PETALING JAYA: Malaysian food and beverage (F&B) brands are being pushed to move beyond short-term export wins towards building sustainable regional growth, as the Malaysian International Food & Beverage Trade Fair (MIFB) sharpens its focus on scalability, partnerships and trend alignment.
In an exclusive interview, Constellar Malaysia director Bruno Thong said trade platforms must now play a bigger role in helping brands future-proof their expansion strategies amid shifting consumer demand and supply chain dynamics.
“MIFB evolves dynamically based on trend shifts and direct input from our exhibitors and attendees, ensuring we foster meaningful conversations that drive real trade, not just another F&B trade fair,” he said.
Thong noted that future growth will be driven by brands’ ability to tap into high-growth segments such as ready-to-eat, ready-to-cook and ready-to-drink products, alongside functional foods and food technology.
“This forward-looking approach powers the next F&B wave, equipping brands with trend intelligence, supply chain connections and readiness for regional expansions and beyond,” he said.
At the centre of MIFB’s strategy is its positioning as a full ecosystem marketplace rather than a conventional exhibition. The platform connects stakeholders across the value chain, from ingredients and manufacturing to distribution and retail.
Thong stressed that SMEs, which account for 96.1% of Malaysia’s economy, remain the backbone of the industry.
“MIFB spotlights SMEs as the engine of the F&B industry, offering unmatched diversity of local and international brands while actively scouting exhibitors riding the next big trends,” he said.
In 2025, the fair attracted over 12,000 unique attendees from 84 countries, with exhibitors showcasing export-ready products to pre-qualified buyers with strong sourcing intent.
A key differentiator is its curated buyer programme, where MIFB handpicks and hosts buyers from across Asean, ensuring that decision-makers on the ground are serious about forming partnerships.
“These are not casual visitors. We facilitate structured meetings so Malaysian SMEs can build high-quality international trade relationships that go beyond borders and the show,” Thong said.
Malaysia’s halal ecosystem continues to be leveraged as a competitive edge. With certification standards by the Department of Islamic Development Malaysia (Jakim) recognised by 88 foreign halal certification bodies, MIFB is stepping up efforts to make halal offerings more visible and accessible to global buyers.
“This year, MIFB is actively spotlighting and enforcing a stronger presence of halal-certified products on the show floor, positioning Malaysian SMEs alongside global players,” Thong said.
He added that workshops conducted with the Halal Development Corporation provide SMEs with guidance on certification, compliance and market entry strategies, while also attracting regional players looking to tap into Malaysia’s halal expertise.
Beyond certification, MIFB is also focused on helping brands translate Malaysia’s culinary identity into products that resonate internationally.
Through curated zones such as the Start-up Pavilion and “Made in Malaysia” showcase, local brands are positioned within trend-driven segments, making it easier for buyers to identify emerging opportunities. The Knowledge Hub and Chef Table sessions further support this effort by combining market insights with live demonstrations and tastings.
“Targeted buyer matchmaking and real-time feedback sessions help refine authentic strengths into export-ready products that appeal to global markets,” Thong said.
MIFB’s co-located platforms, including MyFoodTech and Malaysia Cafe Expo, also play a role in expanding exposure by attracting specialised audiences such as manufacturers, technologists, cafe owners and roasters.
Competitions such as the Malaysia National Coffee Championship, held with the Malaysia Speciality Coffee Association, help elevate local talent and indirectly promote Malaysian brands on the international stage.
Thong emphasised that one of the biggest advantages of participating in MIFB is access to actionable insights that traditional trade channels often lack.
“Serious sourcing buyers provide feedback on packaging, pricing and scalability during live interactions, allowing brands to refine their strategies in real time,” he said.
At the same time, the platform strengthens domestic collaboration through a “Local Support Local” ecosystem, enabling brands to scale locally before expanding regionally.
As competition intensifies across Asean, Thong said Malaysian F&B players must focus on building resilience rather than relying on one-off export deals. “The goal is not just to help brands enter markets, but to prepare them for sustained growth across multiple markets.”
The Sun Malaysia
