Has Indonesian Taste Changed Again? We Tested Them for You.
From November 12 to 15, 2025, the highly anticipated SIAL InterFOOD 2025 successfully concluded at the Jakarta International Expo.
At this global industry event, Homtree not only showcased innovative baking solutions tailored for the Southeast Asian market, but also invited industry partners to visit our R&D and Creative Center in Jakarta—demonstrating our commitment and execution capability in overseas markets.
Soft, Comforting, and On-Trend
Delivering Precisely What the Market Expects
At this year’s exhibition, we observed a clear shift in Southeast Asian consumer preferences: products that combine a soothing appearance with an ultra-soft, melt-in-the-mouth texture are rapidly becoming the new mainstream.
At the Homtree booth, five “soft-profile” hero products—Soufflé Bread, Cake Bars, Milk Toast, Swiss Roll, and Milk-Skin Bread—became crowd favorites, attracting strong interest from professional buyers.
Amid this trend, we heard two urgent concerns from local bakeries:
- How to maintain an exceptionally soft texture,
- While still meeting shelf-life demands in high-heat, high-humidity tropical environments?
To address these needs, Homtree provided targeted on-site solutions:
- M-Series Enzyme Blends
Utilizing advanced enzyme technology combined with improver systems to significantly enhance anti-staling performance and extend shelf life—without compromising softness.
- DL-Series Cake Emulsifiers
Delivering rapid aeration, finer crumb structure, and improved batter stability, resulting in softer, more delicate cakes.
Strategy in Action
R&D and Creative Center Empowers the Local Market
This year, we extended our exhibition experience beyond the show floor.
During the event, Homtree invited selected partners to visit the Homtree Indonesia R&D and Creative Center, located in the Pluit district of Jakarta.
Spanning approximately 700 square meters, this innovation hub integrates multiple functions including business collaboration, product testing, technical development, and marketing activities.
Here, visiting partners received one-on-one technical support, including recipe optimization and product prototyping. This immersive experience allowed customers to directly witness Homtree’s strong R&D capabilities and opened the door to deeper, co-creative technical partnerships.
The official launch and public opening of our Indonesia R&D Center marks a significant milestone in Homtree’s Southeast Asia strategy. It signals that we have established a localized, rapid-response system, enabling us to support local bakeries and brand customers with more timely, accurate, and customized solutions.
Baking Opportunities Together
Driven by a growing middle class and evolving consumer expectations, Southeast Asia’s baking industry is entering a golden phase of premiumization. For Homtree, this region is not only a key destination for global expansion—it is a vital growth engine within our international strategy.
Although SIAL InterFOOD 2025 has drawn to a close, Homtree’s journey in Southeast Asia is only accelerating. In the coming years, we will continue to leverage technical innovation and localized services to create more competitive products and support the sustainable development of the region’s baking industry.
We extend our sincere gratitude to all partners who visited our booth, supported our growth, and joined our conversation.
We look forward to connecting with more like-minded industry collaborators—
to bake new opportunities, win the Southeast Asian market together, and unlock the next wave of global growth for baking.
