Since 2019, the World Chefs Championship (WCC), organized by the MCMA, has been successfully held on a continuous basis. Despite the challenges brought by the COVID-19 pandemic, the competition was never suspended. Instead, it elevated Malaysia’s culinary culture and professional culinary competitions to greater international visibility. To date, four editions have been successfully completed, with the fifth edition scheduled to take place in 2026. In 2026, the World Chef Championship has been officially designated by the Johor State Government as one of the key signature events of “Visit Johor 2026”. In alignment with this milestone tourism initiative, the exhibition component that was previously held alongside the culinary competition has been significantly expanded and officially opened for public participation, leading to the grand launch of EXPO VISIT JOHOR 2026. This exhibition represents a once-in-a-decade opportunity for corporate and brand exposure, offering businesses a powerful platform to gain direct insights into the ASEAN market, connect with local resources, and accelerate regional business expansion through strategic partnerships.