Trade mission to Jeddah seeks to boost expansion of Malaysian brands in the Middle East


PUTRAJAYA (May 10): Malaysia has embarked on a franchising trade mission to Jeddah, Saudi Arabia to help expand Malaysian brands in the Middle East.

The delegation, led by Deputy Minister of Domestic Trade and Consumer Affairs, Datuk Rosol Wahid, included representatives from his ministry, the Malaysian Franchise Association (MFA) and five of the country’s biggest brands – CheeseU , CIC Where Leaders Are Born, Genius Aulad, US Pizza, and Siti Khadijah.

Rosol said the three-day trade mission, which ended on May 9, is part of the enhanced franchise development program approved by the Franchise Export Council (FRANEX) committee in 2021.

“The trade mission was intended to encourage and motivate the expansion of Malaysian brands in the Middle East market, especially Saudi Arabia, and (to) connect and partner with the right foreign investors. potential through the business matchmaking program,” he said in a statement. Tuesday (May 10).

Rosol said the Franchise Malaysia brand has become a reputable force with over 68 brands in 74 countries and is expected to grow further after Covid-19.

The franchise industry in Malaysia recorded total sales of RM13 billion in 2021, an increase of 16.4% from RM11.16 billion in 2018.

In Jeddah, the delegation also visited the Lulu Marwah hypermarket to strengthen collaboration between Malaysia and the international Lulu Group in the retail sector, as well as to expand the reach and development of the country’s products in the market. from the Middle East via the Lulu hypermarket in Saudi Arabia.

“This is definitely a win-win approach where we welcome reputable overseas retail and wholesale operators to operate their business in Malaysia and at the same time carry Malaysian products and brands into their operations in Malaysia. abroad,” the deputy minister said.


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