MATRADE Leads Malaysia Pavilion at 112th China Food and Drinks Fair, Tapping into China’s RM7.8 trillion Food Market
TUESDAY, 25 MARCH 2025, KUALA LUMPUR – The Malaysia External Trade Development Corporation (MATRADE) is set to make waves at the 112th China Food and Drink Fair (112th CFDF) in Chengdu, Sichuan Province, China, from 25th to 27th March 2025.
The Malaysia Pavilion will proudly feature 12 Malaysian companies representing diverse food and beverages (F&B) products including delectable confectioneries and snacks, aromatic coffee drinks, rich chocolate-based products, premium bird’s nest products and the iconic Musang King durian. Joining forces with MATRADE, the Ministry of Agriculture and Food Security (MAFS) through the Agriculture Counsellor Office in Beijing will also support efforts in championing Malaysia’s world-class F&B exports at the 112th CFDF.
In 2025, the Chinese food market is projected to reach RM7.8 trillion (USD1.74 trillion), with annual growth at 7.79 percent. Meanwhile Western China, a vast economic powerhouse and home to approximately 380 million people, presents an extraordinary opportunity for Malaysian exporters. The region’s rapid urbanisation and rising consumer demand for premium international food products make it a prime target for Malaysia’s high-quality, halal-certified F&B industry. Participating Malaysian companies will seize the golden opportunity to connect with influential buyers, distributors, and business partners from this high-growth market.
MATRADE’s Chief Executive Officer, YBhg. Datuk Mohd Mustafa Abdul Aziz, highlighted the strategic approach to diversify exports into new and emerging markets, intensify promotion beyond 1st tier cities within China, particularly in the rapidly developing western region: “Western China is an emerging frontier for Malaysian food and beverage exporters, with its growing middle class and appetite for premium and diverse food products. By focusing on these high-growth cities, MATRADE aims to unlock new opportunities and widen market access for Malaysian exporters. The region’s urbanisation and expanding consumer demand make it a prime target for Malaysia’s high-quality, halal-certified F&B industry. Malaysia’s strength in producing world-renowned, high-quality F&B items makes it a perfect match for this evolving market. MATRADE remains steadfast in its commitment to unlocking new market access for Malaysian businesses, and our presence at the 112th CFDF is a bold step towards expanding Malaysia’s footprint in China.”
This commitment to market expansion is already delivering tangible results, as seen in the success of MATRADE’s recent trade initiatives. MATRADE’s decision to participate in 112th CFDF follows the resounding success of its Export Acceleration Mission (EAM) last year where Malaysian delegation recorded RM64.14 million in sales from 344 business meetings that were conducted.
As Malaysia strengthens its foothold in the Chinese market, the focus now extends beyond just sales performance to long-term sustainability and product integrity. Ensuring that Malaysian F&B exports, particularly premium products meet the highest standards of traceability and quality has become a key priority for industry leaders like DSR Daily Fresh Sdn Bhd. The company proudly integrates IoT technology through its Musang King Integrated Tracking System (MKITS), developed in collaboration with SIRIM. This competitive advantage is crucial as Malaysia aims to surpass Thailand as the leading exporter of the "king of fruits" to China.
Aside from participating in the 112th CFDF, MATRADE will strengthen Malaysia’s trade presence in China by leading Malaysian companies at the 22nd China-ASEAN Expo (CAEXPO) in September and the inaugural MIHAS@Shanghai at the China International Import Expo (CIIE) 2025 from 5th to 10th November. These initiatives not only expand market access but also reinforce Malaysia’s position as a global leader in the halal and F&B industry. At the same time, Malaysia’s participation in 112th CFDF strengthens its long-standing trade ties with China, its largest trading partner for 16 consecutive years. Expanding trade within China’s high-growth western region remains a key pillar of Malaysia’s long-term export strategy. With the Malaysia Pavilion set to shine at the 112th CFDF, Malaysian exporters are poised to tap into new markets and elevate the nation's global presence in the F&B sector.
