62 TOWARDS THE FUTURE OF SUSTAINABLE EXPORTS MATRADE’s efforts to promote the Malaysian brand in the global market included its participation in the China-ASEAN Expo (CAEXPO), one of the largest annual trade exhibitions in China. The platform serves to promote economic collaborations and regional trade through the ASEAN-China Free Trade Area (ACFTA). CAEXPO 2022 took place in a hybrid format in Naning, Guangxi, and saw the participation of 18 companies from ASEAN and 19TH CHINA-ASEAN EXPO (CAEXPO) 2022 MALAYSIA-TAIWAN ECONOMIC COOPERATION COMMITTEE (MTECC) China. This edition was MATRADE’s 19th consecutive year of participation, with Malaysia taking on the role of Country of Honour for the second time since 2011. MATRADE coordinated the online participation of 11 companies, while the Malaysian Palm Oil Board (MPOB) coordinated the participation of four palm oil-related companies. The Malaysian Tourism Promotion Board (Tourism Malaysia) facilitated the engagement of three companies. Sectors and products and services promoted included oil and gas, healthcare products, lifestyle products, and food and beverages. Throughout the four days of the CAEXPO exhibition, MATRADE successfully organized a series of engaging activities, including business matching sessions, live selling sessions, seminars, and more. These activities aimed to facilitate connections and collaborations between exhibitors and potential buyers. These activities, and visits by honorary guests from both countries, garnered extensive media coverage in both Chinese and Malaysian media. The Deputy Secretary-General attending the Hari Malaysia reception ceremony CAEXPO 2022 Group photo of the MTECC 2022 delegation The Malaysia-Taiwan Economic Cooperation Committee (MTECC) covers cooperation in various areas, including the halal sector, market access and food security, trade promotion and meetings, incentives, and conferences and exhibitions (MICE). As an ecommerce initiative, MATRADE, MDEC and the Taiwan Institute of Economic Research (CDRI) organised the Malaysia Select 2022 sales campaign, which ran from 1 to 13 November on the EasyStore platform. The campaign coincided with the Singles Day sale on 11 November, helping to bolster engagement. Within the halal sector, the Taiwan delegation participated in MIHAS 2022, where 14 Taiwanese exhibitors promoted various halal products encompassing food and beverages and lifestyle products. Five Taiwanese companies participated in hybrid business matching sessions. Several halal-related exhibition activities were held throughout the year. Examples were a halal cooking competition during Taiwan Expo 2022 in Malaysia on 6 August, and a hybrid seminar in Taipei titled ‘Spearheading the Global Halal Medical Industry in Malaysia,’ led by MATRADE Taipei in collaboration with the Malaysia Investment Development Authority (MIDA) and the Malaysian Friendship & Trade Centre (MFTC). To enhance trade cooperation, an online training program was conducted by the Taiwan External Trade Development Council (TAITRA) and MATRADE on 20 April to benefit more than 120 personnel from both sides. !e training session covered various topics, including the halal industry, e-commerce, semiconductor industry, and the African market.
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