Celebrating its 35th anniversary month in Papua New Guinea, Trends Beauty International is extending beyond beauty, style, and fashion into the Food & Beverage sector.
On Thursday, 21 August 2025, the company officially opened SIDAAM Restaurant & Bar, its third restaurant nationwide and second in Port Moresby with the new outlet is strategically located in Kwalimu Haus Ground floor, Waigani that offers a unique addition to the city’s dining scene.
With a menu deeply rooted in one of Asia’s renowned cuisines, Thai food, Chief Operating Officer Mr. Wayman emphasized why a Thai-food restaurant was chosen.
“We wanted to look for something niche in the market because there are already a lot of Chinese and other restaurants. After much thought, we decided on an authentic Thai restaurant, and we hope this becomes as true to Thai cuisine as possible.”
He further highlighted the restaurant’s uniqueness.
“Most international restaurants are located downtown, but this one is in Waigani. It’s not only a restaurant but also features a mini bar.”
This is not the first restaurant venture for Trends Beauty International. The company already operates Bumariyah Chinese Restaurant at Lae Golf Club, Kuro Haus Japanese Restaurant at the Marriott Hotel in Downtown Port Moresby.
Now the company is preparing to open a second Bumariyah in Madang and another Japanese restaurant in Downtown Port Moresby to make it 5 Asian Restaurants in the Country.
The opening of SIDAAM comes as the company reflects on its 35 years in Papua New Guinea and prepares to celebrate the nation’s upcoming 50th Independence Anniversary.
Founder and long-time Managing Director Mr. Joe Lai shared his reflections on how the company has grown with the country
“For almost 40 years, we have grown with Papua New Guinea. As the country turns 50, it’s a new chapter, not only for the economy but also for businesses like ours that continue to diversify. We are proud to contribute to employment, training, and opportunities for Papua New Guineans. Our expansion into food and beverages is another step in that vision.”
Making a surprising entrance on the night was PM James Marape. He congratulated Trends Beauty for their growth and venture into Food & Beverages, and encouraged Trends and partnering companies from overseas to continue investing in Papua New Guinea.
“You are in the right place at the right time. Keep finding places to invest, and we will try our best to bring more investors at all levels of business.”
He further asked a favor of the room full of company representatives from Asia: “I want to ask you a small favor, incubate Papua New Guinean businesses and train local people. They are your investment security for the long run.”
With its newest addition in Waigani, Trends Beauty International continues to demonstrate its commitment to growth and diversification, further embedding itself into the business and cultural fabric of Papua New Guinea.