SIRHA Budapest 2026 kicks off tomorrow in Budapest, with Italy as the guest of honour – UPDATE

SIRHA Budapest 2026 opens its doors tomorrow, Tuesday 3 March 2026, bringing Central Europe’s biggest international food industry and HoReCa (hotel, restaurant and catering) trade exhibition back to HUNGEXPO Budapest Congress and Exhibition Centre for three packed days of business, innovation and live competition.

Now in its seventh edition, SIRHA Budapest 2026 is set to welcome exhibitors from across the region and beyond, with a strong focus on practical solutions for hospitality operators, food producers, retailers and professional buyers — from new product launches to technology and service development.

What foreign visitors should know about SIRHA Budapest 2026

For readers outside Hungary, HUNGEXPO is Budapest’s main exhibition venue, located in the city’s 10th district (Kőbánya). SIRHA Budapest is designed primarily for industry professionals — chefs, restaurant owners, hotel decision-makers, caterers, distributors and food manufacturers — and is positioned as a major B2B meeting point for the wider Central and Eastern European market.

The official ceremonial opening takes place on 3 March at 10:30am in Pavilion A, alongside the awards ceremony of the Innovation Product Competition.

Italy takes centre stage as guest of honour

A standout theme this year is that Italy is the guest of honour at SIRHA Budapest 2026 — a headline choice reflecting the continuing popularity of Italian gastronomy in Hungary and the region.

The Italian Trade Agency (ITA) is bringing a record 29 Italian food producers to Budapest, with many exhibitors explicitly looking for Hungarian partners and regional buyers. Visitors can expect a broad showcase of Italian staples — from cheeses and cured meats to pasta, sauces, olive oils and coffee — presented within a dedicated community stand in Pavilion A (stands 304A–306B), spanning 448 square metres and built around tastings and demonstrations.

For HoReCa operators, the Italian presence is more than a cultural highlight: it is also a practical sourcing opportunity, especially for restaurants aiming to strengthen premium Mediterranean menus or refresh their supplier base with certified ingredients.

Innovation, future retail and business matchmaking

While the show floor is the main draw, SIRHA Budapest 2026 also leans heavily into trend-watching and business development.

One of the returning crowd-pleasers is the Future Store concept, where visitors can explore pre-launch product developments and new retail/foodservice solutions — the sort of behind-the-scenes innovations that often shape what ends up on shelves and menus months later.

Meanwhile, companies looking for direct commercial leads can tap into structured matchmaking. The official SIRHA BUDAPEST 2026 B2B event runs across 3–5 March, with pre-arranged meetings aimed at turning stand conversations into concrete deals.

Competitions and live action: pizza takes a new spotlight

SIRHA Budapest has long been known for its professional contests — but 2026 adds a fresh crowd magnet: the debut of the Hungarian Pizza Championship, hosted by the newly established FUPI Hungarian Pizza Association, with multiple styles and categories designed to attract both professionals and serious enthusiasts.

With Italy as guest of honour, the timing is hard to miss: pizza culture, technique and premium ingredients are likely to be one of the most talked-about threads on the show floor, especially as live demonstrations and workshops draw attention to regional variations and modern approaches.

Thai stand opening ceremony in Pavilion A

International flavour does not end with Europe. The Royal Thai Embassy, in cooperation with the Thai Trade Center Budapest, is inviting visitors not only to SIRHA Budapest 2026, but also to the official opening ceremony of the Thai stand.

Opening ceremony: 3 March, 10:30am–12:00pm
Location: Pavilion A, Stand 103F

Thailand’s presence marks a notable debut at the exhibition, with organisers highlighting authentic flavours and live cooking content as part of their outreach to Hungarian and regional partners.

Indonesia Brings Exotic Flavors and Sustainable Innovation  to SIRHA Budapest 2026 

The Indonesian pavilion will officially open its doors at SIRHA Budapest 2026, where visitors can discover the rich culinary heritage and modern food innovations of the Southeast Asian archipelago.

A Strategic Gateway to Central Europe 

Located in Pavilion A (Stand 302), the 105-square-meter Indonesian Pavilion is more than just a display of goods; it represents a strategic push by the Indonesian government to position Hungary as a vital gateway into the Central and Eastern European (CEE) market. 

Represented by the Embassy of the Republic of Indonesia in Budapest and the Indonesia  Trade Promotion Center (ITPC), the pavilion aims to tap into the rising European demand for organic, exotic, and health-conscious products. Bilateral trade between the two nations has seen a steady increase over the last two years, making SIRHA the perfect platform for deepening these economic ties. 

“We are not just selling products; we are sharing our heritage,”

stated the Ambassador of the Republic of Indonesia to Hungary during the ribbon-cutting ceremony.

“From our world-renowned spices to modern sustainable solutions, Indonesia is ready to meet the  sophisticated tastes of the European consumer.” 

From Premium Spices to Sustainable Packaging 

The exhibition highlights Indonesia’s commitment to quality and sustainability. This year’s portfolio is designed to appeal to both gourmet enthusiasts and industrial buyers, featuring: ➢ Exotic Ingredients: Premium vanilla, world-class spices, and high-quality cocoa products. 

➢ Healthy Alternatives: Tropical root snacks, organic coconut products, and healthy functional drinks. 

➢ Beverages: Renowned Indonesian coffee and the famous Kopiko candy and coffee range. 

➢ Innovation: Sustainable food containers and premium packaging solutions from  Moorlife.

Business Matchmaking: Bridging Jakarta and Budapest 

The pavilion isn’t just for tasting; it’s a hub for serious business. A dedicated B2B  Matchmaking program is underway, allowing CEE importers and distributors to hold pre-arranged consultations with Indonesian exhibitors. 

Participating companies include: 

➢ PT. Cahaya Desa Ekspor (Vanilla) 

➢ PT. Adarasa Putra Jaya (Healthy drinks) 

➢ PT. Maxindo Karya Anugerah (Tropical snacks) 

➢ Java Spices/Archipelago Internasional (Spices) 

➢ PT. Mayora Indah (Kopiko products) 

➢ PT. Persatuone Komoditas Indonesia (Cocoa and Coffee) 

➢ Moorlife (Premium food containers) 

➢ Kara Coconut Milk (Represented by its Hungarian importer) 

For those in the hospitality and retail sectors, the Indonesian Pavilion offers a unique glimpse into the future of sustainable, exotic gastronomy right in the heart of Budapest.

Bottom line

With SIRHA Budapest 2026 starting tomorrow, the key “must-sees” are clear: Italy’s guest-of-honour programme, hands-on innovation showcases, structured B2B meetings — and a busy opening day that also features the Thai stand ceremony in Pavilion A. For anyone working in food, hospitality or procurement in Hungary, it is one of the year’s most concentrated opportunities to source, network and spot the next big menu and market trends.

If you missed:

• SIRHA Budapest 2024: Join the dazzling culinary extravaganza – PHOTOS + VIDEO
• A Hungarian classic: Chicken paprikash with sour cream gravy, nokedli dumplings and cucumber salad – videos, recipes