Malaysian exporters have recorded an impressive RM160 million in trade leads at the Korea Import Expo (KIE) 2026, surpassing the initial target of RM120 million and highlighting the growing demand for Malaysian products in South Korea.
The three-day exhibition, held from 23 to 25 June 2026 at COEX in Seoul, marked Malaysia’s second consecutive participation at the international trade fair, with the Malaysia External Trade Development Corporation (MATRADE) leading the country’s largest-ever delegation to the event.
The strong performance reflects Malaysia’s continued efforts to expand export opportunities in Northeast Asia while strengthening bilateral trade ties with one of its key trading partners.
Largest ASEAN Participation at Korea Import Expo
Coordinated by MATRADE, the Malaysia Pavilion featured 17 Malaysian companies, including 10 businesses participating under Majlis Amanah Rakyat’s (MARA) Gate to Global Programme.
The collaboration builds on the strategic Memorandum of Understanding (MoU) signed between MATRADE and MARA on 6 November 2025, which has since facilitated several initiatives aimed at accelerating the international growth of Malaysian businesses.
Malaysia also recorded the largest national participation among ASEAN countries at KIE 2026, ahead of Singapore, the Philippines, Myanmar, Cambodia, Vietnam and Indonesia.
Malaysian Halal Products Capture Strong Buyer Interest
The Malaysia Pavilion showcased a wide range of products across the lifestyle and food and beverage sectors, successfully attracting South Korean buyers seeking premium, high-quality and authentic products.
Among the products generating the strongest commercial interest were:
- Premium halal-certified ready-to-eat and frozen foods
- Snacks and confectionery
- Sauces and condiments
- Household consumer products
- Detergents and cleaning products
The diverse product offerings reinforced Malaysia’s growing reputation as a supplier of quality consumer goods that meet international standards.
Strategic Business Matching Drives Commercial Success
To convert buyer interest into tangible business opportunities, MATRADE implemented a comprehensive promotional strategy throughout the event.
This included intensive business matching sessions that connected Malaysian exporters directly with verified South Korean importers and distributors. The physical meetings were complemented by localised digital marketing campaigns and live-streaming sessions featuring South Korean Key Opinion Leaders (KOLs), helping to increase brand visibility and market awareness.
The integrated approach contributed significantly to the strong trade outcomes achieved during the exhibition.
MATRADE: South Korea Remains a High-Potential Export Market
Commenting on the results, MATRADE Chief Executive Officer Abu Bakar Yusof said the exceptional trade leads demonstrated the strong appeal of Malaysian products among South Korean consumers.
“The exceptional trade leads secured at KIE 2026 underscore the strong appeal of Malaysian products in the South Korean market, reaffirming the ability of our exporters to meet the high standards of Korean consumers.”
He noted that South Korea’s private domestic consumption expenditure is forecast to reach nearly USD924.1 billion in 2026, presenting significant opportunities for Malaysian exporters looking to expand into the market.
He added that MATRADE’s strategic promotional approach successfully connected Malaysian businesses with leading Korean buyers, translating strong product interest into measurable commercial outcomes.
The achievement also strengthens Malaysia’s commercial footprint in Northeast Asia while enabling exporters to leverage preferential market access under the ASEAN-Korea Free Trade Agreement (AKFTA) and the Regional Comprehensive Economic Partnership (RCEP).
Strengthening Malaysia-South Korea Trade Relations
The success of Malaysia’s participation at KIE 2026 builds on the Memorandum of Understanding signed between MATRADE and the Korea Importers Association (KOIMA) on 1 December 2024 during Prime Minister Dato’ Seri Anwar Ibrahim’s official visit to South Korea.
By maintaining a consistent presence at Korea Import Expo, MATRADE continues to support Malaysia’s Look East Policy while creating new opportunities for exporters to establish long-term partnerships in Northeast Asia.
Malaysia’s trade relationship with South Korea continues to strengthen, with total bilateral trade increasing 6.8% to RM117.12 billion (USD27.42 billion) in 2025, providing a solid foundation for future export growth.
