Under the leadership of its Chief Executive Officer Datuk Mohd Mustafa Abdul Aziz, the Malaysia External Trade Development Corporation (MATRADE) has undergone a profound transformation.
This evolution, propelled by a blend of unwavering dedication and strategic foresight, has not only reshaped MATRADE but also positioned it as a pivotal player in Malaysia’s journey towards a high-income nation.
The man at the helm, with a wealth of 30 years of experience within the organisation, offers a unique and insightful perspective on its evolution.
Mohd Mustafa’s journey with MATRADE began in 1994, following stints in the diplomatic service and the Economic Planning Unit in the Prime Minister’s Department. This diverse background equipped him with a broader vision for MATRADE, enabling him to see the organisation from a multifaceted perspective.
“I never looked back,” he said, reflecting on his long tenure that saw him serving under eight CEOs and chairmen before stepping into the leadership role himself.
TRANSFORMING MATRADE
Taking over as CEO in December 2020 marked the beginning of a radical transformation for MATRADE.
“When I became CEO, I had a clear aspiration that I wanted MATRADE to become ‘Gemilang, Terbilang, Warganya Cemerlang’ (GTC), an organisation of excellence,” he explained.
This aspiration was rooted in three fundamental elements: attitude, values, and culture – principles that he observed in developed nations and sought to instil within MATRADE.
One of the most significant moves under his leadership was the bold reshuffling of 133 officers to align their roles more closely with their experience and knowledge.
This restructuring was part of a broader transformation initiative, which included 70 distinct programmes aimed at overhauling the organisation.
Despite initial scepticism, these efforts bore fruit. By 2022, MATRADE had earned the title of the world’s best trade organisation for the best use of technology, a testament to the effectiveness of these initiatives.
While the CEO’s leadership has undoubtedly left a mark, he is quick to downplay the notion of a personal legacy.
“I don’t want my people to look at my legacy as a legacy, but rather, I want them to see whatever we are experiencing now as a way to move forward, to help the government achieve its aspirations,” he asserted.
This selflessness is a recurring theme in his leadership style. For him, it’s about giving back – to the organisation, to the country, and to the people who have supported him throughout his career.
A deep commitment to MATRADE characterises Mohd Mustafa’s leadership, which has been nurtured over three decades. This commitment is evident in his approach to overcoming challenges, such as financial constraints, through strategic collaborations with private sector partners and other government agencies.
These partnerships have not only sustained MATRADE but have also reinforced its role as a vital component of Malaysia’s economic machinery.
He credited the success of these initiatives to the collective effort of his team: “With the full support of my people, we managed to overcome our financial constraints and run the organisation without even asking for additional funding.”
Looking ahead, he envisions MATRADE as an organisation that will continue to evolve and adapt, driven by a clear focus on digitalisation, sustainability, and the national trade blueprint.
His leadership journey reflects a deep-seated commitment to excellence and a relentless drive to position Malaysia as a high-income nation through strategic trade initiatives.
As MATRADE enters its next phase, it does so with renewed energy and a clear sense of purpose. The transformation that began under this CEO’s leadership has set the stage for sustained growth and success, ensuring that MATRADE remains a cornerstone of Malaysia’s economic future. – 
@Halal
“When I became CEO, I had a clear aspiration that I wanted MATRADE to become ‘Gemilang, Terbilang, Warganya Cemerlang’ (GTC), an organisation of excellence.”
– Datuk Mohd Mustafa Abdul Aziz
A billion ringgit potential
Malaysia is enhancing its presence in the Middle East and North Africa (MENA) region through MATRADE’s international rendition of the Malaysia International Halal Showcase (MIHAS), MIHAS@Dubai.
MATRADE’s objective with MIHAS@Dubai is to connect Malaysian companies with key buyers and investors in the MENA region.
The event will focus on promoting halal products and services across nine clusters. Among them are food and beverages (F&B), beauty, franchise, agriculture, Islamic finance, Muslim-friendly travel, health & wellness, and sustainable living.
In addition to this, MIHAS@Dubai will feature seminars, workshops, and business matching sessions. These activities are designed to support innovation and collaboration within the halal industry.
Moreover, several Malaysian government agencies and organisations have confirmed their participation, including the Ministry of Entrepreneur and Cooperatives Development (KUSKOP), Ministry of Rural and Regional Development (KKDW), Ministry of Agriculture and Food Security (KPKM), SME Corp, SME Bank, EXIM Bank, Bahagian Perancang Ekonomi Negeri Pahang, Halal International Selangor (HIS), and Malaysia Franchise Association (MFA).
MATRADE will bring MIHAS to Dubai, named MIHAS@Dubai, and will be showcasing prominent Malaysian brands including Mamee Double Decker, Bubbles O2, Perak Duck, Powerpets Food, Richiamo, Santan, and Zus Coffee.
MATRADE anticipates MIHAS@Dubai to generate up to RM1 billion worth of trade opportunities. This figure will likely consolidate Malaysia’s leadership in the halal sector and pave the way for future opportunities in other key markets.
MATRADE CEO Dato Mohd Mustafa Abdul Aziz commented: “MIHAS@Dubai marks the beginning of a new chapter for MIHAS, potentially leading to future showcases in other key markets, such as Asia and Europe.”
So far, exhibitors have booked nearly 200 booths, ensuring a significant representation of exhibitors.
MIHAS@Dubai will be inaugurated on Nov 18 by Deputy Prime Minister Dato Seri, Dr Ahmad Zahid Hamidi.
