The official working visit of Deputy Minister of domestic Trade and consumer Affair (KPDNHEP) and Malaysia Franchise Trade mission to Jeddah, Saudi Arabia “MALAYSIAN PRODUCTS AND BRANDS ARE EXPANDING THEIR REACH IN MIDDLE EAST MARKET”

JEDDAH, SAUDI ARABIA, 9 MAY 2022 – Deputy Minister, Ministry of
Domestic Trade and Consumer Affairs (KPDNHEP), YB Dato’ Rasol bin
Wahid led the Malaysian delegation on a Working Visit and Malaysia
Franchise Trade Mission to Jeddah, Saudi Arabia from 7th to 9th May 2022.
The delegation comprises officials from the Ministry of Domestic Trade and
Consumer Affairs (MDTCA), Malaysian Franchise Association (MFA), and
five (5) Malaysia’s Top brands, that are CheeseU, CIC Where Leaders Are
Born, Genius Aulad, US Pizza and Siti Khadijah.

This trade mission is part of the Enhanced Franchise Development
Programme (EFDP) that was approved by Franchise Export Council
(FRANEX) committee in 2021.
YB Dato’ Rasol said that the trade mission was intended to encourage and
motivate the Malaysian brands’ expansion to Middle East market especially
Saudi Arabia and connecting and partnering with the right foreign potential
investors through the business matching programme.
The Franchise Malaysia brand has grown as a reputable force in Southeast
Asia with more than 68 brands in 74 countries and expect to grow further
post Covid-19 era.

“The ministry has been working closely with the Malaysia External Trade
Development Corporation (MATRADE), the Malaysian Franchise
Association (MFA), and industry players to achieve the target and revitalize
the momentum,” he said in the Opening Ceremony of Franchise Malaysia
Business Matching Program, Jeddah on 8 May 2022.
In the year 2021, the franchise industry in Malaysia has recorded a total sale
of RM13 billion, which was a 16.4% increase compared to 2018, with a total
recorded sale of RM11.16 billion.
Apart from this programme, a visit to Lulu Hypermarket Marwah in Jeddah
was also initiated, mainly for the purpose of strengthening collaboration
between Malaysia Government and Lulu International Group in retail sector
and at the same time to expand the reach and the development of Malaysia’s
products in the Middle East market through Lulu Hypermarket in Saudi
Arabia.
This is definitely a win-win approach where we welcome foreign reputable
retail and wholesale operators to operate their businesses in Malaysia and
at the same time carry Malaysian products and brands in their operation
overseas.