As the European Union returns as Region of Honour at Food & Hospitality Asia 2026, it signals a deepening engagement with Singapore and the wider Asia-Pacific food landscape. Backed by strong trade ties and a growing regional presence, the EU continues to position itself as a trusted partner in quality, safety and sustainability.
In this FHA Insider feature, we explore what this recognition means and what visitors can expect from the EU Pavilion this year.
1. The EU returns to FHA 2026 as Region of Honour. What does this recognition signify for the European Union and its Member States in its engagement with Singapore?
The EU and Singapore have strong trade and investment relations with Singapore, anchored by our comprehensive Free Trade Agreement (FTA) in force since November 2019. Annual EU exports of food and beverages amount to €2 billion and continue to rise. The EU is proud to be the Region of Honour at one of the most prestigious food fairs in Asia to celebrate the excellence and diversity of European food and beverages. As Region of Honour, we aim to increase awareness of the key merits of EU agri-food products. Throughout the week, we will showcase authentic products from all 27 EU Member States through cooking shows, workshops, tasting sessions and expert seminars. Complementing the presence and participation of EU Member States at FHA, is an EU-led business delegation of more than 45 companies seeking new business opportunities to further deepen our partnership with Singapore.
In this FHA Insider feature, we explore what this recognition means and what visitors can expect from the EU Pavilion this year.
2. Europe remains one of the leading sources of food and beverage imports into the Asia-Pacific region. What key strategies are underpinning this sustained growth and relevance in Asian markets?
The high-quality, safety, authenticity and sustainability of EU food and beverages is widely recognised. To increase our preferential market access in Asia-Pacific, we are expanding our FTA network. We have FTAs in force with Japan, New Zealand, Singapore, South Korea and Vietnam, and have concluded negotiations with India and Indonesia. We aim to finalise FTA negotiations with Australia, Malaysia, Thailand and the Philippines to create a transparent and legally binding framework for business partnerships.
3. As global sourcing patterns continue to evolve, how is the EU strengthening its position as a trusted and long-term trade partner for Asia?
The EU is a strong supporter of a rules-based trading system. Ensuring global food supply and food security is a key priority. We apply the highest food safety standards to ensure top quality to consumers around the globe. For instance, with Singapore we have been enhancing our market access for egg and meat products, based on mutual trust and food safety guarantees. Despite the current global geopolitical challenges, the EU is a trusted partner for safe food supplies.
4. Returning visitors will remember the strong presence of the EU Pavilion in past editions. What fresh experiences or products can they expect to discover this year?
The EU Pavilion will be showcasing a wide range of product categories such as olive oils, fruits, vegetables, confectionary, beer, wines, spirits, dairy, egg and meat products. For the first time, we will also have a dedicated Pavilion at ProWine presenting the diverse EU wine landscape with tasting and pairing sessions. We will have a special focus on sustainable and organic products as well as Geographical Indications (GIs) – products which have a special link to the place of origin.
5. Lastly, as FHA 2026 approaches, what is the one message you hope every visitor brings back after experiencing the EU Pavilion?
Discover the tastes of Europe at the EU Pavilion, where tradition and innovation come together in a vibrant showcase of world-class food and drinks. From exquisite wines and artisanal cheeses to gourmet delicacies, immerse yourself in authentic flavors, meet passionate producers, and enjoy live tastings that celebrate Europe’s rich culinary heritage – all in one unforgettable experience. And then, visit Europe where it all started.
European Union Ambassador to Singapore
European Union Delegation to Singapore
Ambassador of the European Union to Singapore Artis BERTULIS assumed office on 1st September 2025
Ambassador Bertulis is a career diplomat, who has held several key postings including as: EU Ambassador to Guinea-Bissau and Ambassador of Latvia to India, Sri Lanka, Italy, Albania, Malta, San Marino, FAO, Portugal, Brazil and Sweden.
Ambassador has served as Director General for EU Affairs, Chief of Protocol and Adviser to the Prime Minister and Foreign Minister of Latvia.
He has a master’s degree in physics. He completed postgraduate studies in international affairs at the University of Latvia and the Royal College of Defence Studies in London.
Ambassador Bertulis is fluent in English, Italian, Swedish, Portuguese and Russian, and has a working knowledge of French. He is married to Esmeralda, and they have two adult children.
From premium wines and artisanal cheeses to innovative sustainable products, discover the diversity and excellence of European food and beverages at the EU Pavilion.
Connect with producers, explore new business opportunities, and experience live tastings, workshops and expert-led sessions onsite.
