The recent International Cafe and Beverage Show (ICBS) 2026, held at the Kuala Lumpur Convention Centre, has highlighted that Malaysia’s café scene still remain strong. In its fifth edition, ICBS has outgrown the label of trade shows as operators are taking leaps with the latest innovations, and what kind of café culture Malaysia is building for the decade ahead.
The numbers reflect a market with momentum. Over three days, ICBS 2026 welcomed 650 brands, 1,000 baristas, and 2,000 café owners, drawing around 13,000 attendees from 55 countries. International participation and exhibiting brands increased, with sharper, more cross-border conversations among producers, operators, and buyers from Southeast Asia than in previous editions.
“Coffee built this industry in Malaysia, but it doesn’t get to decide alone where it goes next,” said Mr Alun Jones, Project Director of Montgomery Asia, which organised ICBS 2026 in partnership with Barista Guild Asia and Eciatto.
“The cafes winning right now are the ones who read the room early – they put something new on the menu before the customer had to ask for it. That instinct is what ICBS exists to sharpen.”
That energy is not happening in a vacuum. Malaysia’s coffee market is projected to grow from USD 753.8 million in 2024 to USD 1.07 billion by 2030, while the broader cafe and bar sector is forecast to reach USD 3.2 billion by 2028. ICBS reflects a mid-expansion industry — the focus is on who will shape the growth.
This year’s edition introduced a tea segment featuring local and international producers, reflecting a shift in café offerings. Alongside artisanal teas, there were advanced brewing equipment and hybrid concepts blending coffee, tea, and mixology.
The Malaysia Open Coffee Championship (MOCC) saw 38 competitors using local ingredients and unconventional techniques, highlighting the barista community’s creative evolution. The Unite Malaysian Taste Challenge 2026 showcased mixologists crafting mocktails from Malaysia’s culinary heritage, appealing to trade visitors and the public alike.
The industry is actively defining itself, with independent cafés leading the market even as homegrown chains scale. Operators are innovating menus and concepts to meet the demands of consumers in Kuala Lumpur, Penang, and Johor Bahru, anticipating trends rather than waiting for them.
“As we mark five editions, ICBS is not just reflecting the industry – it is actively shaping it,” Mr Alun Jones said.
“What starts on this floor, whether it is a new beverage category, a local flavour given a modern format, or an idea that travels back with a buyer from Seoul or Jakarta – that is the measure of what the show has become.”
For more information on International Cafe and Beverage Show, future exhibition opportunities and partnership enquiries, visit https://intl-cbs.com/.