By Linda Khoo Hui Li & Tuwaedaniya Meringing
BANGKOK: “I’m seeing more Malaysian products on the shelves at supermarkets selling well in Southern provinces,” said a Thai consumer, Rohana Abdul Aziz.
The 51-year-old housewife from Pattani attributed the growing popularity of Malaysian products in Thailand to their high quality and halal certification.
“I hope to see more Malaysian products including non-food products in the Thai market at affordable prices,” she told Bernama.
Malaysian products have been gaining popularity in Thailand in recent years especially in the southern states. This is due to a number of factors, including the growing demand for halal food in Thailand and the increasing affluence of the Thai middle class.
Managing Director of Wang Mart Co Ltd (Wang Mart), Joey Tong said the acceptance of Malaysian products in Thailand is increasing thanks to the close proximity of the two countries and the fact that many Thais have visited Malaysia and enjoyed the products.
Besides that, he said Thailand has a large Muslim population and there is a growing demand for halal food in the country.
“Malaysian products are well-known for their halal certification, which makes them appealing to Thai consumers who are looking for halal food.
“Malaysian halal-certified products are a strong selling point with local consumers. Malaysian products that are popular among Thais including Julie’s, Hup Seng biscuit and crackers,” he told Bernama.
Wang Mart, which imports and distributes Malaysian products in Thailand, is currently working to expand its presence and build a solid foundation in the southern provinces.
Tong said Wang Mart is collaborating with the Agriculture Counsellor Office, Bangkok, in the “Taste of Malaysia” campaign which promotes Malaysian products in various Thai locations.
He said the campaign showcases a diverse range of Malaysian products, including frozen food, pastes and sauces, snacks, instant noodles and beverages at selected supermarkets and malls.
He added that the campaign had been conducted at three supermarkets in Thailand: Lee Wiwat Supermarket (14 outlets) in Songkhla, Rimping Supermarket (8 outlets) in Chiang Mai, and Mother Marche Supermarket (18 outlets) in Krabi.
“The Taste of Malaysia campaign has been a success in Krabi and Songkhla, but it faced difficulties in Chiang Mai due to its distance. The campaign organisers are now focusing on Krabi and Songkhla to maximize the impact of the campaign and raise awareness of Malaysian brands among Thai consumers,” he said.
Meanwhile, Tong said Wang Mart will organize the Malaysia Festival 2023 in Hatyai, Songkhla from November 17-19 to raise awareness of Malaysian products in Thailand and attract more consumers and buyers to experience the diversity of Malaysian offerings.
In elaborating on the campaign, Malaysian Ambassador to Thailand Datuk Jojie Samuel said the “Taste of Malaysia” campaign is an initiative to engage new potential consumers, enhance the brand identity of Malaysian products in the local market and stimulate demand in the Thai market.
“The Embassy of Malaysia in Bangkok is committed to promoting Malaysian food products in Thailand and looks forward to working with more partners to introduce Malaysian products to Thai consumers,” he said.
Agriculture Counsellor Hairuddin Maslan said the demand for Malaysian ready-to-eat and ready-to-cook foods is anticipated to grow in the upcoming years, driven by consumer preferences for convenience and ease of preparation.
“Halal certification is a key factor that contributes to the popularity of Malaysian products in southern Thailand. We are confident that with ongoing promotions and engagement, Malaysian products will soon gain a foothold in the Thai market,” he said. – BERNAMA
