SINGAPORE: Sarawak is shifting its international trade strategy from product showcases to deal-making, with a target of securing at least five business agreements at Food & Hospitality Asia (FHA) 2027.
Sarawak Trade and Tourism Office Singapore (STATOS) chairman Tan Sri Datuk Amar Mohamad Morshidi Abdul Ghani said future participation will focus on tangible outcomes, particularly closing deals with international buyers.
“In the future, we do not just want to display products, but to ensure that more business deals are concluded.
“Next year, we are targeting at least five companies to reach agreements with buyers,” he was quoted as saying in an UKAS report following Sarawak’s participation at the Food & Hospitality Asia (FHA) 2026 here.
Meanwhile, Morshidi noted that the sales performance of Sarawak exhibitors has shown encouraging growth year-on-year, with sales reaching approximately RM24 million last year.
For this year, the target has been raised to RM35 million, in line with efforts to strengthen the presence of Sarawak products in overseas markets.
He said that Singapore is a strategic market and a key gateway to the global market, offering opportunities for Sarawak products to expand into other countries.
In this regard, he stressed that STATOS will continue to encourage more ready and capable Sarawak companies to participate in international platforms, while leveraging networking opportunities and technology to expand market reach and enhance competitiveness.
At this year’s edition, the Sarawak Pavilion features 19 exhibitors, with about 30 per cent being first-time participants, reflecting growing interest among local entrepreneurs to penetrate international markets.
The exhibitors represent a wide range of food and beverage categories, including instant drinks and tea, Sarawak pepper, SG1 pineapple-based products, compound butter, pastes and sauces, canned food, craft beverages, bird’s nest, ‘empurau’ fish, Sacha Inchi oil, plant-based snacks, as well as bakery products.
