Harnessing Local Identity: MATRADE Elevates Terengganu MSMEs Through Strategic Branding
KUALA TERENGGANU, 27 MAY 2025 (TUESDAY) – The Malaysia External Trade Development Corporation (MATRADE) reaffirmed its commitment to strengthening the capabilities of Terengganu’s micro, small and medium enterprises (MSMEs) by empowering local brands through strategic branding initiatives.
Held at Raia Hotel & Convention Centre Terengganu, MATRADE’s signature Benchmarking Programme themed “Branding Strategy and Business Rooted in Local Identity”, served as a dynamic platform for knowledge sharing and collaboration.
The programme brought together almost 100 MSMEs from diverse industries, focusing on the development of branding strategies that harness local identity to elevate homegrown brands on the global stage. Participants gained valuable insights from successful businesses under MATRADE’s Mid-Tier Companies Development Programme (MTCDP), who shared practical experiences on how strong, locally-rooted branding can enhance international visibility and drive export growth.
Organised in partnership with Deloitte Consulting, the event also convened key stakeholders including industry experts and representatives from leading companies, to explore emerging trends, challenges and best practices in global branding. From interactive sessions to peer networking, participants walked away with new branding strategies and potential partnerships to accelerate their export ambitions.
Chief Executive Officer of MATRADE, Datuk Mohd Mustafa Abdul Aziz emphasised the significance of branding in today’s competitive global marketplace, “Branding is a critical pillar in enhancing the global competitiveness of Malaysian MSMEs. In today’s marketplace, it’s not enough to have a great product; businesses must tell a compelling story that resonates across borders and connects with international audiences. At MATRADE, we view branding as a strategic asset that enables businesses to position themselves effectively, command premium value and build long-term customer loyalty. Malaysian brands that root their identity in local culture and values bring something truly authentic and distinctive to the world. This authenticity is exactly what global consumers are seeking.”
“Malaysia has already seen success stories emerge from locally grown brands that have embraced this philosophy. Names like Siti Khadijah, Bonia, Aik Cheong, and Ain Medicare are gaining recognition for their unique brand narratives that celebrate Malaysian heritage while meeting global standards of excellence.”
“Through programmes like this, we aim to equip our entrepreneurs with the knowledge, exposure, and tools needed to build world-class brands. By harnessing the rich cultural and creative elements of their local heritage, MSMEs from states in the East Coast Region like Kelantan and Terengganu can turn their homegrown strengths into global opportunities. MATRADE remains committed in supporting this transformation by bridging the gap between local excellence and international demand”, he added.
The programme also featured a fireside chat titled "Harnessing Local Branding Power – From the East Coast to the World" featuring two distinguished MTCDP alumni: Ahmad Komarolaili Abu, Chief Executive Officer of Upstream Downstream Process & Services Sdn Bhd, and Ahmad Syukry Ibrahim, Director of Islamic Affairs & Government Affairs at Mamee-Double Decker Sdn Bhd. Moderated by MATRADE, the engaging session explored how both companies have strategically leveraged their brand identities to enhance export capabilities and expand into international markets.
Launched in 2014 as a high impact key initiative in the Malaysia Development Plan, the MTCDP aims to accelerate the export growth of MTCs and position them as global leaders. Building on the success of the programme, the Mid-Tier Ramp Up Programme was introduced in 2016 to further propel MTCs' exports and enhance their competitiveness in global markets. To date, 348 MTCs have benefited from the programme.
MATRADE is committed to cultivating more export champions and supporting the government's efforts to rejuvenate the Malaysian economy as outlined in the MADANI Economy and New Industrial Master Plan (NIMP) 2030, which involves fostering growth in new sectors while ensuring socio-economic inclusiveness and sustainability.
The MTCDP targets export-oriented MTCs with annual revenues ranging from RM50 million to RM500 million for manufacturing companies and RM20 million to RM500 million for service providers. Interested parties may reach out MATRADE through email to for further information.
