25 September 2025
EQ Kuala Lumpur
Market, Menu, and Foodservice Trends in APAC and Beyond
Event Details
25 September 2025
11.20 AM – 12 PM Malaysia (GMT+8)
This session will be delivered in English
Diamond Ballroom, Level 1, EQ Kuala Lumpur, Malaysia.
EQ, Equatorial Plaza, Jln Sultan Ismail, 50250 Kuala Lumpur, Malaysia
About This Session
Asia Pacific stands at the forefront of foodservice transformation, with markets evolving rapidly to meet the demands of new consumers, technologies, and global megatrends. This joint session brings together multiple perspectives that highlight the diversity and dynamism of the region, from China’s scale-driven innovation to Southeast Asia’s unique market adaptations and Hilton’s hospitality insights.
China’s unprecedented speed of change continues to shape the foodservice narrative through digital-first ecosystems, bold innovations in delivery, menus, and consumer engagement—with strong influence on neighbouring regions. Meanwhile, Southeast Asia charts its own distinctive path, balancing heritage with innovation: “personalisation and novelty” concepts in Malaysia, hybrid QSR formats in the Philippines and Indonesia, healthier “better-for-you” menus in Singapore, and the digitisation of street food culture in Vietnam and Thailand.
The F&B landscape across the Asia Pacific is further evolving through shifting consumer preferences, rising demand for wellness-focused dining, and the blending of global culinary influences. Innovative menus, hyperlocal concepts, and collaborations with independent and celebrity chefs are redefining guest experiences, while APAC emerges as a hub for growth and culinary experimentation.
This comprehensive session will explore:
- How evolving consumer preferences are reshaping the F&B landscape across different APAC markets
- The nuanced interaction between China and Southeast Asia markets
- Strategies for leveraging hyperlocalization, seasonal concepts, and chef collaborations to create unique guest experiences
- Pioneering case studies and regional success stories from across the hospitality sector
- Approaches to building inspiring workplaces, nurturing culinary talent, and fostering creativity to sustain operational excellence
Together, we present a future-looking view of the Market, Menu & Foodservice Trends shaping APAC and beyond, providing hospitality leaders and F&B operators with actionable insights to drive growth and innovation in this dynamic region.
About The Speakers
Marvin Alballi
Vice President of F&B
Hilton Asia Pacific
Marvin Alballi is the Vice President of Food & Beverage for Hilton Asia Pacific, driving excellence and growth across the group’s diverse portfolio of brands throughout the region. He oversees the performance of more than 1,000 restaurants and bars spanning Greater China, Japan, Korea and Micronesia, South Asia, Southeast Asia, and Australasia — with over 55 new hotel openings slated for 2026. Hilton’s APAC F&B portfolio represents over 40% of
the region’s total revenue, supported by Marvin’s leadership of a 15-strong
regional and corporate team — a robust structure he notes is rare in the
industry, and a key competitive advantage.
With more than 25 years of global experience, Marvin has uniquely worked
across all categories of the F&B industry — from managing international
franchise chains, to independent restaurants, to luxury hotel operations, and
now Hilton. His career includes collaborations with celebrity chefs,
Michelin-starred restaurants, and multiple establishments on the MENA 50
Best Restaurants list.
An industry thought leader, Marvin is also a best-selling author of Restaurant
Excellence: The Ultimate Guide to Success in the Food and Beverage Industry
— the highest-rated restaurant and F&B book in the world. Passionate about
talent development, he is committed to sharing world-class knowledge
through Hilton’s ambitious training programmes, and at schools,
conferences, and industry events.
Paul Savuriar
Business Development Manager
GlobalData PLC
Paul bridges local market realities with GlobalData’s global intelligence—delivering clarity on the forces shaping consumption today and tomorrow. He focuses on the Consumer and Foodservice industries across SEA markets. At GlobalData, a global leader in market intelligence, Paul leverages gold-standard data, insights, and trends to help businesses understand evolving consumer behaviors, anticipate market shifts, and prepare for the future of food and beverage.
Jing Yong
Business Growth Director – Greater China
GlobalData PLC
Jing works with businesses to tap into the power of data to drive growth and innovation. Driven by a commitment to translating GlobalData’s intelligence into actionable insights, she supports players in the consumer goods and food service sector to achieve their business goals. At GlobalData, we help companies make smarter, faster decisions. Whether it’s understanding shifting consumer preferences, identifying market trends, or optimizing product launches, our solutions are designed to empower businesses. Our comprehensive data, expert analysis, and predictive tools offer a 360-degree view of markets, helping companies stay ahead of disruption and capture new opportunities.
Attendees
This is a paid conference for trade professionals. Kindly purchase your delegate pass to access the event.
For more information, please contact [email protected]
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