Beijing: Booths promoting Malaysian premium food products, including Penang Favourite Ah Lai White Curry instant noodles and durian coffee, as well as tasting servings of Malaysian cuisine, such as prawn sambal, became a hit among shoppers at METRO mall Si Ji Qing here during the launch of 'Taste of Malaysia 2025' programme on Sunday.
According to BERNAMA News Agency, the launch officially marks the availability of 40 premium Malaysian products from over 10 companies at all 99 METRO stores across China. Deputy Head of Mission at the Malaysian Embassy in Beijing, Norfarina Mohd Azmee, stated that 'Taste of Malaysia 2025' aims to showcase the rich diversity of Malaysia's agricultural bounty. The initiative is designed to introduce the variety of Malaysian delights and food produce to Chinese consumers, forging deeper connections at both cultural and commercial levels.
The programme, now in its third year in China, is organized by Malaysia's Agriculture Counsellor's Office in Beijing under the Agriculture and Food Security Ministry, and supported by Malaysia External Trade Development Corporation and the Malaysian Tourism Office. Norfarina emphasized that Malaysia enjoys good bilateral relations with China, especially in agriculture. In 2024, Malaysia's collaboration with China is crucial as China remains Malaysia's largest trading partner in agriculture, accounting for 12.3 percent of Malaysia's total agricultural exports globally.
Norfarina highlighted that METRO was strategically chosen as a partner for the 'Taste of Malaysia 2025' due to its reputation as one of China's largest and most influential retail chains. With 99 physical stores nationwide and over 50 million registered members, METRO offers a vast and well-established distribution and marketing platform that aligns with Malaysia's goal of expanding its agri-food market presence in China.
During the event, the Mandarin version of 'The Durian Cook Book', featuring a range of durian-based recipes, was introduced to guests. The book aims to promote Malaysian durian and its culinary uses among Chinese-speaking audiences. Speaking after the event, Norfarina mentioned that Malaysia now plans to introduce young coconut to the Chinese market.