COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Mr. Herve Drouin
Managing Director
iHORECA Asia Pte Ltd
•
Corporate Entrepreneur
•
30 years Experience in Asia
Brand Development and
Distribution Network
Development
•
Hotel Pre-opening Expert
•
Author, Over Cups of Tea:
A Concise Guide to Asian
Business Culture
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COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Why Asia? Why Now?
1. Asia Is the Fastest-Growing Hospitality
Region Globally (Demand + Pipeline
Growth)
The Asia-Pacific luxury hotel market is
projected to grow from USD 37.5 billion in
2026 to USD 57.9 billion by 2031
India and China driving the growth
South-East Asia expected to expand faster
within the region’s hotel market through 2031.
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COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Why Asia? Why Now?
2.
Rapid Growth of the Asian Middle
& Affluent Class
By the 2030s, one in every two consumer
transactions globally will be in Asia
Larger domestic and inbound tourism spend,
increases demand in restaurants, hotels and
other hospitality venues: key buyers for your
products.
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Why Asia? Why Now?
3.
Supply Chain Diversification &
New Sourcing Cycles
•
Many Asian distributors are actively reviewing and
expanding supplier portfolios.
•
Post-pandemic restructuring has created openness
to new international brands.
•
Buyers are seeking differentiated, design-led, and
high-quality products
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Why Asia? Why Now?
4.
Rising demand for premium
kitchen and tabletop brands/products
•
Premium cookware — enameled cast-iron, multi-ply
stainless, professional cookware
Which types are having an upsurge?
•
Designer dinnerware & porcelain (premium tableware)
•
Premium cutlery & knives
•
Glassware & drinkware for premium F&B and hotels
•
Designer serveware, small-appliance premium
accessories & branded table accessories
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Why Asia? Why Now?
5.
First-Mover Advantage in Emerging
ASEAN Markets
•
Vietnam
•
Indonesia
•
Philippines
•
Thailand
•
Malaysia
Implication: Early entry enables:
Stronger distributor partnerships
Better territory agreements
Brand establishment before
markets saturate
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Why Asia? Why Now?
IMPLICATIONS OF THESE TRENDS
•
Hospitality operators are actively sourcing
new suppliers — this is a procurement window
of opportunity.
•
German brands align perfectly with Asia’s
premiumisation trend.
•
It is easier now to enter distributor networks
during sourcing transitions than during
stable cycles.
•
Waiting may mean entering a more competitive
and price-driven environment later.
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
The Challenge for
German Companies
1.
Fragmented & Complex Market Landscape
Asia is not one single market.
•
Different regulations, standards, and certifications by country
•
Distinct consumer preferences (China ≠ Vietnam ≠ Indonesia)
•
Varying distribution structures and margin expectations
•
Different import duties and compliance requirements
Impact: Requires tailored strategy per market — increases time
and cost of entry.
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
The Challenge for
German Companies
2.
Finding a distributor is easy.
Finding the right distributor is difficult.
•
Limited transparency in distributor performance
•
Strong competition for established distributor portfolios
•
Relationship-driven business culture
•
Impact: Wrong partner selection can delay growth by years.
Difficulty Accessing the Right Distributors
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
The Challenge for
German Companies
3.
Long Sales Cycles & Relationship-Based
Business Culture
In many Asian markets:
•
Trust-building precedes commercial agreements
•
Multiple approval layers in hospitality procurement
•
Trial periods and sample testing are common
•
Face-to-face engagement is highly valued
Impact: Entry often requires sustained presence and follow-up.
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
The Challenge for
German Companies
4.
Premium positioning works — but:
•
Import duties, freight, and distributor margins increase
landed cost
•
Buyers compare against local or regional competitors
•
Some markets remain highly price-sensitive outside
•
luxury segments
Impact: Requires strong value proposition and margin planning.
Pricing Sensitivity & Margin Structures
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Ms. Coralyn Hizola
Marketing Director
iHORECA Asia Pte Ltd
•
25 years Experience in
Strategic Marketing and
Brand Development
•
Co-developer,
HORECA.Partners
•
Editor, Over Cups of Tea:
A Concise Guide to
Asian Business Culture
COOKTOP
to
TABLETOP
Premium 1 to 1 Business
Matchmaking
September 23 - 26, 2026
Kuala Lumpur, Malaysia
Cooktop to Tabletop is not simply an event — it is a structured export
acceleration platform designed to deliver immediate commercial
opportunities for Japanese brands in Asia.
A Business Accelerator Platform