THAIFEX–Anuga Asia is the largest food and beverage trade fair in Asia, held near Bangkok every year. For an investor scouting franchises, it puts hundreds of brands — from global names to first-year startups — in one hall.
That convenience is also the trap. The energy, skilled sales reps, and 'show-only' promotions push many visitors into deciding too fast. Work the show to gather data, then decide afterward with a cool head.
01Before you go
02Questions to ask at the booth
- What is the total real investment, and what is NOT included in the package?
- Show me median net profit per outlet — not just revenue
- How many outlets have run 2+ years and are still profitable?
- What exactly does post-opening support do, and how fast do you respond?
- Is my province/zone still open, or already taken?
Beware 'show-only' discounts
Sign-up fee discounts valid only during the show are designed to rush your decision. A good brand will still talk to you next week. Don't sign or pay a large deposit at the booth out of FOMO.
03After the show: verify before you commit
Compare every brand you met on the same numbers — total cost, royalties, payback, and support quality. Then check the company registration, talk to existing franchisees, and visit a real outlet on a normal weekday before deciding.