BEIJING, May 18 — The ongoing Rasa Malaysia Festival in Beijing is set to generate between ¥3 million and ¥5 million (about RM3 million) in revenue, with more than 50 Malaysian firms showcasing local delicacies, tropical fruits, and cultural crafts.
Organised by the Malaysian Chamber of Commerce and Industry in China (Maycham) and supported by the Malaysian Embassy in China for the third straight year, the three-day food and cultural extravaganza that kicked off on Friday and ends today, has become a key platform for Malaysia to connect with Chinese consumers and businesses.
Maycham chairman Loh Wee Keng said each exhibitor could earn between ¥20,000 and ¥30,000 daily, depending on their offerings.
“With over 50 booths and high foot traffic expected, especially over the weekend, total revenue could easily reach ¥3 million to ¥5 million yuan over the three days,” he said at the festival grounds in Fengtai.
This year’s highlight is durian, particularly Malaysia’s prized Musang King and Black Thorn varieties, alongside popular local dishes such as nasi lemak, roti canai, curry puffs, and teh tarik.
Other crowd favourites include Malaysian desserts and kuih, as well as lifestyle products such as batik shoes and durian-based snacks.
Visitors are also treated to live cultural performances, including joget and lion dance, to enrich the spirit of cross-cultural exchange.
Malaysian Ambassador to China Datuk Norman Muhamad, who officiated the opening ceremony, said the event reflects the strengthening of people-to-people ties and growing trade ties between the two countries.
“It gives me great pleasure to see our national treasure, the durian, taking centre stage here in Fengtai.
“In 2024 alone, Malaysian durian exports to China reached ¥40.17 million,” he said, adding that China has remained Malaysia’s largest trading partner for 16 years.
He also noted that China became Malaysia’s second-largest agri-commodity market in 2023, with total exports amounting to ¥38.06 billion.
On the sidelines, Malaysian Embassy first secretary (agriculture) Siti Zurianah Ismail said Malaysia brought over 150kg of Musang King and Black Thorn durians (60kg), along with pineapples (120kg) and mangosteens (80kg) to showcase at the festival.
“This time, we are not selling. We are here to promote, educate, and raise awareness among Chinese consumers about the uniqueness of Malaysian tropical fruits, especially how our durians differ from those from Thailand and Vietnam,” she said.
Meanwhile, Malaysian Embassy counsellor Nurul Huda Ab Rahim said the Malaysian Ladies’ Association has been actively supporting the Rasa Malaysia Festival since its inception.
“This year, we brought more nasi lemak and also paru goreng, which is rare in China. The biggest hit so far has been the curry puffs. We are also doing live cooking to engage with visitors directly,” she said.
The Rasa Malaysia Festival is co-hosted by Maycham, the Fengtai District Government, and the Majiapu Subdistrict Office. It aims to draw over 10,000 visitors over the weekend.
— Bernama
