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