2026-05-21

Kampung Good Products Step onto the International Stage: Malaysia Pavilion Shines Brilliantly as Guest of Honor at Harbin

——The Malaysian Delegation Returns with Honors from the 35th Harbin International Economic and Trade Fair; the Malaysia-China Culture & Tourism Association Fully Empowers and Bridges the Collaboration

As one of the most influential international economic and trade events in Northeast China, the 35th Harbin International Economic and Trade Fair (hereinafter referred to as the "HTF") was held at the Harbin International Conference and Exhibition Center from May 17 to 21. This year, Malaysia participated in the grand event for the first time as the Guest of Honor and established its largest-ever Malaysia Country Pavilion. A grand opening ceremony was held on the first day of the exhibition, bringing together government representatives, business leaders, and guests from all walks of life to jointly witness Malaysia-China economic and trade cooperation entering a new phase.

Hosted by the Ministry of Housing and Local Government of Malaysia and organized by the Malaysia-China Culture & Tourism  Association, the Malaysia Pavilion brought together a delegation of 54 enterprises and brands with over 200 participants. The exhibition covered multiple fields, including local specialty industries, food, real estate, education, and cultural tourism, comprehensively showcasing Malaysia's diverse industrial advantages and cultural charm.

Overseas Debut of "Kampung Good" Explodes in Harbin

Among them, the "Kampung Good" special zone, officially stepping onto the international stage overseas, made its debut with 39 unique brands originating from various new villages across Malaysia. It became the biggest highlight of the Malaysia Pavilion, demonstrating the achievements and industrial potential of Malaysia’s rural economic development to the international market. This special zone was hosted by the Ministry of Housing and Local Government of Malaysia, organized by the Malaysia-China Culture & Tourism Association, and fully co-organized by Kampung Baru Ing.

Although the Minister of Housing and Local Government, YB Nga Kor Ming, was unable to attend the event in person due to official duties, as a key initiator promoting the Kampung Good project, he has long emphasized his hope to help the new village economy break through geographical constraints and move toward a broader international market through the path of branding, industrialization, and internationalization. This collective overseas debut of products from 39 new villages also marks an important step forward in the internationalization of Malaysia's local industries.

The plaques for the "Malaysia Pavilion" and "Kampung Good Pavilion," personally inscribed by Minister of Housing and Local Government YB Nga Kor Ming, were prominently displayed in the pavilion.

Heilongjiang Provincial Government Attaches Great Importance to Malaysia, Receiving the Malaysian Delegation with High Specifications

Yu Jian, Vice Governor of Heilongjiang Province.

At the opening ceremony, Yu Jian, Vice Governor of Heilongjiang Province, stated that Malaysia's invitation to serve as the Guest of Honor at this year's HTF not only reflects China's high regard for Malaysia, but also highlights the long-standing and stable bilateral relations between the two countries, as well as the achievements made through continuously deepening cooperation under the "Belt and Road" initiative.

During their stay in Harbin, the Malaysian delegation led by YB Loh Sze Yee, Perak State Executive Councilor for Tourism, Industry, Investment, and Corridor Development, received high-specification reception from the Heilongjiang Provincial Government and held a meeting with Vice Governor Yu Jian. The two sides conducted in-depth exchanges on important topics such as economic trade, education, tourism, humanities, and local cooperation.

The Malaysian government delegation members included Norfarina Mohd Azmee, Deputy Chief of Mission of the Embassy of Malaysia in China; David Tiang, Special Function Officer to Minister of Housing and Local Government of Malaysia; Tan Boon Siang, Head of the Secretariat for New Village Development; and Tan Swee Keng, Senior Assistant Director for Chinese New Village Division.

During the meeting, YB Loh Sze Yee, emphasized that after three years of deep cultivation and cultivation, the journey of Kampung Good from local brands to an international exhibition and sales platform is one of the deeply meaningful highlights of this year's HTF. He also expressed that the industries of Heilongjiang and Malaysia are highly complementary. He hopes that both regions can take the HTF as an opportunity to build a new window for practical local cooperation and promote interconnectedness across multiple levels, including cultural exchanges, industrial matchmaking, and educational cooperation.

In addition to economic and trade showcases, this year's HTF also served as an important platform for promoting local-to-local exchanges between Malaysia and China. Under the coordination and promotion of the Malaysia-China Culture & Tourism Association, the Malaysian government delegation and representatives of new village enterprises paid a special visit to the Heilongjiang Vocational College of Tourism. They engaged in in-depth discussions with the college leadership regarding vocational education, cultural tourism, cross-border e-commerce, and youth exchanges, while exploring more possibilities for future talent cultivation and international cooperation.

The Association Exerts its Bridging Role to Build a Four-in-One Cooperation Platform

Student volunteers from the Heilongjiang Vocational College of Tourism livestreaming at the Malaysia Pavilion to promote Kampung Good products.

Behind this overseas journey spanning thousands of kilometers, the Malaysia-China Culture & Tourism Association, as the organizer, played a crucial role as a bridge and bond. The association actively connected resources across governments, enterprises, colleges, and civil organizations, ensuring that this exhibition went beyond a mere product display to expand into cultural dissemination, educational cooperation, and tourism promotion. This effort successfully built a comprehensive cooperation platform integrating trade, culture, education, and tourism for both Malaysia and China.

The activities of Malaysia as the Guest of Honor at this HTF mark a significant milestone in assisting Malaysian local enterprises to internationalize. The successful conclusion of the event relied not only on the top-level guidance of government departments and the full escort of the Malaysia-China Culture & Tourism Association, but also on the active participation and strong support of all exhibiting enterprises and major brands. It is precisely because major enterprises marched forward hand-in-hand and ventured overseas as a collective force that this dazzling international commercial and trade event was achieved together.

The participating brands of Kampung Good in this exhibition included (in no particular order): Little Joy Ginger, Gerai Kopi Chan, Nespure, Sin Seng Hiang, Mr. Village, As Play, Lee's Cocoa, Root Plus, Teck Seong Food Industries, Spring Day Delights, Uncle Sam, Vemey Enterprise, 93 Coffee & Tea, Le Chew, Bionanas, Sungai Lembing Food and Bakery, Nine Nine One Rainbow Homemade, Double Shrimp trading, Long Hua Mee Trading, Little Bliss, Super Fruits Farm, Mu Mu farm, Jabo Plantation, TC-Great, Kicap Bentong, Love Home Recipe, Weiwo Café, AL Harvest Enterprise, Jerai Nanyang Enterprise, Uniq Fruits Farm, Koyidoo, Kelang Beras Hai Hin, Happy Captain Enterprise, Beng Guan Marine Products, Joo Hong Chan, Rabbit Brand, Old Master Hand, Always Lapar, and Mr Bean Marketing; other exhibiting enterprises included: Chin Hin Property, GD Properties, Spritzer, Julie's, Chek Hup, Swiftlet City, Tastiway, YXW Trading, Orange Leisure, D. Masking, GPR Food, VAV Ventures, and ECI Higher Education.