Shanghai:The Malaysia External Trade Development Corporation (MATRADE) is intensifying its efforts to boost Malaysian food and beverage exports to China by participating in the ninth China International Import Expo (CIIE) 2026. A delegation of 29 Malaysian companies has been assembled to showcase their products at this significant trade event.
According to BERNAMA News Agency, this is MATRADE's seventh involvement in the CIIE since 2018. The event, held from November 5 to 10 at the National Exhibition and Convention Centre (NECC) in Shanghai, features Malaysian companies presenting a variety of products. These products span sectors including food and beverages, healthcare, agriculture, and services, aiming to connect local businesses with potential Chinese buyers.
MATRADE's Trade Commissioner in Shanghai, Norman Dzulkarnain Nasri, emphasized the agency's collaboration with several Malaysian governmental bodies such as the Selangor State Development Corporation (PKNS), the Rubber Industry Smallholders Development Authority (RISDA), and MARA. This collaboration is designed to introduce Malaysian companies and their products to the Chinese market, particularly highlighting the demand for durian-based products and bird’s nest.
The expo serves as a platform for Malaysian micro, small, and medium enterprises (MSMEs) to tap into China's vast consumer base, which numbers approximately 1.4 billion. Norman reported that Malaysia's halal exports hit RM68.52 billion in 2025, marking a 10.9 percent rise from the previous year, with food and beverages accounting for RM36.86 billion of this total.
MATRADE plans to continue facilitating market access through business-matching sessions and product-pitching activities, alongside live-streaming collaborations with Chinese key opinion leaders (KOLs) to promote Malaysian products via social media platforms. The participation at CIIE 2026 aims to strengthen Malaysia's commercial ties with China, an important trading partner, with bilateral trade reaching RM542.2 billion in 2025, up 12 percent from the previous year.
The CIIE, established in 2018, provides an international platform for businesses to exhibit products, explore trade opportunities, and build commercial partnerships.