Korea.net: Consumers try out Korean products at Malaysia's largest agricultural exhibition
Published on Korea.net’s Site for Honorary Reporters on October 7, 2026
2026-10-07
By Honorary Reporter Ing Yeen Oh from Malaysia
Photo by = aT Center Kuala Lumpur
The Korea Pavilion at the Malaysia Agriculture, Horticulture and Agrotourism Show (MAHA) 2026 introduced Malaysian visitors to Korean food products, including beverages and snacks, while a visitor survey provided participating Korean companies with feedback on local consumer responses.
Organized by Malaysia's Ministry of Agriculture and Food Security, MAHA 2026 was held from August 28 to September 6 at the Malaysia Agro Exposition Park Serdang (MAEPS). The biennial exhibition brings together the country's farming community, agro-industry players, policymakers and the public to showcase developments in agriculture and the agrofood industry.
According to MAHA, the 10-day event attracted 5.02 million visitors and featured 2,000 local and international exhibitors, with sales reaching RM73.08 million.
Themed "Value Creation for Food Security," MAHA 2026 highlighted efforts to transform Malaysia's agricultural sector through technology, sustainability and higher-value agrofood production.
The food-security theme also extended beyond commercial agriculture. During MAHA 2026, the Ministry of Agriculture and Food Security launched the KENDIRI home-gardening campaign, encouraging Malaysians to grow food at home. South Korea likewise has an urban agriculture movement (도시농업, doshi nong-eop), which promotes food cultivation in urban spaces such as homes, rooftops, neighborhoods, parks and schools.
Korean companies introduce food products
Five Korean companies showcased products at the Korea Pavilion, including propolis, Crungzee — a Korean dessert combining a croissant with nurungji (scorched rice) — soy milk, and fruit, aloe and yogurt beverages. On-site staff welcomed visitors to sample Korean drinks and snacks and invited them to complete a survey in exchange for a gift. The sampling and survey activities gave visitors an opportunity to try the products while allowing the participating companies to gather feedback on Malaysian consumer responses. One of the gifts had already run out by noon on the first day of the exhibition.
According to aT Center Kuala Lumpur Director Chang Chung Ho, MAHA 2026 represented an important step in strengthening Korea's presence in Malaysia's growing halal food market.
"Through our first-ever Korea Pavilion, we were able to showcase the diversity and quality of K-Halal food to Malaysian consumers and buyers.
"Moving forward, we will focus on identifying export products that align with local market characteristics and consumer trends, while expanding our localized marketing efforts to make Korean agri-food products more competitive and accessible in Malaysia and the wider halal market."
Among the VIPs who visited the Korea Pavilion were Malaysian Prime Minister Anwar Ibrahim, Agriculture and Food Security Minister Datuk Seri Mohamad Sabu, and Deputy Agriculture and Food Security Minister Datuk Chan Foong Hin.
The visitor survey also offered participating Korean companies a means of gathering feedback on how Malaysian consumers responded to the products, potentially informing future product selection and marketing strategies for the local market.
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