Blue Elephant Rebuilds a Traditional Thai House at THAIFEX 2025

Our beautiful Thai house at Thaifex 2025

Blue Elephant made a significant impact at THAIFEX – Anuga Asia 2025, transforming its booth into a tribute to its Thai roots. Celebrating its 45th anniversary, the brand created a unique, visually immersive space designed like a traditional Thai house. Constructed with authentic teak wood, the booth stood out among thousands of modern setups at the event, which hosted over 3,200 exhibitors from across the globe.

An Immersive Cultural Journey

The booth was more than just a display; it was a curated experience led by Master Chef Nooror Somany Steppe. Visitors were invited to explore:

• Fresh Market Display: A vibrant showcase of fresh Thai herbs and dried spices used in authentic heritage cooking.
• Live Demonstrations: Traditional fruit carving and interactive cooking sessions led by Master Chef Nooror and her team brought centuries-old recipes to life.
• Heritage Storytelling: Blue Elephant shared its 45-year journey—from its 1980 debut in Brussels to becoming a global icon exported to over 47 countries.

New Product Highlights for 2025

The 2025 trade show served as the launchpad for several innovative additions to the Blue Elephant product line, which were highly discussed among the nearly 100,000 attendees:

• Innovative Thai Curry Powders: A groundbreaking collection and a first for the brand, offering bold flavor profiles for home cooking.
• New Premium Curry Sauce Format: Signature recipes now available in a 200g size, serving two.
• Pad Krapow Sauce: An authentic blend of Thai basil, chilies, and garlic, capturing the essence of Thailand’s street markets.
• Thai Plum Sauce: A sweet and tangy sauce refined by Chef Nooror to complement crispy Thai snacks.

For Blue Elephant, THAIFEX 2025 was the perfect moment to reflect on its legacy while continuing to innovate as a global ambassador of Thai cuisine.