KUALA LUMPUR — The Malaysia External Trade Development Corporation (MATRADE) is leading a delegation of more than 120 Malaysian exhibitors to the world’s largest annual food and beverage (F&B) trade exhibition, Gulfood 2026. Taking place from 26 to 30 January 2026 at the Dubai World Trade Centre (DWTC) and Dubai Exhibition Centre (DEC), the Malaysia Pavilion will showcase a new era of F&B excellence centred on the twin pillars of health-conscious innovation and premium convenience.
MATRADE Chief Executive Officer Abu Bakar Yusof said Malaysia’s presence at Gulfood 2026, now in its 22nd edition, marks a strategic milestone in the nation’s trade relations with the Middle East, aligning with MATRADE’s market diversification initiatives.
“Beyond showcasing products, this mission aims to demonstrate Malaysia’s capability as a ‘Total Solution Provider’ in the global F&B supply chain,” he said.
“By merging gold-standard Halal integrity with cutting-edge food technology and a strong focus on sustainability, Malaysian brands are ensuring they remain the preferred choice for sourcing partners who value quality, innovation and reliability,” Abu Bakar added.
With the global Halal market projected to reach USD5 trillion by 2030, Malaysia is leveraging its position as a global Halal leader to offer innovative products that meet the evolving demands of modern, urban Gulf Cooperation Council (GCC) consumers. This year’s participation highlights a strategic pivot from commodity exports to high-value downstream processed food solutions. Malaysian brands are also proving that convenience and health can coexist under the gold standard of Halal integrity.
A dominant trend among the 2026 MATRADE contingent is the rise of “Gourmet Convenience.” With over 70 companies specialising in premium sauces and pastes and nearly 50 focusing on Ready-to-Eat (RTE) meals, Malaysia is positioning itself as a primary solution for the GCC’s busy professional demographic. These products utilise advanced retort and freezing technologies to deliver authentic, de-skilled culinary experiences that bring the complex flavours of Asia to Middle Eastern homes in minutes.
Responding to the GCC’s national health agendas, the Malaysia Pavilion will also feature a strong “Better-for-You” (BFY) segment. More than 40 exhibitors will showcase organic, non-GMO, gluten-free and plant-based products. From functional beverages and herbal-infused health drinks to low-glycaemic snacks, Malaysia is redefining Halal as a standard that encompasses not only religious compliance but also holistic wellness and food safety.
In 2025, Malaysia’s processed food trade with the Middle East and North Africa (MENA) region continued its upward trajectory, reaching a record high of RM2.52 billion — an increase of 4.2 per cent. Exports totalled RM2.42 billion, while imports stood at RM0.1 billion. With the UAE serving as a strategic gateway, MATRADE expects Gulfood 2026 to generate significant export sales and forge long-term partnerships between Malaysian SMEs and global distributors.
Those interested in visiting the Malaysia Pavilion at Gulfood 2026 or arranging meetings with Malaysian exhibitors may email dubai@matrade.gov.my. (Bernama)
