MOTAC Secretary-General Dato’ Shaharuddin Visits Kitchen Arena, Emphasizes Public-Private Collaboration to Drive Visit Malaysia Year 2026

MOTAC Secretary-General Dato’ Shaharuddin Visits Kitchen Arena, Emphasizes Public-Private Collaboration 

To Drive Visit Malaysia Year 2026

Kitchen Arena plans to establish a strategic partnership with MOTAC and MyCEB. Dato’ Shaharuddin with Choong Wai Hon.

[PRESS RELEASE]

Kuala Lumpur, June 30—The Secretary-General of the Ministry of Tourism, Arts and Culture (MOTAC), YBhg. Dato’ Shaharuddin bin Abu Sohot emphasized that proactive private sector involvement is vital to establishing Malaysia as a key regional tourism destination.

He recently led a delegation to visit Kitchen Arena (Ping Edge Sdn Bhd) in the Balakong Industrial Area. The visit aimed to find 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.

Proactive involvement from the private sector is crucial in establishing our country as a leading tourism destination in the region. If the public and private sectors can build a strong and complementary partnership, we can collectively make VM2026 a national success,” said Dato’ Shaharuddin.

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.

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 will 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 to attract local and international buyers, investors, and industry experts to create a major regional trade event.

Taste & Trade 360 

Among those present during the visit were the Chairman of the Malaysian Association of Wives and Women Members of the Public Service(PUSPANITA) MOTAC Branch, YBhg. Datin Yuzaira Yusof; the Director-General of the National Heritage Department, Mr. Mohd Muda Bin Bahadin; the 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 leads a delegation to visit Kitchen Arena’s showroom, where they gain insights into commercial kitchen equipment and its potential in the tourism and MICE industries. On the right is Soh Yeow Seng.

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 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 mentioned that Kitchen Arena aims to be a leader in commercial kitchen solutions and food technology innovation. Its flagship event, Taste & Trade 360 (TT360), is created to unite key players from the F&B, hospitality, and tourism industries on a powerful platform to foster industry integration, technological progress, 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.