MATRADE Records More Than RM300 Million in Trade Prospects at the 7th China International Import Expo (CIIE)
MATRADE’s Initiatives Drive Significant Trade Engagement and Opportunities at 7th CIIE
KUALA LUMPUR, 19 NOVEMBER 2024, (TUESDAY) - The Malaysia External Trade Development Corporation (MATRADE) successfully concluded its participation in the 7th China International Import Expo (CIIE), held from 5 to 10 November 2024 in Shanghai, China, securing impressive sales results and reaffirming Malaysia's strong presence in China.
The Malaysia Pavilion at the 7th CIIE, organised in collaboration with three (3) strategic partners namely Bank of China (Malaysia) Berhad (BOCM), PETRONAS as well as Seri Pajam Development Sdn Bhd, featured 16 Malaysian exhibitors. In commemoration of the 50th Anniversary of Diplomatic Relation between Malaysia and China, Malaysia was selected as one of the six (6) Guests of Honour, stood proudly alongside countries such as Saudi Arabia, France, Nicaragua, Uzbekistan and Tanzania.
A key milestone of this year's CIIE was the Official Opening of the Malaysia Pavilion, which was officiated by the Prime Minister of Malaysia, The Honourable Dato' Seri Anwar Ibrahim, accompanied by the Minister of Foreign Affairs, The Honourable Dato' Seri Utama Haji Mohamad bin Hasan, the Minister of Investment, Trade and Industry, The Honourable Senator Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz and the Minister of Human Resources, The Honourable Tuan Sim Chee Keong.
"MATRADE plays a pivotal role in strengthening Malaysia’s presence in global trade through participations in trade events like CIIE. Initiatives such as strategic partnerships, targeted business matchings and tailored promotional activities, help create meaningful opportunities that directly benefit local businesses. Our involvement in CIIE highlights Malaysia’s unwavering commitment to enhancing its global market presence and expanding trade, particularly with China," said YBhg. Datuk Mohd Mustafa Abdul Aziz, CEO of MATRADE.
Among the promotional activities undertaken by MATRADE were digital marketing and social media campaigns, live streaming sessions featuring local Key Opinion Leaders (KOLs), and media engagement initiatives. These efforts significantly boosted visibility and reinforced Malaysia’s strong presence at the event as well as fostered deeper engagement with Chinese importers.
These activities had contributed to the outstanding results, where more than RM300 million sales were recorded, well exceeded the target of RM160 million. Malaysian products that were in high demand during this expo are plastic parts for E&E products, pewterware, footwear, health supplements and durian-based food products. This exceptional performance underscores the robust and expanding demand for Malaysian products in the Chinese market, cementing their continued dominance and strong appeal among Chinese consumers.
