行业洞察-东盟博览会马来西亚展团

逛完本届中国 — 东盟博览会的马来西亚馆，最大的感受不是某一款产品有多惊艳，而是整个展团的 “气质” 变了。过去提起马来西亚制造，大众第一印象往往是原料：燕窝、榴莲、棕榈油、橡胶。但这一次，展台之上的展品给现场观众带来诸多惊喜：猫山王榴莲冰淇淋、咖喱叻沙方便面、洗衣液、护肤及清洁类个人护理产品，还有 AI 健康评估服务等数字化方案。

Visiting the Malaysia Pavilion at this year's CAEXPO, my biggest takeaway wasn't the impressiveness of any single product, but rather a profound shift in the delegation's overall character. Historically, Malaysian manufacturing has been synonymous with raw commodities like bird's nest, durian, palm oil and rubber. This year, the showcase was remarkably different. The focus shifted entirely to value-added and innovative offerings, featuring items such as Musang King durian ice cream, curry laksa instant noodles, a diverse range of personal care products and even AI-driven health assessment services.

“从卖原料产品到展示生活方式的蜕变”，这就是本届东盟博览会马来西亚国家展团给我的最大感受，从吃到用，从实体到数字，马来西亚品牌正在用一种更成熟、更体系化的方式重新定义自己。

From food to household products, from physical goods to digital services, Malaysian brands are redefining themselves in a more mature and systematic way.

根据展会现场买家选品会及相关活动咨询数据整理，热带坚果休闲零食类产品成为本届展会上最受关注的类目，关注度占比高达1/3。

According to data collected from the product-selection sessions and onsite enquiry system, tropical nut snack products were the most highly anticipated category at this exhibition, accounting for a 1/3 share of overall attention.

不难发现，马来西亚产品开始有着清晰的行业动态调整轨迹。让我们从以下几个维度做个概括分析吧：

It is not hard to notice that Malaysian products are starting to exhibit a clear trajectory of dynamic adjustments within the industry. Let's conduct a brief analysisacross the following dimensions:

燕窝类

体验升华

燕窝不再只是“贵妇滋补”食品饮料。燕窝是马来西亚馆里展商最集中的品类，但产品形态已经和印象中完全不同。尽管干燕盏、毛燕这些传统原料依然保持着较高的展会”出镜率“，但真正占据本次展台C位的是即饮类产品。瓶装燕窝饮品开盖就能喝，冻干即泡燕窝几分钟便还原新鲜美味，燕窝速溶饮品直接切入了办公室和早餐场景。

• 干燕盏

• 毛燕

• 瓶装燕窝饮品

• 冻干即泡燕窝

• 燕窝速溶饮品

• 燕窝拉茶

年轻消费者愿意为燕窝买单，但似乎不愿意为炖煮燕窝花几个小时。燕窝正在从“需要仪式感的滋补品”变成“大众化便捷食品”。

Bird's nest is no longer just a "luxury tonic" for wealthy women. It was the most highly concentrated product category among exhibitors in the Malaysia Pavilion, but its current product forms are completely different from traditional impressions. Although traditional raw materials like dried bird's nest and raw (uncleaned) bird's nest still maintained a high presence at the exhibition, ready-to-drink products truly took center stage. Bottled bird's nest drinks are ready to consume right upon opening, freeze-dried instant bird's nest restores its fresh taste in just a few minutes and instant bird's nest beverages have directly penetrated office and breakfast scenarios.

·Dried bird's nest

·Raw bird's nest

·Bottled bird's nest drinks

·Freeze-dried instant bird's nest

·Instant bird's nest beverages

·Bird's nest Teh Tarik (pulled tea)

Young consumers are willing to pay for bird's nest, but they seem unwilling to spend hours stewing it. Bird's nest is transforming from a "ritualistic premium tonic" into a "mass-market convenience food."

猫山王

想象力升华

榴莲是马来西亚最具代表性的农产品IP，但本届展商展示的早已不是鲜果和冷冻果肉那么简单。猫山王被拆解、重组、嵌入到了各种消费品类里。有企业把榴莲果泥做成了提拉米苏，还衍生出斑斓椰子和菠萝蜜版本。这意味着榴莲不再只是零食原料，而是开始进入正餐和社交餐饮场景。

• 榴莲意式冰淇淋

• 榴莲棒冰

• 榴莲披萨

• 榴莲芝士蛋糕

• 榴莲白咖啡

• 榴莲巧克力

• 榴莲咖椰酱

• 榴莲果泥提拉米苏

鲜榴莲有季节性和运输半径的限制，但榴莲冰淇淋和榴莲咖啡可以全年卖、卖到更远的地方。榴莲深加工正在从甜品向咸味和佐餐场景延伸，榴莲披萨就是最典型的例子。

Durian is Malaysia's most iconic agricultural IP, but what exhibitors showcased this year went far beyond fresh fruit and frozen pulp. Musang King has been deconstructed, recombined and embedded across diverse consumer categories. Some companies turned durian puree into tiramisu, even spinning off pandan coconut and jackfruit variations. This signals that durian is no longer merely a snack ingredient—it is making its way into formal dining and social culinary scenes.

·Durian Gelato

·Durian Popsicles

·Durian Pizza

·Durian Cheesecake

·Durian White Coffee

·Durian Chocolate

·Durian Kaya Spread

·Durian Puree Tiramisu

While fresh durian faces seasonal constraints and limited distribution radiuses, products like durian ice cream and durian coffee can be sold year-round and reach much farther markets. Deep processing of durian is expanding from sweet desserts into savory and meal-accompaniment dishes, with durian pizza serving as the prime example.

马来西亚风味

正在被标准化

参巴酱、仁当酱、咖喱叻沙酱、虾米辣椒板面、槟城福建虾面、咖喱酱、辣椒油......酱料和预制面食类产品在本届展商中非常密集。这个赛道的逻辑很清晰：马来西亚风味在东南亚和中国都有认知基础，但此前缺乏标准化的工业产品。参展企业把酱料做成了标准化包装，还配套了风干面条，形成了酱料加主食的组合方案。部分企业已经具备OEM和ODM能力，可以为其他品牌代工。

• 参巴酱

• 仁当酱

• 咖喱叻沙酱

• 虾米辣椒板面

• 槟城福建虾面

• 咖喱酱

• 辣椒油

马来西亚风味酱料正在从餐厅后厨走向家庭厨房和零售货架。东南亚风味在中国年轻消费者中已经有一定的市场基础，咖喱、叻沙都有人熟悉，参巴酱和仁当酱等酱料也正逐渐进入中国消费市场。令人感到开心的是，很多酱料类型的展商已经获得了进入中国市场必备的GACC认证。

Sambal, Rendang paste, Curry Laksa paste, Dried Shrimp Chili Pan Mee, Penang Hokkien Prawn Mee, curry paste, chili oil... Sauces and prepared noodle products were heavily featured among this year's exhibitors. The market logic here is clear: Malaysian flavors already enjoy solid recognition across Southeast Asia and China, yet there has historically been a lack of standardized and industrialised products. Exhibiting companies have packaged these sauces into standardised formats paired with air-dried noodles, creating complete "sauce + staple" meal solutions. Some enterprises have even established OEM and ODM capabilities, enabling them to manufacture for other brands.

·Sambal Paste

·Rendang Paste

·Curry Laksa Paste

·Dried Shrimp Chili Pan Mee

·Penang Hokkien Prawn Noodles

·Curry Paste

·Chili Oil

Malaysian flavor sauces are making their way from restaurant kitchens into home pantries and retail shelves. Southeast Asian flavors already have a solid consumer base among younger Chinese demographics.

健康食品

从“讲故事”走向“拼配方”

印加果油保健品、冬虫夏草菌丝体、功能性菌菇、胶原蛋白饮品、乳清蛋白饮品、益生菌发酵保健品、银蜂蜜......本届展商中健康类产品的比例明显上升。这些产品的共同特点是，有明确的成分故事和功能指向。以印加果油为例，参展企业主打高Omega-3含量，覆盖原料种植、研发、生产到国际分销，提供一站式OEM和ODM服务。

然而这类型的保健产品进入中国市场难度较高，需要获得的准入条件也相对严苛。在与展商的交流中我们发现，为了更快地测试中国市场，他们选择通过跨境电商（保税1210备货模式）进行销售。

• 印加果油保健品

• 冬虫夏草菌丝体

• 功能性菌菇

• 胶原蛋白饮品

• 乳清蛋白饮品

• 益生菌发酵保健品

• 无刺蜂蜜蜂蜜

东南亚健康食品正在从原料输出转向配方输出。过去是卖燕窝、卖蜂蜜、卖草药，现在是卖胶囊、卖粉剂、卖即饮功能饮品。产品形态变了，附加值也变了。

Inca fruit oil health supplements, Cordyceps sinensis mycelium, functional mushroom products, collagen drinks, whey protein drinks, probiotic fermentation health supplements, silver honey... The proportion of health products among exhibitors at this edition has seen a notable increase. These products share a common trait: they all have clear ingredient stories and functional indications. Taking Inca fruit oil as an example, exhibiting companies highlight its high Omega-3 content, covering raw material cultivation, research and development, production, and international distribution, while providing one-stop OEM and ODM services.

However, it is relatively difficult for this type of health care products to enter the Chinese market, and the access conditions they need to meet are also quite stringent. During our exchanges with exhibitors, we found that in order to test the Chinese market more quickly, they choose to sell through cross-border e-commerce (bonded 1210 inventory model).

Southeast Asian health foods are shifting from exporting raw materials to exporting formulated solutions. In the past, the trade centered on raw bird's nests, unprocessed honey and crude herbal ingredients; today, it is driven by capsules, powders and ready-to-drink functional beverages. As product formats evolve, so too does their value-added potential.

工业园、签证服务、认证服务

服务多维呈现

本届展商中，有两家企业的出现颇具信号意义。一家是房地产开发商的子公司，主营工业园开发；另一家是签证咨询公司，提供外籍签证管理。这说明中国—东盟博览会正在从商品贸易向投资服务延伸。中国企业去马来西亚不光是买东西，还在考虑设厂、建仓、派驻人员。工业园开发和签证服务，正是为这种产能出海配套的基础设施。

Among this year's exhibitors, two companies stood out as particularly telling. One is a subsidiary of a real estate developer focused on industrial park development. The other is a visa consultancy offering expatriate visa management, MM2H visa applications, and manpower supply and management services. This shows that the CAEXPO is expanding from commodity trade to investment and services. Chinese companies going to Malaysia aren't just buying goods — they're considering building factories, setting up warehouses, and stationing personnel. Industrial park development and visa services are exactly the infrastructure supporting this kind of capacity going overseas.

不仅马来西亚品牌正在积极进入中国市场，更多全球品牌也希望借力东博会，通过投资马来西亚，辐射更广泛的清真市场。我们注意到：本届参展商中，几乎所有的马来西亚品牌都获得了HALAL认证，可以说清真认证，是马来西亚产品的核心共性，它代表着安全、健康、卫生。JAKIM（马来西亚伊斯兰发展局）是马来西亚唯一有权颁发清真认证的官方机构。HALAL清真认证成为了高频咨询的内容。

Not only are Malaysian brands actively entering the Chinese market, but Chinese brands are also hoping to leverage the East Expo to sell their products to Malaysia and tap into the broader halal market. We have noticed that HALAL certification has become a frequently inquired topic.

总结

在今年的东盟博览会，我们再次见证了马来西亚参展商们为拓展中国市场正在“八仙过海、各显神通”。中国市场固然巨大，但要能真正把产品卖好，打造品牌IP，依然面临着巨大的挑战。希望在明年2027的东盟博览会上，我们能见到更多优质的马来西亚品牌。

During this year's CAEXPO, we once again saw Malaysian exhibitors pull out all the stops to tap into the Chinese market. While the market is massive, driving solid sales and cultivating brand IP still come with significant challenges. We hope to see more top-quality Malaysian brands featured at CAEXPO 2027 next year.