Held under the theme “Global Vision, Chinese Classics, Henan Premium Products,” this year’s expo highlighted the scale and dynamism of China’s food industry while providing a platform for international collaboration and market expansion.
The SME Association of Malaysia (SME Malaysia), in collaboration with the Malaysia Cross-Border E-Commerce Association, organised a delegation of SMEs to participate in the expo and established the Malaysia Pavilion as part of its ongoing efforts to support members in expanding into international markets. The delegation comprised approximately 30 participants, with 10 SMEs exhibiting a range of Malaysian food and related products, collectively showcasing Malaysia’s diverse and high-quality offerings.
Desmond Anil Raymond Norbert, Dato’ Dr Danny Mah Che Beng, Dr Chin Chee
Seong, Norman Dzulkarnain Nasri, Dato’ Danny Tan Eng Ching, Harry Tan Hui Ann,
and Alex Hee Kam Fatt.
The delegation was led by SME Malaysia President Dr Chin Chee Seong, Malaysia Cross-Border E-Commerce Association President Dato’ Dr Danny Tan Eng Ching, SME Malaysia Deputy Secretary General Dato’ Dr Danny Mah Che Beng, and National Council Members Desmond Anil and Harry Tan Hui Ann.
They attended the opening ceremony, exhibition tour, city briefing session, and visit to the Luohe City Brand Pavilion, gaining insights into local industry development and fostering deeper engagement with Chinese counterparts. The participation was supported by the Malaysia External Trade Development Corporation (MATRADE), reflecting collaboration between government agencies and industry associations in advancing SMEs’ internationalisation agenda.
MATRADE Shanghai Trade Commissioner Norman Dzulkarnain Nasri attended the opening ceremony and toured the Malaysia Pavilion, engaging with participating companies. In an interview, he said the Luohe Food Expo served as an effective platform for Malaysian companies to enhance their visibility and presence in the Chinese market.
He noted that beyond China’s first- and second-tier cities, emerging markets such as Henan present strong growth potential and emphasised MATRADE’s continued role in providing support and facilitation to Malaysian companies seeking to expand into China. He also welcomed more Malaysian companies to participate in future editions of the expo and encouraged them to collaborate with the SME Association of Malaysia and MATRADE to further penetrate the Chinese market.
Border E-Commerce Association organised an SME delegation and set up a
“Malaysia Pavilion” to promote local businesses internationally.
The SME Association of Malaysia said participation in the expo not only provided a valuable platform for product showcase and business networking, but also strengthened Malaysia–China cooperation in the food industry and cross-border e-commerce sector. The Association added that it will continue to integrate resources and expand international linkages to support more SMEs in achieving sustainable global growth.
Attendees included National Assistant Secretary General of SME Association of Malaysia Dato’ Dr Danny Mah Che Beng, National Council Member Desmond Anil Raymond Norbert, Harry Tan Hui Ann, General Manager Koh Kok Soo, and exhibitor representative Alex Hee Kam Fatt.
