Matrade Sees German Trade Fairs As Important For Promoting Malaysian Exports

By Manik Mehta FRANKFURT, Jan 12 (Bernama) -- The Malaysia External Trade Development Corporation (Matrade)sees Germany’s international trade fairs as an important vehicle for promoting Malaysian exports. This, says Badrul Hisham Hilal, the newly-appointed director of the Frankfurt office, is not only for Germany but also other major markets from where buyers throng such events. "Germany’s international trade fairs attract buyers not only from within the country, but from around the world. Thus, Malaysian exhibitors at specific shows can meet buyers from Australia, Asia and North America as such," he told Bernama. Badrul, who arrived in Frankfurt last November, has been busy marketing an array of Malaysian products by reaching out to German companies that outsource from Asia, as well to German trade associations which are a valuable source of contacts and industry-related information. Formerly based in Penang as Matrade Director, and prior to that, as the agency's director at Chennai, India, his appointment has been well received by both Malaysian and German business people. He has also been busy attending a number of trade fairs. Malaysia’s medical device industry, which has already made an impact on the international stage, made a strong pitch at the MEDICA show held in Dusseldorf in November last year. Badrul said the 39 Malaysian companies which participated were satisfied with the business response at the show. Some of the Malaysian exhibitors received enquiries from diverse regions, including the Middle East, Asia and Africa. Another major event where Malaysian companies will be well represented is the CeBIT Information Technology Fair of Hannover in March. Badrul highlighted Malaysia’s prowess in the Internet of Things (IoT). "Malaysia is making a strong impression in the production of sensors which have a wide range of applications, including smart watches, smart meters and monitors "International shows become a platform for showcasing products to the discerning international buyers’ community under one roof," he said. Malaysia’s bilateral trade with Germany continued to grow in 2016. In 2015, it posted RM43 billion (US$1 = RM4.46), with Malaysia’s exports reaching RM19.65 billion and imports from Germany at RM 25.37 billion. From January to November 2016, the total two-way trade reached RM 41.91 billion. Malaysia’s exports to Germany stood at RM 20.14 billion during this period. Germany, according to Badrul, has emerged as Malaysia’s foremost trading partner in Europe, accounting for 29 per cent of the country’s exports to the continent. -- BERNAMA