stage under the topic 'Igniting Thailand's Food Future: The Next Chapter of Thailand's Food Industry', where Mr Tanit Chearavanont shared perspectives on managing ingredient costs, competition and changing consumer demands. Having stood alongside operators for over 37 years, Makro has evolved from a wholesaler into a partner offering suitable and reliable products and solutions. This operation integrates product curation, data and Retail Tech through the Makro PRO platform, together with expertise from Chef's Club by Makro and a network of chefs, producers and suppliers to help SMEs and local producers reach a wider market.

Makro HORECA 2026 is ideally suited for hotel professionals, restaurant operators and catering businesses seeking high-quality ingredients and effective cost management solutions. At the same time, food event organisers, chefs and mixologists can explore new innovations and network directly with suppliers, whilst tourists and members of the public looking for culinary inspiration or planning to open a restaurant are also welcome to attend throughout the event period.