Perfect Wrap-up | Homtree 28th Bakery Expo Highlights

The 28th Bakery China 2026 Exhibition concluded successfully at the National Exhibition and Convention Center (Shanghai Hongqiao) from May 20 to 23. Boasting an unprecedented scale, the event gathered over 2,200 enterprises from more than 70 countries and regions, attracting nearly 400,000 professional visitors across over 130 nations worldwide. Constant visitor flows reflected robust growth momentum of the global bakery industry.

Homtree made a stunning appearance with the core theme Moving Steps Forward in Healthy Baking. We explored balanced solutions integrating healthy flavors, production efficiency and product stability covering formula research, practical application and factory production. Centered on three core concepts — Authoritative Clean Label, Therapeutic Medicinal & Edible Homology, Nutritious & Delicious Fine-tuned Recipes, the brand showcased its positioning and drew numerous domestic and overseas merchants for visits and business negotiations.

SEVEN THEMED ZONES

OVER 300 INNOVATIVE APPLICATIONS

Aligning with industrial trends, Homtree set up seven themed exhibition areas and presented more than 300 innovative application solutions to cater to diverse operational scenarios and market demands.

✅Healthy Baking Zone：Focuses on clean label, medicinal-edible homology and precise nutrition, delivering standardized and implementable healthy baking strategies.

✅Premium Bakery Factory Zone：Offers stable and replicable industrial production solutions for freshness preservation, texture optimization and nutritional enhancement.

✅Flavor Innovation Zone：Captures prevailing taste trends and inspires creative flavors to help brands develop differentiated products.

✅Bakery Raw Material Pavilion：Displays over 50 best-selling raw materials including ready-mix powder, cake oil, improvers and emulsified oil, supporting daily stable production and customized exclusive formulas.

✅Lightweight Bakery Store Zone：Streamlines operating procedures for offline stores, balancing product quality and operational efficiency to simplify baking operations.

✅Hit Product Solution Zone：Analyzes annual trending bakery items and provides highly stable and easy-to-implement practical solutions.

✅Homtree & Partners Live Studio：Creates an innovative dual-operation model combining offline exhibition and online e-commerce promotion with renowned cooperative brands.

INVITED SPEAKER AT THE INAUGURAL BAKING GLOBALIZATION FORUM

EASON ZHANG,FOUNDER & GENERAL MANAGER OF HOMTREE BAKERY

The exhibition witnessed vigorous industrial exchanges. Eason Zhang, Founder and General Manager of Homtree, was invited to speak at the inaugural Baking Globalization Forum. Drawing on the company’s overseas expansion experience, he shared insights on strategic planning and market operation for Chinese bakery enterprises entering Indonesia and the Asia-Pacific region, offering valuable practical references for peers exploring overseas markets.

Mr. Zhang also held in-depth discussions with outstanding entrepreneurs and senior industry experts to analyze domestic and overseas industrial patterns and market shifts, exchanging operational experience and discussing technological innovation. He shared industry insights via live streaming, calling on global bakery practitioners to cooperate for win-win outcomes and build a mutually beneficial industrial ecosystem. Multiple live broadcasts were launched during the exhibition, with industry elites interpreting industrial trends and guiding online viewers to tour the booth remotely, widely spreading cutting-edge baking concepts and premium solutions.

From advanced concepts and tangible products, basic raw material supply and customized all-round solutions, to domestic market cultivation and overseas expansion, Homtree translates industrial trends into practical, replicable and reliable product strength. The four-day exhibition achieved fruitful results, facilitating high-quality cooperation connections, capturing consumption trends and broadening corporate development vision.

PERFECT CONCLUSION

BRILLIANCE CONTINUES

As 2026 Bakery China draws to a close, Homtree will uphold craftsmanship, deepen efforts in healthy baking, upgrade product lines and service solutions, and steadily expand global markets. Empowering industrial upgrading with professional expertise, we look forward to partnering with global collaborators to create a promising future for the bakery industry.