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SIAL Shanghai 2025: the meeting place for the pizza market in China

2025.02.11

 

Long perceived as a purely Western speciality, pizza is now establishing itself as an essential gastronomic trend in China. With a market estimated at 145 billion USD in 2023 and projected to reach 233 billion USD by 2030, pizza has become a buoyant segment of the restaurant sector. This growing popularity is due in particular to the rise of online delivery platforms, which already account for 65% of pizza sales in China.

 

It is against this backdrop that SIAL Shanghai 2025 will be turning the spotlight on this dynamic with the introduction of Tutto Pizza Village, a 1,500 m² space dedicated to pizza and its ecosystem. This initiative, the fruit of a strategic partnership between SIAL and the Tutto Pizza trade show in Naples, aims to connect Italian companies with opportunities in the Chinese market and promote Neapolitan know-how internationally.

 

Consumers looking for novelty

 

What makes the Chinese pizza market so special is its adaptability to local tastes. While traditional recipes remain popular, Chinese consumers express a clear preference for fusion flavours. Over 70% of consumers prefer pizzas adapted to their tastes, with original toppings such as Peking duck or sweet and sour pork. Local chains now capture 40% of the market, reflecting growing competition with international chains.

 

SIAL Shanghai 2025, which will welcome over 5,000 exhibitors and 180,000 professionals from 110 countries, will be an opportunity for international exhibitors to study these trends and refine their location strategies. The Tutto Pizza Village will feature masterclasses led by master pizzaiolos, pizzaiolo competitions and conferences dedicated to innovations in the sector.

 

A unique opportunity for industry professionals

 

With 200,000 m² of exhibition space, SIAL Shanghai is Asia’s largest B2B food event. The Tutto Pizza Village is a unique opportunity for pizza professionals to develop their network and discover the latest market trends. The event will attract 15,000 leading buyers from the retail, foodservice and wholesale sectors.

 

The aim is clear: to raise the profile of Neapolitan pizza, train new talent and boost exports. By broadening the horizons of Tutto Pizza to include the Chinese market, the event aims to become a global crossroads for pizza, linking tradition and innovation.

Asia's Largest Food ang Beverage Trade Fair

5,000+Exhibitors From    75Countries & Regions    350,000+Exhibits    10Forums    8Events & competitions

Onsite Tickets Will Be Priced At USD30