Malaysian products shine at consumer expo in south China's Hainan with cultural fusion

China

Malaysian products shine at consumer expo in south China's Hainan with cultural fusion

2025-04-17 17:28 Last Updated At：04-18 00:57

At the ongoing fifth China International Consumer Products Expo, 39 Malaysian companies are showcasing 41 brands -- from buttery cookies to culturally inspired handbags -- in a vibrant display of cross-cultural creativity aimed at tapping into China's booming consumer market.

The six-day event, which opened in Haikou on Sunday, has brought together exhibitors from more than 70 countries and regions, covering emerging fields such as the digital sector and green consumption.

At Malaysia's food booth, the rich aroma of butter cookies wafted through the air. A well-established household name in Malaysia for over two decades, the company is now turning its attention to China.

"This is our first expo [presence] in Hainan, and the crowd's energy is incredible. Now we're targeting China's youth with vibrant packaging and in-person tastings. The market's potential? Massive," said Patrick Ku, Marketing Manager of Global Premium Resources Sdn Bhd.

Just steps away, intricately designed handbags combine China's traditional Song brocade -- a silk craft renowned for its luxurious sheen and durability -- with Southeast Asian patterns. The product line is tailored to resonate with China's younger generation.

"We fused Chinese cultural confidence with Southeast Asian heritage. This isn't just a bag -- it's intangible cultural heritage reborn. See the Song brocade pattern? It's about resonating with Gen-Z's love for Chinese culture," said Joane Zhao, founder of Tingxu Creation and Beauty Life.

The Song brocade, as its name implies, is a kind of brocade developed during the Song Dynasty (960-1279) in ancient China. It is mainly produced in east China's Suzhou City -- the "Silk City" in ancient China.

In 2024, the bilateral trade volume between China and Malaysia reached 212 billion U.S. dollars. China has remained Malaysia's largest trading partner for 16 consecutive years.

With incentives under the Regional Comprehensive Economic Partnership (RCEP), the world's largest free trade deal to date, and the Hainan Free Trade Port, more and more Malaysian brands see Hainan as a gateway.

"We're here to have a look and learn from others. In fact, we have always wanted to introduce our products, our best products, to Chinese consumers," said Tang Zhongjian, director of Enzy Production Sdn Bhd.

"Investment between Malaysia and China hinges on complementary strengths. When businesses cross borders -- be it Malaysian firms in China or vice versa -- they tap into unique advantages. That's how partnerships grow," said Datin Fan Shu Hua, secretary of Malaysia Promas International Business Society.

Beijing to host APEC CEO forum next month

The Asia-Pacific Economic Cooperation (APEC) CEO China Forum 2026 will be held in Beijing on June 21, the China Council for the Promotion of International Trade (CCPIT) announced on Friday.

The event will feature an opening ceremony and three seminars to review this year's key outcomes such as the APEC Business Advisory Council (ABAC) Statement on Free Trade Area of the Asia-Pacific (FTAAP) and the ABAC Statement on Connectivity, and prepare high-quality policy suggestions from the business community for the APEC Economic Leaders' Meeting slated for November in south China's Shenzhen, the CCPIT said.

"The Asia-Pacific business community has released a joint statement on progress toward the FTAAP and called for an upgraded version of the APEC Connectivity Blueprint on the basis of the outcomes of the Beijing summit in 2014. This fully demonstrates the shared aspiration of the Asia-Pacific business community for stable and smooth industrial and supply chains, and for a universally beneficial and inclusive economic globalization," said Yang Mi, director of CCPIT's general office.

The APEC forum will be closely followed by the 4th China International Supply Chain Expo, which is scheduled for June 22-26 in Beijing.

The expo will feature more than 60 business exchange activities, with foreign provinces serving as guests of honor for the first time, according to the CCPIT.

"At this year's supply chain expo, 48 percent of the foreign exhibitors will be from China's Belt and Road partner countries. During the exhibition, we will hold a Belt and Road trade and investment forum and a roundtable on international chamber of commerce cooperation for the New Land-Sea Trade Corridor. In addition, we will hold an exchange activity for exhibitors, a working meeting of the China International Supply Chain Expo Exhibitors Alliance, the BRICS Women's Leadership Forum, and other exchange activities," said Liu Jiannan, vice chairman of CCPIT.

The expo will also host country-specific promotion sessions, bilateral economic and trade activities, and cross-industry exchanges to facilitate the flow of the resources along industrial and supply chains, according to the CCPIT.

The Auvergne-Rhone-Alpes region of France and the Liguria region of Italy will be foreign guest provinces of honor, which will carry out promotion and exchange activities with Chinese guest provinces of honor, the CCPIT said.

As the world's first national-level exhibition focusing on supply chains, the China International Supply Chain Expo is an internationally shared public product.

First held in 2023, the expo has contributed to building more secure, stable, open and inclusive global industrial and supply chains, according to the CCPIT.