2026 Cross-Cultural Food Festival a Success • Forging a New Catering Ecosystem in the Greater Bay Area

From March 13 to 15, 2026, the That’s Food & Drink Festival—centered on the core concept of “Breaking Cultural Boundaries, Integrating Cuisine, Culture and Community”—concluded successfully at the Southwest Plaza of Guangzhou IGC.

As a key participant and official partner, the Guangdong Importers Association (IFA) was deeply involved in and supported the event, establishing a high-end cross-border platform integrating industry exchange, brand exhibition and business networking.

1.That's GBA Food & Drink Awards   Awards Ceremony & Networking Gala Dinner

As a highlight of the inaugural That's Greater Bay Area Food Carnival, the awards ceremony successfully brought together the key driving forces of the Bay Area’s catering industry.The event was star-studded, gathering top chefs, catering entrepreneurs, industry leaders and distinguished guests. Amid applause and toasts, they witnessed the outstanding achievements and industry trends of the past year.

The ceremony garnered unprecedented industry attention, enabling participants to engage in efficient and in-depth face-to-face discussions with over 300 catering industry decision-makers, brand principals, and authoritative media representatives on site.It directly transformed the brand’s moment of glory into scarce business collaboration opportunities.

2.Cross-Cultural Food Festival Market

The three-day food festival market brought together over 35 high-quality brands, attracting an average of more than 10,000 visitors per day. It precisely reached a diverse and high-value audience, including the international community, quality-oriented consumers, modern families, young trendsetters, and catering industry decision-makers.

It not only provided brands with a direct window for consumer display and interaction, enabling instant market feedback, but also created valuable opportunities for in-depth connections with professional buyers such as catering channel directors. As a result, it achieved dual outcomes of brand promotion and business collaboration.

This food festival has provided a valuable opportunity for industry exchange and integration.

Going forward, the Guangdong Importers Association (IFA) will continue to serve as an industry connector and value driver, focusing on quality industrial resources and committed to building and promoting more diversified and efficient platforms for value interaction.

Together with all members and industry partners, we will seize trends, expand boundaries, and jointly drive the continuous innovation and upgrading of the food and beverage industry.