China is the world's largest importer and consumer of durians. Previously, durians from Southeast Asia entered the Chinese market primarily as frozen products. Nowadays, fresh durians from Malaysia are directly sourced from century-old orchards in Pahang, transported via a cold chain route from Kuala Lumpur Airport to Shanghai Pudong International Airport. They undergo immediate customs inspection through a green channel, going through customs clearance and reaching supermarket shelves within 36 hours at most. This high-speed logistics chain didn’t come into being until the debut of fresh Malaysian durians at the China International Import Expo (CIIE).
Malaysia has been strengthening its presence in the Chinese market through the CIIE, demonstrating significant appreciation for this world's first national-level expo focused on imports. As a friendly neighbor to China, Malaysia has twice served as a Guest Country of Honour at the CIIE, using this opportunity to engage in diverse areas of cooperation, underscoring the close ties between China and Malaysia. Malaysia's unique "CIIE story" has become a vivid testament to the deepening economic and trade cooperation between China and Malaysia.
A FRESH START EVERY YEAR
Since the inaugural CIIE, the Associated Chinese Chambers of Commerce and Industry of Malaysia (ACCCIM) has never missed this event, with its exhibition scale expanding annually. ACCCIM President Datuk Ng Yih Pyng stated that ACCCIM consistently encourages Malaysian companies to participate in the CIIE, viewing it as a crucial opportunity to explore the Chinese market and get integrated into the global economy.
According to Datuk Ng Yih Pyng, Malaysian companies' enthusiasm for the Expo comes from its function as an "efficient channel" to enter the Chinese and global markets. Through the CIIE, the Malaysian business community has reaped substantial benefits. At last year's CIIE, many exhibitors not only showcased new technologies and products, but also utilized live streaming to expand their influence significantly. Datuk Ng Yih Pyng emphasized, "CIIE is an important platform for Malaysian entrepreneurs to learn for themselves."
BUILDING CONNECTIONS THROUGH FOOD
The CIIE story of "Moh Kee Birdnest" is a highly typical one. Since the first CIIE, "Moh Kee Birdnest" has participated in the Expo under ACCCIM's banner. The company’s manager noted that each session of CIIE has allowed the company to make numerous new connections and gradually establish its brand in the Chinese market. Today, "Moh Kee Birdnest" has opened its first store in Shanghai. Meanwhile, more Chinese tourists visiting Malaysia are making it a point to visit "Moh Kee Birdnest" with its growing reputation in China. To meet the increasing demand from Chinese tourists, "Moh Kee Birdnest" has now opened additional stores in Kuala Lumpur. The mutual market interaction between China and Malaysia is thus achieved.
As one of the first entrepreneurs to enter the China-Malaysia durian trade field, Wang Jiaqiang, Founder and CEO of Muhua Sdn. Bhd., has participated in the CIIE three times. He has witnessed how Chinese consumers have come to understand and love Malaysian durians through the CIIE, and deeply felt the new vitality that the Chinese market brought to the Malaysian durian industry. At the CIIE, Wang met with a Chinese security technology company, and together they developed AI intelligent detection technology to assess durian quality, significantly enhancing the standardization and international competitiveness of Malaysian durians. Wang said, "It can be said that it was CIIE’s role as a ‘matchmaker’ that enabled me to launch the AI-driven 'smart durian' technology. The CIIE has witnessed the growth of myself and my company."
Moreover, the flourishing durian industry has boosted rural economic development in Malaysia. Many Malaysian orchard owners and farmers stepped out of Malaysia through the CIIE and expanded their market at the global level.
SMALL BOOTHS, BIG OPPORTUNITIES
The CIIE not only provides development opportunities for large enterprises but also builds a growth platform for Malaysian SMEs and young entrepreneurs. For young entrepreneurs from newly established Malaysian companies, their enterprises are still small and have some way to go before entering international markets, including China. Participating in the CIIE allows them to gain a better understanding of the Chinese market and prepare more thoroughly for market expansion.
To this end, ACCCIM led nearly a hundred young entrepreneurs on a CIIE tour last year, helping them broaden their horizons and gain experience. It has also been actively seeking policy support from the Malaysian government to encourage more SMEs to participate in the CIIE.
Last year, Prime Minister of Malaysia Anwar Ibrahim was invited to visit China. During his visit, Prime Minister Anwar Ibrahim toured the Malaysia Pavilion, met with several Malaysian exhibitors and held discussions with Chinese investors. This significantly enhanced the influence of Malaysian businesses and expanded opportunities for collaboration with companies from other countries.
"The predecessors plant the trees, and the later generations enjoy the shade." This Chinese proverb, quoted in Mandarin by Prime Minister Anwar Ibrahim at the opening ceremony of the 7th CIIE and Hongqiao International Economic Forum, encapsulates the spirit of the event. The CIIE provides a platform for companies worldwide to showcase their capabilities and strengths, conveying a rosy vision of looking towards the future and sharing opportunities. As an important platform for China-Malaysia economic and trade cooperation, the CIIE will continue to serve as a bridge and link, promoting deeper collaboration between businesses from both countries across more sectors. In the future, Malaysia's "CIIE story" is set to be even more remarkable.
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