Trade magazin projects at the SIRHA Budapest 2026 trade show

This article is available for reading in Trade magazin 2025/12-2026.01

Future Store, the Store of the Future

Trade magazin will build the Future Store Innovations stand at the SIRHA trade fair, covering nearly 800m², showcasing the latest product innovations, innovative technological solutions and services of more than 20 partner companies.

Future Store, the exhibition’s largest stand, is packed with innovation and surprises – join us once again!

These will be available to see for registered visitors throughout the trade show, in the form of guided tours starting every 30 minutes.

The festive moments begin with the presentation of the innovation awards at the opening ceremony

START-UP ISLAND

Trade magazin’s START-UP ISLAND will feature nearly a dozen start-ups, who can introduce themselves and exhibit free of charge! A professional jury will select the most promising companies on the FMCG market.

In 2024, twelve start-ups were offered free visibility at the exhibition to support their market success – a mission we will carry forward in 2026

SIRHA Innovation Competition 2026

In cooperation with Hungexpo, Trade magazin will organise the SIRHA Innovation Competition in 2026. Only registered exhibitors of the SIRHA Budapest 2026 trade show can enter the competition with their products, services, technological innovations or packaging solutions introduced since the previous Sirha. The top three in each category will be presented to visitors in a separate area. The awards ceremony will take place at the opening of Sirha.

We are eager to highlight and celebrate the finest innovations from exhibitors at the fair this year again – and warmly invite everyone to apply!