“Singapore is close to my heart,” remarked Rodolphe Lameyse, CEO of Vinexposium, during an interaction with the media. “I lived here for a while, and it’s always a pleasure to return.”
Reflecting on the journey of Vinexpo Asia 2025, he noted: “In 2023, we hosted the show in Singapore after a long period of confinement. It was a major professional comeback. Then in 2024, we were back in Hong Kong. Now, I believe we’re finally back to normal.”
Lameyse sees great potential in Southeast Asia, drawing a demographic parallel: “The total population of Southeast Asia is comparable to China’s. While the region is not at China’s level of market maturity yet, it’s moving fast. We have a young population and a rapidly growing middle class. GDP growth in many countries was around 8 to 9%—at least before Donald Trump came along,” he quipped.
However, the path ahead is not without challenges. “There has been significant disruption—economically and geopolitically. The future lies in Southeast Asia, but we must be aware of the risks, particularly with the evolving U.S. policy landscape marked by tariffs and trade tensions. Every morning I wake up to some new disruption—Trump again creating uncertainty,” he said candidly.
Touching upon recent developments like the ASEAN Summit, Lameyse highlighted the urgency for regional cooperation: “Vietnam is now facing 50% tariffs. It’s ironic, considering Vietnam manufactures many fast-moving goods like Adidas shoes. We need to deepen conversations not just within ASEAN, but also between Europe and ASEAN, Europe and India, and ASEAN and India.”
For Lameyse, Vinexposium has a responsibility beyond organising events: “It’s our duty to be where it matters—India, Hong Kong, Singapore, Miami. We are not just here to discuss tariffs, but also to confront the broader challenges faced by the younger generation. Their expectations from the alcohol and beverage industry are different—there’s growing interest in low-alcohol and no-alcohol products. The big question is, how do we market to them?”
He emphasised that adapting to shifting social behaviours and consumption patterns is key. “Some in France still wonder how to sell wine to Vietnam. It’s not just about the product—it’s about how we socialise, how we engage consumers.”
Reiterating the organisation’s mission, Lameyse clarified: “Vinexposium is not just about trade shows—we’ve been doing them for over 40 years. What we really offer is clarity in an industry that’s constantly evolving. We’re like a lighthouse for the global wine and spirits trade—a trusted body bringing insights and direction.”
The company is also building digital bridges with its audience. “We have our podcast series to maintain that connection. And yes, we’re mindful about the number of Vinexposiums we organise. It’s about quality, not just presence,” he concluded.