Guangdong Goods Go Global: Zhongshan Products Debut in Malaysia, Boosting ASEAN Trade Ties

On April 25, 2026, Chinese manufacturers from Zhongshan launched their first overseas push under the “Guangdong Goods Go Global” initiative with a large-scale exhibition and sales event at Pavilion Bukit Jalil in Kuala Lumpur, Malaysia. The two-day showcase marked the programme’s first physical retail-style activation abroad since its inception, according to Chinese news portal The South.

Carrying the theme “Zhongshan Premium Products, Trade Connecting Southeast Asia,” the event brought together more than 70 companies displaying over 300 products across sectors such as smart home appliances, lighting, hardware, daily essentials and intelligent equipment, including physiotherapy robotics. Major Chinese brands including TCL, Changhong and Vatti were among the participants, with over 20 firms engaging in direct sales while others focused on brand exposure and partnership building.

Organisers said the hybrid format — combining exhibition and on-site retail — was designed to accelerate both market penetration and brand recognition in Southeast Asia. The event was held alongside the China (Zhongshan)–Malaysia (Kuala Lumpur) Investment Promotion and Exchange Conference.

Jiang Ji, Party Secretary of the Zhongshan Investment Promotion Bureau, stated that the initiative has already begun drawing attention from international investors. “More and more businessmen who are optimistic about Zhongshan’s industrial and supply chain advantages are coming to Zhongshan to visit after seeing Zhongshan’s products,” he said.

Officials from China and Malaysia expressed high expectations for the initiative. Chiew Choon Man, Deputy Minister of Tourism, Arts and Culture of Malaysia, stated that the official launch of the event marked a latest starting point for economic and trade cooperation and opened a new chapter in the continuation of hometown ties and cultural integration. He noted that the event was not only a showcase of premium products but also an important bridge for city-level economic and trade cooperation and cultural exchanges.

The entry of Zhongshan’s premium products, such as home appliances and intelligent equipment, into the Malaysian market was expected to bring local consumers high-quality “Made in Zhongshan” products and a unique cultural experience. Leveraging overseas Chinese communities as a bridge, the event aimed to deepen Sino–Malaysian economic and trade cooperation, helping premium Zhongshan products gain a foothold in ASEAN and expand worldwide.

The melodious sounds of Cantonese folk music filled the air at the event, as rows of typical Lingnan arcade buildings appeared on the large screen in the square, creating a culturally immersive atmosphere for attendees.