This year's Hainan Expo has drawn in 39 Malaysian companies showcasing 41 brands across a 610-square-meter pavilion. From buttery cookies to intangible cultural heritage-inspired designs, the delegation highlights cross-cultural appeal and ambitions to tap into China's booming consumer market. Our reporter Xu Hua has more.

The aroma of butter cookies drifting from Malaysia's food booth attracted my taste buds. This two-decade-old household name is now eyeing the Chinese market.

PATRICK KU, Marketing Manager, Global Premium Resources SDN BHD "This is our first expo in Hainan, and the crowd's energy is incredible. Now we're targeting China's youth with vibrant packaging and in-person tastings. The market's potential? Massive."

Nearby, intricately designed handbags blend China's Song brocade patterns with Southeast Asian motifs, while exhibitors strategize on Gen-Z appeal.

JOANE ZHAO, Founder, Tingxu Creation and Beauty Life "We fused Chinese cultural confidence with Southeast Asian heritage. This isn't just a bag—it's intangible cultural heritage reborn. See the Song brocade pattern? It's about resonating with Gen-Z's love for Chinese culture."

In 2024, the bilateral trade volume between China and Malaysia reached $212 billion. China has remained Malaysia's largest trading partner for 16 consecutive years. With incentives under RCEP and Hainan Free Trade Port, more and more Malaysian brands see Hainan as a gateway.

TANG ZHONGJIAN, Director, Enzy Production Sdn Bhd "We're here to learn. We'll follow the market—whether here in Hainan, Shanghai, or beyond. Our goal is to let China taste, see, and remember Malaysian quality."

DATIN FAN SHU HUA, Secretary, Malaysia Promas International Business Society  "Investment between Malaysia and China hinges on complementary strengths. When businesses cross borders—be it Malaysian firms in China or vice versa—they tap into unique advantages. That's how partnerships grow."

Using RCEP's trade benefits and Hainan's position as a key entry point into China, Malaysian businesses are poised to deepen their roots in China's dynamic market. Xu Hua, CGTN, Hainan Province.