86 TOWARDS THE FUTURE OF SUSTAINABLE EXPORTS STRENGTHENING THE MALAYSIAN BRAND Objective 8 MATRADE proactively works towards enhancing the Malaysian brand in order to provide exporters with advantageous opportunities to promote their products and services in the global market. An effective way to reinforce the Malaysian brand in the international market is through the utilisation of facilities and exhibition spaces, such as the Malaysia Export Exhibition Centre (MEEC). These platforms allow for impactful promotions that further strengthen the presence of Malaysian products and services on a global scale. MALAYSIA EXPORT EXHIBITION CENTRE (MEEC) The Malaysia Export Exhibition Centre (MEEC) plays a vital role in enhancing Malaysia’s branding in the international market by showcasing a wide array of Malaysian brands. Located on Level 2 of Menara MATRADE and encompassing a floor area of 4,500 square metres, this export exhibition centre serves as a dedicated hub for foreign importers to discover and source products and services from Malaysia. MEEC is strategically positioned as one of the key export promotion mediums, accommodating over 400 SMEs and presenting a diverse range of products and services. MATRADE, in collaboration with the Malaysian Agricultural Research and Development Institute (MARDI) and the Malaysian Gifts & Premium Association (MGPA), through its platform at MEEC, actively involves the participation of 30 companies from MARDI & MGPA. To date, MEEC has successfully showcased products and services from over 6,000 SMEs and exporters, solidifying its significant role in promoting Malaysian businesses on a global scale. In 2022, trade delegations and visitors at MEEC were presented with a unique opportunity to closely examine a diverse range of Malaysian products and services from over 350 companies, representing more than 25 different sectors. The showcased products encompassed a wide spectrum including green technology, electrical and electronics (E&E), food and beverages, chemicals, automotive, rubber, plastic, pharmaceutical, and timber. Moreover, the service sector was well-represented, with offerings ranging from oil and gas services, construction, healthcare, to education. This wide variety of sectors and industries showcased the depth and breadth of the Malaysian economy, providing valuable insights and business opportunities for international partners and visitors. In addition to serving as a permanent exhibition centre, MEEC also serves as a meeting hub by: • Distributing information about Malaysian companies to potential foreign buyers • Providing guidance to Malaysian companies on international trade • Offering assistance from skilled and experienced officers to address trade-related inquiries in relevant sectors. Throughout 2022, MEEC organised a multitude of programs to promote its exhibiting companies, utilising both conventional and digital means. MATRADE oversaw and facilitated an array of export promotion activities by leveraging technology and digital platforms, to ensure seamless business continuity and to exploit global business opportunities. Consequently, MEEC
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