PWCC: Elevating Penang’s Global Ambitions in the MICE Arena

With the opening of the Penang Waterfront Convention Centre (PWCC) in October 2025, Penang has entered a new chapter in its evolution as a leading MICE destination in Asia-Pacific. Designed to address longstanding capacity gaps and attract large-scale international exhibitions, congresses and trade shows, PWCC represents a strategic investment in the city’s global ambitions. Operated by KinMalaysia Management Sdn Bhd, part of South Korea’s KINTEX, the venue combines international expertise with local partnership to position Penang competitively on the world stage.

In this interview with Headquarters Magazine, Aainaa Zulkiflie (on the right), General Manager of PWCC, shares the centre’s strategic vision, its sustainability and infrastructure credentials, and how it aims to strengthen Penang’s role as a hub for international associations and high-value business events.

PWCC was designed as a large-scale venue to complement existing capacity in Penang, addressing previous gaps in hosting major international exhibitions and conventions. Its opening in October 2025 marked a significant milestone for the city’s MICE landscape. With this in mind, what strategic vision guided the development of PWCC, and how do you foresee it transforming Penang’s MICE environment?

The development of PWCC is driven to meet the growing and overwhelmed demand for larger exhibitions, conventions, and concerts, as well as to broaden the B2B market segment. Penang traditionally has a strong local exhibition market. With PWCC operated by KinMalaysia Management Sdn Bhd, part of KINTEX, the premier exhibition and convention centre in South Korea, we bring international expertise directly to Penang. Our focus is to attract global B2B shows, expand trade opportunities, encouraging homegrown event and engage both local and global.

As Ashwin Gunasekeran told us in this previous HQ interview, PWCC is set to complement the existing Setia SPICE Convention Centre, which focuses on traditional conventions and meetings. PWCC, by contrast, is intended to host large-scale exhibitions and multi-day conferences. How do the two venues differ in their vocation and offerings for association conferences and exhibitions?

The 150,000 sqft event space indoor and outdoor of PWCC is built for large exhibitions and heavy trade shows, like machinery and industrial equipment. Its pillarless halls and drive-in access for trailers up to 30-foot make it flexible and capable of handling big events.

Not only that, PWCC is also built for international conventions, with spacious plenary halls (each with its own VIP and organiser rooms), spacious skylight of pre-function area, flexible 19 breakout rooms, and smooth delegate flow which is perfect for large conferences.

PWCC also offers a new sustainability experience connected with JDv by Hyatt and The Light Galaxy hotels (with 459 keys), 302 retail outlets, and 750 metres sea promenades, all in the heart of Penang city.
 

What is PWCC’s main value proposition for international conference and association organisers seeking to host large-scale events?

PWCC offers 150,000 sqft of flexible event space, providing a completely new experience for organisers and delegates. In Penang, we enjoy dual subvention and in-kind support from MYCEB and PCEB, and collaborate with nearby hotels and key local attractions to ensure seamless event experiences as premier venue destinations.

For associations seeking sustainable events, PWCC is equipped to support environmentally-friendly initiatives and practices, ensuring events are both impactful and responsible.

As we move towards a green and sustainable approach, our global kitchen operator, Foodlink Global (from Dubai and India), which also manages the kitchen at our other convention centre property, the India International Convention Centre (IICC) in New Delhi, India, is able to provide a wide range of F&B options, from local favourites to customised sustainable menus, in order to meet the needs of every event.

Sustainability, energy efficiency, and advanced technology are increasingly important in the selection of modern MICE venues. PWCC has integrated design and tech solutions to meet these expectations. How does PWCC integrate sustainable design and technology to enhance the modern conference and exhibition experience?

PWCC is proud to be the first convention centre in Malaysia to achieve GreenRE Gold certification, reflecting its commitment to environmental responsibility. The centre features a 16,328 sqm solar panel farm with a system capacity of 3,399.48 kWp, providing clean, renewable energy to support its operations.

Additionally, the building employs an auto-irrigation system using harvested rainwater, energy-efficient LED lighting, sustainable building materials, motion sensors for elevators and escalators, and water-efficient sanitary fittings.

Beyond infrastructure, PWCC works closely with clients to customise green events aligned with the SDGs, ensuring that every event not only meets business objectives but also reflects environmental and social responsibilities such as Leaving a Legacy Program for underprivileged communities in Penang, efficient food waste management, and other sustainability initiatives.
 

The centre features a pillar-free main hall, efficient load-in and load-out logistics, and is strategically located near urban infrastructure and the waterfront, supporting complex events. What are PWCC’s key attributes – such as logistics, accessibility, or layout – that make it especially suitable for large congresses and association meetings?

Our centre is designed to support heavy-duty exhibitions, large congresses, association meetings, and complex events with its strategic location, flexible layout, and efficient logistics. The centre features a pillarless main hall for unobstructed floor space with heavy-duty flooring up to 1.5tonne per sqm that can handle large setups, including staging and exhibition booths.

A dedicated load-in and load-out system ensures smooth logistics, reducing setup time and supporting seamless multi-day events. These features allow PWCC to host different events simultaneously or consecutively, making it ideal for international exhibitions, large congresses, and association meetings, with a capacity of up to 20,000 people at one time.

Global associations need venues that offer flexibility, dedicated support, and personalised services to facilitate successful events, and PWCC has actively prepared to meet these needs. How does PWCC plan to support and collaborate with international and regional associations in terms of tailored services, incentives, and event facilitation?

PWCC provides dedicated event support teams who coordinate every aspect of the event, ensuring smooth operations and seamless communication.

To further support associations and exhibition organisers, PWCC offers exclusive long-term partnership agreements and incentives, including preferential rates, bundled services, customised F&B solutions, and partnerships with local hotels and transport providers.

These arrangements not only make it easier and more cost-effective to host large-scale events but also foster long-term relationships, enabling clients to plan annual, exclusive events at PWCC and Penang, delivering consistent, high-quality experiences and growing bigger year after year.
 

Key sectors such as healthcare, technology, education, and professional services are growth areas for conferences in Asia. Does PWCC aim to attract high-value events from these segments? Are there specific industry segments or event types that PWCC is particularly focused on attracting in the coming years?

PWCC has become a new preferred venue destinations for medical conferences due to its flexible spaces, and the unique experiences it offers attendees. This year alone, the centre will be hosting a wide range of industries including automotive, machinery, pharmaceuticals, technology, education and other sectors, leveraging its versatile infrastructure and strategic location to support both large-scale exhibitions and specialised conferences.

Looking ahead, PWCC is actively bidding to host major medical congresses through 2030, further strengthening its reputation as a premier destination for healthcare events in the region.

By hosting large-scale international conferences and exhibitions, PWCC can strengthen Penang’s position as a competitive MICE destination in the Asia-Pacific region. Looking ahead, how do you see PWCC reinforcing Penang’s role as a global MICE destination and promoting regional and international engagement?

Looking ahead, PWCC will reinforce Penang’s position as a premier MICE destination by offering an exclusive and world-class venue that caters to a wide spectrum of events. As a strategic hub for business, networking, and cross-cultural exchange reflecting Penang’s dynamic and culturally rich environment as a whole new experience.

Through the joint venture between IJM Corporation Berhad (Malaysia), Perennial Holdings (Singapore), and a strategic partnership with KinMalaysia Management Sdn Bhd (part of KINTEX, South Korea), together with support from national and state bureau and tourism, PWCC is set to foster stronger regional collaboration, attract international delegates, and position Penang at the forefront of the global MICE landscape.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.