Kuala Lumpur, Malaysia – 9th February 2026 – KiS Coffee Co. and iMedia Asia have officially signed a Memorandum of Understanding (MoU) to host the World Young Barista Championship (WYBC) Grand Final in Malaysia. The agreement marks a significant milestone for the competition, as it is the first time the global final will be held outside of South Korea since its inception.

The MoU signing ceremony, held at the iMedia Asia headquarters in Menara TH Uptown, solidifies KiS Coffee Co. as the official Event Organizer and Rights Holder, with iMedia Asia stepping in as the Co-Organizer and Official Media Partner for Malaysia.

A Global First for Malaysia

The selection of Malaysia as the inaugural international host country signals a major shift in the global coffee landscape. The partnership aims to leverage Malaysia’s rapidly maturing coffee culture and its strategic position as a hub for premium lifestyle events in Southeast Asia.

"The decision to bring the WYBC Grand Final here reflects a shared belief that the Malaysian coffee scene has reached a defining stage of growth," the organizers stated during the media preview. "With a new generation of passionate, skilled, and globally minded baristas emerging nationwide, Malaysia is the perfect stage for this world-class event."

Beyond competition, the championship aims to nurture young talent, elevate professional standards, and create meaningful opportunities for baristas to gain exposure and industry recognition—reinforcing both partners’ commitment to supporting the coffee community and long-term career development.

Strategic Objectives of the Collaboration

- Strategic Growth:Unlocking collaboration opportunities through sponsorships, brand partnerships, and regional expansion.

- Brand & Industry Elevation: Positioning Malaysia alongside an internationally recognised championship to reinforce credibility within the global coffee ecosystem.

- IP & Long-Term Value Creation: Strengthening the championship’s presence in Southeast Asia through sustainable content and media amplification.

As the Co-Organizer, iMedia Asia will spearhead the digital strategy and content coverage, while KiS Coffee Co. will maintain the rigorous professional standards and operational excellence the championship is known for globally.