BEIJING: Malaysia is poised to record up to RM3 million in revenue from the ongoing Rasa Malaysia Festival in Beijing, as over 50 Malaysian businesses showcase culinary delicacies, tropical fruits, and artisanal crafts during the three-day event.
The annual festival, held from 16 to 18 May in Majiapu Subdistrict, Fengtai District, is co-hosted by the Malaysian Chamber of Commerce and Industry in China (MAYCHAM), in collaboration with the Malaysian Embassy in China. Now in its third consecutive year, the event serves as a strategic platform for promoting Malaysian culture and products to Chinese consumers and business stakeholders.
MAYCHAM Chairman Loh Wee Keng estimates that each exhibitor could generate between 20,000 and 30,000 yuan in daily revenue, with total projected sales ranging from three to five million yuan (approximately RM3 million) over the course of the festival.
“This year’s turnout is highly promising, especially over the weekend. With strong footfall and over 50 booths, we are optimistic about surpassing the sales target,” Loh said at the festival grounds.
Among the key attractions this year are Malaysia’s iconic durians, particularly the premium Musang King and Black Thorn varieties. These are complemented by a spread of local favourites including nasi lemak, roti canai, curry puffs, and teh tarik, as well as a variety of traditional desserts and lifestyle products such as batik footwear and durian-based snacks.
Visitors are also treated to cultural performances, including the tarian joget and traditional Chinese lion dance, enhancing the festival’s role as a vibrant cultural exchange.
Malaysian Ambassador to China, Datuk Norman Muhamad, who officiated the opening ceremony, emphasised the festival’s significance in deepening bilateral engagement.
“In 2024 alone, Malaysia’s durian exports to China totalled 40.17 million yuan. Events such as these reflect our strengthening people-to-people ties and expanding trade cooperation,” he said. He further noted that China has remained Malaysia’s largest trading partner for 16 consecutive years and became the nation’s second-largest agri-commodity market in 2023, with exports reaching 38.06 billion yuan.
Highlighting Malaysia’s fruit showcase, Embassy of Malaysia First Secretary (Agriculture) Siti Zurianah Ismail, revealed that the delegation brought over 150kg of tropical fruits – including 60kg of Black Thorn durians, 120kg of pineapples, and 80kg of mangosteens – not for commercial sale but for educational promotion.
“Our goal is to inform and raise awareness among Chinese consumers about the unique attributes of Malaysian tropical fruits, especially in comparison to those from Thailand and Vietnam,” she explained.
Embassy Counsellor Nurul Huda Ab Rahim added that the Malaysian Ladies Association has once again supported the initiative, engaging with visitors through live cooking demonstrations.
“This year, curry puffs have been a standout favourite. We also introduced paru goreng, a rarity in China, alongside nasi lemak. The response has been overwhelmingly positive,” she said.
The event is jointly organised by MAYCHAM, the Fengtai District Government, and the Majiapu Subdistrict Office, and is expected to draw over 10,000 visitors throughout the weekend.
-Bernama
