Malaysia External Trade Development Corporation

Malaysia's Debut at KIF Strengthens Trade Ties and Market Presence in the South Korea

KUALA LUMPUR, 15 JULY 2025 (TUESDAY) - The Malaysia External Trade Development Corporation (MATRADE) has successfully concluded Malaysia’s first participation at the Korea Import Fair (KIF) 2025, held from 7 to 9 July 2025 at COEX, Seoul, South Korea, recording total sales of more than RM120 million, marking a significant milestone in advancing Malaysia’s export agenda in the East Asia region.

The Malaysia Pavilion, coordinated by MATRADE, featured 12 Malaysian companies and one government agency, making it the largest national pavilion at this year’s fair. Malaysia’s participation surpassed several prominent ASEAN countries, including Indonesia, Thailand and Vietnam, demonstrating the country’s growing footprint and strong commitment to enhancing its presence in the Korean market.

Building on this momentum, MATRADE implemented a range of targeted promotional initiatives to amplify Malaysia’s presence at the fair further. These included business matching sessions with Korean importers, digital marketing and social media campaigns, live streaming sessions featuring local Key Opinion Leaders (KOLs) and strategic media engagements. These efforts not only enhanced the visibility of participating companies but also deepened the engagement with Korean buyers and industry stakeholders.

The impact of these initiatives was reflected in the strong results recorded, with total trade prospects exceeding RM120 million, more than double the initial target of RM60 million. Malaysian products that garnered strong interest from Korean buyers were jewellery such as necklaces and bracelets, footwear, ICT services, apparel, tropical fruits and food and beverages. This exceptional performance highlights the increasing demand for Malaysian-made products in the Korean market and reinforces Malaysia’s position as a trusted and competitive trading partner in the region.

According to MATRADE’s Chief Executive Officer, Datuk Mohd Mustafa Abdul Aziz, the participation in KIF 2025 is part of MATRADE’s broader strategy to unlock export opportunities through targeted international engagements. He noted that the encouraging outcomes from this event reaffirm the importance of strategic partnerships, focused promotional efforts and tailored business matching in creating new avenues for Malaysian exporters. Datuk Mohd Mustafa also highlighted that MATRADE’s participation in KIF aligns with Malaysia’s long-term vision of strengthening regional connectivity and expanding market access in Northeast Asia.

Malaysia’s participation in KIF 2025 was a result of the Memorandum of Understanding (MoU) between MATRADE and the Korea Importers Association (KOIMA) signed on 1 December 2024, during the Official Visit of YAB Prime Minister Dato’ Seri Anwar Ibrahim to South Korea. The collaboration reflects both nations’ shared commitment to enhancing bilateral trade cooperation, while laying the foundation for closer economic ties ahead of the anticipated Malaysia-Korea Free Trade Agreement (MKFTA).

Malaysia’s active engagement in this major Korean trade platform is also aligned with the nation’s Look East Policy, which continues to serve as a key pillar in strengthening Malaysia’s economic and trade linkages with East Asian partners. By leveraging platforms such as KIF, Malaysia is well-positioned to deepen commercial ties with Korea, fostering long-term partnership that supports mutual growth and regional integration.