Kuala Lumpur:The third edition of the Fragrance Festival Malaysia (FFM 3.0) is opening new opportunities for the local fragrance industry by successfully bringing together over 70 local and international brands.
According to BERNAMA News Agency, the three-day festival, held at the Pavilion Exhibition Centre in Bukit Jalil, is themed "Beyond Perfume" and aims to highlight the creativity, talent, identity, and stories behind each fragrance. It also serves as a platform for business networking and access to global markets.
Dr. Riha Jamil, founder of FFM, noted that rising public awareness of local fragrance brands and increased visitor numbers have been key factors in the festival's growth. She stated that visitors from abroad have specifically come to attend the event.
The festival's growth is evidenced by a significant increase in attendance, from 5,000 visitors at its inaugural edition to 33,393 at FFM 2.0 last year, with sales figures jumping from RM1 million to RM3.3 million.
Dr. Riha highlighted the inspiration for the festival, which was drawn from successful fragrance events in countries like France, the UAE, Thailand, and Indonesia. The festival was adapted to showcase the potential of local entrepreneurs, emphasizing the importance of strategic collaborations between local brands and international perfumers to elevate product quality while maintaining a distinct Malaysian identity.
She further explained that Malaysia's cultural diversity and local resources, such as pandan and mangosteen, offer unique advantages in creating fragrances that tell a story.
Malaysia External Trade Development Corporation (MATRADE) chairman Datuk Seri Reezal Merican Naina Merican pointed out that the fragrance industry is evolving into a comprehensive ecosystem, including research and development, packaging, branding, marketing, and cross-border trade. He stated that the industry could become a new platform for wealth creation for entrepreneurs and the public.
To support local industry players, Reezal Merican announced a 35 percent discount for companies participating in FFM 3.0 to join the MATRADE Pavilion at the Malaysia International Halal Showcase in 2027.
FFM 3.0 features a range of activities over three days, including industry sharing sessions, interactive workshops, scent exploration activities, new product launches, and business matching sessions.