If there’s one thing that brings people together, it's good food — and at the recent Food and Drink Expo by SIAL in Kuala Lumpur, that truth was on full display.
Held at the prestigious MITEC Kuala Lumpur from July 1st to 3rd, the expo was more than just another food fair — it was a convergence of visionaries, trendsetters, and innovators in the world of food and beverage. And we at Roshen Malaysia were proud to be part of it.
This event marked a new milestone for the industry, and for us, it was an opportunity to do more than showcase our beloved confectionery range — it was a chance to connect, converse, and collaborate with some of the most exciting names in the F&B landscape.
A Gateway to Asia’s Food Capital
Dubbed “The Gateway to Asia’s Food Capital”, this SIAL event was not only Malaysia’s most anticipated F&B trade exhibition, but a regional magnet for key players in sectors ranging from halal foods, seafood and fishery, to F&B technology, spices, and alternative proteins.
From the moment we set up our booth, we could feel the excitement in the air. Entrepreneurs, chefs, distributors, suppliers — even curious food lovers — came pouring in, eager to discover what brands like ours had to offer. And we didn’t disappoint.
A Sweet Attraction: Roshen’s Booth Was Buzzing
It’s always humbling when our products speak for themselves. From the first hour of the event, we saw attendees stop by, take a bite, smile, and say: “Eh, sedapnya ni. Mana boleh beli?”
That moment — the delight in their eyes, the curiosity sparked, and the conversations that followed — reminded us why we do what we do. Whether it was our Konafetto wafer rolls, the Peppinez sour candies, or the Multicake range, visitors didn’t just taste the product — they experienced it.
Over the three days, we found ourselves having countless meaningful conversations with wholesalers, retailers, potential export partners, and even hotel and café buyers looking for something new and exciting for their shelves.
Some asked about bulk supply for their chains, others wanted to know if we could support them with marketing or exclusive packaging. These weren’t just "interested visitors" — they were real, potential collaborators.
Real Connections, Real Impact
What made this expo special wasn’t just the business cards exchanged or the inquiries logged — it was the human moments. A mother who tried our chocolate wafers and told us her children would fight over them. A young entrepreneur asking if he could sell our products online. A buyer from East Malaysia suggesting a regional campaign.
These moments grounded us, reminded us of our purpose — not just to sell, but to bring joy through flavour.
Learning and Growing Beyond the Booth
SIAL didn’t just offer a chance to exhibit — it offered knowledge. We took part in several industry sessions and workshops, covering topics such as sustainable packaging, halal certification for global markets, and the rising demand for alternative proteins in Southeast Asia.
It was an eye-opener. As much as we were there to showcase Roshen, we were also there to learn, adapt, and grow. Events like this help us stay on our toes, understand trends, and prepare to meet evolving consumer expectations.
What’s Next for Roshen Malaysia?
The energy from the expo is still buzzing in our office. We’re already following up with new contacts, exploring retail partnerships, and brainstorming ways to serve not just Peninsular Malaysia, but also Sabah, Sarawak, and beyond.
We’re thankful to SIAL and the organizers for creating such a powerful platform. And to everyone who visited our booth — thank you for your support, feedback, and interest. Whether you’re a long-time Roshen fan or someone who just discovered us during the expo — we’re excited to continue this journey with you.
Let’s Connect!
If you missed us at the expo, don’t worry — you can still reach out! Whether you're a retailer, distributor, or just curious to taste what the fuss is about, we’d love to hear from you.
📞 Contact our Sales Manager directly at 017-7467347
📩 Or send us a DM on our official Instagram or Facebook page.
Let’s make sweet things happen — together.