Richard Li of Messe Frankfurt (HK) Ltd and Justin Pau of VNU Exhibitions Asia Pacific Explain How and Why Prolight + Sound Bangkok 2026 Marks a Powerful New Chapter for Southeast Asia’s Entertainment and Professional AV Industries, while Positioning Thailand as ASEAN’s Premier Creative Hub.

When two global exhibition powerhouses decide to expand one of the world’s most influential industry platforms into Southeast Asia, it signals more than another calendar addition — it marks a decisive shift in regional ambition. That’s precisely what Prolight + Sound Bangkok (PLSB) represents. Announced by Messe Frankfurt Hong Kong in partnership with VNU Exhibitions Asia Pacific, this new regional showcase will take place from 30 September to 2 October 2026 at the Bangkok International Trade & Exhibition Centre (BITEC).

Poised at the intersection of creativity, technology, and commerce, PLSB aims to connect a vast market of over 670 million consumers, bridging global innovation with ASEAN’s fast-evolving entertainment, live events, and pro AV industries. The fair will be fuelled by the combined expertise of Messe Frankfurt — organiser of Prolight + Sound Frankfurt and Prolight + Sound Guangzhou — and VNU’s established local network and operational excellence. Together, they are confident of shaping Bangkok into the new commercial gateway for the world’s entertainment technology community.

According to Messe Frankfurt, the Thai capital’s rise as an entertainment and tourism powerhouse makes it the ideal home for PLSB. Bangkok already leads ASEAN in MICE credentials, ranking seventh globally and first regionally for meetings, incentives, conferences, and exhibitions. Add to that its thriving tourism sector — with over 35 million visitors in 2024 — and a government agenda driven by Thailand 4.0, the Creative Economy Plan, and national soft-power policies, and the case for this expansion becomes irrefutable.

In a statement issued by Messe Frankfurt, Wolfgang Marzin, President and Chief Executive Officer, described the launch as a “natural extension” of the Prolight + Sound brand into Southeast Asia — one designed to deliver global exposure, high-calibre buyers, and a powerful platform for growth. The senior management at Messe Frankfurt (HK) Ltd, further emphasised that PLSB will “help upgrade Southeast Asia’s industry, and give respected industry names, international exhibitors, and forward-thinking SMEs a cost-effective, high-impact path into the region – including brand exposure, channel building, and order landing.”

Meanwhile, VNU Exhibitions Asia Pacific, noted Bangkok’s strong positioning as a world-class entertainment technology destination, citing “favourable government policies and strong demand in Thailand and beyond.” With VNU’s proven track record and deep local partnerships, Pau underscored a shared commitment to making PLSB “the premier hub for ASEAN’s entertainment technology ecosystem.”

Tourism, nightlife, and large-scale events are fuelling Thailand’s AV transformation. From Electric Daisy Carnival (EDC) and Tomorrowland Thailand 2026 to spectacular venues like ICONSIAM and Phuket Carnival Magic, the demand for advanced lighting, audio, staging, and visual systems is exploding. This dynamic growth has inspired PLSB’s carefully curated product mix — spanning professional audio, lighting, stage equipment, LED displays, conferencing technology, and musical instruments — reflecting the diverse applications across concerts, festivals, hospitality, and corporate installations.

Forever the curious kind – we at ETA were excited to know more about this prodigious development. So, we decided to sit down with Richard Li, Executive Director, Messe Frankfurt (HK) Ltd, and Justin Pau, CEO, VNU Exhibitions Asia Pacific for an exclusive Q&A that delves deeper into what makes Bangkok the strategic heart of ASEAN’s entertainment future, and how PLSB aims to redefine the regional exhibition landscape.

ETA: Bangkok has been chosen as Prolight + Sound’s ASEAN gateway — beyond connectivity and tourism figures, were there any hard market signals (buyer/customer behaviours, industry KPIs, supply-chain or venue-readiness metrics) that convinced you that now is the right time to introduce the Prolight + Sound brand in Thailand rather than another ASEAN hub? How did these metrics fare when compared to other ASEAN hubs?

RICHARD LI: Bangkok’s selection as the gateway city for Prolight + Sound in ASEAN rests on more than its connectivity and tourism appeal. Thailand’s live entertainment scene is expanding rapidly: the country now hosts over 500 music events each year, as venue numbers continue to rise. From 2019 to 2022, live music events grew by roughly 22%, signalling a larger, more engaged audience and a market ready for professional production technologies.

The momentum is set to accelerate. Major anchor events – such as Tomorrowland Thailand 2026 – are poised to draw exceptional visitor numbers and multi-year revenues, while the government’s green light to bid for the 2028 Formula 1 Grand Prix in Bangkok underscores a long-term commitment to positioning the city as a regional entertainment hub. In parallel, Thailand’s pro AV market is projected to expand steadily at about 5.3% annually, reflecting a clear, sustained demand for advanced audio, lighting, staging, and visual solutions.

Bangkok’s MICE credentials reinforce this trajectory. As the top-ranked city in ASEAN and among the leading global destinations for meetings, incentives, conferences, and exhibitions, Bangkok benefits from sustained public investment in a sector that directly relies on pro AV capabilities. That investment is visible on the ground: venues are being upgraded, new facilities are coming online, and state-of-the-art equipment is being deployed to serve both large-scale spectacles and specialised industry events.

This growth is powered by policy as much as by demand. The Creative Economy plan, led by the Creative Economy Agency (CEA), is shifting Thailand towards a knowledge- and innovation-led economy, with priority sectors that include music, film, digital content, and cultural tourism. Thailand 4.0 complements this vision by advancing innovation and digital technologies across the creative industries.

Together, these initiatives create a supportive ecosystem for the entertainment and pro AV sectors, amplified by rising disposable incomes, robust government backing, and an increasingly vibrant cultural landscape. The timing for Prolight + Sound, one of the leading B2B platforms for the industry, to enter Thailand couldn’t be better. And we are building on solid foundations – the new fair will leverage Messe Frankfurt’s significant international reach, the extensive industry resources and regional networks cultivated through Prolight + Sound Guangzhou, and the expertise of our local partner VNU Exhibitions Asia Pacific, to bring leading international entertainment and pro AV brands into the high-potential Thai and SEA markets.

ETA: Messe Frankfurt already runs Prolight + Sound in Frankfurt and Guangzhou — Are there any plans to deliberately differentiate the Bangkok edition (in content, buyer mix, exhibitor incentives or format) so it avoids being a duplicate and instead becomes the primary commercial gateway for international suppliers into ASEAN?

RICHARD LI: Prolight + Sound Bangkok (PLSB) is specifically designed to serve the ASEAN market while effectively complementing Prolight + Sound Guangzhou (PLSG), able to leverage the globally recognised Prolight + Sound brand in ways that best serve exhibitors’ regional interests. Together, PLSB and PLSG form a strategic exhibition network with key hubs in East Asia (Guangzhou), and Southeast Asia (Bangkok), greatly enhancing the brand’s ability to help global entertainment and pro AV companies expand their reach in the emerging SEA market.

While PLSG, positioned towards a global audience, continues to excel as a mature platform leading in technology trends and international brand representation, PLSB acts as a strategic springboard focusing on Southeast Asia’s rapidly expanding entertainment, hospitality, and cultural tourism sectors. This dynamic creates a powerful synergy, establishing the Bangkok edition as a strategic gateway connecting Southeast Asia with the Chinese and global industries, and the primary commercial entry point for international suppliers aiming to grow within ASEAN.

Leveraging Messe Frankfurt’s extensive global resources and VNU Exhibitions Asia Pacific’s deep local expertise, Prolight + Sound Bangkok provides international brands with a cost-effective, high-impact platform tailored to the diverse needs of those serving ASEAN’s vibrant market of over 670 million people. The show will highlight key sectors such as professional audio and lighting, conferencing and AV technology, stage equipment, LED and display technologies, and musical instruments – all high potential segments in Thailand and Southeast Asia. This not only serves the business interests of exhibitors but drives innovation exchange and accelerates the transformation of the region’s entertainment and pro AV industry.

ETA: Messe Frankfurt is partnering with VNU to “localise” the brand — what specific operational or product adaptations (pricing models, buyer-recruitment tactics, language/content policies, regulatory navigation, etc) have you mandated so the show genuinely addresses ASEAN market structures?

JUSTIN PAU: To adapt the Prolight + Sound brand for ASEAN markets, a series of product and operational adaptations is being implemented to align pricing, outreach, content, and compliance with regional requirements.

In terms of localising products, Prolight + Sound Bangkok will hone in on emerging sectors in Southeast Asia, especially in cultural tourism and smart entertainment. As the region’s economy grows and living standards rise, consumer demands for diverse, high-end entertainment experiences increase. Traditional stage performances and conference events can no longer meet market demands, while immersive cultural tourism projects and smart entertainment spaces integrated with high-tech sound and light technology are becoming new growth points.

The Prolight + Sound brand will bring its show localisation expertise to Prolight + Sound Bangkok, building on previous successful adaptations such as the Guangzhou show’s dedicated KTV Hall and Visual X area, which highlighted cutting-edge digital cultural tourism and immersive technologies pertinent to the Chinese market.

This same approach will be extended across Southeast Asia with a strong focus on leveraging local cultural and tourism assets in countries like Thailand, Vietnam, and Indonesia. By showcasing the latest innovations and use cases for advanced sound and lighting technologies, static assets can be transformed into dynamic, interactive experiences that greatly enhance their appeal and commercial value. For example, solutions such as 3D projection, water screen movies, and interactive lighting installations can be used to create nighttime cultural tourism performances. Meanwhile, virtual reality (VR), augmented reality (AR), and holographic projection technologies can be employed to develop immersive experience centres themed on historical culture.

At the same time, the exhibition will also promote the development of smart solutions in sectors such as high-end KTV, esports arenas, theme parks, and interactive art spaces. The latest technologies and innovations, set to be showcased by world-class exhibitors, will provide local investors and developers with abundant inspiration and options, thereby driving the rapid implementation and development of these emerging formats in Southeast Asia and injecting new vitality into the regional economy.

On the operational front, buyer recruitment is being driven through VNU Exhibitions Asia Pacific and Messe Frankfurt’s extensive networks across Thailand, Singapore, Vietnam, Malaysia, Indonesia, and the Philippines, and is reinforced by partnerships with ministries, chambers, and industry associations. These collaborations are delivering targeted buyer delegations and hosted programmes tailored to the live-event and entertainment supply chain, ensuring high-quality meetings and reliable deal flow for exhibitors.

It is important to speak to people in their own language, and VNU Exhibitions Asia Pacific’s localised expertise enables effective communication with potential stakeholders. Content is being tailored to ASEAN priorities like the Creative Economy, smart cities, sustainable events, and event tourism, featuring regional success stories, policy showcases, and practical technical workshops designed for operators and policymakers. Engagement is being amplified through collaborations with local media and influencers, ensuring both domestic and regional audiences are effectively reached.

With regards to compliance and operations, all local requirements – including licensing, taxation, and safety – are being managed by VNU Exhibitions Asia Pacific, with delivery aligned to the Thailand Convention and Exhibition Bureau’s (TCEB) sustainability and MICE standards. Local contractors, logistics partners, and registration systems are being utilised to optimise efficiency and reduce costs, grounding execution in the realities of the host market. Strategically, the show is being integrated with Thailand’s Creative Economy agenda through collaboration with TCEB, the Ministry of Tourism and Sports, the Ministry of Culture, and the Digital Economy Promotion Agency (depa), reinforcing Prolight + Sound Bangkok’s ambition to be ASEAN’s premier platform for the entertainment and pro AV industries.

ETA: Sustainability and digital services are now core to exhibitions worldwide — Does the show aim to have an eye on this crucial factor? If so, what concrete commitments (carbon targets for the fair, circular-economy initiatives for exhibition builds, digital matchmaking tools, and post-show lead-to-order tracking) will you require or provide to ensure Prolight + Sound Bangkok is both low-impact and commercially measurable for exhibitors?

JUSTIN PAU: Prolight + Sound Bangkok is fully committed to sustainability and digital innovation as core pillars of the event. The show adheres to the TCEB Sustainable Events Standard and UFI Sustainable Development Guidelines, focusing on energy efficiency and waste reduction, building on successful implementation at other major regional events. Sustainable exhibition practices take priority, with the show set to utilise modular and reusable booth systems, recycled carpet flooring, and eco-certified construction materials, alongside collaborations with logistics providers to ensure cleaner transportation and LED-based lighting to minimise energy consumption.

In partnership with the Bangkok International Trade & Exhibition Centre (BITEC), the show will integrate the Green Venue Program, which incorporates energy-saving systems, centralised waste management, and water reuse. Exhibitors are actively encouraged to adopt locally sourced, recyclable materials, reduce plastic packaging, and design reusable stands that support BITEC’s sustainability goals. On the digital front, in line with Thailand 4.0, which actively encourages innovation and digital technologies across creative industries, Prolight + Sound Bangkok offers an AI-powered matchmaking platform and online meeting scheduling tools, improving networking efficiency while reducing reliance on printed materials. These combined efforts ensure the show maintains a relatively low environmental impact while delivering measurable commercial value for exhibitors.