Fifth edition introduces tea segment amid surging demand, building on record of over 50% onsite sales conversion from previous show
As Southeast Asia’s café sector experiences explosive growth, the International Café and Beverage Show (ICBS 2026) returns for its fifth edition from 7-9 May 2026 at the Kuala Lumpur Convention Centre, offering brands and suppliers a proven platform to capture their share of one of the region’s fastest-expanding markets.
With cafe entrepreneurship surging, coupled with the emergence of Malaysia’s ready-to-drink tea market as a major growth segment, consumer appetite for premium beverages reaching new heights, and a maturing ecosystem of roasters, distributors and equipment suppliers, ICBS 2026 arrives at a pivotal moment for businesses ready to scale, launch or establish their regional presence.
Organised by Montgomery Asia, along with Educational Partner Barista Guild Asia, Mixology Partner Eciatto, and Strategic Tea Partner HJC Global Tea Fair, the commercial impact of ICBS has been demonstrated consistently across previous editions, with over 2,000 café owners and 900 baristas attending ICBS 2025 in April last year.
Exhibitors reported that 50% closed sales orders onsite, while 91% gained quality business leads – results that underscore the show’s effectiveness as a commercial platform. The 2025 edition saw over 60% of exhibitors confirm their participation for 2026 before leaving the show floor, a clear signal of confidence in the platform’s ability to deliver tangible business outcomes.
For brands seeking access to cafe owners, baristas, purchasing managers and regional distributors who arrive with budgets and buying authority, ICBS has established itself as the most efficient point of entry into Malaysia and the wider Southeast Asian beverage economy.
According to Mr Alun Jones, Project Director of Montgomery Asia, the show has proven to be a platform where exhibitors bring innovation and buyers arrive with intent, resulting in genuine business transactions.
“What we’ve seen year after year is that the conversations on our show floor translate directly into purchase orders, distribution agreements and long-term partnerships that reshape how brands grow in this region. In 2026, together with our partners, Barista Guild Asia, Eciatto, and now HJC Global Tea Fair, we’re doubling down on that commercial focus with a stronger international presence and more targeted matchmaking across both coffee and tea, because we know this is where Southeast Asia’s café and beverage market is placing its serious focus.”
The 2026 edition is positioned to be the strongest yet, expanding on the momentum that has shaped ICBS into the definitive barometer of café and beverage trends in the region. Each year, the show floor becomes the first stage for new product launches, equipment innovations and emerging consumption patterns that define the industry’s direction for the months ahead.
A significant milestone for the 2026 edition is the introduction of a dedicated tea segment, marking the first time ICBS will feature a focused zone for tea suppliers, speciality tea products and tea-focused equipment.
This expansion responds to the rapid growth of Malaysia’s ready-to-drink tea market, projected to increase by USD 67.8 million with a CAGR of approximately 6.4% from 2025 to 2030, driven by rising consumer demand for healthier, functional beverage options and the country’s diverse tea culture spanning traditional and modern blends.
To bring international credibility and depth to this new segment, ICBS 2026 has partnered with HJC Global Tea Fair, organisers of the world’s largest tea exhibition in Shenzhen, China. Together with Montgomery Asia, HJC will curate a dedicated tea pavilion featuring some of China’s leading tea companies and suppliers, creating a bridge between China’s rich tea heritage and Southeast Asia’s burgeoning demand.
“We are delighted to be venturing into the ASEAN market. We see Malaysia as the preferred choice for our exhibitors, with its increasing demand for tea well-documented. We also feel that ICBS, with its strong focus on beverages, represents the perfect platform for this exciting new initiative,” expressed Ms. Kate Ba, Director of International Department, HJC Global Tea Fair. Mr Alun Jones had also emphasised that the tea segment represents one of the most exciting additions to the show’s evolution.
“While coffee remains the cornerstone of ICBS, we’re seeing extraordinary momentum in ready-to-drink tea, herbal infusions and speciality tea products across the region. Partnering with HJC Global Tea Fair allows us to bring world-class tea expertise and suppliers directly to Southeast Asian buyers who are actively building their beverage portfolios. For tea suppliers, equipment manufacturers and distributors, this is the moment to establish your presence in a market that’s accelerating rapidly.”
ICBS 2026 will also feature an enhanced programme including live brewing sessions, mixology showcases, product demonstrations and expert-led presentations, creating a high-energy environment where discovery drives immediate commercial opportunity. National-level barista championships and halal-friendly mixology competitions will return as signature attractions, drawing both elite talent and significant public attention.
These competitions are organised in partnership with Barista Guild Asia and Eciatto, whose continued support has been instrumental in elevating the calibre and reach of these showcases.
With space filling rapidly and early interest exceeding previous years, brands, distributors, roasters, tea suppliers, equipment manufacturers and beverage innovators who are interested in securing their position at Southeast Asia’s most commercially focused café and beverage gathering, or for more information on ICBS 2026, exhibition opportunities, partnership enquiries and registration information, please visit https://intl-cbs.com/.
Those keen on exhibiting may submit their booth applications via www.intl-cbs.com/contact/, while visitor registration is available at https://register.eps.net.my/register/ICBS2026.
