EXECUTIVE SUMMARY. Cafe Malaysia. Yang Berbahagia Dato Dr Siew Ka Wei Chairman of Tourism Malaysia. 25th - 27th January 2018.

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2 EXECUTIVE SUMMARY SHOW NAME Cafe Malaysia ABOUT GUEST-OF-HONOUR HOST ENDORSED BY SUPPORTED BY The 4th International Cafe Equipment, Supplies & Technology Exhibition Yang Berbahagia Dato Dr Siew Ka Wei Chairman of Tourism Malaysia Malaysia Specialty Coffee Association (MSCA) Cafe Owners Alliance Malaysia Malaysia External Trade Development Corporation (MATRADE) Ministry of Tourism & Culture Malaysia (MOTAC) Malaysia Convention & Exhibition Bureau (MyCeb) ASEAN Coffee Federation (ACF) Barista Association of Thailand (BAT) Philippine Cof-fee Board, Inc (PCBI) Lao Coffee Association Thailand Coffee Association Singapore Coffee Association (SCA) Specialty Coffee Association of Indonesia (SCAI) Vietnam Coffee Cocoa Association (VICOFA) DATE 25th - 27th January 2018 VENUE MATRADE Exhibition & Convention Centre (MECC) EXHIBITION SIZE 4,747 sqm gross NO.OF EXHIBITORS 157 from 22 countries NO.OF VISITORS 13,028 from 36 countries 2019 DATES 17th - 19th January 2019 ORGANISED BY CEMS Conference & Exhibition (M) Sdn Bhd

3 A Big Thank You to OUR SPONSORS & PARTNERS Sponsored By Sponsored By Sponsored By Sponsored By Sponsored By Sponsored By Sponsored By

6 million Overall Visitors Local TRADE 29% Oversea PUBLIC 71% Top 10 Visiting Foreign Countries AUSTRALIA, 3.

4 THE EXHIBITION 157 Exhibitors from 22 countries 13,280 Visitors from 36 countries Total Sales Generated On-Site /Under Negotiation/ Expected over the next 12 months RM 14.1 million or USD$ 3.6 million Overall Visitors Local TRADE 29% Oversea PUBLIC 71% Top 10 Visiting Foreign Countries AUSTRALIA, 3.47% THAILAND, 3.96% INDONESIA, 3.47% CAMBODIA, 2.97% BRUNEI, 5.45% CHINA, 5.94% SINGAPORE, 43.56% TAIWAN, 6.44% JAPAN, 8.42% KOREA SOUTH, 10.40%

13% 12% 12% 12% PRODUCTS / SERVICES INTEREST 10% 8% 10% 8% 6% 4% 2% 0% Percentage Beverages Commodities Sweet & Bakes Supplies &

5 VISITOR STATISTICS & ANALYSIS 13,280 VISITORS PROFILE 50% Cafe Owners & Bakery Professionals 11% 15% 13% 11% Restaurant/Bistro Hotel / Resort Supermarket / Retail Chain / Hypermarket Others ( F&B Consultants, Bar / Pub, Importer, Distributor) 20% 19% 18% 16% 14% 13% 13% 13% 12% 12% 12% PRODUCTS / SERVICES INTEREST 10% 8% 10% 8% 6% 4% 2% 0% Percentage Beverages Commodities Sweet & Bakes Supplies & Ingredients Packaging / Paper Cleaning, Filtration & Refrigeration Sweet & Bakes Machinery & Equipment Machinery & Equipment Supplies & Services

6 OPENING CEREMONY

VISITOR STATISTICS & ANALYSIS How Did You Know About This Exhibition?

Direct Mailer (EDM) / Email Blast Radio Newspaper Trade Publica on / Magazine Trade Associa on

Process Purpose of Visit Influencer 14% Specifying 7% Decision Maker 31% Sourcing for New

2% Evaluate Exhibition for Future Participation 1% View / Analyse Alternative Products 32.

7 VISITOR STATISTICS & ANALYSIS How Did You Know About This Exhibition? SMS Broadcast / Blast Colleagues / Friends Mobile Truck Internet / Social Media Electronic Direct Mailer (EDM) / Blast Radio Newspaper Trade Publica on / Magazine Trade Associa on / Government Agency Direct Mail / Invita on 0% 5% 10% 15% 20% 25% Role in Decision Making Process Purpose of Visit Influencer 14% Specifying 7% Decision Maker 31% Sourcing for New Products & Technologies 16.3% Industry & Product Updates 12.2% Evaluate Exhibition for Future Participation 1% View / Analyse Alternative Products 32.7% Evaluator 20% Gather Information 28% Evaluate Competitors Products 8.0% Meet Existing Suppliers and Buyers 18.4% Establishing New Distribution Channels / Agents 11.3%

8 TECHNICAL PRESENTATION FOOD TRUCK SHOW

9 NATIONAL CHAMPIONSHIPS

10 MARKETING CAMPAIGNS The campaign deployed with the help of our media partners consisted of: Mobile Truck Advertisement from September March Flyers insertion in The Star reached out to 221,700 subscribers in selected areas. Radio advertising in hitz.fm, Malaysia s English No.1 Station reached out to 2 million listeners. Radio advertising in Lite.fm: The choice of Malaysia s most affluen; reached out to 1.6 million listeners. Radio advertising in Mix.fm, Malaysia s Best Variety station reached out to to 1.1 million listeners. Radio advertising in My.fm, Malaysia s No1 Chinese Station reached out to 2.54 million listeners. Newspaper advertising in The Star sent to over 800,000 readers. Newspaper advertising in Sin Chew Daily sent to over 352,000 readers. Google Display Network (GDN) campaign, ran for 4 weeks with keywords and placement targeting and it created 174,596 impression and 1566 clicks. Targeted Facebook advertising campaign, ran for 3 weeks in the lead up to the event with a reach in audience over 78,570 users. Weekly electronic direct mailers (EDM) sent to 26,000 s 10,000 direct mail invitations sent to café owners, hotel owners, hypermarket / supermarket. 1,200 road buntings placement around the city centre area 15,000 copies of show preview distributed to Café Owners Alliance s members outlet, government agencies, trade association, embassies & trade offices.

11 MARKETING COLLATERAL Show Brochure Flyer Insertions Show Preview Road Bunting Google Display Network Mobile Truck

12 MARKETING COLLATERAL Invitation Cards Social Media

13 MARKETING COLLATERAL Electronic Direct Mailers (EDM)

14 PRESS COVERAGE Sin Chew Daily The Star

15 PRESS COVERAGE ONLINE

15 18 March 2018 Jakarta Convention Center POST SHOW REPORT

15 18 March 2018 Jakarta Convention Center POST SHOW REPORT EXHIBITION OVERVIEW Show Name MEGABUILD INDONESIA 2018 The 17 th Indonesia Architecture, Interior Design & Building Materials Exhibition Show