Sirha Arabia

A New Chapter Unfolded for Sirha Arabia

This year marked a turning point for Sirha Arabia a milestone edition that not only celebrated the region’s rich culinary heritage but also highlighted its bold step onto the world stage. The event became a landmark moment with the first-ever Saudi National Team selection for the World Cup of Pastry, a proud achievement that reflected the rising influence, ambition, and talent of the Middle East’s culinary scene.

More than just an exhibition, Sirha Arabia 2025 established itself as the new meeting place for food professionals across the Middle East, a crossroads where chefs, artisans, brands, and innovators came together to exchange ideas, discover trends, and celebrate the shared passion that drives the world of gastronomy and hospitality forward.

Over several vibrant days, visitors experienced a dynamic program of live demonstrations, expert-led conferences, and exclusive culinary showcases. The atmosphere buzzed with energy and inspiration, as creativity flowed from kitchen to stage, from chef to audience. Each presentation became a masterclass in innovation — showcasing how tradition and modernity can meet on the same plate.

Among the standout highlights were two legendary competitions that define excellence in global gastronomy: the Pastry World Cup, co-founded by Valrhona in 1989, and the world-renowned Bocuse d’Or. Both competitions shone a spotlight on the Middle East’s growing reputation for quality, innovation, and artistry, offering a platform for regional talent to be seen — and celebrated — on an international scale.

Creativity and collaboration

Throughout the event, gastronomy enthusiasts and professionals had the opportunity to discover 11 passionate brands from our group, each representing a unique facet of culinary excellence. Guests also delighted in exceptional creations prepared by the chefs of L’École Valrhona and Sosa Ingredients, who demonstrated cutting-edge techniques and showcased their signature approach to flavor and texture. Every tasting and demonstration was a celebration of craftsmanship, creativity, and collaboration — the three ingredients that define the heart of our industry.

As Sirha Arabia 2025 came to a close, it left behind more than just memories — it left an inspiring legacy. A legacy of progress, unity, and passion. It marked a powerful step forward in elevating culinary artistry across the Middle East and strengthening the bonds within its vibrant and ever-evolving food community.

The journey of gastronomy in the region is still unfolding, but one thing is clear: this is just the beginning of an extraordinary new chapter — one that promises to continue inspiring chefs, brands, and food lovers alike.

Thank you to our community of chefs and for those who have been participating to the Pastry World Cup -  Carmen Rueda Hernandez, Nicolas Lambert, Christophe Devoille…