The Socialisters Huey Hiew : June 2022

MRCA LAUNCHING INTERNATIONAL RETAIL & FRANCHISE FAIR 2022 (MIRF)

Kuala Lumpur Convention Centre, 14th to 16th July 2022 will once again witness another milestone

as the Established Retail Chain Association reopens its doors to launch the 5th Malaysia

International Retail & Franchise Fair 2022 (MIRF). It’s theme for 2022 is simply entitled “Retail &

Franchise : REBOOT”

MIRF is positive to make Malaysia as the springboard for retail and franchise businesses to grow, where brands, organizations and people from around the world gather in one place to meet, network

and transact real-time businesses. MIRF is more than capable to spin a lot of businesses not only for the retail sector but also a platform where business people congregate for serious and vast opportunities.

Quoting from the Keluarga Malaysia, our Prime Minister announced , “Malaysia has always adapted

into pro-franchise policy and welcome franchisors globally to do businesses in Malaysia. This is in line with our aim to establish Malaysia as the franchise hub for ASEAN.”

This puts MIRF in the perfect time and place. It will give a lot of excitement and hope to all exhibitors

both in the past, present and coming ones. Especially when MIRF has a consistent track record in obtaining support from our regional retail associates from our neighboring countries. The countries

such as Singapore, Indonesia, Taiwan, Sri Lanka, India, Korea, Japan.

“We as the team behind MIRF are all so excited and confident that the event will bring lots of value to everyone who is involved and takes part in it. It has happened before and after 2 years of a Pandemic Halt, everyone is ready to bounce back positively.” commented the New Organizing

Chairlady of MIRF 2022 Miss Christine Tan.

MIRF has always had its consistent and valued supporters like Maxis, Fusionex and RHB. This year we have proud to have on board PERNAS as Gold Sponsor, Silver Sponsors like Pudu Robotics, Z City, Shopline and Time.com as our proud Bronze Sponsors. We also have Malaysia External Trade

Development Corporation (MATRADE). who is ever supportive of MIRF’S initiatives.

The New MRCA Deputy President 2022-2024 commented, “It is such an honour to be partnering so

many established brands and organizations for the Retail Industry. So happy that they see our

common vision. What is more exciting is to see the potential parties that we are going to benefit from all this efforts.”

Ken Phua also was quick to add on, ”One of the pillars in this new tenure under the leadership of

the new MRCA President, Mr. Sharan Valiram is to promote more Franchise in our Economic sector.

I am glad that Christine could put so many things together in a short span of time. Kudos to her and

the team.”

To recap some statistics, the last MIRF in 2019 successfully transacted with 350 booths over RM80 million in business revenue with a record of more than 12,000 visitors. MRCA is positive that this

year’s MIRF Exhibition, set to be held at Kuala Lumpur Convention Centre (KLCC), will be able to record a 10 to 12 percent increase in these figures. With such steady numbers, MIRF 2022 will continue to enhance greater push for transactions by having better Business Matchings and also

using Technology as a Hybrid option to interact with people from all around the world.

What will MIRF 2022 bring to the market?

MIRF 2022 will continue to uphold our position as Malaysia’s Largest Retail and Franchise Exhibition

with over 400 booths from across more than 15 countries participating. Themed “Retail & Franchise

: REBOOT”, to signify MIRF as a reboot platform for retail and franchise businesses. This year we

will see booths from Singapore, Taiwan, Korea, Japan and even Sri Lanka. Plus we have a section

to promote HALAL products as well. This again will be another milestone for MIRF as we will witness

MIRF gaining Market Attraction and Acceptance in more countries.

#hueyhiew #mrca #mirf #klcc #retailfranchise #lifestyleblogger #HQC #pressconference

From left :Ms. Audrey Lai, Co-founder of Memorie Cafe; Mr. HC Chan, CEO of Sunway Malls & Theme Parks; YBhg. Datuk Musa Hj. Yusof, Deputy Director-General (Promotion) of the Malaysia Tourism Promotion Board; YBhg. Datuk Aureen Jean Nonis, Senior Director of MATRADE; Mr. James Thum, CEO of Memorie Cafe; En. Mazlan Ibrahim, Acting CEO of PERNAS

TOURISM MALAYSIA EMBRACES EURASIAN CULTURE, HERITAGE & FOOD AT THE OFFICIAL LAUNCH OF MALAYSIA’S FIRST EURASIAN RESTAURANT FRANCHISE - MEMORIE CAFE.

KUALA LUMPUR, 9 June 2022 - YBhg. Datuk Musa Haji Yusof, Deputy Director-General of the Malaysia Tourism Promotion Board (Tourism Malaysia) officiated the grand event hosted by Memorie Café to build awareness of the Eurasian culture in Malaysia and promote heritage tourism attractions that are a result of our country’s rich history. The event was held with the support of Tourism Malaysia and Tourism Melaka, in conjunction with the launch of Memorie Café’s flagship outlet in Sunway Pyramid, which functions as a tourist attraction that allows visitors to indulge in culture-rich dishes dating back to the 1500s.

Food plays a vital part in our daily lives and it is intricately intertwined with our culture. A lot can be learned about a particular culture by simply exploring the food that was passed down from one generation to the next. Although Malaysia is rich in a myriad of traditional cuisines, its Eurasian counterpart is yet to make its name on the global scene, hence, Memorie Café was launched as the first Eurasian restaurant franchise in Malaysia to showcase the diverse cultures in our harmonious nation.

Established in 2016, Memorie Café takes visitors on a journey through time; it allows them to experience the European influence on Malaysia and better understand how the unique flavor profiles came about over the last few hundred years. With the launch of its flagship store in one of the biggest tourist destinations in Malaysia - Sunway Pyramid, Memorie Café is set to be a popular attraction where domestic and international travelers can drop by as they visit Malaysia’s capital and relish in 500 years of Eurasian culture.

James Thum, Chief Executive Officer of Memorie Café said, “We built Memorie Café to showcase the Eurasian culture in Malaysia to the world, and what better way to do so than through food. Eurasian cuisine is relatable to a huge population in the world as it combines traditional foods from the east and the west. This allows for people from various countries to taste food that is familiar to them, at the same time allowing them to get a grasp of our nation's rich history with the Malaysian aspects added to it. In doing so, we hope to play a vital part in promoting Malaysia as an ideal destination to experience unique food, culture, and heritage attractions - in turn, boosting the tourism industry as a whole.”

Visitors of Memorie Café will be able to try a variety of iconic Eurasian dishes at Memorie Café; these would include the famous Ikan Bakar Portugese, Portuguese Tarts, Devil Curry Chicken, Eurasian Lamb Smore, and many more, at affordable prices. YBhg. Datuk Musa Haji Yusof commended the launch saying that it is timely to reintroduce the Eurasian culture that is well-known in Melaka, given that Malaysia has now reopened its borders to welcome foreign visitors.

“I believe Mémorie Café serves as a representation of Malaysia’s diversity that is united by our unique and delicious food, as we work towards becoming Southeast Asia’s food paradise. Not only do they play a vital role in preserving the extraordinary cultures, recipes, and cooking methods in this modernized era, but I also hope visitors will be encouraged to experience Melaka first-hand when trying out their food. Let us all continue to work together to promote Malaysia and all that it has to offer, and be ever-ready to greet our tourists Selamat Datang,” said YBhg. Datuk Musa Haji Yusof.

Many brands, government bodies, associations, influencers, press, and performers came together in support of the event. Delivering the opening performance, local contemporary violinist - Nisa Addina left the audience in awe with her Eurasian-themed violin piece, while the Persona Art Dance Theater received a standing ovation with their cultural performance, as a closing act for the event.

Apart from this, brands such as vivo, Standard Chartered, Sunway Lagoon, Respack, Symbion, Defenze, Dking, and The VIP Pass has shown their support in creating awareness for the Eurasian culture and further driving the tourism industry through sponsorships. Santai Travel also participated in the event as the official media partner, while Sunway Pyramid joined in as the official venue partner.

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大马旅游局在马来西亚首家欧亚风味特许经营连锁餐厅MEMORIE CAFÉ的

正式开幕礼上颂扬欧亚文化、遗产与美食。

(吉隆坡6月9日讯) - 马来西亚旅游促进局(Tourism Malaysia)署理总监YBhg. Datuk Musa Haji Yusof为Memorie Café所主办的盛大活动主持开幕礼，该活动的主旨是推广马来西亚人对欧亚文化的醒觉，并促销拜我国的丰富历史而诞生的文化遗产旅游景点。该活动在获得马来西亚旅游促进局和马六甲州旅游局的支持下，配合Memorie Café在双威金字塔广场推介其旗舰门市店而举办。该餐厅将发挥旅游景点的功能，让访客沉醉在具有丰富文化底蕴，可追溯至1500年代的餐点中。

食物在我们日常生活中扮演重要角色，它跟我们的文化相互交织，密不可分。只要用心探索世代相传的美食，就能够深入了解某一种特定文化。尽管马来西亚以各种琳琅满目的丰富传统佳肴著称，我国的欧亚风味美食却尚未在全球打响知名度，因此 Memorie Café在马来西亚开设第一间欧亚风味特许经营连锁餐厅，就是为了在这个和谐的国度里展现多元文化的特色。

成立于2016年的Memorie Café带领访客走进时光隧道；让他们体验欧洲文化对马来西亚的影响，并更深一层了解这独特的风味组合是如何在近数百年内成形。随着Memorie Café在马来西亚数一数二的大型购物商场—金字塔广场(Sunway Pyramid)里开设旗舰门市店，它预料将成为受欢迎的景点，当国内外观光客前来首都旅游时，也可顺路拜访，感受具有500年悠久历史的欧亚文化。

Memorie Café首席执行长James Thum透露： “我们创立 Memorie Café是为了向全世界展现马来西亚的欧亚文化，而最佳途径无疑是通过食物来表达了。欧亚佳肴跟世界上众多人口息息相关，因为它综合了来自东西方的传统食物。因此，来自各国的人民都能够品尝他们熟悉的食物，同时因为添加了马来西亚风味而让他们有机会见识我国的丰富历史。我们希望透过此过程扮演重要的角色，以促销马来西亚作为一个理想的目的地，让大家前来体验独特的美食、文化和遗传旅游景点 – 继而在整体上带动旅游业的增长。”

光顾Memorie Café的访客可在该餐馆品尝多种标志性的欧亚风味餐点，包括闻名的葡萄牙烧鱼、葡式蛋挞、魔鬼咖喱鸡、欧亚锅烧羊肉等等，而且价格相宜。YBhg. Datuk Musa Haji Yusof 赞扬该餐厅的推介来得正是时候，因为马来西亚如今已重新开放国境，欢迎外国游客光临，可以趁机重新介绍马六甲闻名的欧亚文化。

“我相信Memorie Café能成为马来西亚多元特色的表征，彰显各族人民因为我们别具特色的美食而团结一致，致力成为东南亚的美食天堂。在这现代化的时代里，这家餐厅不仅在保存独具一格的文化、食谱与烹饪法方面扮演重要角色，我也希望能借此鼓励访客在品尝他们的美食时，获得有关马六甲的第一手体验。让我们继续携手合作, 促销马来西亚以及我国所有的出众优点, 随时准备好向游客们说声欢迎光临吧。” YBhg. Datuk Musa Haji Yusof 说道。

各大品牌、政府机构、协会、网红、媒体及演艺人员皆齐聚一堂，以示对该活动的支持。在开场的表演节目中，本地的现代小提琴家 Nisa Addina演奏一曲欧亚主题的乐曲，令观众听出耳油，而Persona Art Dance Theater则呈现文娱表演作为压轴节目，赢得全场起立鼓掌。

除此之外，知名品牌如Vivo, Standard Chartered, Sunway Lagoon, Respack, Symbion, Defenze, Dking, 以及The VIP Pass也表达了他们对提升欧亚文化醒觉的支持，并通过慷慨赞助来进一步推动旅游业发展。Santai Travel也以指定媒体伙伴的身份参与该活动，而双威金字塔广场则加入成为指定场地伙伴。