What Salon International De L'Alimentation does

Salon International De L'Alimentation, operating in China as SIAL China through Comexposium-SIAL Exhibition Co., Ltd, is a Beijing-headquartered B2B trade exhibition platform for the food and beverage industry. The company is a wholly-owned subsidiary of France-based Comexposium Group, which introduced the SIAL brand (originally founded in Paris in 1964) into China in 2000 under a dual-city model comprising SIAL Shanghai and SIAL Guangzhou. SIAL China serves importers, distributors, retail chains, HoReCa buyers, manufacturers, and trade professionals across Asia, providing a venue where 5,000+ exhibitors from 75 countries showcase 350,000+ products to 180,000+ trade visitors at the Shanghai edition alone.

The platform's core product is two annual physical trade fairs — SIAL Shanghai at the Shanghai New International Expo Center (168,088 sqm) and SIAL Guangzhou at Poly World Trade Center Expo (60,000 sqm) — augmented by a year-round Online Marketplace (online.sialchina.cn), an AI-driven Match Me business matchmaking engine, the invitation-only TOP Buyer Programme, and a portfolio of branded competitions and summits (SIAL Innovation, SIAL Global Food Industry Summit, SIAL Chic & Tea Contest, SIAL Cup Barista Challenge, SIAL Snacking Awards, SIAL Best STEAK Awards, SIAL La Cuisine, TuttoPizza International by SIAL, Halal Food Zone). The Match Me system uses algorithmic matching of buyer procurement intent against exhibitor product offerings to facilitate pre-qualified face-to-face meetings, reporting 12,870 matchings at SIAL Shanghai 2025 and 17,396 matchmaking sessions at SIAL Guangzhou 2025.

Revenue is generated primarily through exhibition booth sales (raw space, standard shell schemes, and premium sponsorship packages priced per square meter on multi-year contracts), supplemented by sponsorship of branded awards and contests, Match Me professional services, and the TOP Buyer VIP programme. Distribution is split between dedicated sales teams (international exhibitors via [email protected]; domestic exhibitors via [email protected]) and the online marketplace portal. Customer base is horizontally segmented across F&B importers, distributors, retail/e-commerce chains (Tmall Supermarket, Yonghui Supermarket, WU MART, NetEase Yanxuan), HoReCa, and government/industry pavilions (U.S. Consulate Agricultural Trade Office, Guangdong Provincial Department of Agriculture).

Name

Salon International De L'Alimentation

Legal name

Comexposium-SIAL Exhibition Co., Ltd

Website

https://sialchina.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

SIAL China operates Asia's premier food and beverage trade exhibition platform under Comexposium Group, running SIAL Shanghai and SIAL Guangzhou annually to connect 5,000+ exhibitors from 75 countries with 180,000+ buyers across Asia's F&B supply chain.

Ownership category

akta.pro rank

Product category

Food and Beverage Trade Exhibitions

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Food, Beverage & Hospitality Trade Shows Organizers (THAHABAI)

akta.pro secondary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

Keywords

• Food and beverage exhibitions
• Trade fair services
• Business matchmaking
• F&B sourcing platform
• Exhibition booth sales

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibition Booth Sales: Revenue generated from selling exhibition booth space to food and beverage companies, manufacturers, and brands. Pricing varies by booth type (raw space, standard shell schemes, premium sponsorship packages).
2. Sponsorship Packages: Premium sponsorship opportunities at events and contests including SIAL Innovation, SIAL Snacking Awards, SIAL Chic & Tea Contest, and other branded experiences.
3. Match Me Services: Business matchmaking services facilitated through dedicated Match Me private rooms and booth matching areas during exhibitions.
4. TOP Buyer Programme: VIP buyer programme with exclusive privileges for qualified senior decision-makers and professional buyers, including travel support and tailored matchmaking.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

SIAL China organizes two annual B2B food and beverage trade exhibitions — SIAL Shanghai and SIAL Guangzhou — selling exhibition booth space, sponsorship packages, and AI-powered Match Me matchmaking services to F&B exhibitors and buyers from 75+ countries. The platform extends year-round through an online marketplace (online.sialchina.cn) and the invitation-only TOP Buyer Programme, supplemented by the SIAL Global Food Industry Summit, SIAL Innovation awards, and category-specific competitions.

Product overview

SIAL China operates as a dual-city exhibition platform offering SIAL Shanghai (Asia's Premium Food and Beverage Trade Fair) and SIAL Guangzhou (gateway to Southern China's F&B market). The portfolio includes the AI-powered Match Me matchmaking service, Online Marketplace (365-day digital portal), TOP Buyer Programme, and SIAL Innovation awards. Supporting modules include food competitions (SIAL Snacking Awards, SIAL Chic & Tea Contest, SIAL Cup Barista Challenge, SIAL La Cuisine, SIAL Best STEAK Awards), the SIAL Global Food Industry Summit, SIAL Elite Hour networking events, TuttoPizza International by SIAL, and the new Halal Food Zone. The exhibitions feature multiple product categories including Baby Food, Organic & Wellness, Dairy, Beverages, Meat, Seafood, and more.

Differentiator

Problem solved

Functional benefit

Brands

• Match Me: AI-powered business matching service facilitating pre-qualified face-to-face meetings between exhibitors and buyers
• SIAL Innovation
• SIAL Global Food Industry Summit
• SIAL IN CHINA Awards
• SIAL Elite Hour
• SIAL Chic & Tea Contest
• SIAL Cup Barista Challenge
• SIAL Snacking Awards
• SIAL Best STEAK Awards
• SIAL La Cuisine
• SIAL Chinese Restaurant
• SIAL Coffee & Tea Market

Products and services

• SIAL Shanghai Asia's premium F&B trade fair held annually at Shanghai New International Expo Center (168,088 sqm show area), serving as a launchpad for F&B companies expanding abroad; features 5,000+ exhibitors from 75 countries, 180,000+ professional visitors from 125 countries, 10,000+ new product debuts, concurrent forums (Supermarket Workshop, Bakery Innovation Forum, International Meat Forum, Import & Export Food Forum, F&B AI+ Forum), and category showcases including TuttoPizza International by SIAL.
• SIAL Guangzhou International F&B trade platform held annually at Poly World Trade Center Expo (60,000 sqm show area in Guangzhou), positioned as the exclusive gateway to Southern China's F&B market linking the Greater Bay Area with Southeast Asia; features 934+ global exhibitors, 65,000+ professionals, the Match Me matchmaking service, TOP Buyer Programme, SIAL IN CHINA Awards, and SIAL Elite Hour.
• Match Me AI-powered matchmaking service that facilitates pre-qualified face-to-face meetings between exhibitors and buyers through private rooms, booth matching areas, and group buyer tours; facilitated over 12,870 business matchings in 2025 at SIAL Shanghai and 17,396 sessions at SIAL Guangzhou.
• Online Marketplace 365-day digital portal enabling exhibitor and product discovery, live exhibitor lists, product catalogs, and ongoing business connections for F&B professionals between physical exhibitions.
• TOP Buyer Programme Invitation-only initiative designed for influential procurement decision-makers, offering VIP privileges, tailored matchmaking, travel support, and premium sourcing services at SIAL exhibitions; serves 3,500+ invited buyers in 2025.
• SIAL Innovation Award competition recognizing pioneering F&B products with industry 'Oscars' recognition; selected by an independent global jury and held at both Shanghai and Guangzhou editions.
• SIAL Global Food Industry Summit Annual summit conveying cutting-edge F&B news and trends, gathering 400+ global and worldwide industry experts, leading enterprise representatives, and attracting 12,000+ professionals.
• TuttoPizza International by SIAL Co-branded event with TuttoPizza from Naples, creating a unique village at SIAL Shanghai focused on authentic Neapolitan pizza craft and Asian market opportunities.
• SIAL Snacking Awards Award competition recognizing top-tier innovation, taste, and packaging trends in the snack and convenience food sector.
• SIAL Chic & Tea Contest Competition celebrating traditional and modern tea-craft, innovative brewing techniques, and beverage formulation.
• SIAL Cup Barista Challenge Professional competition bringing together top baristas to demonstrate exceptional skill, creativity, and speed in coffee crafting.
• SIAL La Cuisine Culinary competition and showcase event featuring professional chefs, cooking demonstrations, and gastronomic innovation.
• SIAL Best STEAK Awards Competition recognizing excellence in premium meat and steak preparation, quality, and showcase.
• SIAL IN CHINA Awards Prestigious global accolade recognizing outstanding brands and distributors for their contributions to the F&B industry at SIAL Guangzhou.
• SIAL Elite Hour Premier invitation-only networking reception for influential F&B buyers, bridging selected brands with leading importers and distributors at SIAL Guangzhou.
• SIAL Coffee & Tea Market Marketplace event focused on coffee and tea products and industry trends within the SIAL exhibitions.
• SIAL Chinese Restaurant Event showcasing Chinese culinary traditions and modern restaurant concepts within the SIAL exhibitions.
• SIAL La Noodle Map Event celebrating noodle varieties and innovations in the Asian noodle market.
• Halal Food Zone Specialized zone dedicated to Halal food products, launched for the first time at SIAL Guangzhou 2026.

Quantifiable outcome

• Over 12,870 business matchings facilitated in 2025 through AI-powered Match Me system
• +4 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

18 partnerships are on record, tiered core, strategic and minor.

• Comexposium GroupcoreStrategic or Co-development Partner · 1 January 2000Parent organization and co-founder of SIAL China. Comexposium Group is one of the world's leading event organizers, creating events that bring communities together. The group connects 48,000 exhibitors and 4 million visitors annually across 400+ professional and public events in 8 sectors of activity.
• Poly World Trade Center ExpocoreStrategic or Co-development PartnerVenue partner for SIAL Guangzhou exhibitions. Located at No. 1000 Xingang East Road, Haizhu District, Guangzhou, China. Primary venue hosting the annual SIAL Guangzhou trade fair.
• Shanghai New International Expo Center (SNIEC)coreStrategic or Co-development PartnerVenue partner for SIAL Shanghai exhibitions. Located in Shanghai, China. Primary venue hosting the annual SIAL Shanghai trade fair.
• Brazilian Consulate General in GuangzhoustrategicStrategic or Co-development PartnerDiplomatic partnership supporting Brazilian F&B exporters participation in SIAL Guangzhou. Consul General Alan Coelho de Sellos praised SIAL as valuable platform for strengthening trade ties and mutual growth.
• U.S. Consulate General in Guangzhou, Agricultural Trade OfficestrategicStrategic or Co-development Partner15-year partnership supporting U.S. agricultural trade participation. The USA Pavilion has been the largest international presence at SIAL Shanghai, representing continued commitment to the China market.
• Guangdong Provincial Department of Agriculture and Rural AffairsstrategicStrategic or Co-development PartnerGovernment partnership for agricultural cooperation between Greater Bay Area and national/international markets, promoting rural development initiatives.
• China General Chamber of CommercestrategicStrategic or Co-development PartnerTrade association partnership supporting exhibition activities and connecting SIAL with Chinese commercial enterprises.
• TuttoPizzacoreStrategic or Co-development PartnerPartnership with leading Neapolitan pizza trade show to create TuttoPizza International by SIAL village at SIAL Shanghai, bringing authentic Neapolitan craft to Asian markets.
• Federation of Hong Kong IndustriesminorChannel Partner/ Reseller/ DistributorSupporting Hong Kong companies' participation in SIAL Shenzhen/Guangzhou for Chinese market entry and sourcing.
• Vietnamese National Pavilion (CCI FRANCE VIETNAM)minorChannel Partner/ Reseller/ DistributorOrganized national pavilion showcasing Vietnamese F&B products to Chinese and international buyers at SIAL Shanghai.
• Uruguay National Meat AssociationminorChannel Partner/ Reseller/ DistributorBeef industry association promoting Uruguayan meat products through SIAL exhibition platform.
• Specialty Coffee Association of Indonesia (SCAI)minorStrategic or Co-development PartnerCoffee industry association supporting specialty coffee exhibitions and competitions at SIAL events.
• Philippine Coffee BoardminorStrategic or Co-development PartnerSupporting Philippine coffee industry presence at SIAL exhibitions for market expansion.
• Myanmar Coffee AssociationminorStrategic or Co-development PartnerSupporting Myanmar specialty coffee producers at SIAL exhibitions.
• Barista Association ThailandminorStrategic or Co-development PartnerSupporting barista competitions and coffee industry events at SIAL Thailand and China events.
• Taiwan Coffee AssociationminorStrategic or Co-development PartnerSupporting Taiwan coffee industry participation in SIAL events.
• Korean Coffee AssociationminorStrategic or Co-development PartnerSupporting Korean coffee industry representation at SIAL events.
• Global Coffee AssociationminorStrategic or Co-development PartnerInternational coffee industry body supporting SIAL coffee-related events and competitions.

Scale indicators22 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Anuga (Koelnmesse): Anuga, organized by Koelnmesse, is the world's largest F&B trade fair held biennially in Cologne, Germany, and runs Anuga Select China as its China counterpart. Directly competes with SIAL China for global F&B exhibitors targeting the Chinese market, with comparable scale and brand prestige.
• Food & Hotel China (Informa Markets): Food & Hotel China (FHC) is a major Shanghai-based F&B and hospitality trade show organized by Informa Markets. Directly competes with SIAL Shanghai for Chinese F&B and HoReCa exhibitors and professional buyers, with overlapping target segments and city location.
• HKTDC Food Expo: HKTDC Food Expo, organized by the Hong Kong Trade Development Council, is Hong Kong's flagship F&B trade show. Competes with SIAL Guangzhou for Southern China and ASEAN-market exhibitors and buyers, serving as a regional alternative for cross-border F&B trade.
• Speciality & Fine Food Asia (Informa Markets): Speciality & Fine Food Asia is an Informa Markets-organized trade show focused on premium and specialty F&B products in Asia. Directly overlaps with SIAL's premium product positioning and the SIAL Innovation awards category targeting artisanal and high-end F&B brands.
• FHA-Food & Beverage (Informa Markets): FHA-Food & Beverage, organized by Informa Markets, is one of Asia's largest F&B trade shows held in Singapore. Directly competes with SIAL China for Asian-market F&B exhibitors and buyers, with similar attendee scale and comprehensive category coverage across F&B, HoReCa, and retail.
• Alimentaria (Fira Barcelona): Alimentaria is a leading F&B trade fair held biennially in Barcelona, Spain, organized by Fira Barcelona. Comparable to SIAL as a long-established, internationally-oriented F&B exhibition with strong European exporter participation seeking global market access.
• ProWine China (Messe Düsseldorf): ProWine China is a leading wine and spirits trade fair in Shanghai organized by Messe Düsseldorf, parent of ProWein. Competes with SIAL China's wine and beverages category and targets overlapping international wine exhibitors seeking Chinese market access.

Broad incumbents

• Comexposium Group: Comexposium Group is the parent company of SIAL China and operates 400+ events globally across 8 sectors including food, retail, and hospitality. Provides context as the broader portfolio parent but also a potential internal competitor for capital allocation.

Regional players

• Gulfood (Dubai World Trade Centre): Gulfood is the world's largest annual F&B trade show held in Dubai, attracting exhibitors from across Asia, Europe, and the Middle East. Competes with SIAL China for international exhibitor mindshare but serves a different primary geography (Middle East vs. China).
• Fine Food Australia (Diversified Communications): Fine Food Australia is the leading F&B trade show for the Australian market, organized by Diversified Communications. Competes for Asia-Pacific exhibitor share with SIAL China but serves the Australian buyer market as its primary audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61575183417393
• LinkedInlinkedin.com/company/14521562/admin/dashboard
• Instagraminstagram.com/sialchina

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salon International De L'Alimentation