China is Malaysia’s largest trading partner, export destination and import source, with total trade between China and Malaysia recorded at RM450.84 billion in year 2023. The China market presents numerous export opportunities for Malaysian exporters, as China has expressed an interest in importing more quality products from ASEAN countries.

The market size of China’s fast-moving consumer goods (FMCG) market was valued at USD861.1 billion in year 2022. It remains a growing market due to increased consumer spending. Food products with potential in the FMCG market includes herbs, spices, cooking oils, cereals, muesli, granola, ready-to-eat meals and halal products.

Cross-border e-commerce (CBeC) approach is one of the main approaches for Malaysian exporters to penetrate the China market. The major CBeC import platforms in China includes Tmall Global, JD Mall, Koala and VIP Global. CBeC facilitates international trade and helps SMEs to participate in global trade. It is also easy and convenient for businesses and consumers and assists in matching buyers and sellers. Besides that, Malaysian exporters can expand their business into China through the China-ASEAN Expo (CAEXPO). CAEXPO is an international economic and trade event annually held in Nanning, Guangxi, China since 2004.

The top food and beverage (F&B) trends in the China market are health and wellness products, fresh food, convenience food, gourmet food, luxury food and exotic flavours. Consumer preferences and demands have also seen a change, driven by increased disposable income, urbanisation, popularity of imported food, rise of online shopping and innovation of products for young consumers. Additionally, there is a demand for halal products in Western China, as China represents 30 million of the fast-growing Muslim market.  

Malaysian businesses who are interested in exporting to China may reach out to MATRADE through the contacts below for assistance. MATRADE will be able to assist in any export-related enquiries and connect Malaysian exporters with China buyers.  

For enquiries, please contact:

MATRADE Beijing 
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MATRADE Shanghai
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MATRADE Guangzhou
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MATRADE Chengdu
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References
MATRADE Webinar (Strategising Your Market Penetration To China & Hong Kong)