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SIAL INSIGHTS: Halal, Ready-to-Eat, and More: What Malaysian Buyers Seek at SIAL in China

2025.12.31

Buyer Profile

 

  • Name: Mr. Long, General Manager from Malaysia Trading Company
  • Industry: Import & Export, Wholesale & Distribution, E-commerce
  • Sourcing Interest: RTE Meals, Healthy Snacks, Halal Products

 

The Interview

 

Q: How would you describe the current food consumption landscape in Malaysia?

 

Mr. Long: With a Muslim population of 63.5%, Halal certification is not just a requirement—it is a significant value-added driver for marketing in Malaysia. Looking toward 2026, urbanization is rapidly reshaping our lifestyles. We are seeing a massive surge in demand for Convenience Foods, Ready-to-Eat (RTE) meals, and Home Meal Replacements (HMR). Additionally, the plant-based and vegan sectors are highly promising as sustainability and health awareness grow among Malaysian consumers.

 

Q: What specifically drew you to source from Mainland China this year?

 

Mr. Long: Historically, my primary sourcing regions have been Korea, Singapore, and Chinese Taipei. I came to SIAL in China specifically to find high-quality alternatives that offer the same premium standards but at more competitive and affordable price points.

 

Q: In your view, what are the core strengths of Chinese F&B products in the global market?

 

Mr. Long: China's strength lies in its immense culinary diversity and a strong emphasis on fresh, natural ingredients. They offer rich flavor profiles and exceptional "value for money." Beyond the product itself, China's robust manufacturing and sophisticated supply chain allow for incredibly efficient production and distribution.

Chinese foods are sold in hypermarkets, supermarkets, wholesale markets and shops, specialty and discount stores, convenience shops, groceries shops, cafés & restaurants, day and night markets, e-Commerce platforms, direct selling companies, etc.

 

Q: This was your first visit to a SIAL event in China. What were your key takeaways?

 

Mr. Long: It has been an eye-opening experience. The speed of product development here is remarkable. SIAL serves as a powerful global platform for launching innovations and connecting with high-level professionals. The biggest takeaway for me was witnessing the growing influence of the Chinese market on international trends and the sheer volume of business-matching opportunities available.

 

Q: Were there any specific categories that stood out to you for your market?

 

Mr. Long: I was particularly focused on Convenience Foods (noodles and gourmet soups) and Healthy Snacks (chestnuts, premium nuts, and dried fruits). We are currently reviewing several items to study their marketability in Malaysia. While we haven't placed final orders yet, we are in active follow-up discussions with several suppliers we met on-site.

 

Q: What tangible value does SIAL provide to international buyers like yourself?

 

Mr. Long: SIAL provides more than just a floor space; it provides strategic access. The targeted business matchmaking and exclusive resources for market intelligence are invaluable. For hosted buyers, the "Elite" perks—such as flight subsidies, hotel sponsorship, and VIP lounge access—create a seamless and highly productive sourcing experience. It is a one-stop tool for discovering emerging retail channels and innovative businesses.

 

Q: Will we see you at SIAL Shanghai or SIAL Guangzhou in 2026?

 

Mr. Long: Definitely. If my schedule permits, I intend to return to further expand our sourcing for RTE meals and healthy snacks.

 

Q: If you could recommend SIAL to a colleague in one sentence, what would it be?

 

Mr. Long: "SIAL in China is the premier gateway for F&B professionals to access the Chinese market, network with industry leaders, and discover the trends that will drive your future business growth."

 

Join thousands of global buyers like Mr. Long at our upcoming editions:

 

• SIAL Shanghai 2026: 18–20 May | Shanghai New International Expo Centre (SNIEC)

• SIAL Guangzhou 2026: 3–5 September | Poly World Trade Center Expo (PWTC Expo)

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