Café Malaysia 2019 celebrates the country’s dynamic coffee culture and its world class achievements
 
Jan 18, 2019
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17 January 2019, Kuala Lumpur, Malaysia --( ASIA TODAY )-- The official opening of Café Malaysia 2019 this afternoon marks the 3-day celebration of Malaysia’s robust coffee culture and industry, including its recent sterling successes in the international coffee scene. The launch at the Malaysia International Trade & Exhibition Centre (MITEC) which was attended by industry leaders and key players of the coffee and tea industries, was officiated by Guest-of-Honour, Y.B. Dr. Ong Kian Ming, Deputy Minister, Ministry of International Trade and Industry (MITI).

The highly anticipated annual coffee show will chart history as it hosts ASEAN’s top coffee specialists hailing from Malaysia, Indonesia, the Philippines, Singapore and Vietnam from the ASEAN Coffee Federation (ACF). They are here to announce the development of ASEAN’s very own Coffee Standards. Focusing on coffee beans cultivated in the ASEAN region, the set of Standards will boost the growth of the regional coffee industry, featuring key differentiations from existing standards which originated from the west.

The recent string of successes in 2018 recorded by Malaysia’s very own baristas and latte artist at the World Latte Art Championship in Brazil (Irvine Quek, World Champion), the World Brewers Cup Championship in Brazil (Regine Wai, 1st Runner-Up) and the World Barista Championship in Amsterdam (Keith Koay, 10th ranking) are more reasons for celebration at Café Malaysia 2019. These successes are indicators of the growing interests in specialty coffee in Malaysia which is driven by young consumers’ appetite for the best brew. Malaysia’s achievements in the international coffee scene are also complemented with the steady rise in the number of talented young adults in Malaysia who hone their creativity and express their passion for coffee by becoming coffee artisans such as baristas, brewers, bean roasters and latte artists.

The annual event which is also the country’s largest gathering of industry players, professional baristas and latte artists, records the participation of 180 exhibitors from 22 countries. The event showcases the latest supplies and products, an array of coffee beans and tea leaves from around the globe, equipment, machinery, accessories and technology. The comprehensive one-stop platform will also be a focal point of business opportunities as industry players will network with another in the fast-growing regional and international coffee and tea businesses. The event is projected to welcome 10,000 coffee and tea trade professionals, congress delegates, café owners.

For visitors who are keen in acquiring knowledge on topics such as milk mixology, beverage creation, the sourcing of green coffee, herbal coffee, and how to maintain competitiveness in the business of running of a café, they will have the opportunity to attend the Café Malaysia 2019 Seminar which will take place on Friday, 18 January 2019.

Over three days, visitors will also be able to catch the never-ending buzz at the stage area where the country’s finest baristas and accomplished latte artists will compete to clinch the top national titles at three national coffee championships namely, the 2019 Malaysia Barista Championship (MBC), the 2019 Malaysia Brewers Cup (MBrC), and the 2019 KL Coffee Club Malaysia Latte Art Championship (MLAC). Crowned champions of the respective competitions will earn the honours to represent Malaysia at the world stage.

According to a February 2018 report on the coffee industry in Malaysia by Euromonitor International, the 2017 on-trade volume sales of coffee continued to increase. As urban and young consumers became more knowledgeable about speciality coffee, they are more willing to patronise on-trade channels such as chained cafés and specialist coffee shops to enjoy freshly-brewed coffee. Looking forward, coffee is set to record a higher volume compound annual growth rate (CAGR) than the performance seen in 2017. More players are anticipated to launch unique and premium flavours targeting different consumer segments, such as millennials and middle to high-income consumers, who demand better quality brews due to their increasing exposure to speciality coffee such as the double espresso.

Café Malaysia 2019 will concurrently take place with the inaugural Malaysia Food Truck Congress. It will be presented on Saturday, 19 January 2019 as a business platform for key decision-makers and industry players to keep abreast of new technological improvements in the Food Truck F&B sectors, as well as to examine the latest developments and market trends. Delegates at the congress will be presented with the opportunity to meet, exchange ideas and to expand their professional and business networks. Topics covered at the congress will include wholesale purchasing, marketing, licensing, food truck safety, and the fast-changing regulations of the industry.

Another concurrent event, the second edition of the Food Truck Show, will serve as a comprehensive educational platform to discuss essential key topics pertaining to the local food truck scene such as planning, permitting, truck fabrication, food safety, production, and ideas. Industry and business professionals will also be present to exchange ideas and knowledge.

In the recent decades, modern-style food trucks have become the preference for most food lovers around the world. Hyped by the millennials and Gen Y, the fast-growing trend of food truck has become a phenomenon here in Malaysia and the Food Truck industry has grown in visibility over the past few years. In February 2018, the industry learnt that the Government had geared up to issue around 1,000 licences to operators by the end of that year. Today, there are more than 1,000 food trucks across the country serving the increasing appetite for the popular mobile food culture.

The Cafe Malaysia series is organised by CEMS Conference & Exhibition (M) Sdn Bhd, and is hosted by the Malaysia Specialty Coffee Association (MSCA) and the Café Owners Alliance Malaysia. MSCA is a member of the ASEAN Coffee Federation (ACF). The show is also endorsed by the Malaysia External Trade Development Corporation (MATRADE).

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Nalini Naidu
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