Homegrown Malaysian Brand Tuuu...Dia Pak Tam Expand Horizons into Saudi Arabia With MATRADE’s Support
TUESDAY, 2 JANUARY 2024, MADINAH: Tuuu…Dia Pak Tam (Pak Tam), the renowned Malaysian brand in the food services sector has made its mark in the holy city of Madinah showcasing a testament to the growth of Malaysian brands in the Kingdom. This full-service eatery brand has quickly become a preferred destination for those seeking authentic Malaysian flavours in the city centre. This achievement not only underscores the robustness of Malaysian companies in the services sector, but also highlights Pak Tam's dedication to share his culinary passion with Saudi consumers.
Haji Ruslin bin Ibrahim, the founder and owner behind Pak Tam has a track record of over 30 years’ experience in the Malaysian food and beverage (F&B) industry, and has continuously diversified its offerings to include catering services, convenience stores, bakeries, food deliveries, OEM services and comprehensive training programmes for culinary professionals.
Pak Tam's presence in Madinah represents the rising popularity and acceptance of international cuisines in the Kingdom. Beyond serving the Malaysian community but also introduces local residents and visitors to the diverse flavours of Malaysia. As one of the pioneering Malaysian restaurants in Madinah, Pak Tam plays a significant role in broadening the culinary landscape and promoting cultural exchange in the city.
At the inauguration event commemorating the restaurant’s opening, Mr. Roslan Sharif, the Consul General of Malaysia in Jeddah, congratulated Pak Tam for the successful venture. He encouraged Saudi firms to engage with the Commercial Section (MATRADE Jeddah) for potential collaborative trade opportunities with Malaysia.
“With its already prominent position as a major hub for the F&B industry within the region, the Kingdom currently accounts for an impressive 51% share of total food retail sales in the Gulf Cooperation Council (GCC) region. The presence of Pak Tam in Madinah is just one example of Malaysian companies leaving their mark in Saudi Arabia, contributing to market demand and supporting the Kingdom’s food sector development in line with Saudi Vision 2030”, he added during the opening, which was officiated by the Deputy Prime Minister of Malaysia, Dato’ Sri Haji Fadillah Yusof on his personal visit to the Kingdom.
The restaurant in Madinah currently has a seating capacity of 80 people, with additional space to accommodate future expansion. Building on their success in Madinah, Pak Tam is contemplating further investment to set up a cutting-edge catering facility in Makkah. This strategic move aims to offer ready-to-eat (RTE) packed meals, foster valuable partnerships with local central kitchen facilities and meeting the growing demand of Hajj and Umrah pilgrims. Additionally, they are actively pursuing the opening of new branches worldwide such as in Seoul, Korea as well as Tokyo, and Osaka in Japan, in preparation for the Osaka International Expo 2025.
In a statement, MATRADE Jeddah emphasised the importance of Malaysian brands establishing a presence in Saudi Arabia, citing increased visibility and promising opportunities in the ready-to-eat segment and food services industry, especially for the Hajj and Umrah sectors. In 2022, Malaysia's export of processed food amounted to RM751.25 million (USD158.5 million), constituting 9.5% of the total exports to Saudi Arabia and encompassing a diverse range of food products such as ingredients, confectioneries, sauces, condiments, and beverages. MATRADE Jeddah further expressed that Malaysian companies have the capabilities and experiences to effectively contribute to the Kingdom's food security goals.
Saudi Arabia's vision for the future of its food industry includes a strong emphasis on localising its food manufacturing sector. With the goal of achieving 85% local food production, service providers like Pak Tam align themselves with Saudi Arabia’s vision of diminishing dependence on imports and promoting domestic food production, offering a vibrant and exciting food scene that caters to the diverse tastes and preferences of the Kingdom’s population.