In May 2025 Lotte Wedel attended two big, international trade fairs: ASAP Show in Sao Paula, Brazil and Thaifex Anuga 2025 in Bangkok, Thailand. Find out more about our presence at those events and how we presented E.Wedel products.

APAS Show 2025

From May 12 to 15, 2025, São Paulo's Expo Center Norte hosted the APAS Show, one of the largest food and beverage trade fairs in the Americas. This year's edition attracted over 850 exhibitors and more than 73,000 visitors from around the globe, making it a pivotal event for industry professionals looking to explore new trends and forge business connections. 

Among the standout participants was E.Wedel, Poland's renowned confectionery brand, which garnered significant attention and acclaim throughout the event.

Thaifex Anuga 2025

Next, Lotte Wedel took part in THAIFEX – Anuga Asia 2025  - one of the most prominent food and beverage trade shows in the Asia-Pacific region, taking place from May 27 to 31, 2025, in Bangkok, Thailand. This prestigious event again brought together manufacturers, distributors, importers, and industry professionals from around the world, offering an exceptional platform for networking, showcasing innovative products, and exploring global consumer trends.

With over 3200 exhibitors from over 40 countries and 85,000 visitors, THAIFEX – Anuga Asia served as a dynamic bridge between Asian and international markets. E.Wedel is proud to presented its iconic Polish chocolate and confectionery to the Asian market. Our presence at the fair highlighted our commitment to international growth and sharing the taste of E.Wedel with chocolate lovers around the world.

A prominent presence

Lotte Wedel's booths emerged as a focal point for attendees, drawing the highest number of visitors among all Polish exhibitors. The company's presence in both markets, coupled with its commitment to quality and innovation, has solidified its reputation among local consumers and industry stakeholders.

At both booths, we showcased an array of E.Wedel's signature products, including its acclaimed dark chocolates such as Dark Chocolate 64%, Dark Chocolate 50% as well as dark filled chocolates such as Dark Chocolate with Espresso Flavour Filling, Coconut Filling, or Cherry Filling. Visitors were very enthusiastic about E.Wedel pralines such as Happy Barrels Classic or Happy Barrels with Whisky. These offerings resonated with South American and Asian palates, reflecting the brand's ability to blend traditional craftsmanship with contemporary tastes.

E.Wedel representatives played crucial roles in facilitating discussions and showcasing the brand's offerings to a diverse audience of retailers, distributors, and consumers.

South American and Asian confectionery market overview

The South American confectionery market is a rapidly growing and dynamic sector, with Brazil leading as one of the largest consumers and producers in the region. The market is driven by increasing urbanization, rising disposable incomes, and a strong cultural appreciation for sweet products. Consumers are increasingly seeking premium and indulgent treats, particularly in the dark chocolate and filled praline segments—areas where Lotte Wedel excels. Health-conscious trends and demand for unique flavor profiles are also shaping innovation and product development across the continent.

Regarding the Asian confectionery market it is experiencing robust growth as well. Consumers in Asia are increasingly seeking premium and indulgent treats, particularly in the dark chocolate and filled praline segments. This trend aligns with the growing demand for high-quality, luxurious chocolates that offer unique flavor profiles and health-conscious options. That reflects a broader shift towards products that emphasize quality, origin, and sophisticated branding.

Market impact and future prospects

Lotte Wedel's success at APAS Show 2025 and Thaifex Anuga 2025 reflects our approach towards international markets,  where it has cultivated a loyal customer base through consistent quality and targeted marketing efforts. The brand's dark chocolates and pralines align with local consumer preferences, positioning it favorably within the mainstream confectionery segment.

An important element of Lotte Wedel’s export development is its partnership-oriented approach. The company provides comprehensive marketing and trade marketing support to its distributors and retail partners. From tailored in-store activations and promotional campaigns to co-branded advertising and merchandising materials, E.Wedel actively invests in helping its partners grow the category and win consumers. This collaborative mindset has played a key role in building the brand’s visibility and equity in international markets.

Lotte Wedel's participation in APAS Show 2025 and Thaifex Anuga 2025 exemplifies the brand's commitment to excellence and its ability to resonate with international audiences. Through engagement, product excellence, and cultural alignment, the company has reinforced its position as a leading international confectionery brand and set the stage for future success in both regions.