Juniper
Dato’ Shaharuddin and MOTAC officers tour the Kitchen Arena showroom in a warm and engaging atmosphere.From left Dr Eyo Leng Yan, Soh Yeow Seng, Choong Wai Hon, Dato’ Shaharuddin, Datin Yuzaira and Mohd Muda
The Secretary-General of the Ministry of Tourism, Arts and Culture (MOTAC), YBhg. Dato’ Shaharuddin bin Abu Sohot emphasized proactive involvement from the private sector is a vital force in establishing Malaysia as a key tourism destination in the region.
He recently led a delegation to visit Kitchen Arena (Ping Edge Sdn Bhd), located in the Balakong Industrial Area. The visit aimed to explore ways to strengthen the development of the food and hospitality industries in support of the national goals for Visit Malaysia Year 2026 (VM2026).
Dato’ Shaharuddin stated that VM2026 represents a valuable opportunity for Malaysia to showcase its rich cultural heritage, diverse culinary offerings, and unique lifestyle to the world.
“Proactive involvement from the private sector is a vital force in establishing our country as a key tourism destination in the region. If the public and private sectors can build a strong and complementary partnership, I believe we can collectively make VM2026 a national success,” said Dato’ Shaharuddin.
During the visit, Kitchen Arena presented a formal proposal to organize Malaysia’s International Trade Fair For Food Technology and Hospitality in 2026. The exhibition is expected to highlight the latest food service technologies, smart kitchen solutions, hotel equipment, and food packaging machinery. It will also feature culinary demonstrations, business matchmaking sessions, and thematic forums, aiming to attract both local and international buyers, investors, and industry experts to create a major regional trade event.
Among those present during the visit were Chairman of the Malaysian Association of Wives and Women Members of the Public Service (PUSPANITA) MOTAC Branch YBhg. Datin Yuzaira Yusof ; Director-General of the National Heritage Department Mr. Mohd Muda Bin Bahadin, Director of the Intangible Heritage Division, Dr Eyo Leng Yan; representatives from the Malaysia Convention & Exhibition Bureau (MyCEB) and Tourism Malaysia; Kitchen Arena CEO Mr. Choong Wai Hon and Operations Director Amazon Kitchen Sdn Bhd ,Ms Mah Siew Peng and others.
Dato’ Shaharuddin further stressed that MOTAC remains open to supporting initiatives with strong potential and feasibility and is ready to do so through agencies such as MyCEB. The aim is to position Malaysia as a preferred destination for international meetings, exhibitions (MICE), and culinary tourism.
He also encouraged Kitchen Arena to integrate elements of local culture and cuisine into its technological solutions and projects, noting that the fusion of innovation with cultural heritage is a strategic advantage for enhancing Malaysia’s global tourism image.
Mr. Soh Yeow Seng, Managing Director of Kitchen Arena, expressed the company’s commitment to supporting national tourism efforts through tangible actions such as hosting major trade exhibitions. He shared his hope that these efforts will help attract more international visitors and strengthen Malaysia’s position as a regional hub for culinary tourism.
He added that Kitchen Arena is dedicated to being a leader in commercial kitchen solutions and food technology innovation. Its flagship exhibition, Taste & Trade 360 (TT360), is designed to bring together key players from the F&B, hospitality, and tourism sectors on a high-impact platform to promote industry integration, technological advancement, and collaborative innovation.
“With MOTAC’s guidance and support, we hope Kitchen Arena can establish a long-term strategic partnership with MOTAC and MyCEB to achieve key goals, including securing official endorsement and support from MOTAC for the TT360 expo to elevate its national standing and credibility, as well as forming a bilateral collaboration mechanism with MyCEB so that TT360 may eventually be recognized as one of MyCEB’s officially recommended international business events,” said Mr. Soh.
