8,500 exhibitors. 300,000 buyers from 195 countries. AED 168 billion in deals in five days. In January 2026, WORLD OF WONDERS W-O-W INTERNATIONAL SAS arrived at Gulfood Dubai — the largest Gulfood Dubai confectionery and food trade event in history — with a single-word agenda: choose.

The Stage Where Global Trade Decisions Are Made

The 31st edition of Gulfood was unprecedented in scale. For the first time in its history, the fair expanded across two simultaneous venues: the Dubai World Trade Centre and the Dubai Exhibition Centre at Expo City Dubai. The numbers reflect the ambition: over 280,000 square meters sold out, more than 8,500 exhibitors from over 100 countries, approximately 300,000 visitors from 195 nations, and over AED 168 billion in deals closed during the event week. More than 1.5 million products across 12 food industry sectors — a record-breaking 31st edition.

This is not a fair where you browse. It is where the food industry sets its direction.

Why WOW International Went to Dubai?

Three members of the WOW International team traveled to Dubai with a focused agenda: identify qualified confectionery suppliers and build direct relationships with producers who meet our standards. We were not there to survey the landscape — we were there to select from it.

That distinction matters. A fair with 8,500 exhibitors does not make selection easier — it raises the stakes. Every decision to pursue a supplier also means choosing not to pursue thousands of others. That discipline of evaluation, applied at the world’s largest table, is precisely what makes the WOW portfolio what it is.

The result of those days in Dubai: qualified supplier candidates added to our ongoing evaluation pipeline. The selection process does not end at the fair — it begins there.

Building a Portfolio That Belongs on the World Stage

Our participation in Gulfood reflects a commitment we have built systematically. Every partnership in the WOW portfolio went through a deliberate evaluation process: verified quality standards, export capacity, and international compliance. Gulfood is the stage where that process runs at global scale.

Our ISO 9001:2015 certification is not a trophy — it is the operating framework that makes our selection standard consistent, auditable, and repeatable. Not improvised event by event, but codified by process.

At Gulfood 2026, we sat at the world’s biggest table. We did not eat everything on it. We chose.