DUBAI (Nov 20): The Malaysia External Trade Development Corporation (Matrade) and Export-Import Bank of Malaysia Bhd (EXIM Bank) have signed a memorandum of understanding (MOU) aimed at strengthening collaboration in trade promotion, on the basis of equality and mutual benefit.

Matrade chief executive officer Datuk Mohd Mustafa Abdul Aziz said the partnership focuses on assisting export-ready companies to register with the Matrade Exporter Registry (MER).  

“The goal is to enhance trade promotion activities and provide the necessary support for these companies to thrive in international markets,” he told reporters on the sidelines of Mihas@Dubai 2024 on Wednesday.  

He said the MOU also targets market expansion, by connecting exporters with key stakeholders locally and internationally. It includes business-matching opportunities to help Malaysian companies enter new markets, and strengthen their global footprint.  

Additionally, the agreement explores financial support options to boost the capabilities of Malaysian companies in global markets. 

These include incentives from Matrade and EXIM Bank, as well as access to relevant funds and grants to underpin their international trade activities.  

“The MOU will also support programmes aligned with the Bumiputera agenda, including initiatives focusing on women and youth ownership,” he said.  

Further, it aims to enhance the global presence of Malaysian products and services through strategic trade promotion activities, capacity building, and improved market access, enabling businesses to compete more effectively on the world stage.  

The expo also witnessed the exchange of a memorandum of agreement (MOA) between Bubbles O2 Marketing Sdn Bhd and Richiamo Coffee Sdn Bhd.  

In a statement, Richiamo Coffee said the partnership marks a strategic collaboration to expand market networks, particularly in the domestic market.  

Richiamo Group managing director Muhamad Zamry Abu Samah said the collaboration demonstrates the synergy of two companies working together to elevate Malaysian products to global standards.  

“This partnership extends beyond cafes, with Bubbles O2 products also marketed through Richiamo Mart,” he said.  

Muhamad Zamry added that both parties would benefit from cross-marketing efforts, leveraging the strengths of their respective brands.  

“I am confident [that] this collaboration will strengthen sales figures, and mutually benefit both companies,” he said.  

The MOU and MOA signings were witnessed by Deputy Prime Minister Datuk Seri Dr Ahmad Zahid during the inauguration of the Malaysia Pavilion at the Malaysia International Halal Showcase (Mihas) in Dubai.  

Also present was Matrade chairman Datuk Seri Reezal Merican Naina Merican.  

Mihas@Dubai 2024, organised by Matrade, featured DXN as its strategic partner, Bubbles O2 as the preferred beverages partner, and Westports Holdings Bhd (KL:WPRTS) as the logistics partner.

The event was held alongside the Middle East Organic & Natural Products Expo, supported by the United Arab Emirates (UAE) Ministry of Climate Change and Environment.

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