HKGCC’s mission to Kuala Lumpur in November coincided with Malaysia’s economic upswing, creating valuable opportunities for partnerships in trade, investment and technology. The country’s GDP growth for 2025 was projected to be between 4.5% and 5.5%, supported by resilient domestic demand, technology-driven investment and infrastructure projects. The trip was especially timely as Malaysia holds the ASEAN chairmanship this year.
The three-day mission focused on exploring business opportunities, forging connections with local companies and government agencies, and gaining insights into retail trends and the broader business environment. These exchanges laid out the groundwork for future partnerships, reflecting the growing power of the Global South. Building on the Chamber’s previous outreach to Cambodia and Vietnam, the mission also reinforced engagement across Southeast Asia, underlining Hong Kong’s role as a gateway for business.
“This visit provided a valuable opportunity to enhance collaboration with government departments, chambers of commerce, e-commerce platforms and digital marketing professionals,” said Mission Leader Dewan Saiful Alam, Chairman of the Asia, Africa and Middle East Committee. “The meetings proved to be highly insightful and helped us develop enduring relationships with our counterparts. Chamber delegates departed feeling highly optimistic that this tour has paved the way for substantial future collaboration with Malaysia.”
The mission kicked off with a high-level meeting at the Ministry of Investment, Trade and Industry, joined by its key agencies, MATRADE and MIDA. Hosted by Dr Ang Li Ling, Director of Asia & Australasia in the Bilateral Economic and Trade Relations Division, the talks spanned a wide range of opportunities across diverse sectors in Malaysia, including the fast-growing halal market, Islamic finance, education, aerospace, advanced manufacturing, digital trade and healthcare.
With Malaysia and Hong Kong signing an MoU during the 5th ASEAN Summit, Ang said both regions are extending bilateral relations in setting up digital trade framework, increasing cross-border efficiency and tapping into the GBA, leveraging Hong Kong as a strategic gateway.
Exploring e-Commerce
After taking in the stunning views of Kuala Lumpur’s skyline from MET Corporate Towers, the delegation headed to Shopee Malaysia for an in-depth look at local consumer trends and the country’s booming e-commerce sector. Known for its high smartphone penetration, the retail platform offers a range of baby and children’s essentials, toys, fashion and electronics.
Malaysia’s retail e-commerce market was valued at US$7.9 billion in 2024 and is projected to grow to US$8.6 billion in 2025, reaching US$12.2 billion by 2029 at an average annual growth rate of 9%, according to Euromonitor.
Nadia Anwar, Head of Corporate Affairs at Shopee, said that the company collaborates with major brands, such as the Hong Kong-based chain store Sa Sa, and recently hosted a fair in October promoting Korean products. HKGCC member Dato’ Lawrence Liu proposed introducing Chinese specialities, such as premium dried seafood, on Shopee’s platform to tap into Malaysia’s growing appetite for quality imports. Delegates also explored Shopee’s collaborations with Korean brands and their Hong Kong subsidiaries, eager to understand how these partnerships expand regional reach and create new cross-border opportunities.
Anwar explained the Fulfilled by Shopee (FBS) initiative, which allows sellers to store products in the company’s warehouses for faster delivery, lower commission rates and tax exemptions on low-value goods. She also highlighted the company’s strong buyer engagement through video and live streaming, which members experienced by hosting a live studio session to sell products in real time.
Continuing their foray into Malaysia’s e-commerce landscape, the delegation visited UpTree Marketing Sdn Bhd, which showcased how Malaysian SMEs are capitalizing on digital and halal market opportunities. Founder Bryan Low said 98% internet penetration across the country has encouraged active shopping and higher engagement via social media, with the population heavily relying on online platforms as primary communication touchpoints.
He explained how certain platforms target distinct audiences – for example, Xiaohongshu for Gen Z and Chinese-speaking users, Facebook for the 25-44 age group, YouTube for branded video content, and TikTok for instant purchasing. Low explained the importance of localization, including language adaptation and code-switching to engage users effectively. Despite its size, UpTree has built a strong reputation and accelerated growth through savvy social media strategies.
Boosting Connections
During a networking session with the Associated Chinese Chambers of Commerce and Industry of Malaysia (ACCCIM), Secretary General Dato’ Jeffrey Tan expressed hopes for deeper collaboration with HKGCC. The discussions covered opportunities in sustainable development, supply chain management, the halal market, tourism and services, as well as ways to leverage the GBA to strengthen connectivity between Hong Kong and Malaysia. Tan said the Chamber can leverage the opportunities that the ongoing Visit Malaysia 2026 tourism campaign presents.
He noted Malaysia’s progress toward becoming a high-value economy under the New Industrial Master Plan 2030. Rather than competing with Singapore or Hong Kong, the nation aims to capitalize on its manufacturing expertise, cost advantages, talent pool, cultural diversity, and shared language ties with Hong Kong – creating attractive opportunities for Hong Kong businesses. He added that Malaysia is a prime investment hub, citing its strategic location, living costs and government incentives for high-value sectors such as green technology and renewable energy.
The delegation also connected with the Malaysia International Chamber of Commerce & Industry (MICCI). During the meeting, Liu, Director at Galaila International Co Ltd, stressed the necessity of knowledge exchange, from Malaysia’s know-how in digital transformation to Hong Kong’s globally ranked fintech services. MICCI suggested organizing a joint virtual webinar on halal certification and halal-friendly business opportunities in both economies.
Tapping the Halal Economy
Exploring the fast-expanding halal economy was a key highlight of the mission. Malaysia hosts over 9,500 certified businesses with access to a global halal market worth US$2.7 trillion. In 2024, halal food and beverage exports reached RM61.8 billion (US$14.9 billion) and are projected to hit RM65 billion (US$15.7 billion) in 2025.
Datuk Azhari Dato’ Shaari, Chairman of the Halal Development Corporation (HDC), hosted the delegation for a wide-ranging exchange. Dewan shared about the Chamber’s halal knowledge-sharing initiatives launched in 2023 and prior engagements at MIHAS. He also underscored Hong Kong’s efforts to support halal certification, supply chain integration and Islamic finance.
HDC Advisor Maisarah Norazman emphasized that halal is a value proposition, not just an industry, adding that consumers worldwide view halal products as clean, ethical and hygienic. Malaysia’s globally recognized certification standards, led by JAKIM, and initiatives like HALMAS accreditation for halal industrial parks strengthen its leadership. Notably, Hong Kong brand Lee Kum Kee (Mahsuri in Malaysia) operates in a halal-certified park, alongside developments in cold-chain logistics and facilities certification.
Under the Halal Industry Master Plan, the sector aims to contribute up to 11% of Malaysia’s GDP by 2030. AAMEC Vice Chairman Qamar Zaman Minhas commended Malaysia’s leadership in halal certification and pointed out Hong Kong Tourism Board’s new “Halal Certification Funding Scheme,” which offers subsidies to certified restaurants.
The Chamber is looking into organizing halal-focused workshops with HDC on best practices and industry standards. Since its launch in 2008, HDC’s training centre has equipped over 60,000 personnel worldwide.
Pursuing Investment & Growth
At Khazanah Nasional Berhad, Malaysia’s sovereign wealth fund and one of the largest globally, Tan Siaw Woan, Director of the CIO Office, noted that mid-tier companies (SMEs) contribute 40% of Malaysia’s GDP, like Hong Kong’s 50%.
Khazanah supports these businesses through private credit and equity solutions, filling gaps where traditional banks hesitate. She also introduced the Malaysia Growth Innovation Program, which helps companies fundraise and access capital, positioning SMEs for global expansion.
One sector that has booming in Malaysia over the past two decades is private healthcare, thanks to rising demand for specialties, greater insurance awareness and medical tourism.
According to Dr. Khoo Chow Huat, Managing Director of Hospital & Healthcare Operations, Sunway Healthcare Group, many Indonesian patients who previously sought care in Singapore have turned to Malaysia post-pandemic. He said Sunway Group exemplifies this trend with integrated healthcare communities combining hospitals, education, residential areas and retail. Members also toured Sunway Sanctuary, a new, state-of-the-art complex designed for medical tourism.
On the final day, the delegation visited the Malaysia Digital Economy Corporation (MDEC), where Balasubramaniam A/L S Arunasalam, Director of Digital Exports, introduced the rebranded Malaysia Digital Status, a strategic initiative offering enhanced benefits and flexible regulations to accelerate the country’s digital economy.
What Members Say
The recent business mission to Malaysia was exceptionally productive. A key topic was Hong Kong’s initiative to enhance halal availability, which drew strong interest from our Malaysian counterparts. This partnership presents a significant opportunity to position Hong Kong as a hub for Islamic economies, supporting efforts to attract visitors and business from Muslim-majority countries.
Qamar Zaman Minhas, CEO of Amsus (HK) Ltd; AAMEC Vice Chairman
The best events aren’t just memorable – they achieve their goals. HKGCC delivered a mission with purpose and impact. A truly outstanding trip!
Ronnie Boey, Country Manager, Malaysia, DACHSER
As a Malaysian, I’m delighted to see Hongkongers eager to learn more about my country. The Chamber organized an excellent mission, connecting delegates with the right counterparts, from government agencies to industry leaders. With regional cooperation now essential, especially following the positive impact of the Singapore-Johor Special Economic Zone, the road is paved and the journey can begin!
Dato’ Lawrence Liu, Director, Galaila International Co Ltd
The Chamber expertly presented our delegation to key Malaysian counterparts, from government and finance to core industries and digital entrepreneurs. The deep knowledge of our Malaysian members was invaluable, clearly highlighting the potential for Hong Kong businesses to explore and invest in the Malaysian market.
Joseph Lau, Vice President – Sales, Prosperity Clothing Co. Ltd
This was my first time joining an HKGCC overseas mission, and it’s been a pleasure to be part of such a great team. The experience was invaluable, and the meetings were both informative and productive. It’s my first time – but definitely not my last! Thanks to the AAMEC leadership and our invaluable member Dato’ Lawrence Liu!
Steve Choi, Founder & Partner, JCMarkinze