Ambassador: Malaysian companies demonstrate our confidence in the UAE & Dubai
Dubai / Kuala Lumpur 27th January 2016 The Malaysia External Trade Development Corporation (MATRADE) is participating in Gulfood 2026 with a delegation of more than 120 Malaysian exhibitors at the world’s largest annual food and beverage (F&B) trade exhibition, held at the Dubai World Trade Centre (DWTC) and the Dubai Exhibition Centre (DEC). Malaysia’s participation reflects a new era of excellence in the F&B sector, built on two core pillars: healthy innovation and premium convenience.
At the same time, H.E. Tengku Sirajuzzaman Bin Tengku Mohamed Ariffin, Ambassador of Malaysia to the UAE., officially inaugurated the Malaysian Pavilion at Gulfood 2026 at Expo City Dubai, reaffirming Malaysia’s priority to strengthen trade ties with the UAE and the wider region. Speaking at the pavilion’s opening, he said: “The UAE serves as a key gateway for Malaysian products to access the Middle East and North Africa (MENA) market of 400 million people. The strong presence of Malaysian companies here demonstrates our confidence in the UAE—and in Dubai—in terms of security and stability. It is also a clear indication that we can find a strong and reliable partner in this region.”
He added during a press briefing: “Of course, Malaysia has a strong halal advantage. Malaysia is a global leader in the halal industry, and the halal standards set by JAKIM provide GCC consumers and buyers with peace of mind in terms of quality, safety, and religious compliance.”
He continued: “When you look at the products on display, you will see their diversity. We are not merely showcasing commodities; we are presenting high-value innovations, including specialty coffee and high-quality, health-friendly edible oils. For example, the recently launched ‘MMD’ product is extremely easy to prepare—requiring only water and a microwave—and it tastes excellent.”
He further explained: “Government support is clearly evident through the presence of multiple agencies such as MATRADE, MARA, the Ministry of Agriculture, the Ministry of Food Security, and the SME sector. This highlights Malaysia’s unified approach to promoting its products. We will continue exporting all types of processed food to the UAE, and this sector will continue to grow.”
Gulfood is considered a vital platform for enabling small and medium-sized enterprises (SMEs) to transition from local success to becoming global brands. “I have spoken with several companies and cooperatives that have begun marketing their products abroad. They are well-established domestically and are now exploring international markets,” the Ambassador noted.
Sustainability is also a key focus. Malaysian companies—particularly in the ready-meals sector—are showcasing sustainable practices and deforestation-free palm oil solutions to align with evolving global regulations. “These are among the core areas we are currently focusing on,” he said.
Malaysian Culture and Cuisine
In response to a question about Malaysian culture, cuisine, people, and national identity, the Ambassador said: “One must visit Malaysia to truly experience Malaysian food. This year marks Visit Malaysia Year 2026, and we encourage people to travel to Malaysia to taste our cuisine firsthand, then purchase Malaysian products available overseas as a reminder of Malaysia. Simply buying food does not fully connect one to the culture; visiting Malaysia offers a holistic experience that links food with flavor, culture, and people—the true taste of Malaysia.”
On new developments in UAE–Malaysia cooperation, he stated: “We had high-level visits last year, including the Malaysian Prime Minister’s visit to Abu Dhabi and the visit of His Majesty the Yang di-Pertuan Agong of Malaysia, during which productive meetings were held. Cooperation spans sectors such as renewable energy and the economy, and the Comprehensive Investment Partnership Agreement (CIPA) was signed last year. We need to further enhance trade with the UAE by leveraging these opportunities. Malaysia also chaired ASEAN last year, while the Philippines holds the chairmanship this year, reflecting regional solidarity and supporting ASEAN’s promotion in this region.”
Asked about the key message Malaysia seeks to convey through the exhibition, the Ambassador said:
“We invite everyone to visit the Malaysian Pavilion, experience Malaysian cuisine, support Malaysian products here, and visit Malaysia during Visit Malaysia Year 2026 to enjoy the food, connect the experience with culture, and subsequently promote Malaysia across the region.”
Malaysia Invests in Halal
With the global halal market projected to reach USD 5 trillion by 2030, Malaysia is leveraging its position as a global leader in halal products to deliver offerings tailored to the modern consumer in GCC markets. This year’s participation highlights a strategic shift from exporting raw materials to delivering high-value, processed food solutions.
MATRADE’s 2026 delegation reflects a growing emphasis on the concept of “gourmet convenience.” More than 70 companies specialize in premium sauces and pastes, while around 50 companies focus on ready-to-eat (RTE) meals. Malaysia is positioning itself as a preferred choice for busy professionals in the Gulf, offering products that use advanced sterilization and freezing technologies to deliver authentic, simplified cooking experiences—bringing the complex flavors of Asia into Middle Eastern homes in just minutes.
40 Exhibitors of Organic Products
In response to national health agendas across GCC countries, the Malaysian Pavilion features a dedicated section titled “Best for You (BFY)”, showcasing products from more than 40 exhibitors. These include organic, non-GMO, gluten-free, and plant-based offerings. From functional beverages and healthy herbal drinks to low–glycaemic index snacks, Malaysia is redefining the concept of halal to encompass not only religious compliance, but also holistic health and food safety.
MATRADE’s Chief Executive Officer Mr. Abu Bakar Yusof, said: “Our participation in Gulfood 2026 reflects the resilience of Malaysia’s food and beverage producers. We are no longer exporting ingredients alone—we are exporting lifestyle solutions. Whether it is a nutrient-rich functional drink or a premium ready meal, Malaysian brands are proving that convenience and health can coexist within the gold standard of halal assurance.”
Meanwhile, Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE, stated: “Our participation in Gulfood 2026 marks a strategic milestone in Malaysia’s trade relations with the Middle East. It goes beyond product display to demonstrate Malaysia’s capability as a comprehensive solutions provider within the global F&B supply chain. By integrating the halal gold standard with cutting-edge food technology and a strong focus on sustainability, we ensure that Malaysian brands remain the preferred choice for partners who value quality, innovation, and reliability. We are not merely feeding the world—we are helping shape the future of how the world consumes food.”
In 2025, Malaysia’s processed food sector continued its upward trajectory in the Middle East and North Africa region, recording a new high of RM2.52 billion, representing a 4.2% increase compared to the previous year. Exports for the year totaled RM2.42 billion, while imports reached RM1.0 billion. With the UAE serving as a strategic gateway, MATRADE expects Gulfood 2026 to generate significant export sales and foster long-term strategic partnerships between Malaysian SMEs and global distributors.
