Sarawak’s rich gastronomic heritage is set to shine once again at IMEX Frankfurt 2025, which will take place from 20 to 22 May 2025 at Messe Frankfurt. Organised by Business Events Sarawak (BESarawak), the Sarawak Pavilion continues to celebrate the intersection of business events and cultural creativity. A key highlight of this year’s participation is the renewed collaboration with the Culinary Heritage & Arts Society Sarawak (CHASS), who returns to champion Sarawak’s culinary legacy on the international stage.
After an impactful showcase at last year’s IMEX Frankfurt, CHASS is once again set to tantalise taste buds and spark curiosity through iconic Sarawakian delicacies. Visitors can look forward to enjoying signature dishes such as Sarawak laksa and the colourful kek lapis, both of which represent the region’s diverse food traditions and cultural roots. The presentation of these dishes goes beyond taste — it tells the story of Sarawak’s heritage, shared through flavours that resonate with global audiences.
Datin Donna Drury Wee, Chairperson of CHASS, shared her enthusiasm for this year’s return, saying, “Culinary legacy brings people together. Meeting again at IMEX 2025 gives us a chance to connect, reconnect and create lasting memories. Food acts as a bridge that connects people, fosters conversations and strengthens relationships during business events.”
Amelia Roziman, Chief Executive Officer of BESarawak, added that gastronomy has become a meaningful aspect of business event experiences. “When woven into the fabric of business events, gastronomy becomes a powerful tool for collaboration. This year, we are proud to collaborate with the Malaysia Convention & Exhibition Bureau (MyCEB) to host the Malaysia Spice Market Networking Session at booth A220. It’s a moment for delegates to experience Sarawak through its flavours and stories.”
Visitors to the Sarawak Pavilion can expect more than just culinary displays. Through immersive storytelling, regional hospitality and cultural engagement, BESarawak aims to present Sarawak as a destination where heritage plays a central role in tourism, business, and community development. The pavilion also brings together several of Sarawak’s key industry players to strengthen the state’s presence at the event.
Co-exhibitors joining BESarawak at IMEX Frankfurt 2025 include representatives from the convention bureau, destination management companies, venue providers, hotels, and professional conference organisers. Their combined presence aims to offer visitors a holistic and dynamic view of Sarawak’s business events capabilities and unique value proposition.
IMEX Frankfurt 2025 will gather more than 3,100 exhibitors representing 150 countries and over 4,200 global decision-makers. Hosted at Messe Frankfurt, one of Europe’s largest and most connected venues, the event offers Sarawak a powerful platform to forge new relationships, share ideas and leave a lasting legacy on the global meetings and events industry.
For those looking to experience a destination where culture meets commerce, a visit to the Sarawak Pavilion at booth A220 promises an unforgettable journey through the heart of Borneo — one dish, one conversation, and one connection at a time.
