“Ready to Lead”: Beattrice Ho on Southeast Asia’s Rise and the Road to Bangkok

As wire and Tube Southeast Asia returns to Bangkok this September, we caught up with Messe Düsseldorf Asia’s Project Director Beattrice Ho to talk about the future of manufacturing in Southeast Asia, the evolution of the exhibition, and the growing importance of inclusivity in the industrial space.

Every two years, Bangkok becomes more than just a cultural and culinary hotspot – it transforms into the industrial heart of the ASEAN region as thousands of professionals gather for wire and Tube Southeast Asia. At the centre of this transformation is Beattrice Ho, Project Director at Messe Düsseldorf Asia, who has led the exhibition through more than a decade of development, growth, and increasingly global relevance.

Looking back, Beattrice reflects on just how far the show has come. What began as a regional trade fair has matured into a strategic sourcing platform and meeting point for companies from across Asia and beyond. International participation has risen steadily, with exhibitors and visitors coming not only from Southeast Asia but also from powerhouse economies like China, India, Japan, and Korea, all eager to forge new partnerships and invest in modernisation. The show’s focus has also evolved to mirror wider industry trends, such as smart manufacturing, automation, and the global shift towards sustainability.

That evolution couldn’t have come at a better time. As global supply chains continue to shift and diversify, Southeast Asia is stepping forward as a compelling alternative to traditional manufacturing hubs. But it’s not just reacting to external forces – it’s ready to lead. “Southeast Asia isn’t just reacting to change, it’s building something resilient and future-focused,” Beattrice says. From Thailand’s Eastern Economic Corridor, which is attracting sustained investment in advanced manufacturing, to major infrastructure developments across Vietnam and Indonesia, the region is creating ecosystems designed for long-term strength and adaptability. With proactive government support, tax incentives, and bilateral trade agreements underpinning these efforts, it has become both a stable and strategic base for international production.

This momentum is tangible throughout the exhibition. The 2025 edition promises to be one of the most dynamic yet, not only because of its international scope but because of the quality of dialogue it fosters. With the co-location of GIFA and METEC Southeast Asia, the event enables meaningful cross-sector interaction between solution providers, buyers, and policymakers. Seven national and group pavilions are already confirmed, and the return of the IWMA Seminar is a particular highlight – bringing together technical experts, engineers, and business leaders from across the globe for deep, technical exchange and future-focused discussion.

Yet, it’s not just about scale, it’s also about substance. Beattrice is quick to note that today’s exhibitors are looking for more than just foot traffic. They want strategic conversations and tangible leads. Likewise, visitors – many in mid to senior management – arrive with clear goals, whether it’s identifying new suppliers, cutting costs, meeting ESG targets, or sourcing technology for digital transformation. To meet these changing expectations, Messe Düsseldorf Asia has expanded its hosted buyer programme and introduced bespoke business-matching services to ensure the right people connect in the right ways. From automation and recyclable materials to EV infrastructure, the technologies shaping Southeast Asia’s future are front and centre at this year’s show.

While major global players are returning in force, the show is equally committed to supporting smaller and first-time exhibitors. Through pre-show promotional opportunities, country pavilion participation, and targeted buyer outreach, Messe Düsseldorf Asia ensures that even the smallest companies have the opportunity to be seen, heard, and connected. “Our job,” Beattrice says, “is to help every exhibitor, regardless of size, connect with the right audience and walk away with meaningful results.”

As she shares her vision for the show, it’s clear that this isn’t just business – it’s personal. As a woman in a senior role in a traditionally male-dominated industry, Beattrice understands the importance of representation and inclusion. She acknowledges there’s still progress to be made but says the shift is already happening, especially in countries like Thailand and Vietnam, where more women are stepping into senior roles in technical and engineering fields. At Messe Düsseldorf Asia, inclusion is more than a goal – it’s part of the organisation’s strategic fabric. From speaker panels to project teams, diversity is embedded not just for fairness, but because it drives stronger results. “Diverse leadership challenges assumptions, drives innovation, and keeps us relevant in a world that’s changing fast,” she says.

As the conversation draws to a close, Beattrice turns her attention to what success will look like this September. Numbers are one measure – but they’re not the most important. What truly matters are the quality of the connections made, the ideas exchanged, and the partnerships that extend beyond the show floor. The goal is to deliver a content-rich exhibition that reflects the real needs of the industry, enables business outcomes, and reinforces wire and Tube Southeast Asia’s role as a strategic hub for manufacturing, infrastructure, and growth in the region.

Her final message is clear and confident: now is the right time to invest in Southeast Asia. With its strong fundamentals, active policy support, and a maturing industrial base, the region is open for business, and ready to lead. And for those looking for the perfect entry point, wire and Tube Southeast Asia is it. “We look forward to welcoming you to Bangkok,” she says with a smile. “This is your gateway to one of the most exciting industrial regions in the world.”