China - September 27, 2024

Iconic ASEAN products grab spotlight at 21st China-ASEAN Expo

From the aroma in the air, it's clear durian is the star of the show at the Malaysia pavilion.

Visitor:

"I'm eating a durian flavored popsicle. I came to the Malaysian Pavilion because the durian products here taste more authentic ...... Since Malaysia is this year's country of honor, I made a trip here to see what interesting products are available."

As China and Malaysia celebrate their 50th anniversary of diplomatic relations, many Malaysian manufacturers hope the close ties attract more customers.

Nurfarhana Binti Khairuddin, Marketing Executive, Bertambest, Malaysia:

"It’s quite surprising because all of the Chinese that come here, they really like our durian white coffee. They try it, and they straightaway buy our product. We are really excited to see all their response. Because the market in China is quite huge. You have various of famous brand in China, that’s what we’re trying to compete with - the taste."

Thailand is up next. It’s one of the world’s largest rice exporters, especially known for its jasmine variety. In 2022, Thailand exported around 1.3 million tons of jasmine rice globally, enough to feed up to 13 million people for an entire year.

Veerayut Kosirinond, General Manager, China Market, Capital Cereals Co., Ltd., Thailand:

"Yesterday we found a potential partner who might start booking our rice from a few thousand tons. So, I think this platform is very helpful."

Li Shuang:

"I managed to get a small pack of jasmine rice and Tom Yum paste, which is perfect for making a delicious Thai dish. Our next stop is Vietnam, famous for its rich coffee culture. And I’ve already spotted something well-received by Chinese consumers."

Zhu Shenghui, General Manager, Dongxing Yuepinhui Trade Co., Ltd., China:

"G7 Coffee entered the Chinese market almost 10 years ago through a small booth at the China-ASEAN Expo. This year is our 12th year of participation and the largest. We did have a lot of customers come to talk to us, both from China and other Southeast Asian countries."

China has been ASEAN's top trading partner for 15 consecutive years, while ASEAN has held the position as China's top trading partner for the past four.

Each pavilion displays the unique products and culture of ASEAN countries, highlighting the strong trading ties between the two sides.

Restrictions: No access Chinese mainland