Featuring Selected halal certified Foods and Wellness Products, with HK$50 Off Purchases of HK$350 or More Ahead of Peak Online Shopping Season
HONG KONG, Nov. 11, 2026 /PRNewswire/ -- Malaysia External Trade Development Corporation (MATRADE), through its Hong Kong office, has partnered with HKTVmall to launch the "Discover Malaysia @ HKTVmall" campaign. The strategic collaboration aims to introduce Hong Kong consumers to authentic Malaysian brands across specialty foods and beverages, healthcare and wellness products, and quality lifestyle essentials, offering HKTVmall shoppers a curated selection of leading Malaysian brands.
The campaign is now under way and runs until 31 January 2027. During the promotional period, shoppers who purchase selected Malaysian products from the "Malaysian Pavilion" on HKTVmall can enjoy HK$50 off purchases of HK$350 or more by entering the exclusive promotional code "MYSAVE50". The offer provides Hong Kong consumers with an opportunity to explore a wide range of Malaysian products at attractive prices.
Expanding Online Market Reach and Export Opportunities
Intan Zalani, Consul (Trade) at the Consulate General of Malaysia in Hong Kong and representative of MATRADE Hong Kong, said: "The primary objective of this joint initiative is to accelerate the digital market footprint of Malaysian small and medium enterprises (SMEs) within Hong Kong's fast-evolving retail ecosystem. By leveraging HKTVmall's extensive logistics network, marketing infrastructure, and massive e-commerce user base, we are providing Malaysian brands with a highly visible online sales platform to engage directly with millions of Hong Kong consumers."
The targeted product categories chosen for this pavilion—particularly packaged foods, healthy snack alternatives, functional wellness supplements, and personal care items—directly align with the shifting health-conscious purchasing habits of local shoppers. The pavilion also showcases a range of premium halal certified products, meeting the increasing demand for high-quality, safe, reliable and ethically sourced goods.
Strong Bilateral Trade Ties Create Opportunities During Peak Online Shopping Season
This online promotional campaign builds on the longstanding trade relations between Malaysia and the Hong Kong Special Administrative Region (HKSAR). In 2025, Malaysia's total trade with Hong Kong SAR surged by 10.5% to reach USD27.29 billion, up from USD 23.16 billion in 2024. Driven by strong demand, exports to Hong Kong climbed 8.4% to USD 22.52 billion compared to USD19.5 billion in 2024. Processed food continued to be a key growth driver, with exports reaching US$160 million and ranking among Malaysia's five largest export categories to Hong Kong.
By launching the digital Malaysian Pavilion during the peak online shopping season, MATRADE aims to help promising Malaysian brands capitalise on emerging opportunities and further expand their presence in Hong Kong's growing e-commerce market.
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MATRADE PARTNERS WITH HKTVMALL TO LAUNCH "DISCOVER MALAYSIA @ HKTVMALL" CAMPAIGN
MATRADE PARTNERS WITH HKTVMALL TO LAUNCH "DISCOVER MALAYSIA @ HKTVMALL" CAMPAIGN
KUALA LUMPUR, Malaysia, Nov. 11, 2026 /PRNewswire/ -- In an increasingly competitive food and beverage industry, creating a memorable dining brand takes more than serving good food. It requires a clear identity, an understanding of evolving consumer preferences, and the ability to bring people together through shared experiences. For Annie Tan Poh Ai, Founder and Chief Executive Officer of Temu Empat Sekawan Sdn. Bhd., these ideas form the foundation of Empat Sekawan, a modern café concept built around the warmth of traditional Asian flavours and the familiar comfort of home.
Founded in Penang, Empat Sekawan was developed with a vision to bring traditional flavours into contemporary café culture. Rather than treating heritage cuisine as something of the past, the brand seeks to preserve its familiarity while presenting it in a dining environment that appeals to different generations. Its philosophy, centred on creating a "Home for Everyone", reflects the belief that food can serve as a meaningful connection between family, friends and cultural traditions.
The brand's identity is rooted in the idea of bringing people together through food. From Malaysian classics to Asian favourites and fusion selections, Empat Sekawan offers a diverse menu designed to accommodate different tastes and dining preferences. With more than 230 food and beverage choices, its offerings range from familiar local dishes to a variety of Asian-inspired selections, providing customers with an extensive dining experience under one brand.
What distinguishes Empat Sekawan is its emphasis on preserving culinary heritage while adapting to modern dining expectations. Traditional flavours remain central to the brand, but the café concept introduces them in a contemporary and welcoming setting. This approach allows familiar dishes to remain relevant to younger generations while giving families a comfortable place to enjoy food across different age groups.
For Annie Tan, the brand's vision goes beyond establishing a café business. Empat Sekawan's mission is to inherit traditional culinary practices, preserve the flavours of earlier generations and introduce them to a wider audience. By creating a space where people of different backgrounds and generations can gather, the brand also embraces Malaysia's multicultural identity through food and shared dining experiences.
Behind the customer-facing experience is an emphasis on operational standards and consistency. Empat Sekawan's central kitchen is Halal-certified, with its ingredient handling, food preparation, storage and food safety practices aligned with Halal requirements. Selected outlets have also obtained official Halal certification, while the company continues to work towards expanding certification across its growing network. Its focus on quality ingredients, hygiene and food preparation forms an important part of its commitment to customer confidence.
As the food and beverage landscape continues to evolve, brands face the challenge of maintaining their identity while responding to changing consumer expectations. Empat Sekawan's approach demonstrates how traditional cuisine can be brought into a modern business model without losing the cultural significance behind it. By combining menu variety, a family-oriented dining concept and a strong connection to heritage flavours, the brand continues to build its identity within Malaysia's competitive café and restaurant industry.
Annie Tan's entrepreneurial journey received recognition at ShangHai Honourable Women Entrepreneur Business Award (SHE) 2026, where she was honoured with the Women in Modern Asian Culinary Excellence Award, under the Women in F&B Excellence Award category. Organised by ShangHai Business Media, SHE Award celebrates women whose achievements, leadership and contributions have made an impact across their respective industries. The recognition acknowledges Annie's vision in developing Empat Sekawan and her contribution to bringing traditional Asian culinary experiences into the modern dining landscape.
For Empat Sekawan, this recognition represents more than an individual achievement. It reflects the values behind the brand: preserving traditions, embracing cultural diversity and creating meaningful connections through food. As the company continues to develop its presence, its vision remains centred on making traditional flavours accessible to more people while building a dining experience that feels welcoming to everyone.
At its heart, Empat Sekawan is built on a simple yet meaningful idea: food is more than nourishment; it is part of culture, family and shared memories. Through Annie Tan's leadership, the brand continues to bring this philosophy into modern dining, creating opportunities for traditional Asian flavours to be appreciated by present and future generations.
More information about Empat Sekawan is available at www.empatsekawan.com.
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Preserving Asian Culinary Heritage Through Modern Dining: The Rise of Annie Tan and Empat Sekawan
