The China (Zhongshan)–Malaysia (Kuala Lumpur) Investment Promotion & Exchange Conference, along with the "Guangdong Goods Go Global: Zhongshan Products in Malaysia" event, was held from April 25 to 26 at Pavilion Bukit Jalil in Malaysia's Kuala Lumpur.
This marks the first time the "Guangdong Goods Go Global" initiative has held an on-site brick-and-mortar exhibition and sales activity abroad since its launch.
"We've been racing from one exhibition to the next in Kuala Lumpur," said Lu Qirong, Chairman of New Century Electrical Manufacturing (Zhongshan) Co., Ltd., at the opening ceremony.
He noted that just days earlier, the company had taken part in the DSA 2026 – Defence Services Asia Exhibition & Conference, where its heavy-lift cargo drones attracted significant attention.
"Now we've rushed straight here for 'Guangdong Goods Go Global: Zhongshan Products in Malaysia.' We want to bring quality products to the whole world," said Lu.
Over 100 million yuan in deals as overseas Chinese businesses join in
On the first day of the event, six key cooperation agreements were signed, covering cultural tourism, logistics, and procurement, with a total contract value exceeding 100 million yuan.
Chuah Poh Khiang, First Vice President of the Association of Belt and Road Malaysia, said he had invited more than 60 presidents of overseas Chinese business associations from Malaysia and neighboring countries to the event, hoping to facilitate precise matchmaking with Zhongshan enterprises.
Guangdong Welly Electrical Appliances signed a commercial cooperation agreement with Malaysia's Khind Group under an exclusive distribution model. The two companies expect the value of their cooperation in washing machines and microwave ovens to surpass 50 million yuan by 2026.
Li Haofan, General Manager of Welly's Marketing Department, described the company's strategic chessboard this way: "Europe and the US are our existing stock; Southeast Asia is our growth engine." To support this growth, Welly's factory in Thailand was completed in 2024 and began full operations in 2025, providing a solid supply chain backbone.
Guangdong Aohang Anyun International Logistics signed a cooperation agreement worth 30 million yuan with Malaysia's BYLOGIS, covering the full chain of import and export sea and air freight, inland trucking, customs clearance, and warehousing services between China and Malaysia. This means the logistics corridor for Zhongshan goods entering the Southeast Asian market has now been formally opened.
Zhongshan Lubiliang Lighting also signed an agreement of equal value with PMP Marketing, covering conventional product procurement, indoor lighting procurement, and agency sales.
Malaysia is not the destination, but the pivot to ASEAN
"We've been to six editions of 'Guangdong Goods Go Global' consecutively—in Shanghai, Shenzhen, Macao, and Beijing. We haven't missed a single one," said Wu Yanping, Sales Director of Guangdong Wuyuyun Intelligent Technology Co., Ltd.
At the Malaysia stop, her team was particularly encouraged by a client who made a special trip from the Taiwan region, China. The client runs a wellness therapy center in Taiwan and had previously visited Wuyuyun's headquarters in Zhongshan. Upon learning the company was coming to Malaysia, he offered to fly over.
"He knew we were coming to Malaysia and wanted to try the product again on-site. He's already placed an intent order," Wu said. The product in question was an intelligent cupping robot. The client ordered on the spot, with the order value exceeding 200,000 yuan.
Wu noted that Malaysia's large ethnic Chinese population means a high degree of acceptance for traditional Chinese medicine, giving wellness and healthcare products a natural foothold. Moreover, consumer trends here serve as a bellwether for neighboring countries.
Malaysia carries multiple identities, such as a Commonwealth nation, a halal certification hub, and a key ASEAN economy. As Li Haofan put it, Southeast Asia is the growth market, and Malaysia is the bridgehead.
Guo Zedong reporting from Kuala Lumpur, Malaysia
Text: Yuan Zixiang
