Malaysian companies leverage CAEXPO to tap diverse market opportunities in China

Photo taken on September 19, 2025 shows the Malaysia Pavilion at the 22nd China-ASEAN Expo in Nanning, China. (Photo provided to Guangming Online)

NANNING, Sept. 19 (Guangming Online)--The 22nd China–ASEAN Expo (CAEXPO) opened in Nanning on Wednesday, once again demonstrating the vitality of the Chinese market and the growing potential of regional cooperation. With Malaysia serving as one of the key participants, government officials and business representatives highlighted the event as an essential platform to deepen trade and investment ties, while exploring new areas of collaboration in technology, services, and innovation.

At the opening ceremony, Malaysia's Deputy Prime Minister and Minister of Energy Transition and Water Transformation, Fadillah Yusof, extended congratulations to the organizers and underscored the Expo’s significance in fostering mutual trust and delivering tangible benefits to the peoples of ASEAN and China. He noted that the 22nd CAEXPO, themed “Digital Intelligence and Innovation Empowering the Future”, coincided with the successful conclusion of negotiations on the ASEAN–China Free Trade Area 3.0 Upgrade, marking a milestone for regional economic integration. As the current Chair of ASEAN, Malaysia looks forward to the official signing of the upgraded agreement at the ASEAN–China Summit in October.

Against this backdrop, Malaysia’s participation at CAEXPO has grown in both scale and substance. According to Farhana Kamaruddin, Trade Consul at the Consulate General of Malaysia in Guangzhou, Malaysia has joined the Expo for 22 consecutive years, with this year’s delegation comprising around 70 exhibitors. The sectors represented range from food and beverage and palm oil to education, high-tech industries, and services. “We believe that CAEXPO is not only our gateway to the Chinese market, but to establish a long-term and sustainable relationship between Malaysia and China,” she said, adding that the platform also enables exhibitors to network with other ASEAN countries.

Photo taken on September 19, 2025 shows the exhibition booth of DSR Daily Fresh Sdn Bhd at the 22nd China-ASEAN Expo in Nanning, China. (Photo provided to Guangming Online)

The bustling Malaysia Pavilion drew steady streams of visitors on the first day. One of the most popular attractions was the booth of DSR Daily Fresh Sdn Bhd, a leading durian producer and processor known for its Musang King products. Crowds queued up to sample durian ice cream and other innovative products such as durian coffee, chocolate, and pizza. Company CEO Ng Lian Poh, who has attended the Expo multiple times, described the Chinese market as unparalleled in size and opportunity. “People, money, big market — if you don’t come to China, where else would you go?” he remarked.

Through previous editions of CAEXPO, DSR successfully connected with distributors in Nanning and Hangzhou, paving the way for the opening of offline stores and strengthening brand awareness. In May this year, the company’s high-end brand “Durian Brother” launched its flagship store in Nanning, supported by local partnerships. The company is also working with Guangxi International Business Vocational and Technical College to promote cross-cultural products such as durian and jasmine. Building on this momentum, DSR plans to expand outlets in major Chinese cities including Shanghai, Shenzhen, and Beijing, further integrating Malaysian specialty products into the daily lives of Chinese consumers.

Another Malaysian exhibitor, Makeenz Industry Sdn Bhd, a 100 percent bumiputera woman-owned enterprise specializing in rempeyek, a traditional Malaysian cracker, also reported encouraging results. Participating in CAEXPO for the first time, the company signed two orders worth a combined RM500,000 within just two days of the Expo. The deals, with partners in Guangxi and Guangzhou, represent a significant share of the company’s annual revenue. Representatives said the popularity of their spicy flavors among Chinese consumers highlighted the vast potential of traditional ASEAN foods in China’s evolving market.

Photo taken on September 18, 2025 shows staff members of Makeenz Industry Sdn Bhd signing an agreement with a client at the 22nd China-ASEAN Expo in Nanning, China. (Photo provided to Guangming Online)

For The Basixe Sdn Bhd, a health and beauty OEM/ODM service provider established in 2018, CAEXPO provided valuable market insights. Company founder and CEO Liu Liyan said the exhibition allowed them to gauge Chinese consumer preferences in product textures and fragrances, which will help refine their customized brand development services. The firm has already established export networks to several countries and is now seeking distributors in China. “The Chinese market is very large, with demand across different consumer segments. This Expo helps us identify the right positioning and potential partners,” Liu noted. The company expressed plans to return in the future with dedicated product lines tailored to China.

The growing participation of Malaysian enterprises reflects the strength of bilateral trade and investment ties. In 2024, China remained Malaysia’s largest trading partner for the 16th consecutive year, with bilateral trade surpassing USD 106 billion. ASEAN and China also maintained their position as each other’s largest trading partners, with total trade reaching USD 777.2 billion. These figures underscore the deep economic interdependence and shared aspirations for growth between the two sides.

As the exhibition halls in Nanning continue to attract entrepreneurs, buyers, and visitors from across the region, Malaysian exhibitors see CAEXPO as more than just a trade fair — it is a dynamic platform connecting markets, people, and cultures. From agricultural products and traditional specialties to high-tech solutions and innovative services, Malaysian companies are seizing the opportunity to strengthen trade and investment ties, foster deeper and more robust China–ASEAN cooperation, and promote shared prosperity across the region.