KUALA LUMPUR, Aug 21 (Bernama) -- Malaysia is seeking to expand market access for its premium agro-food products in China, focusing on widening import channels and strengthening the presence of Malaysian brands in the Chinese market.
In a statement, the Agriculture Counsellor Office in Beijing said Agriculture and Food Security Minister Datuk Seri Mohamad Sabu discussed the initiatives during a visit to the Beijing Xinfadi Agricultural Products Wholesale Market on Friday.
Leading a Malaysian delegation, Mohamad toured the market’s durian, seafood and halal poultry sections and held a panel discussion with the chairman of Xinfadi on accelerating brand localisation under the “Taste of Malaysia” programme and deepening Malaysia-China agricultural trade collaboration.
“This visit marks a significant new chapter in our agricultural cooperation. It further enhances the market exposure of Malaysian premium agro-food products in China, generates powerful synergy with the national Visit Malaysia 2026 initiative, and lays a solid foundation for a fruitful partnership in the years to come,” the statement read.
Covering 112 hectares, Xinfadi is Asia’s largest comprehensive agricultural wholesale hub, supplying more than 80 per cent of Beijing’s fresh produce and serving as the capital’s key “vegetable basket and fruit bowl”.
Xinfadi also houses an International Durian Pavilion offering Malaysian varieties such as Musang King and Black Thorn, as well as a halal and seafood zone. A cross-border livestreaming and logistics centre is under construction to support wider distribution.
The visit comes amid growing demand for Malaysian durians in China, with exports to the Chinese market reaching US$77 million in the first quarter of 2026, according to China’s General Administration of Customs (GACC).
China’s fresh durian imports grew by 294 per cent in the first quarter of 2026. During the same period, Malaysia’s total durian exports to China reached US$77 million, more than double the value of its fresh durian exports to the country for the whole of 2025.
Beyond durians, the Agriculture Counsellor Office said Malaysia is targeting greater market access for tropical fruits such as pineapples, jackfruits and mangosteens, as well as seafood and halal poultry.
“As a global leader in Halal certification and poultry production, Malaysia sees substantial potential in expanding our Halal poultry exports to the vast Chinese market,” it said.
-- BERNAMA