SIGEP China churns out sweet opportunities in Shenzhen

SIGEP China, in its second edition, is set to commence 24 April at the Shenzhen Convention and Exhibition Centre. This event, aligned with Anuga Select China, southern China’s premier food show, is organised by the Italian Exhibition Group (IEG) in partnership with Koelnmesse. Over 500 brands from around the world, representing 30 countries, are set to participate, showcasing the richness of the Italian and European ‘dolce’ (sweet) foodservice sector.

This year’s event will include prominent Italian and European brands like Babbi, Di Saronno, Mec3, Irca, and Valrhona for ingredients, alongside machinery leaders Carpigiani, Ice Team, Rhea, Nuova Simonelli, and Eureka. The show will feature dedicated areas for Gelato & Pastry, Bakery, and Coffee, each hosting major competitions aimed at defining the representatives for future global contests.

This strategic expansion into Asian markets aligns with IEG’s growth strategy, further evidenced by the upcoming launch of Sigep Asia in Singapore, 26-28 June 2024. The Shenzhen venue, a pivotal economic hub within the Greater Bay Area of Guangdong, Hong Kong, and Macao, offers an opportunity to elevate the stature of Italian pastry art within the burgeoning Asian market. The success of the inaugural edition, which saw 40% of its attendees as decision-makers from various countries including Italy, Saudi Arabia, Malaysia, and the USA, underscores the event’s global and influential reach.

A highlight of the event is the Pastry Queen selection for the Women’s Pastry World Championship, where six top pastry chefs will compete under the jury presidency of Louie Ye, a renowned figure in China’s gelato and pastry scene. Similarly, the Bakery Area will feature the Chinese selection for the World Bakery Championship (‘Bread in The City’), with eight teams vying for the top spots, under the auspices of the Richemont Club China, led by jury president Gino Cao

Additionally, the Coffee Area will host two competitions focusing on brewing and latte art, organised by Coffee T&I, one of Asia’s top magazines dedicated to coffee, tea, and gelato. A Forum Area will also be established, mirroring Sigep's Vision Plaza, to host significant discussions across the five key exhibition sectors.