KUALA LUMPUR, Jan 26 (Bernama) -- The Malaysia External Trade Development Corporation (MATRADE) is leading a delegation of over 120 Malaysian exhibitors in 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 centered on the twin pillars of health- conscious innovation and premium convenience.
Abu Bakar Yusof, Chief Executive Officer of MATRADE, said “ Malaysia’s presence at Gulfood 2026 for the 22nd edition marks a strategic milestone in the nation's trade relations with the Middle East, aligning with MATRADE’s own market diversification initiatives. Beyond showcasing products, the mission aims to demonstrate Malaysia’s capability as a 'Total Solution Provider' in the global F&B supply chain.”
“By merging gold-standard Halal integrity with cutting-edge food technology and a focus on sustainability, Malaysian brands are ensuring they remain the preferred choice for sourcing partners who value quality, innovation, and reliability.” Abu Bakar continued.
As the global Halal market is 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 the 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 within 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 significant “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-glycemic 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 to the Middle East and North Africa (MENA) region continued an upward trajectory, reaching a record high of RM2.52 billion, increased by 4.2 per cent. Exports in the same year were at RM2.42 billion and imports were registered 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 strategic partnerships between Malaysian SMEs and global distributors.
If you are interested to visit the Malaysia Pavilion at Gulfood 2026 or set a meeting with the Malaysian exhibitors, email
dubai@matrade.gov.my.
About MATRADEThe Malaysia External Trade Development Corporation (MATRADE) was established on 1 March 1993 as the national trade promotional arm under Malaysia's Ministry of Investment, Trade and Industry (MITI). MATRADE's primary role is to assist Malaysian exporters in developing and expanding their export markets. Aligned with Malaysia's commercial diplomacy efforts, MATRADE is the nation's trade facilitator and champion of Malaysian-made products and services on the global stage.
