The “Remarkable Shandong” Agricultural Trade (Malaysia) Expo 2026 officially opened at the Kuala Lumpur Convention Centre (KLCC), bringing nearly 100 companies from six cities across Shandong and more than 1,100 products to Malaysia for three days of trade and industry engagement.
Returning for its second edition, the Expo places greater emphasis this year on halal standards, market access and cross-border supply chain cooperation, connecting Shandong producers with Malaysian buyers, distributors and industry partners while opening pathways to the wider ASEAN market.
The opening ceremony brought together representatives from Shandong, Malaysian government agencies, business chambers, buyers, exhibitors and the media. Among the guests were Dato’ Dr Fathul Bari bin Mat Jahya, Chairman of UiTM Holdings Sdn Bhd; YB Tan Kok Wai, Former Special Envoy of the Prime Minister of Malaysia to China and Former Chairman of the Malaysia-China Business Council; Dato’ See Meng Geok, Vice President of the Malaysia-China Chamber of Commerce (MCCC); and Duan Youchen, Deputy Secretary of the Party Committee and Vice Chairman of Shandong Agricultural Group Co., Ltd.
The guests jointly launched the Expo, marking the official opening of its second Malaysian edition.
Shandong Expands Agricultural Links with ASEAN
Shandong is one of China’s major agricultural provinces, with an extensive ecosystem spanning farming and livestock, food processing, cold-chain logistics and agricultural equipment.
In 2025, the province’s total output value across agriculture, forestry, animal husbandry and fisheries exceeded RMB1.3 trillion, while agricultural exports reached RMB166.83 billion, representing a 1.2% year-on-year increase. Shandong has also ranked first in China for agricultural exports for 26 consecutive years, accounting for 22.4% of the country’s total agricultural exports.
The inaugural Expo in 2025 brought together 69 companies from 16 cities across Shandong, showcasing more than 800 products and attracting nearly 230 government, business and trade association representatives from Malaysia and China.
The event connected participating companies with buyers from several ASEAN markets and generated more than RMB100 million in potential transactions, alongside strategic agreements, orders and longer-term supply arrangements.
Building on this momentum, the 2026 edition has expanded its scale and product offering through cross-border B2B business matching, new product launches, product showcases and halal industry engagement.
The Expo aims to bring more quality Shandong agricultural products into Malaysia and ASEAN while creating sustainable distribution and supply chain partnerships.
Halal Trade Takes Centre Stage
Malaysia’s established halal ecosystem provides an important platform for Shandong companies looking to enter the Malaysian market and reach Muslim consumers across ASEAN.
According to the Halal Development Corporation Berhad (HDC), Malaysia’s halal exports reached RM68.52 billion in 2025, representing a 10.9% year-on-year increase.
For companies entering the Malaysian halal market, however, compliance extends beyond product labelling. Businesses must understand ingredient sourcing, production processes, traceability, warehousing, logistics and certification requirements across the supply chain.
“Shandong is one of China’s major agricultural provinces. In 2025, the total output value of its agriculture, forestry, animal husbandry and fisheries exceeded RMB1.3 trillion, while its agricultural exports have ranked first in China for 26 consecutive years. Malaysia is not only an important economic and trade partner for Shandong in ASEAN, but also an important gateway to ASEAN and the global halal market,” said Duan Youchen, Deputy Secretary of the Party Committee and Vice Chairman of Shandong Agricultural Group Co., Ltd.
He said the Expo aims to establish platforms for two-way trade in quality agricultural products, cooperation across the agricultural value chain and international promotion of agricultural brands.
“By leveraging Malaysia’s established halal certification ecosystem, we also hope to support more quality Shandong agricultural products in reaching ASEAN and international markets, while taking agricultural cooperation into broader areas and to greater depth,” he added.
From Product Showcase to Market Access
Dato’ Dr Fathul Bari bin Mat Jahya, Chairman of UiTM Holdings Sdn Bhd, said the Expo brings together nearly 100 companies from six cities across Shandong, showcasing more than 1,100 products and the province’s capabilities in agricultural production, food processing and supply chains.
“For businesses, having a quality product is only the first step towards entering a market. The right packaging and labelling, consistent quality and supply, and reliable local partners are equally important,” he said.
He also highlighted the five strategic cooperation agreements expected to be facilitated at the Expo, covering agricultural trade, agri-food products, beef, the halal industry, and trade and investment promotion.
“We hope this Expo will serve as a starting point to bring together industry, technology and knowledge, helping more Shandong companies find long-term partners in Malaysia and translating these connections into tangible outcomes,” he said.
YB Tan Kok Wai, Former Special Envoy of the Prime Minister of Malaysia to China and Former Chairman of the Malaysia-China Business Council, said closer agricultural cooperation between Malaysia and China carries both economic and strategic significance.
He highlighted China’s experience in modern agricultural technology, food processing, cold-chain logistics and agricultural machinery, while noting Shandong’s position as China’s leading agricultural export province.
“We welcome more quality Shandong products into Malaysia and hope Shandong companies will view Malaysia as an important partner and gateway to the ASEAN market,” he said.
Malaysia as a Gateway to ASEAN and the Global Halal Market
The Expo also highlights the potential for cooperation to move beyond bilateral Malaysia-China trade.
Dato’ See Meng Geok, Vice President of the Malaysia-China Chamber of Commerce, said both sides could combine their respective strengths to pursue opportunities in wider international markets.
Shandong brings capabilities in agriculture, food processing, agricultural technology and supply chains, while Malaysia offers an established halal certification ecosystem and connectivity to ASEAN, the Middle East and global halal markets.
“We look forward to exploring a model that combines Shandong’s production capabilities with Malaysia’s halal certification and global market connectivity, positioning Malaysia as an important platform for quality Shandong products to reach international markets,” she said.
MCCC will continue to support business connections between the two sides and help develop opportunities across ASEAN, the Middle East and global markets.
According to the latest list published by the Department of Islamic Development Malaysia (JAKIM), 96 foreign halal certification bodies across 49 countries and regions are currently recognised. Six are located in China, including the Shandong Halal Certification Service (SHC) in Jinan.
The halal certification status of individual products exhibited at the Expo remains subject to valid documentation issued by the respective companies and relevant certification bodies.
More Than 1,100 Products on Display
The Expo showcases the breadth of Shandong’s agricultural industries and regional specialities, with products spanning fresh fruits and vegetables, grains and dry goods, prepared foods, meat and seafood, food ingredients and condiments, tea and beverages, and dairy products.
Five Malaysian organisations, including HDC, are also participating in the exhibition, strengthening local industry involvement and creating further opportunities for Shandong businesses to engage with Malaysian partners.
Following the opening ceremony, the “Remarkable Shandong” Premium Agri-Products Promotion in Malaysia Conference featured remarks by Bi Haixin, Level-II Bureau Level Official of the Shandong Provincial Department of Agriculture and Rural Affairs.
Presentations were also delivered by Su Kewei, Vice General Manager of Qilu Evening News · Qilu Yidian and Person in Charge of Shandong Qilu Nongchao Technology Co., Ltd.; and Liu Ting, Minister of the Market Department of Shandong Agricultural Group Agricultural Products Supply Chain Co., Ltd.
Representatives from Linyi City, Shen County, Yangxin County, Boxing County, Anqiu City and Linqu County also presented their respective agricultural strengths, signature products and potential areas for cooperation.
Five Strategic Agreements Strengthen Trade Cooperation
A key outcome of the Expo was the signing of five strategic cooperation agreements between Shandong companies and Malaysian and regional partners.
The agreements involved:
- Nozoly Food Industry Sdn. Bhd. and Shandong Agricultural Group Co., Ltd.
- Latam Singapore Pte Ltd and Shandong Going Global Guangdong Henqin Supply Chain Co., Ltd.
- Nozoly Food Industry Sdn. Bhd. and Niuzhigu Holdings (Yangxin) Co., Ltd.
- Metrobiz Marketing Sdn. Bhd. and Shandong Meijia Group Co., Ltd.
- Binzhou Zhongyu Food Co., Ltd. and Macau Zishen Group Limited
The five agreements cover agricultural trade, agri-food, beef and halal industries, as well as trade and investment promotion.
Together, they connect Shandong’s production and supply chain resources with commercial networks in Malaysia and the wider region, creating potential pathways for product procurement, market expansion, distribution development and longer-term supply chain partnerships.
The agreements underline the Expo’s broader objective of moving beyond product showcasing towards tangible business opportunities and deeper cooperation between Shandong and Malaysia across the agricultural and food industries.
