SEOUL / KUALA LUMPUR, Malaysian exporters are gaining momentum in expanding their footprint in East Asia, following strong participation in the Korea Import Fair 2025 held in Seoul. The event, one of South Korea’s premier global sourcing platforms, offered Malaysian businesses valuable exposure and new trade opportunities.
Spearheaded by the Malaysia External Trade Development Corporation (MATRADE), the Malaysian delegation featured over 30 companies representing key sectors such as halal food and beverages, palm oil-based products, processed agro-goods, health and wellness, and sustainable consumer items.
Organised by the Korea Importers Association (KOIMA), the fair attracted over 1,000 buyers and industry representatives from South Korea and neighboring markets. Malaysian exhibitors reportedly generated potential trade leads exceeding RM100 million, with several firms entering final negotiations for long-term supply deals.
“This platform has created meaningful openings for Malaysian exporters, particularly in niche categories like halal-certified foods and plant-based health products, which are gaining traction among Korean consumers,” said MATRADE’s Trade Commissioner to Seoul, Noor Aini Abdul Rahman.
South Korean buyers expressed strong interest in Malaysia’s emphasis on quality, sustainability, and innovation — particularly in food safety and eco-friendly packaging. Many cited Malaysia’s competitive pricing and proven reliability as key factors in driving trade discussions.
A snack manufacturer from Selangor emerged as a standout, entering advanced talks with a major Korean retailer to supply tropical fruit chips under a private-label agreement. Other promising leads were secured by producers of palm oil-based personal care products and herbal beverages — both aligned with Korea’s rising health and wellness trends.
“This fair offered a direct channel to Korean buyers and insights into their consumer preferences and regulatory landscape,” said Lim Yee Mei, business development manager of one participating SME. “We’re confident about building long-term collaborations in this market.”
MATRADE’s presence also included a Halal Showcase to position Malaysia as a global halal hub, supporting the government’s broader export diversification goals. This effort comes amid a rise in Muslim tourism to South Korea and increased domestic interest in halal-certified goods.
Beyond matchmaking sessions, participants also attended briefings on Korea’s import regulations, e-commerce landscape, consumer behavior, and halal certification frameworks.
The Korea Import Fair is a key component of MATRADE’s North Asia market strategy, which also includes upcoming trade missions to Japan, Taiwan, and China.
“With the right approach and persistence, Malaysia has significant potential to grow its exports to Korea, particularly in areas that resonate with consumer demand,” Noor Aini noted.
In 2024, Malaysia-South Korea bilateral trade reached RM102.5 billion, with palm oil, electronics, and chemical products among Malaysia’s top exports.
The Korea Import Fair 2025 has reaffirmed its role as a vital springboard for Malaysian companies aiming to tap into one of Asia’s most dynamic and discerning markets.
