Fi Asia is a well established show in the Fi portfolio, having run since 1996 to service the extensive Southeast Asian food industry. In 2010, the decision was made to rotate the show between Thailand and Indonesia to access the complete region of key ingredients suppliers and quality visitors. To support this major exhibition, smaller summits have been introduced in Vietnam and the Philippines. The ASEAN region has great potential for growth with a population of 560 million consumers with changing tastes. The region is recognized by the industry and leading market research firms as one of the major emerging markets for food ingredients. Indonesia is one of the strongest markets in the region with 41% growth in processed food consumption in the last 5 years.