United Expo, a Malaysia-based exhibition organiser, has acquired the International Café and Beverage Show (ICBS). The acquisition marks the group’s biggest expansion beyond its original footprint.
Acquisition Expands United Expo’s Lifestyle Portfolio
ICBS 2027 will anchor United Expo’s event calendar next year. The move builds on the group’s experience in Malaysia’s jewellery, private collections and healthcare exhibition sectors.
United Expo said ICBS’s strong track record, established client base and growth potential made it a natural fit. The acquisition also reflects the group’s focus on Malaysia’s growing lifestyle sectors.
Malaysia’s food and beverage industry, including cafés, is forecast to grow at a double-digit compound annual rate through the early 2030s. Meanwhile, the broader foodservice sector is expected to roughly double in value during the same period. Rising urban disposable income is among the factors driving this growth.
“ICBS has a strong foundation and a loyal community behind it. We see real potential to grow it further and bring even more value to its stakeholders and the wider trade ecosystem,” said Ms Connie Soh, Director of United Expo.
Building on a Strong Exhibition Legacy
The acquisition builds on the legacy of United Expo’s founder. His earlier work included organising the Malaysia International Jewellery Fair (MIJ), private jewellery shows and the healthcare exhibition Mysihat.
These events were built around a quality-over-quantity approach.
During the pandemic, organisers from various industries approached the team for collaborations. These included the lifestyle, health, technology and general trade sectors.
This experience shaped United Expo’s multi-industry model. It also inspired the company’s name, which reflects its aim to bring different industries and partners together.
Today, the same partnership-driven approach continues through the ICBS acquisition.
Alun Jones to Lead ICBS Development
United Expo has appointed Mr Alun Jones to lead ICBS’s next chapter. The industry veteran will oversee the show’s strategic development and expansion.
Jones previously led ICBS during its earlier editions. He will now work with United Expo to enhance the event, attract international exhibitors and strengthen its position within the regional trade community.
“I’m thrilled to be leading ICBS under United Expo’s stewardship. The show has always been about bringing the community together, and with United Expo’s platform and resources, we can take it to the next level – delivering greater value for exhibitors, partners, and visitors alike,” said Mr Alun Jones.
ICBS 2027 Set for May
ICBS 2027 will take place in May 2027.
The event comes as Malaysia’s MICE industry continues to expand. The sector is projected to attract more than 25 million visitors and generate RM76.8 billion in revenue.
The growth is supported by Visit Malaysia Year 2026 and Malaysia’s ASEAN chairmanship.
According to the Malaysia Convention & Exhibition Bureau, the country recorded 194 business events and 341,182 delegates in the first half of 2026. These events generated an estimated RM1.81 billion in economic impact.
For more information on United Expo and its events in Malaysia, visit United Expo.
