At ProPak Asia 2025 Bangkok, Serac, a specialist in packaging and filling technologies, showcased its innovative solutions for the food, dairy, and non-food sectors at the Malaysia Pavilion. The company used the event to strengthen its Asia-Pacific presence.
Serac’s stand displayed miniature versions of its advanced filling and packaging machines to offer visitors a clear understanding of their design, technical capabilities, and operating mechanisms. The interactive display allowed potential customers and partners to visualize how Serac’s solutions could integrate into their operations.
Calley Kon, assistant marketing manager at Serac, explained the company’s broader objective for participating in the exhibition. “Our motto for ProPak Asia 2025 was to reinforce our long-term commitment to the Asia-Pacific market, especially as the industry evolves,” she said. “We focus on responding to changing consumer demands, especially in the areas of hygiene and shelf life.”
According to Kon, the industry is shifting toward aseptic liquid packaging, a solution that ensures longer shelf life and improved hygiene standards, both of which have become top priorities in recent years. Serac aligned its strategy accordingly, offering cost-efficient aseptic packaging solutions for diverse applications across food and beverage segments.
“We aim to grow in the Asia-Pacific, with a particular focus on the sauce and dairy sectors,” she said, identifying Thailand as a promising market. Kon said Serac has a strong footprint in the Thai dairy sector, with prominent companies relying on Serac’s wet-filling technologies.
“We have been working closely with numerous dairy companies here,” she added. “They are very happy with our machines, which they use both for local distribution and exports. As their businesses grow, they continue to count on our technologies to scale up and support product development.”
While the exhibition was an ideal platform to connect with new and existing clients, Serac looks to adopt a more focused marketing approach. Rather than participating in broad-based trade shows, the company plans to engage deeply with industry-specific summits and regional associations.
“We are targeting specialized events—such as sauce industry conferences—because they allow us to directly reach key market segments with tailored messages,” Kon explained. The company believes niche platforms provide better opportunities to showcase technical solutions that address specific industry challenges.
Face-to-face interaction remains a critical part of Serac’s customer engagement model. Kon said exhibitions such as ProPak Asia offer a valuable opportunity for customers to interact with not just the sales team, but also technical experts, project managers, and support staff. “Many of our clients come here to source equipment or discuss ongoing projects. We bring in our full team, so clients get a complete picture and can ask detailed questions on the spot.”
Looking ahead, Serac is set to strategize its expansion efforts across Asia-Pacific, relying on regional collaborations and understanding of localized industry needs.
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Naresh Khanna – 10 February 2025
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