THERE IS NO lack of big names at this year's Hong Kong Houseware Fair and Du Pont, the producer of one of the world's most famous innovations, Teflon coating, is among them.
Wendy Wong, Asia-Pacific marketing communications manager of fluoroproducts for Du Pont China, said her company's presence at the fair was more a service to its customers than for its own benefit.
'Teflon is a coating we sell to customers who manufacture cookware and electrical appliances. They sell their products to brands and buying houses,' she said.
'Everything on display at our booth is a customer's product. Our presence at the fair pushes our partners' merchandise.'
The houseware fair is the first in which the company has taken part in the region.
'The world's production base has shifted to Asia-Pacific, where there are not many other houseware fairs. Other shows we have been to are more industrial,' Ms Wong said.
The city's international appeal is also a factor. 'When you go to a trade show in the mainland, you expect to see only China-made products, not products from other countries like India. The mainland is a booming production base, but so is India. From a regional point of view, Hong Kong carries a lot of importance,' she said.
An improved Teflon cookware coating launched last month in the United States will be showcased at the company's booth.
'It's simple; the heat is spread evenly through the bottom of the pan, which makes cooking easier. For example, when you make a pancake in a normal pan you have turn it around so it cooks evenly, but if you turn it too early you can ruin it.
'Or when you make a stew, some parts of it bubble more than others while it's being cooked. With this coating you won't have to worry about that,' she said.
While the prevalence of Teflon coating in Asia is far behind the US, there is little doubt things are changing.
In India, Teflon-coated kadais (used for making Indian bread) have surfaced. Many Chinese woks are also coated with the material.
Increased awareness of healthy eating also fuels Teflon's popularity.
'Traditional woks require a lot of oil to prevent the food from sticking. Coated cookware allows you to cook with less oil,' Ms Wong said.
She believes the convenience of using coated cookware will see it gain popularity in Asia. However, she also sees a growth in counterfeiting.
'Some cookware products try to pass themselves off as Teflon-coated. People pay more for them, but when they get home and use them they are disappointed. That's a potential risk,' Ms Wong said.
'But I think over time this will be overcome. We will warn people to read the labels before buying.'
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