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Brewing Connections and Bringing Café Culture Center Stage: MIFB 2025 Partners with MSCA to Host MNCC

Industry experts share insights at a panel discussion during the Malaysian International Food and Beverage Trade Fair (MIFB)

KUALA LUMPUR, 6 January 2025 — Malaysia’s premier food and beverage trade event, the Malaysian International Food and Beverage Trade Fair (MIFB), is proud to announce its three-year commitment as the official host of the Malaysia National Coffee Championship (MNCC) for the years 2025, 2026, and 2027 as part of their strategic alliance with the Malaysia Specialty Coffee Association (MSCA). This partnership also marks the start of an exciting new chapter for MIFB, as it works towards introducing a dedicated coffee and tea-focused platform, “Malaysia Café Expo,” as part of its ever-evolving portfolio.

The emphasis on coffee and tea, alongside the rise of café culture, also aligns perfectly with MIFB 2025’s theme: Future-Ready F&B: Serving the Evolution of Trends. This theme captures the shifting dynamics of the food and beverage industry, highlighting the growing demand for specialty coffee, alongside the popularity of Ready-To-Eat (RTE) and Ready-To-Cook (RTC) products, and the integration of digital technology to enhance dining experiences.

Scheduled to take place from 30th July to 1st August 2025 at the Kuala Lumpur Convention Centre, the 24th instalment of MIFB features an engaging showcase of local and international exhibitors in the coffee and tea industries, as well as other café related segments such as beverage, bakery, and pastry, while serving as the grand stage for the semi-finals and finals of the Malaysia National Coffee Championship (MNCC). This prestigious national competition, designed to celebrate and elevate Malaysia’s specialty coffee talent, brings together skilled baristas, brewers, and coffee tasters in a year-long journey that culminates at MIFB 2025.

Through the MNCC, the MCSA, as the country’s premier national platform for recognising and fostering coffee mastery, shines a spotlight on home-brewed talents within the burgeoning local coffee scene. This, coupled with budding plans for the introduction of the Malaysia Café Expo, a specialised platform dedicated to coffee and tea exhibitors, which will be co-located with MIFB 2025 and MyFoodTech 2025, further highlights the immense potential that lies in Malaysia’s increasingly vibrant cafe culture. 

Our local café culture has undergone a rapid, and dare I say, robust, evolution, thanks to the emergence of a new generation of coffee enthusiasts who value both quality and innovation. These changes haven’t just transformed how Malaysians enjoy their coffee but have also positioned Malaysia as a dynamic player in the global coffee scene. At MSCA, we are proud to nurture this vibrant community by fostering our home-brewed talent, and we look forward to celebrating local and global coffee traditions, and elevating our nation’s presence on the world stage through our partnership with MIFB,” said Kelvin Ngow, President of the Malaysia Specialty Coffee Association (MSCA).

Indeed, over the past decade, café culture has steadily been gaining ground, carving a unique niche for itself amongst local consumers. Younger consumers, in particular, have driven the demand for specialty coffee, contributing to the rapid expansion of popular global coffee and beverage brands like Boncafe, Coffex Coffee, Dankoff and Dutch Lady, as well as up-and-coming local players such as Da Di Coffee & Red Bean Bag. Furthermore, Malaysia’s ability to blend global coffee trends with local flavours has also created a unique harmony between contemporary specialty coffee experiences and the cherished tradition of local kopi stalls.

This initiative is also reflective of MIFB’s commitment to strengthening the coffee and tea ecosystem, as noted by Paul Lee, Chief Executive, Markets, Constellar, who shared: “Our partnership with the MSCA to host the MNCC for the next three years is an exciting step forward for us at MIFB. At its heart, this collaboration aims to foster meaningful connections—between businesses, communities, and cultures—while showcasing Malaysia’s vibrant café scene and rich diversity. By hosting the MNCC, we’re not just highlighting the talent in our local coffee community but also sparking global conversations that can drive innovation and resilience in the F&B sector, with Malaysia at the centre of it all.

Paul went on to add: “We are grateful for the opportunity to collaborate with MSCA and cherish the opportunity to extend our support for the F&B ecosystem to the burgeoning cafés and coffee and tea sector. Our focus on delivering more quality buyers for MIFB 2025 through initiatives like content-led conferences that inspires ideas, facilitates industry advancements, and addresses pressing global challenges in the food and beverage sector, such as sustainability, innovation, and food security.”

By addressing these emerging trends, MIFB 2025 positions itself as a driving force in fostering collaboration and innovation across Malaysia’s F&B and café industries, reinforcing the nation’s role as a leader in the region’s evolving food and beverage landscape.

For more information on MIFB 2025 or to register as an exhibitor, please visit https://mifb.com.my/.

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