By Rachel Poon

Members of Malaysia Business Group gathered at the MBG pavilion in Hall 8 of Impact Muang Thong Thani.

The Malaysia Business Group (MBG) proudly marked its largest participation to date at Thaifex-Anuga Asia 2024, with a total of 27 companies participating under the Malaysia Business Group pavilion. Thaifex-Anuga Asia 2024 was the Malaysia Business Group’s third major participation in the exhibition, occupying a total booth space of 270sqm. In previous years, the Malaysia Business Group occupied a 162sqm booth space in 2023 and a 126sqm booth space in 2022.  

Held from 28 May to 1 June 2024, Thaifex-Anuga Asia is the largest and most comprehensive food and beverage trade show in Southeast Asia. The event serves as a platform for exhibitors to showcase their latest food technologies and innovations, foster international partnerships and explore emerging trends in the food and beverage industry.

Launch of the Malaysia Business Group pavilion on 28 May 2024, the first day of Thaifex-Anuga Asia 2024.

The launch of the Malaysia Business Group pavilion was officiated by H.E. Datuk Jojie Samuel, the Malaysian Ambassador to the Kingdom of Thailand, Mr Mohamed Hafiz Md Shariff, the Trade Commissioner of the Malaysia External Trade Development Corporation (MATRADE) Bangkok, and Mr Michael Yap, President of the Malaysia Business Group for the 2023/2024 term, on the first day of the exhibition. Following Datuk Jojie’s opening address, Datuk Jojie and the MATRADE Bangkok team toured the Malaysia Business Group pavilion to explore and sample the exhibitors’ product offerings.

H.E. Datuk Jojie Samuel, the Malaysian Ambassador to the Kingdom of Thailand and the MATRADE Bangkok team touring the Malaysia Business Group pavilion during the opening launch.

Companies at the Malaysia Business Group pavilion showcased the rich flavours of Malaysian cuisine through their diverse offerings of Malaysian-made food and beverage products. Some of the featured products included Lian Taat Food Sdn Bhd’s bean curd skin, CKT Marketing Sdn Bhd’s roti paratha and Dondang Sayang Foods Sdn Bhd’s homemade Chee Cheong Fun. Live cooking demonstrations and numerous sampling activities were also held throughout the show to offer visitors a taste of Malaysia’s rich and vibrant food culture.

CKT Marketing Sdn Bhd, manufacturer of Malaysian traditional frozen food, at the Malaysia Business Group pavilion in Thaifex-Anuga Asia 2024. 

Kintry Sdn Bhd, manufacturer of Malaysian-made artisanal snacks, at the Malaysia Business Group pavilion in Thaifex-Anuga Asia 2024. 

“Participating in Thaifex was an incredible experience for NIMS. The event provided us with invaluable networking opportunities and insights into the latest trends in the food and beverage industry. We were able to showcase our Ready To Eat (RTE) product to a diverse audience, gaining significant exposure and receiving excellent feedback. Thaifex truly facilitated our growth and expanded our market reach,” said Ms Tengku Norhanim binti Tengku Othman, Chief Executive Officer of Nims Adeliciousz Sdn Bhd. 

Nims Adelicious Sdn Bhd, manufacturer of ready-to-eat chocolate coated cereal snacks, at the Malaysia Business Group pavilion in Thaifex-Anuga Asia 2024.

Grand Target Sdn Bhd, who participated in Thaifex-Anuga Asia for the first time, also shared that the exhibition was a valuable and beneficial experience for their business.

“Thaifex was a very good platform for Grand Target to gain brand exposure in oversea market. The exhibition provided us with invaluable experience and networking opportunities in the FMCG industry. We were able to understand and observe the most sought-after trends in the market. We also aimed and managed to introduce the new launch of coated peanuts to potential buyers and expanded it to the demanding market. We look forward to participating again in the near future,” said Ms Michelle Tan, Marketing Manager of Grand Target Sdn Bhd.

Grand Target Sdn Bhd, manufacturer of groundnuts and nut-related products, at the Malaysia Business Group pavilion in Thaifex-Anuga Asia 2024.

In addition to the opening launch event, the Malaysia Business Group organised a networking dinner on the first night of Thaifex-Anuga Asia at Taste Restaurant in Ibis Bangkok Impact. The networking dinner was organised to unite Malaysian exhibitors and visitors at the exhibition, as well as representatives from MATRADE Bangkok and the Embassy of Malaysia. The networking dinner proved to be a rewarding experience for attendees, as it provided them the opportunity to reestablish existing relationships and forge new connections with peers in the food and beverage industry.

Malaysia Business Group's networking dinner at Taste Restaurant, Ibis Bangkok Impact. 

Companies under the Malaysia Business Group pavilion collectively achieved on-the-spot sales exceeding USD 300,000 (equivalent to MYR 1.4 million), with significant contributions from Canada, Thailand and the Middle East. Meanwhile, the companies recorded over 1,200 in sales leads and total estimated sales value reached USD 1.9 million (equivalent to MYR 9 million). Sales leads were received mainly from countries in Asia, such as Thailand, Vietnam, Singapore, Philippines, Indonesia, China and Japan.

Besides this, Morning Arch Sdn Bhd, one of the companies participating under the Malaysia Business Group pavilion, was recognised at the Thaifex-Anuga Asia exhibition for their product innovativeness. Their Hello M’arch Quinoa Noodle Meal Kit product was selected as a finalist in the Thaifex-Anuga TasteInnovation Show and won two out of four categories at the Thaifex-Anuga Future Food Experience+ Alternative Protein Flavour & Taste Contest under the Aroma and Innovation category. The Quinoa Noodle Meal Kit is an easy-to-cook healthy delicious meal created with fresh ingredients, spices and non-oil fried noodles, and contains no added MSG and preservatives. (Read more on Morning Arch Sdn Bhd's achievement here.)

Morning Arch Sdn Bhd's achievement in the Thaifex-Anuga Future Food Experience+ Alternative Protein Flavour & Taste Contest.

Thaifex-Anuga Asia 2024 exceeded last year’s record, with 3,133 exhibitors from 52 countries and regions, and have attracted 85,850 unique trade visitors. According to Bernama, Malaysia was the third largest exhibitor, with a notable increase from 103 exhibitors in the 2023 edition to 141 exhibitors this year. Of the 141 exhibitors, 47 were Malaysia Business Group members, with 27 companies participating under the Malaysia Business Group pavilion and 20 companies participating privately.

The Malaysia Business Group is set to participate in Thaifex-Anuga Asia 2025, aiming to surpass this year’s participation and success. The 2025 edition of Thaifex-Anuga Asia will be held from 27 to 31 May 2025 at Impact Muang Thong Thani in Bangkok, Thailand.

About Malaysia Business Group (MBG)
Malaysia Business Group (MBG) is an export conglomerate for Malaysian food and beverage (F&B) manufacturers. Established in 2019, MBG was formed with the vision to first unite the Malaysian F&B manufacturers and companies for export growth, positioning us as the competitive global trading partner.

Read more on the Malaysia Business Group’s participation at Thaifex-Anuga Asia 2024 here.

References
Bernama (30 May 2024). Thaifex-Anuga Asia 2024: Malaysia Emerges As Third Largest Exhibitor. https://www.bernama.com/en/region/news.php?id=2302541

Koelnmesse PTE Ltd (6 June 2024). THAIFEX - Anuga Asia 2024 Surges with International Exhibitors and Visitors. https://thaifexanuga.mystrikingly.com/blog/thaifex-anuga-asia-2024-surges-with-international-exhibitors-and-visitors?categoryId=400707