KUCHING: Sarawak’s culinary legacy will once again take centre stage at the Sarawak Pavilion during IMEX Frankfurt 2025, to be held in Germany from May 20 to 22.
Organised by Business Events Sarawak (BESarawak), the pavilion will feature partnerships with Culinary Heritage & Arts Society (CHASS), highlighting the dynamic synergy between business events and creative communities.
CHASS chairperson Datin Donna Drury Wee said that IMEX 2025 provided another opportunity to reunite through Sarawak’s culinary legacy, offering a meaningful platform to connect, reconnect, and create lasting memories.
“Food acts as a bridge that connects people, fosters conversations, and strengthens relationships during business events,” she said in a statement issued by BESarawak on Monday (May 19).
According to the statement, this year, CHASS will continue to present Sarawak’s culinary heritage, highlighting local delicacies such as Sarawak laksa and kek lapis (layered cake), presenting a flavorful glimpse into Sarawak’s unique gastronomic journey.
By engaging visitors with stories behind Sarawakian dishes and their cultural significance, CHASS helps position Sarawak as a destination where gastronomy plays a central role in tourism and community development.
Meanwhile, BESarawak chief executive officer Amelia Roziman affirms that when woven into the fabric of business events, gastronomy becomes a powerful tool for collaboration.
“And this year, we are collaborating with MyCEB for the Malaysia Spice Market Networking Session, which will take place at booth A220.
“Come and join us at the Sarawak Pavillion to immerse yourself in the region’s culinary offerings, it sets the tone for meaningful discussions,” she said.
In addition, several co-exhibitors are partnering with Business Events Sarawak (BESarawak) at IMEX to deliver a dynamic and immersive experience, further strengthening Sarawak’s business events presence and legacy impact.
These co-exhibitors include Business Events Sarawak (Convention Bureau), CPH Travel Agencies (Destination Management Company), Borneo Convention Centre Kuching (Venue), Cat City Holidays Sdn Bhd (Destination Management Company, Riverside Majestic Hotel & Damai Lagoon Resort (Hotel and Venue, Place Borneo Sdn Bhd (Professional Conference Organiser), Pullman Kuching & Pullman Miri Waterfront (Hotel and Venue) and Borneo Adventure (Destination Management Company).
For the record, IMEX Frankfurt 2025 will host over 3,100 exhibitors representing 150 countries and welcome 4,200 global decision-makers under one roof at Messe Frankfurt, one of Europe’s largest and most connected venues.
