Taste Of Malaysia 2026 Promotes Agri-Food Products In China
KUALA LUMPUR, June 5 (Bernama) -- The Taste of Malaysia Programme has returned to China this year, with 30 premium food products from more than 11 Malaysian companies, as part of an effort to expand the presence of local agri-food products in one of the world's largest consumer markets.
Organised by the Agriculture Counsellor Office (ACO) at the Embassy of Malaysia in Beijing, the programme was launched by Malaysia's Ambassador to China Datuk Norman Muhamad in Shanghai on June 3 in celebration of the 52nd anniversary of diplomatic relations between Malaysia and China.
In a statement to Bernama, ACO Beijing said the initiative aims to introduce Chinese consumers and businesses to the unique flavours and diversity of Malaysian agricultural and food products, while creating new market opportunities for local brands.
"More than just a culinary showcase, the event underscores how food can serve as a bridge for friendship, understanding, and collaboration, while aiming to elevate awareness of Malaysian agri-food excellence, strengthen trade ties, and create new opportunities for Malaysian brands to enter or expand in the Chinese market," ACO Beijing said.
The programme is organised in collaboration with Malaysia’s Ministry of Agriculture and Food Security (MAFS), Chinese service provider Overseas Prominent Brands, Shanghai Shangshu Yonghui Supermarket, and Shangyou Selection Supermarket.
The offline promotional campaign is being held from June 3 to 9, followed by a month-long livestream e-commerce marketing campaign later this month to sustain brand visibility, expand consumer access to Malaysian products beyond physical stores, and drive both sales and online engagement.
According to ACO Beijing, the programme also serves as a key platform for gathering direct consumer feedback to better understand Chinese preferences and acceptance of Malaysian agricultural products.
Structured feedback from consumers and professional buyers at both supermarket chains will focus on product preferences, pricing, packaging, and overall reception. The findings will be shared with participating Malaysian suppliers to support product improvements and market-entry strategies.
"This direct feedback will help us ensure that Malaysia maintains the highest standards and consistently delivers products that meet the evolving needs and expectations of consumers," it said.
Last year, ACO Beijing successfully organised the Taste of Malaysia Programme 2025, which featured a five-day online promotion through METRO China's application and a three-day offline promotion at the retailer's flagship store in Beijing.
The programme, involving 15 Malaysian companies and led by METRO China, generated sales of 51.49 million yuan, attracted 300,000 buyers and eight million visitors, received 2,500 enquiries and facilitated 250 business meetings.
-- BERNAMA
