Malaysian Exporters Triumph at Korea Import Expo 2026, Recording RM160 Million in Trade Leads (2)

KUALA LUMPUR, 30 JUNE 2026 (TUESDAY) – The Malaysia External Trade Development Corporation (MATRADE) has concluded Malaysia’s second participation at the Korea Import Expo (KIE) 2026 with outstanding results. Held from 23 to 25 June 2026 at the COEX, Seoul, the three-day showcase saw the Malaysian delegation secure export prospects of RM160 million. This performance exceeded the initial target of RM120 million, proving the strong market demand for Malaysian products in the competitive East Asia region.

The Malaysia Pavilion, coordinated by MATRADE, served as the primary commercial hub for 17 high-potential Malaysian companies, including 10 under Majlis Amanah Rakyat (MARA)’s Gate to Global programme. MATRADE has established a strategic partnership with MARA through a Memorandum of Understanding (MoU) signed on 6 November 2025 and since then a series of joint initiatives have been undertaken.

Malaysia, recorded the largest national participation among ASEAN countries at KIE 2026, ahead of regional peers such as Singapore, the Philippines, Myanmar, Cambodia, Vietnam, and Indonesia. Capitalising on South Korea’s appetite for premium and lifestyle alternatives, these companies successfully captured buyers’ attention with a diverse product range. Strong interest centred on premium halal-certified ready-to-eat and frozen foods, snacks, confectionery, sauces, condiments, detergents, and household goods.

To turn buyer interest into solid trade agreements, MATRADE executed a targeted, high-impact promotional strategy across Seoul. This involved coordinating intensive, face-to-face business matching sessions that paired Malaysian exporters directly with verified South Korean importers and distributors. MATRADE seamlessly integrated these physical meetings with localised digital marketing campaigns and live-streaming sessions featuring South Korean Key Opinion Leaders (KOLs), which rapidly elevated brand visibility throughout the event.

Commenting on the performance, Mr. Abu Bakar Yusof, Chief Executive Officer of MATRADE said, "The exceptional trade leads secured at KIE 2026 underscore the strong appeal of Malaysian products in the South Korean market, reaffirming the ability of our exporters to meet the high standards of Korean consumers. South Korea’s private domestic consumption expenditure, forecasted at nearly USD924.1 billion in 2026, is a testament that the market offers promising opportunities for Malaysian products”.

Through MATRADE’s strategic, multi-channel promotional approach, we have successfully connected our exporters with top-tier Korean buyers, transforming immense product interest into measurable business outcomes. This achievement strengthens our commercial footprint in Northeast Asia, positioning Malaysian exporters to fully capitalise on the preferential market access provided under Free Trade Agreements (FTA) such as the ASEAN-Korea FTA (AKFTA) and the Regional Comprehensive Economic Partnership (RCEP) agreement.”

This successful campaign stems from the MoU signed between MATRADE and the Korea Importers Association (KOIMA) on 1 December 2024, during the Official Visit of Prime Minister YAB Dato’ Seri Anwar Ibrahim to South Korea. By maintaining a consistent presence at KIE, MATRADE continues to drive economic growth under Malaysia's Look East Policy. With total bilateral trade expanding 6.8% to reach RM117.12 billion (USD27.42 billion) in 2025, KIE opens a reliable pathway for Malaysian exporters aiming for long-term expansion in Northeast Asia.