Mariecar Jara-Puyod, Senior Reporter

UAE-based and visiting businessmen from Malaysia have hailed the overseas implementation of a strategy by their government which aims to advance their global expansion.  

Malaysia Business Council-UAE (MBC-UAE) chairman Fahmy Ansara Dahalan, TSK Beverage Sdn. Bhd. director TS Kumar and Ladang Sari International founder/owner Ciindy Wong are specifically thankful for the continuous strengthening of the public-private partnership (PPP) between Kuala Lumpur’s Ministry of Domestic Trade and Cost of Living (MoDTC) and the 29-year-old Abu Dhabi-headquartered Emirati conglomerate Lulu Group International (LGI) because locally-produced products and services from their homeland are not only being enjoyed by their countrymen overseas but also by other nationalities as well.

The three were interviewed at the Saturday launch of the “Taste of Malaysia Programme @Dubai 2024” held at the Lulu Hypermarket in Silicon Central in Dubai.

Scheduled for a week throughout all the outlets of the retail company across the UAE, officiating was chief guest Malaysian Domestic Trade and Cost of Living Minister YB Datuk Armizan Bin Mohammed Ali, accompanied by Consul General in Dubai and the Northern Emirates Mohammed Fadly Amri Aliaman and Dahalan. For background, the close collaboration between the MoDTC and LGI began way off the 2016 entry of the diversified corporation into the Southeast Asian nation. It was eight years ago when the first of four LGI hypermarkets in Malaysia was inaugurated in the country’s capital of Kuala Lumpur in the State of Selangor through a $200-million investment and joint venture with the Federal Land Development Authority, a government agency set up in 1956 to alleviate poverty via livelihood projects. Primary purpose was to help Malaysian small-medium-enterprises enhance their products and/or services to consequently grow internationally.   

In his speech, Ali emphasised the sustenance of a  strong PPP and foreign direct investment as he underscored the strategic location of the UAE in terms of expansion and people-to-people relations: “’Taste of Malaysia’ organised under the ‘Buy Malaysian Campaign’ is indeed a proper initiative to promote Malaysian products not only in Malaysia but also all over the world. We have chosen four countries as the initial starting point for the programme. These are the UAE, Japan, Thailand and China. I am proud to say that the UAE is the first country to kickstart the ‘Taste of Malaysia Programme.’  

He continued:  “The UAE was chosen for the international launching in collaboration with Lulu Group Retail Malaysia, for its ideal and strategic position in the Gulf and the Middle East.”

Ali added: “LGI was chosen because of its excellent reputation, commitment and long-standing cooperation with the Ministry. Prior to the launch, a total of 241 Stock Keeping Units (SKUs) of Malaysian-made products under the Ministry promotion is available in its network throughout the UAE with a sales value of 30 million Malaysian Ringgits (Dhs25.4 million/$6.9 million) in 2023. This consists of 30 local companies that produce a variety of fresh produce, food and body care products.”

By way if the new “Taste of Malaysia@Dubai 2024,” 44 SKUs had been shipped to the UAE originating from 16 other Malaysian SMEs, five of which LGI honoured on Saturday.

LGI-Dubai and the Northern Emirates director James Varghese, in his remarks, highlighted that as there have been over 100 “rich and diverse” Malaysian products in their shelves, the entry of more Malaysian companies in the UAE is a means to better serve the expanding demands of their consumer base. Other than existing agricultural produce and food products, he is expecting that great additions to their merchandise are appliances, furniture and furnishings as well: “Looking forward for a much stronger partnership.”

MBC-UAE chairman Dahalan has been a UAE resident since 2007 into commodity trading-cum-consultancy. Alongside 150 other Malaysian entrepreneurs and professionals in the business group, they join forces with the various agencies in the UAE and in their country to make their products and services get international recognition: “We only realise our international expansion when all of us commit. We are thankful to have this commitment and this initiative.”

Kumar and Wong are both based in Selangor. Kumar’s cakes and beverages have become staples at the four Lulu Hypermarkets in Malaysia. Through his 15-year Gulfood participation, he knows very well how the UAE could further pivot the international presence of his products. Wong is confident that her botanical tea formula, which has been certified in the UK and France, would get the additional boost through the week-long event.