Malaysia Secures More Than RM400 Million Sales at the 21st China-ASEAN Expo
Participation involved 150 exhibitors, including trade associations and Government agencies
KUALA LUMPUR, 3 OCTOBER 2024 (THURSDAY) - The Malaysia External Trade Development Corporation (MATRADE) successfully wrapped up its participation in the 21st China-ASEAN Expo (CAEXPO), held from 24 to 28 September 2024 in Nanning, Guangxi Zhuang Autonomous Region, China by recording strong sales results.
The Malaysia Pavilion, which involved the participation of 150 exhibitors generated total sales of RM402.88 million, well above the RM320 million target set for the event, accentuating the continued robust demand for Malaysian products in the Chinese market and highlighting their sustained popularity among Chinese consumers.
This year marks a significant milestone as Malaysia and China celebrate the 50th Anniversary of Diplomatic Relations, and Malaysia is honoured to be the Country of Honour at the 21st CAEXPO. The CAEXPO has been designated as one of the key commemorative events for this historic anniversary, underlining the strong ties between both nations.
The Malaysia Pavilion featured its largest participation since the COVID-19 era which included 12 government ministries and agencies as well as four trade associations. Key sectors represented included food and beverages, agricultural products, lifestyle, healthcare and wellness, as well as services such as logistics and talent management. This year also marks Malaysia’s 21st consecutive participation in CAEXPO since its inception, led by MATRADE.
According to Mr. Abu Bakar Yusof, Deputy CEO of MATRADE, through CAEXPO and other similar platforms, Malaysia aims to deepen economic and trade cooperation with China and other ASEAN countries, further strengthening its role in regional trade. MATRADE for example, will also be leading Malaysia’s participation at the 7th China International Import Expo (CIIE), from 5 to 10 November 2024 in Shanghai, the 19th China International Small and Medium Enterprises Fair (CISMEF) from 15 to 18 November 2024 in Guangzhou and it will end with the organisation of Malaysia – China Summit (MCS 2024) from 17 to 19 December 2024 in Kuala Lumpur. “The MCS 2024 will be the grand finale event of this series, expected to draw significant participation from local, China as well as ASEAN, potentially records over RM2 billion in trade and investment opportunities,” he pointed out.
Mr. Abu Bakar added that MATRADE remains focused on supporting Malaysian Small and Medium Enterprises (SMEs) in expanding their global footprint. “By offering comprehensive trade promotion services, including market intelligence, networking opportunities, and financial assistance, MATRADE is empowering SMEs to capitalise on the vast potential of the Chinese market and compete on the international stage,” he stressed.
A significant highlight of this year's CAEXPO was the pre-recorded address by YAB Prime Minister Datuk Seri Anwar Ibrahim at the Grand Opening Ceremony on 24 September 2024. YB Tuan Loke Siew Fook, Minister of Transport Malaysia, also had the honour of hosting the ASEAN Leader’s Session, further cementing Malaysia’s status as the Country of Honour and reinforcing the importance of strengthening Malaysia-China trade relations.
The opening ceremony of the Malaysia Pavilion was officiated by YB Tuan Loke Siew Fook, Minister of Transport Malaysia, alongside notable dignitaries such as H.E. Wang Naixue, Vice Chairman & Member of the Leading Party Members’ Group of CPPCC Guangxi Committee, H.E. Mr. Ahmad Phadil Mohamed Ismail, Consul General of Malaysia in Nanning, Mr. S. Jai Shankar, Senior Director of Export Promotion and Market Access Division, MATRADE, and Mr. Zheng Zhong, Deputy Secretary General of China-ASEAN Expo (CAEXPO).
To enhance the value of Malaysia's participation at the 21st CAEXPO, MATRADE hosted a series of high-impact activities at the Malaysia Pavilion. These included product pitching sessions where 98 exhibitors presented their products to more than 70 local buyers, fostering potential business collaborations. In addition, Memorandum of Understanding (MoU) exchange ceremonies, live streaming sessions with Key Opinion Leaders (KOLs), a shopping festival, and media interviews with both Chinese and Malaysian medias added further visibility and engagement. The KOL live streaming sessions were particularly successful, attracting nearly 200,000 views and 250,000 likes, highlighting the appeal of Malaysian products to Chinese consumers.
MATRADE also facilitated strategic site visits for Malaysian businesses to key facilities, including the China-Malaysia Qinzhou Industrial Park (CMQIP), Qinzhou Port, and the China-ASEAN Mercantile Exchange (CAMEX). These visits aimed to explore opportunities for market expansion and to better understand how these platforms could support Malaysian businesses in penetrating the Chinese market.
Malaysia was honoured as the leading award recipient, securing five (5) awards including the Best National Pavilion Award, Best Promotion on Investment Cooperation Award, Best Trade and Economic Outcomes Award, Best Exhibitor Organiser Award as well as Country of Honour Award. Additionally, three Malaysian brands received special recognition from the CAEXPO Secretariat: DSR Daily Fresh Sdn Bhd (Golden Award for durian gelato), B-Crobes (M) Sdn Bhd (Silver Award for probiotic products), and Durian Manufacturer Association (Popular Award).
