By, Nasyitah Mesdan & Anis Jalil
GOMBAK, 29 May 2025: The Gombak Food Festival returns with a second chapter on a bigger appetite, bringing together the rich world of culinary traditions and the energy of student entrepreneurship. Taking place on 3 and 4 June 2025 at Riverside of the International Islamic University Malaysia (IIUM) Gombak campus. The event will offer a vibrant platform for integrated marketing communication (IMC) students to showcase their creativity, business ideas and community spirit through IMC campaigns of the food produced by their clients.
This year’s event showcases 12 student-run booths, each representing unique brands and social causes. The clients include K-Link Care Center, Autism Cafe Project, Dyslexia Cafe, ARISMA, Tuns Anuar, My Qt Bites, Kak Ina Nasi Kukus Ayam Berempah, Mat Murtabak, PPDK Gombak Setia, Sandwich Awesome Cafe, Brew and Blossom Cafe, and Tee’ha licious.
Encouraging Young Entrepreneurs
In the afternoon of 3 June, the festival features an Entrepreneur Speed Pitch, where selected student entrepreneurs will present their business concepts. The most outstanding booths will be recognized during the Entrepreneur’s Choice Award session. These activities allow participants to gain valuable feedback and recognition from peers and professional alike.
The first day will close with a special virtual forum, “Self-Regulation in Marketing Communications in the Age of AI,” comprising a knowledgeable and experienced panelist: President of the Malaysian Advertisers Association (MAA), Claudian Navin Stanislaus; Data Privacy Expert, Dr. Nor Adlin Hanisah Shahul Ikram; and IIUM’s very own IMC academic from the Department of Communication, Assoc. Prof. Dr. Aida Mokhtar. This session will broaden the learning experience and gives students exposure to global business perspective and integrated marketing communication (IMC) strategies.
The first day of the Gombak Food Festival 2.0 will set a high standard of what promises to be an inspiring two-day celebration of IMC, entrepreneurship, inclusion and innovation. With its focus on community impact and cross-cultural learning, this festival proves that food can indeed bring people together for a greater purpose.
Values and Vision on Day Two
The second day of the much-anticipated Gombak Food Festival 2.0 will be on Wednesday, 4 June that starts with a warm opening and welcoming speech, followed by participant registration, the crowd will warm up with a fun and enlightening “Sesi Suai Kenal” (Getting to Know Session). Spirits will be high as participants will settle in for an engaging ice-breaking session that features fun facts about Islam and food and a lively sharing of Sunnah practices.
The assembly will be followed by educational and fun activities, including the “Mystery Food Box Challenge” and the “Whisper Food Game.” These activities aim to create meaningful connections between food, faith and fun. The festival will also bring together culture, cuisine, and truly capture the spirit of halal entrepreneurship and Islamic lifestyle.
A Celebratory Close
The festival will wrap up with personal reflections from IMC students and a memorable closing speech by the programme manager. Smiles will surely fill the air as the crowd poses for a final group photo session to mark the closing of the two-day event. The celebration is not just about food but about nurturing leadership and innovation through real-world experiences.
More than Just Food
The Gombak Food Festival 2.0 will be more than just a culinary celebration which is a platform to nurture leadership, innovation, and community engagement. With a strong focus on real world experiences, ethical values, and cross-cultural learning, the festival proves that food has the power to bring people together for a greater purpose.
Spotlight on Mat Murtabak
Among the most anticipated booths is Mat Murtabak, led by final year student, Farhana Balqis and her fellow team members. This initiative is part of a class project for the IMC course that reflects the innovative spirit of IIUM students who turn passion into action through a creative IMC campaign.
“We wanted to try something practical and challenging,” said Farhana during an interview. “Everyone loves murtabak, so we thought it would be the perfect product to attract visitors. Each of us contributes to the campaign based on our own skills.”
For more information of the festival, view the official instagram page: @gombak_food_festival_2.0.***
