From cocktails made with native Asian botanicals and handcrafted spirits by homegrown Asian distillers to rattan bags handwoven by indigenous tribeswomen, local flavours, brands and artisans are getting more air time at country pavilions led by Asian CVBs at IMEX Frankfurt this year.

At the Singapore pavilion, a lively bar presenting cocktails crafted by Singapore-based The Orientalist Sprits welcomes buyers and show visitors and offers a peek into the city-state’s growing movement in craft spirits and hints at the vibrant cocktail culture that can be found in Singapore. On the morning of May 15, the quintessential Singaporean breakfast favourite, sweet kaya (coconut jam) toasts, were dished out to media guests ahead of a press briefing led by the Singapore Tourism Board.

Over at the Sarawak pavilion, visitors can dig into a hot bowl of laksa (noodles in creamy, spicy broth) or knock back cocktails made with native ingredients, like torched ginger flower and langkau (traditional rice wine), while browsing an extensive collection of products from small-scale entrepreneurs with a sustainable and responsible business practice.

Business Events Sarawak (BESarawak) spokesperson, Rose Bruce, told TTGmice that the Sarawak Entrepreneur Product Showcase and local F&B service would often be done at tradeshows where the CVB has its own destination pavilion, as that would mean more floor space to use to present unique destination experiences.

Seoul Tourism Organization hosts a K-Food Fiesta on the first two days of the trade event, feeding pavilion visitors with Korean beer and fried chicken – a favourite meal combination among South Koreans. At the Macao X Hengqin joint destination pavilion, visitors can get their caffeine fix from traditional claypot-brewed coffee or sip a glass of Sangria, which highlights Macau’s Portuguese and Spanish heritage.

However, showcasing local products and brands at destination pavilions is more than just a means of attracting and entertaining buyers.

Jessie Heng, regional director of Singapore-based events specialist MICE Maestro, which exhibits with Team Singapore this year, is giving away little jars of Tiger Balm, a local analgesic heat rub that is present in every Singaporean household. Previously, popular local snack brands like Irvins, known for its addictive salted-egg coated chips, have also been gifted to buyers at B2B meetings. All gifts come with a story of the brand, product, and relation to Singapore’s way of life.

“These are uniquely Singapore brands and products, and will remind our clients of the destination. Some clients also draw inspiration from these gifts for their delegate goody bags and destination experiences,” said Heng, adding that events’ inclusion of made-in-Singapore products would also allow more businesses to share the prosperity of the country’s business events industry.

BESarawak’s Sarawak Entrepreneur Product Showcase prioritises local brands with local owners, are small and medium enterprises (SMEs), and whose work support and build local communities. Different brands and products are presented each time. This initiative has a positive business impact on featured SMEs. Take for instance the Penan Women Project, whose handwoven rattan products, from purses to shoulder bags, have charmed event organisers keen to present their guests with authentic Sarawakian welcome gifts that have a meaningful backstory. These rattan products use sustainable materials, ensure the longevity of a heritage craft, and direct earnings to women weavers and their families.

“The whole idea behind the Sarawak Entrepreneur Product Showcase is to support such companies and give them an international exposure because we can – we have the privilege of showing this off to the world when we lead destination showcases at such major tradeshows,” explained Bruce.

Ashwin Gunasekaran, CEO of Penang Convention & Exhibition Bureau (PCEB), said local F&B could be a lasting hook for destination awareness and recall. He said: “I tasted local coffee at a Tourism New Zealand pavilion years ago, and can still remember the flavour and aroma today. Now, good coffee reminds me of New Zealand. Similarly, I want Penang’s tau sar piah (a sweet and savoury pastry with green bean paste fillings) and roti canai (local flatbread) to connect MICE buyers with us.”

The Penang pavilion at IMEX Frankfurt 2024 dishes out roti canai with curry and cups of teh tarik all day – and not just regular ones. Aiman, a young man whose family has been serving both for generations in Penang, prepares these local refreshments at the pavilion for event attendees. At certain intervals of the day, he swirls and flips dough masterfully, drawing cameras and eyeballs alike.

“We are trying to get the younger generation to be involved in the MICE business ecosystem. Aiman’s parents were once part of PCEB’s destination promotion activities, and now it is his turn,” remarked Gunasekaran.