Malaysia’s debut at the Korea Import Fair (KIF) 2025 proved a resounding success, with the Malaysia Pavilion recording over RM120 million in trade prospects, more than double its initial target. Spearheaded by the Malaysia External Trade Development Corporation (MATRADE), the three-day event held from 7 to 9 July at COEX, Seoul, marked a key milestone in strengthening Malaysia’s export agenda and regional trade footprint.
The Malaysia Pavilion – the largest national showcase at this year’s fair – featured 12 local companies and one government agency, surpassing other ASEAN participants such as Indonesia, Thailand, and Vietnam. This strong presence reflects Malaysia’s growing market relevance and its commitment to deepening economic engagement with South Korea.
Targeted Trade Promotion with Measurable Results
To amplify its impact, MATRADE deployed an integrated promotional strategy that included:
- Curated business matching sessions with Korean importers
- High-visibility digital and social media campaigns
- Live-stream showcases with local Key Opinion Leaders (KOLs)
- Direct media engagement to build brand awareness and credibility
These initiatives not only enhanced visibility for Malaysian products but also created meaningful buyer-seller interactions, driving significant commercial interest.
Among the top-performing sectors were:
- Jewellery (necklaces, bracelets)
- Footwear
- ICT services
- Apparel
- Tropical fruits
- Food and beverages
This strong and diversified interest underscores the growing appeal of Malaysian-made goods in the South Korean market – especially those that blend innovation, quality, and cultural authenticity.
Strategic Trade Diplomacy in Action
According to Datuk Mohd Mustafa Abdul Aziz, CEO of MATRADE, Malaysia’s participation in KIF 2025 reflects its broader strategy to unlock export potential through highly targeted global engagements. He stated that the Korea Import Fair (KIF) is a strategic platform for Malaysian companies to widen their export footprint in South Korea and the Northeast Asia region. Malaysia’s participation in KIF 2025 is in line with the Government’s aspiration to strengthen trade cooperation through promotional and business matching initiatives.
Malaysia’s involvement in KIF 2025 builds on the groundwork laid during Prime Minister Dato’ Seri Anwar Ibrahim’s visit to Seoul in December 2024, which saw MATRADE sign a Memorandum of Understanding (MoU) with the Korea Importers Association (KOIMA). This agreement marked a step forward in deepening bilateral trade relations and sets the stage for the anticipated Malaysia-Korea Free Trade Agreement (MKFTA).
Aligning with National Economic Priorities
Participation in KIF also aligns with Malaysia’s Look East Policy, aimed at strengthening economic ties with East Asian markets. By engaging directly with Korean businesses, Malaysia is not only promoting its export capabilities but also expanding trade access, building long-term partnerships, and positioning itself as a competitive player in Northeast Asia’s fast-growing economy.
