Malaysia’s food and beverage (F&B) sector is stepping confidently onto the global stage as the Malaysia External Trade Development Corporation (MATRADE) leads a 26-company delegation to ANUGA 2025, one of the world’s largest and most influential food trade fairs, taking place in Cologne, Germany from 4 to 8 October 2025.
This year’s Malaysian Pavilion, spearheaded by MATRADE, brings together a diverse portfolio of high-quality, Halal-certified products — from palm oil and cocoa-based items to ready-to-eat meals, beverages, snacks, sauces, frozen foods, and functional products.
Promoting Malaysia as a Global Halal Hub
MATRADE expects Malaysia’s reputation for Halal-certified excellence to be one of the key highlights at ANUGA 2025. The inaugural ANUGA Halal Forum, organised in collaboration with the Islamic Chamber Halal Services (ICHS), provides Malaysian businesses an exclusive platform to connect with global Halal industry players, reinforcing Malaysia’s growing influence in the Halal economy.
“The European market’s appetite for safe, high-quality, and innovative food is creating fertile ground for Malaysian exporters,” said YB Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE. “This platform allows our exporters to showcase Halal-certified, sustainable and forward-looking products that align with global consumer trends.”
He added that Malaysia’s global Halal exports stood at RM61.8 billion in 2024, with ambitions to reach RM80 billion by 2030, in line with the Thirteenth Malaysia Plan (RMK-13).
Europe’s Growing Demand for Malaysian Exports
The European Union remains a major growth market for Malaysia’s F&B exports. In 2024, Malaysia’s processed food exports to Europe rose by 70%, reaching RM3.48 billion, while exports to Germany alone surged by nearly 80% in 2025 (January–August period).
Top Malaysian F&B exports to Europe include cocoa butter, cocoa powder, non-dairy creamer, sugar confectionery, and unsweetened biscuits, all known for their quality and compliance with stringent European standards.
According to Dato’ Sri Mohd Mustafa Abdul Aziz, Chief Executive Officer of MATRADE, Malaysia’s momentum in Europe underscores the country’s credibility and competitiveness.
“With Europe’s Halal food sector projected to exceed USD600 billion in the next decade, MATRADE’s continued participation at ANUGA positions Malaysian companies to capture this immense demand,” he said.
Expanding Horizons Beyond Europe
While Europe remains a key destination, MATRADE is also encouraging Malaysian exporters to explore emerging markets such as Africa, Eastern Europe, and Latin America, where rising demand for ethnic, Halal, and health-focused foods presents fresh opportunities.
ANUGA’s global platform enables Malaysian companies to forge new partnerships, diversify their export markets, and further elevate the international profile of ‘Made in Malaysia’ products.
Supporting Malaysia’s Export Ambitions
MATRADE continues to play a pivotal role in supporting Malaysian exporters through trade fairs, export training, and market intelligence. Malaysian companies keen to join future international trade missions or export programmes can register as MATRADE members and stay informed via [email protected].
