GUANGZHOU, Sept 4  — Malaysia is seeking to strengthen two-way cross-border e-commerce with China to create more opportunities for Malaysian products to reach Chinese consumers, Entrepreneur and Cooperatives Development Minister Steven Sim Chee Keong said.

Sim made the call during his international trade mission to Guangzhou, where he attended the opening of the 21st China International Small and Medium Enterprises Fair (CISMEF) and the Malaysia Pavilion.

He also raised the proposal where he explored how China’s established e-commerce ecosystem could help Malaysian businesses access Chinese consumers and expand into other international markets.

Sim said Malaysian products including durian-based products, bird’s nest, white coffee, handicrafts and batik were already well received by Chinese consumers.

He said Malaysia wanted to build on this existing demand by developing stronger e-commerce linkages between the two countries.

“The goal is to make cross-border e-commerce more balanced and two-way, allowing Malaysian consumers to continue accessing Chinese products while creating more opportunities for high-quality Malaysian products to reach consumers in China,” he said.

Sim is leading 12 Malaysian companies and cooperatives participating in CISMEF, representing the food and health product sectors.

He said their participation demonstrated the innovation, quality and entrepreneurial dynamism of Malaysian brands, while highlighting the potential of Malaysia’s nearly 1.3 million micro, small and medium enterprises (MSMEs) to expand internationally.

Describing the Pearl River Delta, where Guangzhou is located, as the “Factory of the World”, Sim said Malaysia’s position as the “Crossroads of Asia” could be complemented by a new identity as the “Boutique of the World”.

He said Malaysia’s diversity and creativity could enable local businesses to produce distinctive, creative and high-quality products for international markets.

Malaysian MSMEs recorded strong export growth in 2025, with exports reaching RM214.5 billion, an increase of 10.5 per cent from the previous year and accounting for nearly 15 per cent of Malaysia’s total exports.

Sim said the figures demonstrated that Malaysian MSMEs were capable of meeting international consumer tastes, trends and standards, but greater access to overseas markets was needed to unlock their full potential.

He also described Malaysia’s engagement with China as a relationship between “good friends”, noting that more than five decades of diplomatic relations had been strengthened by high-level exchanges and expanding trade and economic cooperation.

“No one can win alone. We must win together,” he said.

Sim is also in Guangzhou to represent Malaysia at the 32nd APEC Small and Medium Enterprises Ministerial Meeting (SMEMM), where Malaysia’s agenda on MSME development and regional cooperation will be discussed at ministerial level.