KUALA LUMPUR, 3 JANUARY 2026 (SATURDAY) – Following the appointment of Abu Bakar Yusof as the new Chief Executive Officer, effective 20 December 2025, the Malaysia External Trade Development Corporation (MATRADE) is stepping up efforts to support global expansion of Malaysian exporters.
“MATRADE’s 2026 roadmap, which comprises 203 high-impact trade development and promotion programmes, represents our unwavering commitment to propelling Malaysian brands into the global marketplace. This initiative is designed to strategically empower 13,400 Malaysian companies, particularly Micro, Small and Medium Enterprises (MSMEs) in the export market,” said Abu Bakar Yusof, Chief Executive Officer of MATRADE.
”As we navigate this transition, our priority is to ensure seamless continuity and sustained export momentum under RMK13. MATRADE remains dedicated to delivering tangible outcomes for our exporters, fostering an ecosystem that drives inclusive and sustainable growth for the nation’s economy,” he added.
Strategic Roadmap for 2026
- Business Continuity & Human Capital Development: Strengthening workforce competencies to address emerging global megatrends such as artificial intelligence (AI), as well as global challenges arising from tariff impacts and evolving trade dynamics. These efforts are supported by MATRADE’s global network of 47 overseas trade offices.
- Strategic Collaborations: Deepening public-private-partnerships with prominent local and international entities to strengthen trade and export ecosystem and facilitate global expansion for Malaysian companies, particularly MSMEs. At present, MATRADE has established strategic collaborations with entities such as Star Media Group, MBSB Bank Berhad, EXIM Bank, DHL, China Construction Bank and Informa Markets.
- Whole-of-Government Approach: Enhancing collaboration with Ministries, Agencies and relevant stakeholders through Jawatankuasa Koordinasi Export (JK-X), chaired by the Chief Secretary to the Government of Malaysia (KSN), to streamline export promotion initiatives with the aim of optimising resources and maximising impact.
- ESG & Sustainability: MATRADE will accelerate the national sustainability agenda by expanding the Greening of Export Supply Chain Programme (GxSCI) to better prepare MSMEs and exporters for global environmental, social and governance (ESG) compliance and disclosure requirements. These initiatives position MATRADE as a strategic facilitator of sustainable trade, supporting Malaysian companies in meeting global ESG expectations while enhancing market access, supply chain resilience and long-term international competitiveness.The agency will also deepen policy-level collaboration via the Government Sustainability Engagement Programme (GSEP). Internally, MATRADE champions the adoption of solar energy and green infrastructure and was recently awarded the Energy Management Gold Standard (EMGS) by the Malaysian Green Technology and Climate Change Corporation (MGTC).
- Digitalisation: Digitalisation remains a key enabler in accelerating exporters’ adoption of cross border digital trade and e-Commerce business. MATRADE is ramping up initiatives through digital solutions such as MADANI Digital Trade, eBizLink and MATRADE Digital Learning by enhancing digital connectivity, trade facilitation, market access and capacity-building programmes to enable MSMEs to participate more effectively in cross-border digital trade.
- Market diversification: While reinforcing trade and export relations with traditional partners like the US, China, ASEAN and the EU, MATRADE is also actively implementing export initiatives in emerging and fast growing markets, including Latin America, Central and South Asia, West Asia and Africa.
- MATRADE will continue to work closely with MITI in promoting the utilisation of existing Free Trade Agreements (FTAs) to enhance market access, strengthen supply chain resilience and facilitate end-to-end digital trade. For the period of January to November 2025, exports to FTA markets accounted for approximately 67% of Malaysia’s total exports.
- Transition of the Halal sector: The transition of Halal sector from a niche market into a universal economic model aligns with the key drivers of RMK13 and the Halal Industry Master Plan 2030. The surge in Halal exports is largely attributed to MATRADE’s aggressive internationalisation strategy, supported by Malaysia’s Halal ecosystem players. In 2024 and 2025, MATRADE successfully positioned the Malaysia International Halal Showcase (MIHAS) into a global brand, with flagship events in Dubai and Shanghai.
Commitment to High Growth, High Value Industries and Iconic Exhibitions
MATRADE reaffirms its commitment to supporting national economic policies such as New Industrial Master Plan (NIMP 2030), National Semiconductor Strategy (NSS) and National Energy Transition Roadmap (NETR) by strengthening Malaysia’s presence at iconic global trade events focusing on high-growth and high-value sectors.
Key Sectors and Trade Events
- High-Tech & Aerospace: Participation in specialised platforms such as SEMICON West (USA) for electrical & electronics and the Farnborough International Airshow (UK) for the aerospace sector.
- Healthcare & Pharmaceutical Sectors: Strategically targeting global buyers through Arab Health (Dubai) for medical & pharmaceuticals and Innotrans (Berlin) for transport & logistics.
- Food & Beverage: Leading the 2026 calendar with 15 programmes, featuring major showcases such as Gulfood 2026 (Dubai), SIAL Paris and the homegrown MIHAS in Kuala Lumpur.
- Services Sector: Participation in major international platforms including Big 5, ADIPEC, Tokyo Game Show.
