MATRADE Eyes New Export Markets In Africa, Latin America, Central Asia
KUALA LUMPUR, Nov 10 (Bernama) — The Malaysia External Trade Development Corporation (MATRADE) is diversifying Malaysia’s export markets by focusing on Africa, Latin America and Central Asia, creating new opportunities for the furniture industry and other sectors amid global uncertainties.
MATRADE senior director of the strategic planning division, Raja Badrulnizam Raja Kamalzaman, said the move is timely as Malaysian exporters face unprecedented challenges arising from global developments, including tariff uncertainties and the conflict in Iran.
He noted that 70 per cent of Malaysia’s exports are concentrated in 10 markets, mainly the European Union, the United States (US), Japan and other Asian countries, highlighting the need to explore alternative destinations.
“MATRADE, with our 47 offices worldwide, is looking at new opportunities. For 2026, one of our main strategies is to diversify our markets into new regions. We believe that given the new challenges facing our exporters, not only in the furniture industry but also in other sectors, it is timely for us to explore new markets. Our focus is on three regions, namely Africa, Latin America and Central Asia,” he told a press conference on industry collaboration at the Malaysian International Furniture Fair (MIFF) 2027 held with MATRADE, the Muar Furniture Association (MFA) and the Malaysian Furniture Council (MFC) here today.
He said furniture exports to alternative markets surged past 2025 benchmarks between January and September this year, led by remarkable growth in Türkiye (up 42 per cent to RM83 million), New Zealand (up 68 per cent to RM69.7 million), Mexico (up 56 per cent to RM39.4 million), Chile (up 37 per cent to RM32.8 million), and Kenya (up 41 per cent to RM14.5 million).
“This is strong momentum, showing signs of greater demand for Malaysian furniture products in these markets. We provide a platform for that engagement, and we are happy to work with MIFF in terms of bringing buyers from all over the world,” he noted.
On opportunities arising from the conflict in West Asia, Raja Badrulnizam said the region's reconstruction needs could create additional demand for furniture and other Malaysian products. He said MATRADE's offices in Jeddah, Dubai and Egypt were exploring opportunities to position Malaysian companies as alternative suppliers to markets facing supply constraints due to logistical disruptions.
“I presented these opportunities to the National Economic Action Council (MTEN), and we explained to them that the exports coming from West Asia are now facing constraints, particularly due to logistical challenges. What we are looking at is to become an alternative supplier to these markets, which can no longer be served by exporters in West Asia,” he added.
Raja Badrulnizam acknowledged that higher production costs, logistics expenses and raw material prices remained among key challenges for the furniture industry, but that industry players had adapted well to the changing environment.
On the US market, he acknowledged growing concerns over tariff uncertainties, given that nearly half of Malaysia's furniture exports were destined for the country. Malaysia's furniture shipments to the US fell 19.2 per cent to RM3.77 billion between January and September 2026.
However, he said the US remained a major net importer of furniture, with a trade deficit of US$32.2 billion and global furniture imports exceeding US$38.4 billion between January and August 2026.
Raja Badrulnizam said the changing sourcing landscape presented opportunities for Malaysian manufacturers, particularly as US buyers sought alternative suppliers amid tariff pressures on Chinese manufacturers.
Vietnam and Mexico hold the top two positions in the US market with 22.3 per cent and 21.3 per cent shares, respectively, while China slipped to third position with an 18.6 per cent share. Malaysia holds the ninth position with a 2.3 per cent share.
“The defining lesson of 2025 was clear: relying on a single market is a risk we cannot afford. Even as we reinforce our foothold in the US, we must aggressively expand into Free Trade Agreement (FTA) partner nations and emerging regions, particularly across Latin America, Africa and Central Asia,” he added.
Raja Badrulnizam said MATRADE would continue promoting Malaysian products across various sectors in new markets next year, while encouraging more industry players to participate in international trade missions, exhibitions and furniture fairs to strengthen Malaysia's position as a preferred global furniture sourcing destination.
MATRADE expects the global furniture market to register steady growth of 4-5 per cent over the next five years, presenting opportunities for Malaysian furniture exporters to capitalise on.
MIFF, Southeast Asia’s largest furniture trade show, welcomed MFC as an industry partner for MIFF 2027. MFC will work alongside MFA and MATRADE to strengthen industry participation and trade promotion.
As part of the collaboration, MFC will encourage its members to participate in MIFF 2027, which will be held from March 1 to 4 at the Malaysia International Trade and Exhibition Centre (MITEC) and the World Trade Centre Kuala Lumpur (WTCKL).
— BERNAMA