Malaysian non-Japanese buyers meet Ibaraki food firms; sweet potato stands out
On October 9, JETRO invited non-Japanese premium retail buyers and distributors from Malaysia to Ibaraki and held face-to-face meetings in Mito with nine local food companies. Sweet potato products drew the most interest, while buyers also pointed out that Malaysia often requires at least six months of remaining shelf life at import.
Key points
- Nine Ibaraki companies handling sweets, seasonings, alcohol and tea took part; talks covered local retail prices and logistics
- Dried sweet potatoes, frozen roasted sweet potatoes and chips were praised for simple ingredients and natural sweetness; buyers said they could pitch them as healthy snacks to higher-income shoppers
- Japan's agri-food exports to Malaysia reached 29.1 billion yen in 2025, up 26.3% year on year, ranking 13th among destinations
Background
Malaysia has about 35 million people, and affluent and middle-income groups make up roughly 60% of the population, making it one of Southeast Asia's notable consumer markets. Beyond more Japanese restaurants, people increasingly buy Japanese food at home through premium supermarkets and e-commerce.
Because Japanese food is already well known there, competition among Japanese products is also intensifying. JETRO notes that reaching ordinary consumers through non-Japanese channels will be a key factor for further growth.
What it means for shops
For small food producers and sellers in Japan, non-Japanese retail in Southeast Asia is a possible new sales channel. Export-specific conditions such as remaining shelf life may require changes to packaging or quality preservation.
What shops should do
- Compare your products' shelf life with the remaining period buyers may require (for example, six months or more)
🔒 3 more action items for subscribers
Summaries are written by Seiichi Studio based on the original releases. Always check the source for the exact details.