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MIFB and MalaysiaPCA Collaborate to Launch Gastronomic Sensory Hub
The Business Guardian
|June 11, 2025
Malaysia's most influential F&B trade fair, the Malaysian International Food & Beverage Trade Fair (MIFB), has announced a landmark collaboration with the Malaysian Professional Culinaire Association (MalaysiaPCA) for 2025.
Malaysia's most influential F&B trade fair, the Malaysian International Food & Beverage Trade Fair (MIFB), has announced a landmark collaboration with the Malaysian Professional Culinaire Association (MalaysiaPCA) for 2025. Setting a new benchmark for experiential trade engagement in Malaysia's F&B industry, this year's edition marks the launch of the Gastronomic Sensory Hub, an experiential zone where culinary innovation and strategic business matchmaking converge.
Built in consultation with exhibitors and curated by chefs, the Hub reimagines the traditional trade floor by transforming it into a living kitchen theatre; where product sourcing meets gastronomy, and every dish tells a story of Malaysian excellence and global readiness. "Our collaboration with MIFB reflects a shared mission to elevate Malaysia's culinary excellence on the world stage," said Chef Soon Pau Voon, Secretary General of MalaysiaPCA. "Through the Gastronomic Sensory Hub, we aim to inspire, train, and showcase the next generation of culinary innovators and reinforce Malaysia's place as a rising force in global gastronomy."
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