Afidamp Servizi

Fairs are usually seen as “place” or “business”, but never as “challenge” or “ambition”. We like to speak about challenges and ambitious projects. At the end of the fourth edition of the event Pulire Asia, that took place in Singapore from 2 to 4 December 2009, at the Suntec Exhibition Centre, we want to trace the history of this adventure beginning in Kuala Lumpur in 2003.

Pulire Asia, the fair dedicated to the producers of machinery and equipment for the professional cleaning, was born in 2003 from the need of offering to a growing market a specific fair and it was conceived as a “client-sized” event.

The “Asian” event represents in a basin of users, the Pacific Asia, of more than 400 million inhabitants the only fair event of the market. The event, born in 2003 in Kuala Lumpur, takes place every two years in Singapore. It moved from Malaysia in 2007 following the will to give the event a more International profile. Pacific Asia, perceived by us as an homogeneous and distant continent, is really a diversified territory with very different cultures, religions, traditions and life standards.
Furthermore, Singapore represents the highest point of the region with social standards similar to those of the most evolved countries. The region represented by Singapore, Malaysia, Indonesia, Thailand, has produced during the year 2008 indicators of domestic development that determine a growth of gross domestic product higher than 5% compared to the previous year with peaks of 6.4% for Indonesia and that points, for the year 2009, to a similar growth for the entire productive section.

Another indication necessary for an accurate reading of the market, is that the city of Singapore has begun a process of extension of its urban surface resulting in the construction of hundreds of residential buildings, offices and services (hotels, shopping centers, fair quarter, etc.) and two casinos, with the aim of turning the city into a metropolis of 6 million people.

This information can help understand the reasons of a choice, that of Singapore as site of a fair, usually misunderstood or under evaluated. Pulire Asia represents, in the global fair system  of the sector, one of the few places of concrete opportunity. It represents the best place of that region from where to control the market and the most efficient spot for the defense of one’s own quota.

In reference to our specific sector, in the last few years we’ve recorded a strong impulse towards activities whose intervention determines a more qualified approach to a specialization in matters of cleaning; this will and need of requalification and professionalization of the cleaning activities has influenced the project of the fair leading to a new positioning in the system. Today the fair is called: PULIRE Asia Cleaning Solutions.

The idea is that the fair should take part to the process of enhancement of the service section proposing innovational solutions and occasions of dialogue. New sectors were involved in this new formula among which: the treatment of water, air purification,  the equipment and technologies applyable to the laundry sector, machinary and equipment for the cleaning, global service and facility management integrated services.

The event’s main goal is to increase the International appeal and gather the regional buyers. All this was planned and organized through advertising actions, with the will of favoring the presence of the Italian enterprises giving them the opportunity to participate with a discount of 50% on the exhibition area, conferences and workshops, market surveys never published before and realized thank to ICE (Italian Institute for Foreign Commerce).

We don’t know what the future of this fair will be or the final destination of this project in which we have firmly believed, trying all possible solutions to make it “attractive” and effective for exhibitors and visitors, to turn it into a place of quality, into a platform where to meet and create value. Today we can say that we will take a three month break to think it over and imagine a new and improved identity for this fair in which we keep on believing.

Press office Afidamp Servizi
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