Between September 15-17, 2025, Dubai hosted the ISM Middle East trade fair, the largest international event in the Middle East, Africa, and Asia specializing in the confectionery and snack sectors of the food industry.
This year’s event returned in a bigger and more dynamic format than ever before. Participation reached a record high, with over 700 exhibitors from 66 countries presenting approximately 60,000 products. The event attracted key global players in the industry, including representatives from China, Greece, India, Morocco, Poland, Saudi Arabia, Spain, Turkey, and the United Arab Emirates.
ISM Middle East served not only as an exhibition but also as a comprehensive professional event, featuring conferences and trend-focused presentations. The program included more than 120 professional sessions - lectures, workshops, and panel discussions.
This year, alongside traditional products, innovative trends were prominently featured, with particular emphasis on health-conscious and sustainable solutions. The exhibition placed special focus on sugar-free and plant-based confectionery, as well as seasonal offerings tailored to festive and cultural occasions.
For the first time, Hungary participated in the exhibition, marking a significant milestone for stakeholders in the domestic food industry. The Hungarian national pavilion was organized by HEPA Hungarian Export Promotion Agency, giving eight Hungarian companies the opportunity to showcase their products: 4-MIX Kft., Detki Keksz Kft., Felföldi Édességgyártó Kft., Mogyi Kft., Nagykun 2000 Mg. Zrt., The Lollipop Manufactory Kft., Update Food Holding Zrt., and Vitecer Kft.
Hungarian exhibitors conducted more than 100 business negotiations during the exhibition and made new connections at the September 16 B2B side event, with outcomes anticipated in the near future.
It is particularly noteworthy that products from two Hungarian companies were selected among the best in their respective categories.
Hungary’s participation in the exhibition provided an especially valuable opportunity to build direct relationships with wholesalers, distributors, and buyers from the region, thereby supporting the international expansion of the Hungarian food industry sector.
