Juniper
The “Remarkable Shandong” Agricultural Trade (Malaysia) Expo 2026 officially opened today at the Kuala Lumpur Convention Centre (KLCC), bringing together nearly 100 companies from six cities across Shandong and more than 1,100 products for three days of trade and industry engagement.
Returning to Malaysia for its second edition, this year’s Expo places greater emphasis on halal standards, market access and cross-border supply chain cooperation, connecting Shandong producers more directly with buyers and distribution channels in Malaysia and the wider ASEAN market.
The opening ceremony brought together representatives from Shandong, Malaysian government agencies, business chambers, buyers, exhibitors and the media. Among the distinguished guests were Dato’ Dr Fathul Bari bin Mat Jahya, Chairman of UiTM Holdings Sdn Bhd; YB Tan Kok Wai, Former Special Envoy of the Prime Minister of Malaysia to China and Former Chairman of the Malaysia-China Business Council; Dato’ See Meng Geok, Vice President of the Malaysia-China Chamber of Commerce (MCCC); and Duan Youchen, Deputy Secretary of the Party Committee and Vice Chairman of Shandong Agricultural Group Co., Ltd. The guests jointly launched the Expo, marking the official opening of the second edition of the “Remarkable Shandong” Agricultural Trade Expo in Malaysia.
Shandong Strengthens Agricultural Links with ASEAN
As one of China’s major agricultural provinces, Shandong has a comprehensive agricultural ecosystem spanning farming and livestock, food processing, cold-chain logistics and agricultural equipment.
In 2025, the province’s total output value across agriculture, forestry, animal husbandry and fisheries exceeded RMB1.3 trillion, while agricultural exports reached RMB166.83 billion, up 1.2% year-on-year. Shandong has ranked first in China for agricultural exports for 27 consecutive years, accounting for 22.4% of the country’s total agricultural exports.
The inaugural Expo in 2025 brought together 69 companies from 16 cities across Shandong, showcasing more than 800 products and attracting nearly 230 government, business and trade association representatives from Malaysia and China. It connected participating companies with buyers from several ASEAN markets and generated more than RMB100 million in potential transactions, along with strategic agreements, orders, and longer-term supply arrangements.
Building on the momentum of its inaugural edition, this year’s Expo has further expanded its scale and product offering. Through cross-border B2B business matching, new product launches, product showcases and halal industry engagement, the Expo aims to bring more quality Shandong agricultural products to Malaysia and ASEAN while building sustainable distribution and supply chain partnerships.
Halal Cooperation Moves Beyond Product Showcase to Market Access
Malaysia’s well-established halal ecosystem spans certification, production, logistics and market development. According to the Halal Development Corporation Berhad (HDC), Malaysia’s halal exports reached RM68.52 billion in 2025, representing a 10.9% year-on-year increase.
For Shandong companies seeking to enter Malaysia and reach the wider Muslim consumer market across ASEAN, halal goes beyond product labelling. It requires an end-to-end understanding of ingredient sourcing, production processes, traceability, warehousing, logistics and certification compliance.
“Shandong is one of China’s major agricultural provinces. In 2025, the total output value of its agriculture, forestry, animal husbandry and fisheries exceeded RMB1.3 trillion, while its agricultural exports have ranked first in China for 26 consecutive years. Malaysia is not only an important economic and trade partner for Shandong in ASEAN, but also an important gateway to ASEAN and the global halal market. Through the ‘Remarkable Shandong’ Agricultural Trade (Malaysia) Expo 2026, we hope to establish three key platforms: two-way trade in quality agricultural products, collaboration across the agricultural value chain, and international promotion of agricultural brands. By leveraging Malaysia’s established halal certification ecosystem, we also hope to support more quality Shandong agricultural products in reaching ASEAN and international markets, while taking agricultural cooperation into broader areas and to greater depth,” said Duan Youchen, Deputy Secretary of the Party Committee and Vice Chairman of Shandong Agricultural Group Co., Ltd.
“This year’s ‘Remarkable Shandong’ Agricultural Trade Expo brings together nearly 100 companies from six cities across Shandong, showcasing more than 1,100 products and demonstrating the province’s strengths in agricultural production, food processing and supply chains. For businesses, having a quality product is only the first step towards entering a market. The right packaging and labelling, consistent quality and supply, and reliable local partners are equally important. We are also pleased to see five strategic cooperation agreements expected to be facilitated at the Expo, covering agricultural trade, agri-food products, beef, the halal industry, and trade and investment promotion. We hope this Expo will serve as a starting point to bring together industry, technology and knowledge, helping more Shandong companies find long-term partners in Malaysia and translating these connections into tangible outcomes,” said Dato’ Dr Fathul Bari bin Mat Jahya, Chairman of UiTM Holdings Sdn Bhd.
“Deepening agricultural cooperation between Malaysia and China carries not only economic value, but also strategic significance. China has extensive experience in modern agricultural technology, food processing, cold-chain logistics and agricultural machinery, while Shandong, as one of China’s major agricultural provinces, has ranked first in the country for agricultural exports for 26 consecutive years, offering valuable experience for Malaysia’s agricultural sector. We welcome more quality Shandong products into Malaysia and hope Shandong companies will view Malaysia as an important partner and gateway to the ASEAN market. Through the ‘Remarkable Shandong’ Agricultural Trade Expo 2026, we look forward to encouraging greater business engagement and cooperation, and making agriculture a new area of growth in Malaysia-China relations,” said YB Tan Kok Wai, Former Special Envoy of the Prime Minister of Malaysia to China and Former Chairman of the Malaysia-China Business Council.
“Cooperation between Shandong and Malaysia should go beyond bilateral trade. By combining our respective strengths, we can jointly pursue opportunities in the wider international market. Shandong has strong capabilities in agriculture, food processing, agricultural technology and supply chains, while Malaysia offers an internationally recognised halal certification ecosystem and strong connectivity to ASEAN, the Middle East and the wider global halal market. We look forward to exploring a model that combines Shandong’s production capabilities with Malaysia’s halal certification and global market connectivity, positioning Malaysia as an important platform for quality Shandong products to reach international markets, while enabling Shandong to become an important industrial and supply chain partner for Malaysia’s global halal ambitions. MCCC will continue to play its role as a bridge between businesses on both sides, helping turn engagement into tangible partnerships and jointly exploring opportunities across ASEAN, the Middle East and global markets,” said Dato’ See Meng Geok, Vice President of the Malaysia-China Chamber of Commerce (MCCC).
According to the latest list published by the Department of Islamic Development Malaysia (JAKIM), 96 foreign halal certification bodies across 49 countries and regions are currently recognised. Six are located in China, including the Shandong Halal Certification Service (SHC) in Jinan, providing Shandong businesses with a reference point for understanding and navigating Malaysia’s halal certification framework.
The halal certification status of individual products exhibited at the Expo remains subject to valid documentation issued by the respective companies and relevant certification bodies.
Diverse Product Showcase Targets Consumer and Trade Demand
The Expo showcases the diversity of Shandong’s agricultural industries and regional specialities, with products spanning fresh fruits and vegetables, grains and dry goods, prepared foods, meat and seafood, food ingredients and condiments, tea and beverages, and dairy products.
Five Malaysian organisations, including Halal Development Corporation Berhad (HDC), are also participating in the exhibition, strengthening local industry involvement and creating further opportunities for engagement between Shandong businesses and Malaysian partners.
Following the opening ceremony, the “Remarkable Shandong” Premium Agri-Products Promotion in Malaysia Conference featured remarks by Bi Haixin, Level-II Bureau Level Official, Shandong Provincial Department of Agriculture and Rural Affairs.
Key presentations were also delivered by Su Kewei, Vice General Manager of Qilu Evening News · Qilu Yidian, and Person in Charge of Shandong Qilu Nongchao Technology Co., Ltd.; and Liu Ting, Minister of the Market Department of Shandong Agricultural Group Agricultural Products Supply Chain Co., Ltd.
Representatives from Linyi City, Shen County, Yangxin County, Boxing County, Anqiu City and Linqu County also presented their respective agricultural strengths, signature products and potential areas for cooperation.
Five Strategic Cooperation Agreements Advance Trade Cooperation
The Expo also saw Shandong companies and Malaysian and regional partners sign five strategic cooperation agreements, covering agricultural trade, agri-food, cattle and halal industries, as well as trade and investment promotion:
- Nozoly Food Industry Sdn. Bhd. and Shandong Agricultural Group Co., Ltd.
- Latam Singapore Pte Ltd and Shandong Going Global Guangdong Henqin Supply Chain Co., Ltd.
- Nozoly Food Industry Sdn. Bhd. and Niuzhigu Holdings (Yangxin) Co., Ltd.
- Metrobiz Marketing Sdn. Bhd. and Shandong Meijia Group Co., Ltd.
- Binzhou Zhongyu Food Co., Ltd. and Macau Zishen Group Limited
The five strategic cooperation agreements cover agricultural trade, agri-food, beef and the halal industry, as well as trade and investment promotion. They further connect Shandong’s production and supply chain resources with commercial networks in Malaysia and the wider region, laying the groundwork for product procurement, market expansion, distribution development and long-term supply chain partnerships.
Together, the agreements reflect the Expo’s broader ambition to move beyond product showcasing and create tangible pathways for deeper agricultural and food industry cooperation between Shandong and Malaysia.
