World­chefs headed for KL next year

The Star Malaysia - Star2 - - Taste -

A THOU­SAND chefs from around the world will be de­scend­ing upon Kuala Lumpur next year for the World­chefs Congress & Expo from July 11 to 14, fol­low­ing a suc­cess­ful bid by the Malaysia Con­ven­tion & Ex­hi­bi­tion Bureau (MyCEB).

The bian­nual event is a hall­mark tra­di­tion of World­chefs – a global net­work of chefs as­so­ci­a­tions founded in Paris in 1928 – or­gan­ised in over 34 cities across the world through­out its il­lus­tri­ous 86-year his­tory. The last Congress was held in Thes­sa­loniki, Greece, in 2016.

Speak­ing at a press con­fer­ence to an­nounce the host­ing of the event re­cently, Datuk Zulke­fli Sharif, CEO of MyCEB, de­scribed the congress as the ideal plat­form for Malaysia to show­case its unique cui­sine and gas­tro­nomic ex­per­tise to the world.

“We are proud to bring the World­chefs Congress & Expo back to Asia, as it has been hosted by Euro­pean and Nordic re­gions in the re­cent past. Asia boasts the fastest grow­ing num­ber of mem­bers in World­chefs, and is a very dy­namic area.

“Asia is a ris­ing econ­omy, and we see to­day more ap­pre­ci­a­tion for Asian cul­ture. It is com­plex, and there is much to learn, as no two Asian coun­tries are the same,” he said in a press state­ment.

On the busi­ness side, the event is ex­pected to gen­er­ate an es­ti­mated RM11 mil­lion in eco­nomic im­pact to the coun­try. Host­ing a World­chefs Congress is ex­pected to boost a mem­ber coun­try’s sta­tus – the Chefs As­so­ci­a­tion of Malaysia (CAM) is a mem­ber of World­chefs – within the in­ter­na­tional com­mu­nity, in­creases aware­ness of the coun­try’s cui­sine and has the po­ten­tial for in­creased tourism in the form of pre- and post-event tours.

The four-day event will be held at the Kuala Lumpur Con­ven­tion Cen­tre in down­town KL. Apart from hold­ing the Congress’ gen­eral assem­bly, there will be a Global Chefs Chal­lenge, a Global Pas­try Chef Chal­lenge, a trade ex­hi­bi­tion, ed­u­ca­tional pro­grammes, as well as the prospect of highly mean­ing­ful net­work­ing among chefs.

For Malaysia, it is a chance to cap­ti­vate pro­fes­sional chefs from around the world with our bril­liant flavours, and hope­fully, see the ex­pe­ri­ence trans­lated on menus around the world.

Thomas A. Gu­gler, Pres­i­dent of World­chefs (front row cen­tre) and Datuk Zulke­fli (on Gu­gler’s left) with board mem­bers of the World As­so­ci­a­tion of Chefs’ So­ci­eties. — Handout

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