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W orld-renowned chef Akira Back will close this morning’s TFWA Asia Pacific Exhibition & Conference with a keynote exploring the philosophies, discipline, and creative instincts behind his global culinary career. The session will examine how food, hospitality, and shared experiences can help shape the airports and travel hubs of tomorrow, as travel retail increasingly looks beyond transactions to create more immersive and emotionally engaging environments. From sensory storytelling and menu innovation to balancing local flavour with global consistency, Chef Akira will discuss how lessons fromworld-class kitchens can inspire more memorable and meaningful retail experiences. “Great restaurants don’t just serve food – they constantly adapt, refine, and reconnect to purpose,” Chef Akira explains. “That’s exactly where travel retail needs to go. The best restaurants evolve without losing their identity: menus change, techniques A s travel retail in Asia Pacific continues to evolve, understanding the passenger is key to unlocking new growth opportunities. This afternoon in the Agora, World of Innovation, Mondelēz World Travel Retail will explore how the business is leveraging passenger insights to drive more relevant and impactful innovation across the channel. Anna Somogyi, Marketing Director – Category, Shopper & Customer, Mondelēz World Travel Retail, will share key findings and real examples from across the portfolio in a session designed to inspire all categories and brands. “My presentation will provide the audience with relevant data and innovation case studies based on four industry growth drivers: increasing duty free purchase planning, driving footfall to store, growing basket size, and trading up/driving value,” says Somogyi. “Destination: VALUE, Mondelēz WTR’s industry growth vision, introduces these four growth pillars to retailers, airports and brands. It is a vision which inspires all of us to reimagine the full passenger journey. Destination: VALUE aims to tackle travel retail’s structural challenge of declining penetration and transaction value. While How world-class ki tchens can inspi re more memorabl e and meaningful retai l exper i ences Mondelēz driving innovat ion wi th passenger ins ights Akira Back, Global restaurateur andMichelin- starred chef: “Travel retail should become more dynamic through rotating concepts, local collaborations, and limited-time offers, while maintaining a clear sense of identity.” Anna Somogyi, Marketing Director – Category, Shopper &Customer, MondelēzWorld Travel Retail: “Every innovation created byMondelēz WTR starts with a clear brief, which captures insights and the business challenge that the NPD aims to solve. The brief always includes measurable figures such as percentage of planned purchase, footfall and conversion, as well as basket details on cross-category and value.” develop, but the core philosophy remains recognisable. Travel retail should become more dynamic through rotating concepts, local collaborations, and limited-time offers, while maintaining a clear sense of identity.” Chef Akira believes the culinary experience for travellers still has significant room for growth, particularly through more personalised service and elevated hospitality standards. He points to opportunities including multilingual menus, dietary personalisation, communal dining spaces, chef counters, and open kitchens that encourage interaction and create stronger emotional connections with travellers. Ahead of the conference, Chef Akira says he is looking forward to exchanging ideas with travel retail leaders from across the region. “Everyone in this industry is a world traveller who has experienced different markets and perspectives. I’m excited to share insights, learn from others, and explore how we can continue innovating together.” Asia Pacific has higher penetration and transaction value compared to the rest of the world, the declining trend is still the biggest challenge for this region as well.” Somogyi highlights that passenger insights help Mondelēz WTR’s Research & Development teams to craft appropriate flavours, product size and packaging for the occasion that is required. “By combining passenger insights with global trends on confectionery, we can better create travel retail exclusives.” At TFWA Asia Pacific Exhibition & Conference, the Mondelēz WTR team is looking forward to discussions with partners from the region and listening to their observations to combine their learnings with Mondelēz’s brand and category growth programmes. “Through face-to- face discussions together, we evolve ideas into joint value creation for the passenger, the retailer, the operator and the brand,” Somogyi adds. “TFWA Asia Pacific Exhibition & Conference is the ideal opportunity to escalate such conversations in a matter of days.” Monday 11 May 2026 12 T F W A D A I L Y