AsiaWorld-Expo Invites Expression of Interest for Strategic Venue Alliances

Global Brands Invited to Shape Hong Kong's Next Iconic Destination for World-Class Events

HONG KONG, Sept. 18, 2026 /PRNewswire/ -- AsiaWorld-Expo (AWE) yesterday announced an invitation for global corporations and brands to submit Expression of Interest (EOIs) for the naming right and strategic brand partnerships for the flagship indoor multipurpose Super Arena at AWE Phase 2, marking another significant milestone in the development of AWE Phase 2. AWE welcomes forward-looking partners to join this landmark initiative and help create Hong Kong's next world-class destination for major events.

Purpose-Built for World-Class Events

Development of AWE Phase 2 is progressing at full pace, with construction targeted for completion by the end of 2028, and it will form an integral part of SKYTOPIA, the Airport City development of Hong Kong International Airport (HKIA). At its heart will be Hong Kong's largest indoor multipurpose arena, with a capacity of more than 20,000 spectators, purposefully planned to meet the professional requirements of international productions and major events.

The Super Arena will feature tiered seating arranged around the venue, delivering an immersive 360-degree audiovisual experience. Its highly flexible layout will support a range of configurations, including centre-stage and end-stage formats, making it ideal for international performances, major events and elite sporting competitions. The arena will also feature 30 VIP suites, offering premium hospitality, dedicated catering services and priority access. These exclusive facilities will enable spectators and corporate guests to enjoy exceptional events in comfort and privacy.

Seamlessly connected to Phase 1, AWE Phase 2 will further drive the transformation of the wider waterfront precinct. Upon completion, AWE's exhibition space will increase from approximately 70,000 sqm to 100,000 sqm. The masterplan will flexibly connect the venues and indoor and outdoor spaces across both phases. Organisers will be able to integrate exhibitions, conventions, sporting events, live entertainment and public experiences to meet diverse event requirements, moving beyond the conventional single-format event model. The extensive outdoor spaces linking the venues will become more than circulation routes, with the flexibility to transform into markets, performance and sporting spaces, food and lifestyle zones, and interactive brand activation areas.

Responding to the global trend towards festivalisation, immersive experiences and cross-sector integration, AWE Phase 2 will incorporate festival elements into its venue planning and event design, enabling content to flow seamlessly between indoor and outdoor spaces. An event may begin with a conference, exhibition or competition, extend into outdoor dining, leisure and community activities, and culminate in a concert or celebration inside the Super Arena. Across a diverse range of interconnected spaces, organisers will be able to create cohesive event journeys that unfold from day to night. By integrating content, experiences and spaces, this forward-looking approach will further strengthen Hong Kong's competitiveness as a premier destination for mega events while establishing a new landmark for the city's events and MICE sectors.

As an integral part of SKYTOPIA, AWE Phase 2 will generate even stronger synergies with the surrounding entertainment, arts, hospitality, retail, dining and tourism facilities. Together with the first phase of Airport Bay Marina, scheduled for completion in 2028, and the planned autonomous transportation systems linking SKYTOPIA with the Hong Kong Port of the Hong Kong-Zhuhai-Macao Bridge (HZMB) and Tung Chung, these developments will further strengthen the area's connectivity by sea, land and air. Collectively, they will help create a world-class integrated destination, offering visitors more convenient, diverse and enriching event experiences.

A Dual Gateway to Global Markets and the Greater Bay Area

Located next to Hong Kong International Airport, AWE benefits from direct access to a leading international aviation hub connecting more than 220 destinations worldwide and placing half of the world's population within a five-hour flight. The expanded Terminal 2 (T2) will further enhance passenger capacity and cross-boundary connectivity.

At the heart of the GBA, AWE connects businesses with a dynamic market of 87 million people through the Hong Kong–Zhuhai–Macao Bridge, Airport Express and extensive cross-boundary transport network. Its direct access from the airport makes AWE a key gateway for international visitors and a major events hub, offering brands a compelling platform to engage high-value audiences across the GBA and global markets.

A Premier Brand Platform Unlocking the Potential of the Mega-event Economy

Upon completion of AWE Phase 2, AWE will further leverage the ability of major events to attract audiences, stimulate visitor spending and command international attention. Partner brands will gain access to a broader range of innovative collaboration and exposure opportunities, enabling them to integrate meaningfully across diverse events and visitor experiences. Beyond venue naming rights, partners may enjoy premium hospitality offerings, including dedicated VIP entrances, priority access, bespoke catering, corporate entertainment and interactive brand experiences, creating distinctive and memorable event journeys for clients and business partners.

AWE hosts hundreds of major exhibitions and conferences, international concerts, sporting competitions and live entertainment experiences throughout the year, attracting business and leisure travellers from Hong Kong, the GBA and around the world. Brand exposure extends beyond the event itself and the physical venue, encompassing the entire visitor journey, from ticket purchase and travel planning to arrival, participation, post-event sharing and related spending.

The strategic venue alliance, including venue naming and branded content, may be integrated across a broad range of touchpoints, including ticketing platforms, event promotions, social media, on-site experiences and corporate hospitality. This integrated approach will translate the visitor traffic, spending power and attention generated by each major event into sustained brand value, deeper customer engagement and new commercial opportunities. Partner brands will benefit not only from the events themselves, but also from the wider spending and engagement opportunities created before and after each event, positioning them as an integral part of the world-class event experience.

Ms Irene Chan, Chief Executive Officer of AsiaWorld-Expo, said: "AWE Phase 2 represents far more than an expansion of the venue; it marks a new milestone for Hong Kong's events industry. Its flagship Super Arena will bring together world-class events, global audiences and leading brands, serving as a vital platform connecting Hong Kong, the GBA and international markets. We invite leading global brands to forge long-term strategic partnerships with us, seize the significant opportunities arising from Hong Kong's mega-event economy, and take off with us as we create a new landmark destination for world-class events."

AWE now invites corporations with international market influence and a long-term vision for brand development to submit EOIs for the naming rights and strategic venue alliances for the flagship indoor multipurpose Super Arena at AWE Phase 2. Interested parties are encouraged to propose innovative partnership concepts and collaborate with AWE to unlock greater brand and commercial value from major events, opening a new chapter for Hong Kong's events industry.

Details of the EOI can be found via the webpage:

https://www.asiaworld-expo.com/en-us/about-us/phase-2 

Download hi-res photos: https://www2.asiaworld-expo.com/2026/PressRelease/Phase2EOI.zip

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

AsiaWorld-Expo Invites Expression of Interest for Strategic Venue Alliances

AsiaWorld-Expo Invites Expression of Interest for Strategic Venue Alliances

AsiaWorld-Expo Invites Expression of Interest for Strategic Venue Alliances

AsiaWorld-Expo Invites Expression of Interest for Strategic Venue Alliances

The three-day learning event brings together soy industry professionals from across Asia for practical learning spanning processing technology, product development and consumer insights.

BANGKOK, Sept. 18, 2026 /PRNewswire/ -- Tetra Pak, in collaboration with the Soy Excellence Center Asia, a U.S. Soybean Export Council (USSEC) initiative, hosted the Soy Food & Beverage Intermediate learning track from 15-17 September 2026 at Tetra Pak's Product Development Centre (PDC) in Rayong and Customer Innovation Centre (CIC) in Bangkok. The learning track brought together soy industry professionals from across Asia to strengthen their knowledge of soy beverage processing, formulation and consumer-led product development.

Asia Pacific accounts for 75% of the global plant-based beverage volume.^[1] In many Western markets, plant-based beverages are commonly positioned as alternatives to dairy. Across many Asian markets, however soy has long been an established part of the beverage category alongside other plant-based drinks.

As consumer preferences evolve and the range of plant-based products expands, the challenge for soy beverage manufacturers is to bring new value to a familiar category. This can mean exploring and developing new taste and texture profiles, addressing different nutritional needs and creating products for new consumption occasions and formats.

Over three days, the learning track explored opportunities across the soy beverage value chain, from soybean variety and supplier selection to formulation, processing technology, sensory evaluation and consumer understanding. Technical sessions were combined with hands-on learning and an ideation workshop, where participants developed soy beverage concepts tailored to specific consumer groups.

Sherry Chen, Center Lead, Soy Excellence Center Asia, said: "Growing the soy food and beverage category starts with understanding how decisions across the value chain, from soybean selection to processing and formulation, shape product quality and the consumer experience. The Soy Excellence Center Asia gives participants a practical learning environment to strengthen their technical skills and apply that knowledge directly to product development. Our collaboration with Tetra Pak brings this learning to life with hands-on experience, giving learners deeper insights into processing, formulation and consumer needs. By combining technical expertise with real-world application, we are equipping participants with practical insights they can use to innovate, improve products, and drive growth in their markets."

Across Tetra Pak's innovation ecosystem, participants worked across both the Customer Innovation Centre (CIC) in Bangkok and the Product Development Centre (PDC) in Rayong to gain end-to-end insights into soy beverage innovation and production.

At the CIC, sessions focused on product and consumer-led innovation, exploring plant-based trends across Asia Pacific, Tetra Pak's customer innovation ecosystem, functional ingredients, fermentation technologies and the utilisation of okara.

At the PDC, participants took part in hands-on demonstrations across key stages of aseptic soy beverage production, including extraction, blending and UHT processing, aseptic filling, and food development. Tetra Pak specialists also shared expertise in production technologies, operational efficiency, troubleshooting, soy waste management and beverage formulation.

Sutthinun Taechathayanon, Customer Experience Manager APAC, Tetra Pak, said: "Soy is already familiar to consumers across many Asian markets, creating a strong foundation for further innovation. By combining consumer insights with formulation and processing expertise, producers can identify opportunities to enhance taste, texture, nutrition, and convenience while developing products that respond to changing consumer needs and consumption occasions. Through Tetra Pak's CIC Bangkok and PDC Rayong, soy manufacturers can explore new product ideas, conduct trials, and accelerate the journey from concept to commercialization with greater confidence and reduced risk. Our continued collaboration with USSEC helps translate knowledge from across the soy value chain into practical product development opportunities for the industry."

The Soy Food & Beverage Intermediate learning track course builds on the long-standing partnership between Tetra Pak and USSEC, combining USSEC's expertise across the soy value chain with Tetra Pak's expertise in processing and product development to support continued innovation across Asia Pacific's soy food and beverage industry. To learn more about Tetra Pak's soy beverage processing solutions, visit our website here.

ABOUT TETRA PAK

We're here to make food safe and available. It's why we provide advanced food production systems. In collaboration with our customers and suppliers, driven by more than 24,000 dedicated employees worldwide, we protect food sustainably every day for hundreds of millions of people in more than 160 countries. Because we're here to fulfil a purpose:

We commit to making food safe and available, everywhere, and we promise to protect what's good: food, people and the planet.

More information about Tetra Pak is available at tetrapak.com.

ABOUT SOY EXCELLENCE CENTER

The Soy Excellence Centers (SEC), an initiative by the U.S. Soybean Export Council (USSEC), focuses on skills-building for early- to mid-career protein professionals in growing markets through world-class workforce training and professional development to meet local nutrition and food security needs and support sustainable economic growth. USSEC is collaborating with diverse partners, including local food and agriculture universities and organizations, to deliver training in five core subject areas – aquaculture, feed, food, poultry, and swine. USSEC operates Soy Excellence Centers in four regional hubs – Americas, Asia, Middle East and North Africa, and Sub-Saharan Africa.

[1] Tetra Pak Compass, Dairy Alternatives, 2025.

[1] Tetra Pak Compass, Dairy Alternatives, 2025.

 

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

Tetra Pak and Soy Excellence Center Asia Host Regional Soy Food and Beverage Programme in Thailand