The Malaysia Retail Chain Association (MRCA) has announced the rebranding of its flagship annual exhibition, Franchise Expo Malaysia (FEM), as RETAIL EXPO, marking a decade of evolution and growth for the platform.
The new identity reflects a broader approach to the modern retail and business ecosystem, bringing together retail brands, franchisors, technology solution providers, digital commerce businesses, entrepreneurs and industry leaders.
The rebranding was unveiled during the “Franchise Expo Malaysia Appreciation & Unveiling of 2027” event at KL Wellness City Gallery.
The 10th edition of the exhibition will take place from 15 to 17 July 2027 at the Kuala Lumpur Convention Centre (KLCC).
Connecting Businesses Across the Modern Retail Ecosystem
Guided by the tagline “Connect, Discover, Grow,” RETAIL EXPO is designed to reflect the changing nature of the modern retail landscape.
The platform aims to provide businesses with opportunities to build partnerships, explore technology-driven solutions and accelerate brand expansion across regional markets.
The rebranding comes as rapid technological developments and changing consumer behaviours continue to reshape the retail industry.
Rather than focusing solely on traditional retail and franchising, RETAIL EXPO will create a wider platform connecting businesses across retail, franchising, technology and digital commerce.
A Decade of Retail and Franchise Growth
Since its inception in 2016, the exhibition has developed into one of Southeast Asia’s growing retail and franchise marketplaces.
Over the past decade, the platform has consistently generated an annual business transaction value of more than RM500 million, while attracting tens of thousands of trade visitors, investors and international delegations from more than 10 countries each year.
The exhibition’s expansion reflects the changing needs of businesses as retail becomes increasingly shaped by digital technology, new consumer behaviours and evolving business models.
The rebranded RETAIL EXPO is intended to provide a more comprehensive platform for businesses navigating these changes.
Technology Takes Centre Stage in Retail Growth
MRCA President Dato’ Liew Bin said the retail sector is undergoing a significant structural shift, with technology and digital adoption becoming increasingly important to business resilience and growth.
“From FEM to RETAIL EXPO, this decade-long journey reflects MRCA’s unwavering commitment to evolving alongside the industry. This flagship exhibition has cultivated many successful entrepreneurs and created millions of job opportunities for Malaysians,” he said. “Looking ahead, the upcoming 10th Edition will further cement its status as the platform to empower retail businesses for the next era of commerce,” he added.
MRCA’s wider work also reflects the growing importance of digital transformation in retail, with the association supporting retailers through networking, education, training and access to business resources.
A Platform for Regional Business Expansion
Through its expanded focus, RETAIL EXPO is positioned as a platform for businesses looking to connect with partners, discover new solutions and explore regional expansion opportunities.
The exhibition will bring together retail brands, franchisors, technology solution providers, digital commerce pioneers, entrepreneurs and key industry leaders, creating opportunities for business networking and collaboration.
The event is also intended to reinforce Malaysia’s position as a commercial hub and strategic gateway for retail and franchise expansion into Southeast Asia.
Established in 1992, MRCA aims to support the growth of Malaysia’s retail industry and strengthen opportunities for businesses to expand locally and abroad.
RETAIL EXPO 2027 Set for KLCC
The announcement was attended by Liang Foo Kuan, Organising Chairman of RETAIL EXPO 2027, alongside the organising committee, MRCA council members, sponsors and participating exhibitors.
The 10th edition of RETAIL EXPO will be held at the Kuala Lumpur Convention Centre from 15 to 17 July 2027, with details on exhibition booths, sponsorship packages and visitor participation to be made available through MRCA and the exhibition secretariat.
With its new identity, RETAIL EXPO aims to build on a decade of franchise and retail business activity while responding to a market increasingly shaped by technology, digital commerce and changing consumer expectations.
