Driving export excellence

BY KHIRTINI K KUMARAN

As Malaysia strives to establish a competitive foothold in the global market, the Malaysia External Trade Development Corporation (MATRADE) emerges as a pivotal force, steering the nation’s export strategy and bolstering its international presence.

MATRADE has solidified its role as the national trade promotion agency, working tirelessly to elevate Malaysian businesses onto the international stage.

The mission is clear: to develop, promote, and provide vital information to Malaysian exporters.

EMPOWERING MALAYSIAN EXPORTERS

MATRADE’s Chief Executive Officer, Datuk Mohd Mustafa Abdul Aziz, underscores the agency’s unwavering commitment to Malaysian exporters.

He stated: “At MATRADE, our core functions are centred around three primary areas – Exporters Development, Export Promotion, and Trade & Market Information.”

This comprehensive approach is designed to equip Malaysian businesses with the tools, knowledge, and connections they need to succeed globally.

These pillars form the foundation of MATRADE’s efforts to position Malaysian businesses favourably in the highly competitive international market. “Firstly, in the domain of Exporters Development, we recognise that the international market is an exceptionally sophisticated and competitive arena.”

To address these challenges, MATRADE has launched a variety of programmes designed to equip Malaysian exporters with the knowledge and skills necessary to thrive in the global marketplace. These initiatives include comprehensive training programmes and advisory services that guide businesses in meeting international standards.

“We focus on areas such as technology, product design, packaging, and health and safety regulations, ensuring that our exporters can not only survive but thrive in the sophisticated and competitive international market.”

In the realm of Export Promotion, MATRADE is instrumental in helping companies establish and enhance their presence abroad. Through trade missions, export acceleration missions, and international trade fairs, MATRADE creates opportunities for Malaysian companies to connect with foreign importers.

“As the national trade promotion agency, MATRADE often serves as the initial reference point for inquiries and visits by foreign importers, facilitating matches with local partners who can provide the desired products and services,” he emphasised.

Finally, the Trade & Market Information division ensures that Malaysian companies are equipped with the latest market intelligence. By providing timely and pertinent information, MATRADE gives businesses the competitive edge they need to succeed in the ever-evolving global trade environment.

A YEAR OF MILESTONES

2023 was a landmark year for MATRADE, marked by significant achievements in various domains.

“We assisted 3,750 companies through 51 export promotion programmes and facilitated 1,312 business meetings with foreign buyers,” Mohd Mustafa noted.

Additionally, MATRADE’s training initiatives saw substantial participation, with 9,077 participants across 53 exporters’ training programmes.

The agency also provided vital financial support through the Market Development Grant (MDG) and the eTRADE programme, benefiting 4,375 and 339 companies, respectively. These efforts reflect MATRADE’s commitment to nurturing Malaysian businesses at every stage of their export journey.

MATRADE also celebrated its 30th anniversary in 2023 with the launch of a significant rebranding initiative. This was more than just a superficial change. It was about repositioning MATRADE as a dynamic and forward-thinking organisation.

The rebranding was symbolised by a new logo, unveiled by Prime Minister Dato’ Seri Anwar Ibrahim during the 2023 Global Halal Summit.

The new logo, which creatively combines the letters’ M’ and ‘A,’ represents the collaboration between public and private sectors in driving Malaysia’s economic growth. The arrow within the letter ‘A’ signifies MATRADE’s commitment to excellence and enhancing Malaysia’s status as a leading trading nation.

The choice of colours – ‘Mustard’ for diversity and creativity and ‘Blue’ for strong partnerships – reflects the organisation’s renewed focus on innovation and international trade advancements.

However, the rebranding was not just about a new logo.

“When I talk about rebranding MATRADE, it’s about positioning MATRADE as the national export promotion agency of the government of Malaysia. Who we are, what we are doing is basically different from other agencies,” Mohd Mustafa elaborated.

This rebranding has also been about forging new partnerships with major global players like DHL, Amazon, and Facebook, as well as extending collaborations with government agencies, further strengthening MATRADE’s international presence.

A particularly noteworthy achievement under this rebranding initiative was securing the naming rights to the Loftus Road Stadium in London, now known as the MATRADE Loftus Road Stadium. This move, along with the acquisition of the Malaysia International Trade and Exhibition Centre (MITEC), has cemented MATRADE’s brand on the international stage.

PLATFORM FOR GLOBAL HALAL INNOVATIONS

The Malaysia International Halal Showcase (MIHAS) stands out as one of MATRADE’s flagship events, playing a crucial role in promoting Malaysia’s halal products and services to the world.

“MIHAS 2023 marked our largest event since the inception of the showcase in 2004,” Mohd Mustafa proudly shared.

The event featured 1,890 booths from exhibitors representing 44 countries, with the International Sourcing Programme (INSP) attracting 501 buyers from around the globe.

The 2023 showcase set a new benchmark, generating RM3.11 billion in export sales – a testament to the growing global demand for halal products and the success of MIHAS as a premier platform for international trade.

As MIHAS celebrates its 20th anniversary in 2024, the event will be themed “Globalising Halal Innovations,” highlighting its role in driving sustainable growth and fostering international partnerships within the global halal industry.

A notable addition to MIHAS 2024 is the introduction of a new cluster focused on Halal Ingredients, expanding the current 13 clusters that include sectors such as Food and Beverages, Modest Fashion & Lifestyle, and Islamic Finance & Fintech.

Mohd Mustafa also revealed that MIHAS 2024 will see the most extensive media participation to date, with representatives from 16 countries set to cover the event.

Looking ahead, MATRADE is committed to continuing MIHAS in a hybrid format, combining physical and digital elements to enhance accessibility and participation, ensuring that everyone can be part of this global event.

“This year’s event will build on our previous success, featuring the same four key components: the showcase, International Sourcing Programme (INSP), Knowledge Hub, and MIHAS Awards,” shared Mohd Mustafa.

In addition to MIHAS, MATRADE has several high-profile events planned for the year, including the Malaysia-China Summit 2024 (MCS 2024). This event, commemorating the 50th anniversary of Malaysia-China diplomatic relations, will be held on Dec 17-19 this year at the Malaysia International Trade and Exhibition Centre (MITEC).

A FUTURE OF SUSTAINED EXCELLENCE

As MATRADE continues to support Malaysia’s export sector, the agency is also actively pursuing revenue generation initiatives to sustain its operations and fund its programmes.

“By generating revenue, MATRADE can sustain its operations and fund programmes designed to help Malaysian businesses enter international markets, broaden their export opportunities, and boost their competitiveness,” Mohd Mustafa stated.

These initiatives are crucial in ensuring that MATRADE can continue to deliver on its mission of enhancing Malaysia’s export competitiveness and fostering sustainable economic growth through increased international trade. – @Halal