Global Showcase At MAHA 2026 Opens Doors To New Markets

By Wan Muhammad Aslah Wan Razali

SERDANG, Aug 28 (Bernama) -- From agricultural produce and food to skincare and textiles, the International Pavilions at the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA) 2026 have transformed the main exhibition hall into a meeting point for businesses seeking new markets and partnerships.

Companies from 14 countries, including Brazil, Kenya, Uzbekistan, South Korea and Japan, are showcasing a diverse range of products at the Malaysia Agro Exposition Park Serdang (MAEPS).

The country pavilions offer visitors a glimpse of products and business opportunities from around the world, while allowing international companies to explore the potential of entering the Malaysian market.

A visitor who wanted to be known only as Fairuz and who works for a local food and beverage distribution company, described the exhibition as an impressive platform for Malaysian and international businesses.

“The event is amazing and its scale opens up opportunities for agriculture and food and beverage businesses from Malaysia and abroad to thrive.

“Walking through the main hall and seeing the country pavilions filled with exhibitions from different countries is really exciting for someone like me.

“It gives me the opportunity to explore potential business ventures with companies that want to enter the Malaysian market,” he said.

Apart from that, while international exhibitors are exploring opportunities in Malaysia, local agricultural players are also using the event to promote Malaysian produce and strengthen its export potential.

Federal Agricultural Marketing Authority (FAMA) Assistant Economic Affairs Officer Zarin Noordin said Malaysia’s wealth of agricultural produce presented opportunities to expand exports, with durian among the main products being promoted.

“Since we are rich in produce, we are actively looking for opportunities to increase our exports. One of our main focuses is the durian,” he told Bernama.

Zarin said efforts were also underway to elevate durian as Malaysia’s national fruit, adding that it was strictly a domestic initiative.

Another key focus is Malaysia’s Best initiative, which aims to bring agricultural produce certified under Malaysian Good Agricultural Practice (myGAP) together under a recognised national brand.

Zarin said myGAP is a certification system for good agricultural practices at the farm level and could provide added value to produce harvested by local farmers.

“That is where Malaysia’s Best comes in. This is one of the key things we want to achieve,” he added.

Malaysia’s Best is a national quality and food safety certification introduced by the Agriculture and Food Security Ministry (KPKM), for Malaysian agricultural products that meet recognised domestic and international standards, including myGAP and federal grading, packaging and labelling requirements.

Spread across 320 acres of indoor and outdoor exhibition space, MAHA 2026 features agricultural products, services, technologies and businesses.

Held every two years at MAEPS since 2006, this year’s edition brings together more than 2,000 exhibitors and targets four million visitors.

It also aims to generate RM8 billion in potential memoranda of understanding and RM58 million in sales.

The biennial event, which runs from Aug 28 to Sept 6, was launched today by Agriculture and Food Security Minister Datuk Seri Mohamad Sabu.

-- BERNAMA