Food & Drinks Malaysia expands communications push with new PR agency

Food & Drink Malaysia (FDM) has appointed GO Communications to handle its PR and communications duties ahead of its upcoming edition in July 2026.

Set to return to the Malaysia International Trade and Exhibition Centre (MITEC) from 21 to 23 July 2026, the exhibition marks its fourth staging in Malaysia since debuting in 2023.

Under the appointment, GO Communications will oversee communications efforts surrounding the exhibition, with a focus on positioning the platform beyond its commercial scale and highlighting its role as a global mecca for taste, trade, talent and innovation across the region.

Food & Drinks Malaysia is part of the wider SIAL (Salon International de l'Alimentation) Network headquartered in Paris, one of the world’s largest food innovation and trade exhibition networks with more than 60 years of history.

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Since launching in Malaysia, the exhibition has positioned itself as a regional marketplace connecting suppliers, buyers and decision-makers across ASEAN and beyond, amid growing demand for cross-border partnerships and food industry innovation in Asia.

According to Henri Tan, exhibition director Southeast Asia of Comexposium Malaysia, the appointment comes at a pivotal point as the exhibition continues to expand its footprint and influence across the region.

“As we prepare for our fourth edition in Malaysia, it is important that the story of the exhibition reflects not only its scale and commercial relevance, but also its wider significance to the industry and the region,” he said.

“With vast experience managing large scale events, GO Communications has the ability to combine strategic clarity with strong storytelling instincts, and we are confident they will help us articulate the value of FDM 2026 in a compelling and meaningful way,” he added.

GO Communications shared that the move reflects a growing emphasis on narrative-building within the B2B events space, particularly as trade exhibitions increasingly compete not only on exhibitor scale, but also on cultural relevance, innovation positioning and ecosystem influence.

Peter de Kretser, CEO of GO Communications, said the agency viewed the appointment as an opportunity to spotlight the broader significance of Malaysia’s food and beverage ecosystem.

“In Malaysia, food occupies a very special place in the national psyche, but beyond the sentiment lies a powerful economic engine, one that links producers, manufacturers, exporters, buyers, chefs, innovators and consumers,” he said.

“FDM 2026 captures all of that in one ecosystem, and we are excited to help bring its significance to life,” he added.

GO Communications had recently bagged Inside Scoop as a new client, for its latest “Rasa-rasa Malaysia” ('Flavours of Malaysia') campaign, launched in conjunction with Visit Malaysia 2026.

In other recent PR appointments within Malaysia, Audi Malaysia, Volkswagen Passenger Cars Malaysia, Agoda, University of Reading Malaysia and GoRental Global has appointed Alpha Story as their PR agency. 

Alpha Story, which is based in both Malaysia and Singapore, is doubling down on AI-driven communications, accelerating its regional growth with these five strategic client wins in the first quarter of 2026. 

Meanwhile, Funding Societies Malaysia and LAC Malaysia, have both appointed W Communications Malaysia as their new PR agency, to provide integrated communications support ranging from strategic counsel and creative launch work to thought leadership, influencer and KOL (key opinion leader) engagement across both B2B and B2C briefs.

Meanwhile, a slate of brands including Coway Malaysia, Hyundai Motor Malaysia, Pavilion Group and Trip.com have appointed VoxEureka as their PR agency. The wins follow a competitive pitching period, with VoxEureka positioning itself around strategic storytelling and multi-market capabilities.

Be part of PR Asia Malaysia, 12 August 2026, for candid conversations and practical insights. Explore how opportunities can be found amidst uncertainties, as discovery becomes AI-shaped, regulations tighten, and scrutiny intensifies, communications now doubles down as a strategic infrastructure.

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