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

 

Visit Malaysia Year 2026 (VM2026) is more than just a tourism campaign—it’s a movement. And at the heart of this movement is a powerful idea: public and private sectors working together like never before. This synergy took center stage during a recent visit by the Secretary-General of the Ministry of Tourism, Arts and Culture (MOTAC), YBhg. Dato’ Shaharuddin bin Abu Sohot, to Kitchen Arena—a rising powerhouse in food and kitchen technology.

The Role of MOTAC in VM2026

Dato’ Shaharuddin’s visit represents MOTAC’s renewed commitment to collaborating closely with private players. Under his leadership, the ministry is strategically engaging industry stakeholders to create an immersive and globally competitive tourism experience. From culture to cuisine, Malaysia is set to showcase its full potential to the world.

Visit Malaysia Year 2026: Kitchen Arena to Host Major Food Tech & Hospitality Trade Fair

Spotlight on Kitchen Arena

Located in the Balakong Industrial Area, Kitchen Arena (Ping Edge Sdn Bhd) isn’t your average kitchen supply company. It’s a tech-forward, innovation-driven enterprise that’s redefining how commercial kitchens work. Their emphasis on integrating local flavors with cutting-edge technology makes them a natural ally in Malaysia’s tourism growth strategy.

Objectives of the Visit

So why did MOTAC choose to visit Kitchen Arena? The mission was twofold: explore collaborative opportunities to elevate Malaysia’s food and hospitality industries, and evaluate proposals that can support the VM2026 agenda.

Key Highlights of the Visit

Accompanying Dato’ Shaharuddin were notable names like YBhg. Datin Yuzaira Yusof (Chairman of PUSPANITA MOTAC Branch), Mohd Muda Bin Bahadin (Director-General, National Heritage Department), Dr. Eyo Leng Yan (Intangible Heritage Division), and reps from MyCEB and Tourism Malaysia. Also present were Kitchen Arena CEO Mr. Choong Wai Hon and Amazon Kitchen’s Ms. Mah Siew Peng.

Their discussions revolved around innovation, trade, tourism, and most importantly, how to merge all three into a powerful engine for VM2026.

Food Tech & Hospitality: Key Pillars of VM2026

Food is culture, and Malaysia has both in abundance. With street food that rivals global Michelin plates and high-end hospitality experiences, our tourism strength lies heavily in our culinary scene.

What’s changing now is the tech around it—from smart kitchens to automated service systems. Kitchen Arena is championing this evolution.

Proposal for Malaysia’s International Trade Fair for Food Technology and Hospitality 2026

During the visit, Kitchen Arena proposed organizing a grand trade fair in 2026. The goal? To create a one-stop mega platform for the latest in food service tech, hotel innovations, and food packaging solutions.

The exhibition promises:

1. Live culinary demos

2. Business matchmaking

3. Thematic forums

4. A spotlight on local and international talent

What is TT360 (Taste & Trade 360)?

TT360 isn’t just a name—it’s a vision. It aims to unite the food & beverage, hospitality, and tourism industries under one umbrella. The flagship event will serve as a catalyst for industry integration, tech advancement, and cross-border innovation.

The Cultural & Technological Fusion

Dato’ Shaharuddin emphasized that while technology is key, so is tradition. Integrating local cuisine and heritage into modern platforms makes Malaysia stand out. Imagine a smart kitchen that prepares rendang exactly like nenek used to—but faster and smarter.

Support from MOTAC and MyCEB

Support is crucial, and MOTAC is not leaving innovators out in the cold. Agencies like MyCEB are ready to provide:

1. Event endorsements

2. Strategic partnerships

3. Logistic and promotional support

4. International exposure

Kitchen Arena’s proposal is expected to benefit from this collaborative pipeline.

Statements from Stakeholders

Dato’ Shaharuddin confidently stated,

“Proactive involvement from the private sector is a vital force in establishing our country as a key tourism destination in the region."

Mr. Soh Yeow Seng, Managing Director of Kitchen Arena, echoed this vision, saying,

“We hope Kitchen Arena can establish a long-term strategic partnership with MOTAC and MyCEB to elevate our efforts.”

The Bigger Picture: Tourism Through Trade and Innovation

Hosting international exhibitions brings business travelers, investors, and media—all of whom contribute to tourism. Malaysia has the infrastructure, now it needs the content. Events like TT360 can position the country as a leading regional hub for culinary and hospitality trade.

Women’s Role in Supporting National Agendas

An often overlooked yet vital contributor is PUSPANITA and women in public service. Their involvement underscores a broader inclusivity agenda, showing that national initiatives are supported by diverse leadership.

Challenges and Opportunities Ahead

Sure, collaboration is easier said than done. Bridging government protocols and business agility can be tough. But the payoff? Enormous. With the right policies, platforms, and partnerships, VM2026 could be Malaysia’s most successful tourism campaign ever.

Conclusion

Dato’ Shaharuddin’s visit to Kitchen Arena wasn’t just symbolic—it was strategic. It showed that Malaysia’s future in tourism lies in the hands of those who dare to innovate, collaborate, and integrate culture with technology.

As VM2026 approaches, partnerships like these could define Malaysia’s tourism identity for years to come.

FAQs

Q1. What is Visit Malaysia Year 2026 (VM2026)?

A. VM2026 is a national tourism campaign aimed at boosting international and domestic tourism by showcasing Malaysia’s culture, heritage, and innovation.

Q2. Who is Dato’ Shaharuddin bin Abu Sohot?

A. He is the Secretary-General of MOTAC, spearheading key initiatives to drive public-private collaboration in tourism.

Q3. What does Kitchen Arena specialize in?

A. Kitchen Arena is a leader in commercial kitchen technology and food service innovation, aiming to transform the F&B and hospitality landscape.

Q4. What is TT360?

A. Taste & Trade 360° is Kitchen Arena’s flagship international trade exhibition focusing on food tech, hospitality, and culinary tourism.

Q5. How can private companies get involved in VM2026?

A. They can collaborate with MOTAC, submit proposals for trade events, and integrate cultural elements into tourism-friendly innovations.

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