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Montgomery moves into Malaysia’s café society with new show

Exhibition organiser Montgomery Asia, subsidiary of the Montgomery Group, has announced it partnering with the Malaysia Specialty Coffee Association (MSCA) to launch the inaugural International Café & Beverage Show (ICBS) in Malaysia.

The organiser says participants can look forward to barista brew-offs and business opportunities with ICBS, as part of its new three-year partnership with MSCA.

The new show will run 10-12 June 2021 and will showcase a myriad of artisanal food, beverage and café products from esteemed businesses and brands from Malaysia and the greater region of Southeast Asia.

As part of the partnership, Montgomery Asia will be hosting the next three years of the Malaysia National Coffee Championship (MNCC), first organised by MSCA in 2014.

“We are excited to bring the International Café & Beverage show to Kuala Lumpur next June and stepping foot once again into this exciting market and working closely with the Malaysia Specialty Coffee Association (MSCA) to bring the whole coffee industry together to play our part in driving this fast-growing industry forward,” said Christopher McCuin, managing director, Montgomery Asia.

“Our 125+ years of experience and focus on the global fine food and drink industry will help us deliver a spectacular business experience for all involved. ICBS plays a first step in a strong growth plan across the entire ASEAN region,” he added.

MNCC 2021, the major headlining event of ICBS, will bring back annual events such as the Malaysia Barista Championship, Brewers Cup, and Latte Art Championship.

Brewer and barista category winners will stand a chance to represent Malaysia at the World Coffee Championships, sanctioned by World Coffee Events (WCE).

“We are pleased to partner with Montgomery Asia and we look forward to working with them over the next three years to deliver yet another successful run of our iconic Malaysia National Coffee Championship (MNCC) to our valued partners and stakeholders,” said Ms Yip Leong Sum, MSCA president.

ICBS is supported by the Malaysia Convention & Exhibition Bureau (MyCEB), with Malaysia Specialty Coffee Association as the Official Strategic Partner. Dato' Sri Abdul Khani bin Daud, MyCEB CEO, said: “We are delighted to welcome the International Cafe and Beverage Show 2021 to Malaysia. It is encouraging to see a premier international organiser like Montgomery Asia select Malaysia as a key entry point for their regional expansion. ICBS, with its business lifestyle theme coupled with this partnership, promises to be a must attend event for the whole coffee and café community in Malaysia.”

“MyCEB lends its full support to this exciting new exhibition.”

With a focus on speciality coffee, café lifestyle, services and equipment, ICBS will offer an international standard exhibition in a rapidly developing sector of the lifestyle economy.