For Vietnamese food and beverage companies with serious ambitions in Europe, Anuga deserves consideration.
It provides access to an international food industry audience, offers opportunities to meet potential importers and distributors, and allows companies to study European market trends.
But simply attending Anuga is not enough.
The companies most likely to benefit are those that arrive with a clear strategy:
Know your target buyer.
Prepare your products.
Present your company professionally.
Arrange meetings in advance.
Create high-quality marketing material.
Follow up after the exhibition.
And don’t let the opportunity end when the exhibition closes.
Your Anuga participation can become a year-round marketing asset through professional photography, product videos, interviews and a trade-fair film.
For a Vietnamese company looking to establish itself in Germany and the wider European food market, Anuga can be much more than five days in Cologne — it can be the starting point for a long-term European business and brand-building strategy.
The next Anuga will take place:
Date: 9–13 October 2027
Location: Koelnmesse, Cologne, Germany
Frequency: Every two years
Audience: Trade visitors
2025 scale: 8,015 exhibitors and approximately 145,000 visitors from more than 190 countries
International exhibitors: Approximately 94%
For the 2027 edition, the official organizer currently lists an early-bird exhibitor rate of €358 per m², with the regular rate listed at €380 per m² and a last-call rate of €423 per m². These are stand-space participation rates and should not be confused with the total cost of exhibiting, which can also include stand construction, services, travel, accommodation, marketing and other expenses.
Companies should always check the official Anuga website for the latest participation conditions and deadlines.